GB 702 - Marketing Strategy

(3.00 cr.)

Prerequisite: All foundation courses. Explores marketing's role in creating value for the firm and its stakeholders, as well as how to design and implement the best combination of marketing efforts to carry out a firm's strategy across its target markets. Using analytical tools for decision making, students evaluate, formulate, and implement marketing strategy that creates value for the firm across the product life cycle and for various levels of competitive intensity. Topics include the fundamentals of strategy; marketing's interrelationship with corporate, business level, and other functional strategies; target marketing and brand management; innovation and new product development; and market strategies in growth, mature, and declining industries.