This course is an analytical approach to strategy formation as it relates to marketing management activities of business enterprise. The focus is on development of strategic framework for decision making for both domestic and global organizations.
Students learn to use analytical and logical methods to develop a marketing plan.
Marketing cases provide real-world decision making situations to understand the dynamics of strategic planning and implementation. There will be 2 team projects to allow you to experience and 'deal with' group dynamics issues that you will face more comprehensively in your careers. The course will provide information to develop a foundation for case analysis and marketing plan projects and presentations. A comprehensive marketing plan project will allow you to integrate course concepts and concepts learned in other marketing and business courses. Ethical decision making and professional conduct is a core requirement for a successful marketing strategy.