CURRENT COURSES
MKTG402 Marketing Strategy/ MKTG523 Strategic Marketing/ MKTG902 Marketing Management II
(For descriptive purposes, these courses are explained together as they are conceptually similar but different with regards to detail, work load, difficulty and scheduling):
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The course assumes you possess a grounded understanding of basic marketing principles and the ability to conduct straightforward marketing-related analysis. Consequently, the objective of the course is to provide you with structured opportunities to apply your current knowledge and ability when developing, analyzing, and evaluating marketing strategies. To this end, the course is designed to acquaint the student with strategic marketing planning frameworks for the analysis of marketing problems. It presents an integrative and dynamic view of marketing strategy with a company, customer, and competitor-perspective. Strategies for building new brands as well as extending and defending the equity in established brands are analyzed. The course crosses industrial and consumer products, high and low-tech industries, and goods and services.
The primary objective of this course is to explore issues in strategic marketing and key factors that influence the formulation of marketing strategy. A second thrust of the course is to link strategy to organizations by focusing on organizational systems and processes as they relate to strategy formulation and implementation. The MARKSTRAT simulation, readings and examples used in the course expose students to diverse settings in terms of the sizes of organizations involved, the types of markets they serve, and the nature of the good they market.
MKTG 201 Marketing Management:
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The course is designed to provide a broad understanding of marketing management and the role of marketing in the society. The essence of marketing management is assessing and solving marketing problems. As may be perceived by lay people, marketing can not simply be managed by intuition. Similarly, marketing management course is not simply information to be memorized.
Course content can be roughly divided into two parts. The first part focuses on the concepts, tools, and analyses that underlie marketing decisions. We will examine marketing strategies, buyer behavior, and the information link between the environment and the decision maker. The second part of the course focuses on using these concepts, tools, and analyses to make marketing decisions. We will examine the elements of the marketing mix, namely product, price, place (distribution), and promotion (communication). The design of these elements should be consistent in order to reach consumers.
Every course in the business school is, in some sense, a strategy course; in other words, in everything you study as a business student and in all your decisions as a business person, you should have in mind a corporation’s overall plan, in particular its objectives and the advantages and corporate strengths it will use to achieve them. What distinguishes marketing (both in terms of strategy and execution) from, say, corporate strategy, can be summarized in a single word: CUSTOMERS. The primary task of marketing is to achieve the corporation’s overall business objective by creating and communicating value to the customer. So, throughout the course, we will have to keep both ends of the process in view at all times: What is the business trying to achieve? What does the customer want?