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MARK-553 Advanced Marketing Strategy
Additional content will be added soon to reflect the changes to the new curriculum.
Advanced Marketing Strategy is a 6-week elective course that explores, from both managerial and analytical perspectives, the development and assessment of marketing strategies in highly competitive environments. In general, this course complements industry, corporate and SBU strategy courses, and builds on core marketing management concepts, principles, and analytical frameworks.
More specifically, the course applies the 6-Ps of marketing – people, product, price, place (distribution), promotion, and performance - to cases, with a particular emphasis on profitability drivers, value creation, segmentation & positioning, life cycle management, and integration of the Ps for competitive advantage.
The central thesis of this course is that good strategic thinking is built on a strong foundation of principles, concepts, and frameworks that are applied in a consistent manner (externally focused, fact based, economically rational, futures oriented, proactive, dynamic, internally aligned). Great strategic thinking goes beyond understanding and conforming to existing market environments (‘more and better of the same’) or identifying and capitalizing on ‘natural’ opportunities (‘finding the white spaces’) to creating and exploiting unique opportunities particularly well suited to a firm’s strengths (‘new games’). Therefore, great strategic thinking requires a knowledge base, process discipline, and aggressive creativity.
The overarching objective of this course is to create an enduring mindset geared to creating great marketing strategies.
Credits: 1.75
Prerequisites: MBA 2nd year student only.
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Other academic years
There is information about this course number in other academic years:
More information
Look for this course in the schedule of classes.
The academic department web site for this program may provide other details about this course.
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