EL 702 - Marketing Strategy

(3.00 cr.)

Explores marketing's role in creating value for the firm and its stakeholders in a global marketplace. Using analytical tools for decision making, students evaluate and formulate marketing strategy across the product life cycle and in various levels of competitive intensity. Key topics include situational analysis, the marketing mix (4P's: product, price, place, and promotion), segmentation, targeting, and positioning. This course involves working in teams on case presentations and crafting strategic marketing plans. Same course as GB 702 .

Restrictions: Restricted to Emerging Leaders MBA students.

Sessions Typically Offered: Spring
Years Typically Offered: Annually