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BUSADMIN M610

Marketing Strategy: Creating Firm and Customer Value

Graduate

Winter 2026 · Marketing Strategy · C01

Readings

  • Digital: Harvard Business Cases
    Required
Spring/Summer 2026

Topics

  • marketing strategy
  • customer value
  • decision making
  • case studies
  • communication
  • positioning
  • simulation
  • segmentation
  • targeting
  • consumer behaviour
  • marketing research

Readings

  • Marketing
    Grewal; Levy; Lichti; Ling · 2026 release, Canadian · recommended/optional
  • Required reading: Robert Dolan, Note on Marketing Strategy.
    See source
  • Required reading: Jill Avery and Sunil Gupta, Brand Positioning.
    See source
Sources