This course focuses on the strategic marketing choices made by top management that have a significant influence on an organizationʼs performance and competitive success. These choices include selecting markets in which to compete; defining and choosing which customer needs to address; developing meaningfully distinct offerings and programs; deciding how to access a market; and addressing issues of timing and pace of strategy execution. The pedagogy for this course consists of class discussion on key strategic issues, as well as case analysis that describes classic marketing situations faced by top management in a variety of industries. Prerequisite or Concurrent Enrollment: Advanced Marketing Management.
