MKTG 457 - Marketing Strategy

Prerequisite, MKTG 304. The primary objective of this course is to explore issues in strategic marketing and key factors that influence the formulation of marketing strategy. The course devotes a fair amount of attention to marketing issues confronting multi-product, multi-market, and multinational organizations. The course emphasizes learning-by-doing with the objective that students internalize rather than memorize strategy-related issues, concepts, and approaches. Students are also expected to learn to present persuasive oral and written reports. The course features a semester-long marketing simulation project, several case analyses, and involves substantial amount of work in teams. (Offered every year.) 3 credits