Marketing Strategy

Catalog description

Good marketing strategy is performance-based and the primary goal of marketing is to generate profits through products and services that satisfy customer needs. Performance-based marketing strategy is intuitively easy but deceptively difficult. While it is easy to describe in some detail the marketing strategies of companies, the analysis that is needed for sound marketing strategies is much more difficult. This Phase 3 course provides a senior management level analysis of the major issues in the marketing management function. Class discussions are used to provide an understanding how companies deliver superior customer value and profitability. Students will have an opportunity to develop strategy analysis and planning skills by applying concepts and methods in case analysis of a variety of U.S. and multinational companies. Prerequisites: MKTG750 Restrictions: Must be enrolled in one of the following Programs: Executive MBA Program Must be enrolled in one of the following Levels: Graduate Williams College of Business Marketing