EL 702 - Marketing Strategy

(3.00 cr.)

Restricted to Emerging Leaders MBA students. 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. (Spring only)