Courses of Study 2013-2014 
    
    Mar 28, 2024  
Courses of Study 2013-2014 [ARCHIVED CATALOG]

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NBA 6220 - Marketing Strategy


Fall. 3 credits.

Prerequisite: NCC 5030 .

V. Rao.

The process of finding, capturing, and retaining customers is perhaps the single most important contributor to a business’s success. Doing so requires not only great products, but an effective marketing strategy based on a keen understanding of how those products fit into customers’ lives relative to competition. The four main modules of this course deal with the process of developing a firm’s product strategy; building a viable competitive strategy; managing customer relationships; and effective allocation of marketing resources. The material will be covered via lectures, case discussions, and talks by guest speakers.

This course focuses on strategic marketing planning at the product group/senior executive level for the development of competitive marketing strategies through analysis of a firm’s external environment. Enrolled students will apply the concepts and methods to build a comprehensive marketing strategy plan for an actual product of their choosing over the course of the semester.

This course will be useful for those students who wish to gain a deeper knowledge of marketing in their path toward becoming general managers and consultants.



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