Strategic Marketing Management

Catalog description

This course is an advanced study of the strategic and operational decisions facing a marketing executive today. Topics covered include market segmentation, branding and positioning, channel management, strategic pricing, marketing communications, marketing analytics and marketing in the new social economy. The course will present various concepts and tools for evaluating the marketplace (external environment, competitors, marketing opportunities and threats), and analyzing marketing strategies. Time will be spent on developing, evaluating and implementing marketing strategy at the corporate level using case analysis and formal decision making techniques. Students will be expected to make use of analytical, problem solving and communication skills to drive the development of a marketing plan focused on an actual company. The course also includes a business simulation with emphasis on advanced marketing management skills (Capsim: Capstone). The course will weave together a study of classical marketing theory and strategic planning with applied marketing management skills within the context of a business simulation.