XM 722 - Marketing Strategy

(2.50 cr.)

Explores marketing's role in creating value for the firm and its stakeholders and examines market strategy in the context of global competition and strategic uncertainty. Using analytical tools for decision-making, students evaluate and formulate marketing strategy across the product life cycle and in various levels of competitive intensity. Students investigate the organization for effective implementation and the measurement and delivery of marketing performance. Topics include the fundamentals of strategy; marketing interrelationship with corporate, business level, and other functional strategies; segmentation, targeting and positioning; brand management; innovation and new product development; and market strategies in growth, mature, and declining industries.