Description
This course focuses on business level marketing strategy and uses the marketing planning process as the framework for understanding the integration and coordination of marketing decisions. Students will apply strategic marketing concepts to a real-life business case study. They will work in teams, under faculty supervision, on a marketing strategy consulting project. They will analyze the company issue and /or opportunity, gather information, and develop recommendations for action. Prerequisites: MMG517 Research Methods for Managers, MMG5XX(Formerly MMG733) Marketing Management