MKTG6088

This course looks at strategic decision-making, trade-offs and resource allocation in markets, methods for creating advantage at both the industry and the firm level, the impacts of strategic decisions, and appropriate investment and performance management frameworks. Utilizing an integrated approach to the use of marketing tools and concepts in the formulation and execution of the marketing plan. The material is presented with case studies, lectures, readings, and guest speakers. Focusing on development of framework for strategic marketing planning based on market insights, customer behavior, market segmentation, product positioning, customer experience, market responsiveness, and competitive reaction. The course is designed to be essential for students interested in careers in marketing management, brand management, product management, strategic consulting, and leadership development programs.

prereq: MBA 6210/6211, MBA or Mgmt Sci MBA student

009648