Marketing Strategy
Aims
At the end of this course students will be able to:
- Understand the elements of a marketing strategy
- Determine an organization’s competitive position
- Recognize sources of meaningful differentiation
- Understand how companies can become more innovative
- Recognize the trade-offs in designing brand portfolios
- Develop a plan for strategic alliances
- Recognize potential ethical issues in marketing practice
Information
Marketing strategy refers to the systematic planning of marketing activities aimed at achieving one or more organizational goals under conditions of uncertainty. The ultimate purpose of marketing strategy is to develop and deploy an organization’s resources in the way that creates the most value for customers and other stakeholders. The primary objective of this course is for you to develop an in-depth understanding of the key frameworks, concepts, and paradigms in marketing strategy. To prepare the next generation of marketing professionals, this course focuses on how firms can create value for their clients and themselves. Secondary objectives include developing skills in the application of this knowledge for making strategic choices and developing an appreciation for the inter-disciplinary nature of marketing strategy. This course will be taught as a seminar so participation during the lectures and meaningful contributions to the case discussions are essential. To create an atmosphere more conducive to interactive sessions, the class will be split into two sections for all case discussions.
Assessment
Mixed form (100%)
a) Written case assignments 30% (group), b) Marketing Strategy exam 50%, c) class participation 20%.
Materials
Reader with articles.
