MGMT 6220 - Marketing Strategy

Fall. 1.5 credits. Letter grades only (no audit).

S. Nasser.

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 developing a firm’s product/brand strategy; formulating a viable competitive strategy; managing customer relationships; and effective allocation of marketing resources. These will be based on a thorough analysis of a firm’s external and internal environment. 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. Enrolled students will apply the concepts and methods to build a comprehensive marketing strategy plan for an actual product (or a division of a company) 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.