BUS 634 - Marketing Strategy

Prerequisite, BUS 605, or EMBA 605. This course provides a comprehensive framework for the development of competitive marketing strategies. The course is cross-functional in its focus, attempting (where appropriate) to integrate marketing issues with financial, operating, and other key functional issues. Conventional marketing strategy assumptions are challenged, and alternative paradigms for achieving strategic success are proposed. The course focuses on business-level marketing strategy, rather than corporate strategy or business policy. Students develop new perspectives for creating innovative marketing strategies that achieve organizational objectives and build competitive advantage. The course features a semester-long marketing simulation project. (Offered every year.) 3 credits