MARK-550 Marketing Analysis and Customer Strategy
This course will study the managerial processes involved in marketing of products and services in an international setting. Marketing is the business function that gives companies the opportunity for organic growth in a sustainable manner. As a business discipline, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individuals and organizational objectives. This course views marketing as both a general management responsibility and an orientation of an organization.
Fundamental to marketing programs is the managerial process of creating and delivering value to customers as well as the company and other stakeholders. Within this social context, marketing management is both, the art and science of choosing target markets, developing compelling value propositions, and acquiring, retaining, and growing customers by creating, delivering, and communicating superior customer value.
This course will use a mix of cases, lecture/discussion, and assignments. This material will be integrated throughout the course with four over-riding themes. First, that successful marketing strategies deliver superior customer value profitably; second, that successful implementation of these strategies requires a high level of market orientation (a market-driven firm has superior skills in understanding, attracting, and keeping customers); third, that through careful implementation of marketing actions long-term sustainable growth can be achieved; and fourth, that the market arena in which strategies are implemented is increasingly global.
Prerequisites: MBA Students Only
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