Advanced Marketing Strategy

1.5 Credits · Level: Graduate, Juris Doctor, Undergraduate

Advanced Marketing Strategy explores the development and assessment of marketing strategies in highly competitive environments. The course applies the 6-Ps of marketing to cases with a particular emphasis on profitability drivers, value creation, segmentation & positioning, life cycle management, and integration of the Ps for competitive advantage. The central thesis of this course is that good strategic thinking is built on a strong foundation of principles, concepts, and frameworks that are applied in a consistent manner. Great strategic thinking goes beyond understanding and conforming to existing market environments or identifying and capitalizing on ‘natural’ opportunities to creating and exploiting unique opportunities particularly well suited to a firm’s strengths. The overarching objective of this course is to create an enduring mindset geared to creating great marketing strategies.