Overview

Strategic marketing involves determining which customers your organization should serve, which products and services it should offer them, and how. This course is intended to develop an analytical framework for these decisions that permits managers to maximize their organization’s return on marketing expenditures. A primary objective for the course is to help you sharpen your skills for critical analytical thinking and effective communication. The goals for this course are as follows:

  • To introduce you to marketing strategy and to the elements of marketing analysis: customer, competitors, and company.
  • To develop an understanding of how to use elements of the marketing mix in developing a strategic marketing position.
  • To provide you with an opportunity to present/defend your ideas and recommendations, and to critically evaluate/discuss the recommendations of others.

As a result, the first half of the course will develop models for understanding customers, competitors, collaborators (e.g., suppliers and intermediaries), and the organization itself.  The second half of the course will examine the tools available to marketers to execute strategic decisions, with an emphasis on coordination among tactics and consistency with strategy.

Although we have designed the course for students who have very limited marketing experience, we have selected the materials and structured the sessions, especially the case studies, in a way that will provide a challenging experience even for those who have worked in marketing before beginning the MBA. Because marketing is a very broad and important business function, this course aims to familiarize you with the key tools. For those who become interested in a specific topic, we provide supplementary readings. Courses from the specialized marketing track will enable to learn more about a specific topic.

Learning outcomes

When you successfully complete this course, you should be able to . . . 

  • Apply the key marketing concepts and frameworks to analyze marketing problems and business decisions. 
  • Understand the contribution of marketing assets to firm value and how organizations build, nurture, and leverage these assets via market-facing business processes. 
  • Describe and analyze the characteristics of a specific market using data on environment, customers, and competitors. 
  • Develop and formulata marketing strategy based on a consideration of firm resources and market opportunities. 
  • Estimate the financial consequences of marketing decisions. 
  • Understand the function of the key instruments available to marketers: customer management, branding, product, price, distribution, and communication.
  • Draon insightfrom current academic research in Marketing.