Marketing Strategy

Information

Marketing strategy refers to the systematic planning of marketing activities aimed at achieving organizational goals. 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. This course will help you to develop an in-depth understanding of the key frameworks, concepts, and paradigms in marketing strategy and, just as important, to develop skills in the application of this knowledge for making strategic choices. At a general level, the basic goal of this course is to help you make the transition from student to marketing practitioner and thus support your own goal of becoming a successful marketing professional. During the course, you will train extensively your case solving skills both in class, during interactive case discussions, and individually, in the assignments and trial exams. The course will feature a career-related event, where you will learn about the job market in marketing from a panel of RSM alumni, and guest lectures from prominent practitioners, where you will learn about marketing practice. This course will be taught as a seminar so participation during the lectures and meaningful contributions to the case discussions are essential. To facilitate interaction, the group will be split into two for half of the classes. Students will be tested by means of an exam and written case assignments (both individual and group).