1.5

credits

Average Course Rating

This course, designed for students who have no prior instruction or experience in marketing, provides students with the opportunity to develop skills in formulating, implementing, and controlling a strategic marketing program (including sales and profit forecasts) for a given product-market entry. Using a structured approach to case analysis, students will learn how to make the kinds of strategic marketing decisions that will have a long-term impact on the organization. Through textbook readings, students will learn how to identify appropriate marketing strategies for new, growth, mature, and declining markets and apply these strategies as they analyze a series of marketing cases. The supplementary readings, from a broad spectrum of business periodicals, are more applied and will allow students to see how firms are addressing contemporary marketing challenges. And, one or more guest speakers from different functional areas of marketing, will be invited to speak to the class. In addition to analyzing cases individually, each student will be part of a team that studies a case during the latter half of the semester, developing marketing strategy recommendations with corresponding financials and presenting them to the class.