GB 702 - Marketing Strategy

(3.00 cr.)

Prerequisite: GB 600 or GB 715 , GB 611 or GB 707 . Explores marketing's role in creating value for the firm and its stakeholders in a global environment. Using analytical tools for decision making, students evaluate and formulate a marketing strategy across the product life cycle and in various levels of competitive intensity. Key topics include environmental analysis, marketing mix (product, price, promotion, and distribution strategy), segmentation, targeting, and positioning.

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