Advanced Marketing Strategy

2.5 credits

This course has three main threads. First and most centrally is practicing and extending concepts related to strategic marketing decisions about R&D, production, pricing, product, advertising, and channels. Second, students learn to infuse these decisions with market intelligence. Third, students learn to develop spreadsheet models to support strategic decisions and presentations to communicate the business case for strategic plans. In the process, the course extends frameworks related to segmentation, targeting, product positioning, advertising, and channels. In addition, the course will introduce frameworks related to negotiation and crisis management. Through the process of a courselong simulation, teams will be challenged through the simulation experience to understand their own strengths and weaknesses and to work better as a team.