Marketing Strategy

Catalog description

This course focuses on the development and marketing of products and services that meet customer needs. Topics covered include management and the development of distinctive competence, segmentation and target marketing, market research, competitor analysis and marketing information systems, product management, promotion, pricing strategy, and channel management. Students will learn how the elements of marketing strategy are combined in a marketing plan based on marketing analytics, and the challenges associated with managing products and services over the life cycle, including strategy modification and market exit.