Dec 09, 2023  
2022-2023 Undergraduate Catalog 
2022-2023 Undergraduate Catalog [ARCHIVED CATALOG]

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