Description
Prerequisites: MBA 501W: Strategic Leadership and Management;
MBA 502W: Applied Quantitative Methods for Business. This
course explores the role that marketing management plays in
the overall strategy of an organization. Through custom cases in
healthcare, transportation, financial services, NGOs, and consumer
goods students learn to analyze market data to design effective,
long-range marketing strategies, evaluate alternatives and create
an implementation plan to guide a business through a dynamic,
competitive business environment. Students explore the relationship
between innovation and segmentation, positioning, and marketing
mix issues as a part of strategic marketing planning by engaging in
an interactive simulation. The course also discusses analytics, agile,
design thinking and other contemporary trends as they apply to
strategic marketing.