Marketing Strategy and Process

Creating and sustaining competitive advantage is driven by strategies that integrate people, process, and systems. In this application-oriented course, students will examine the fundamentals of marketing, develop the insights and skills to formulate and implement sound marketing decisions, and apply ethical marketing strategies which contribute to the overall business (for-profit and non-for-profit) performance. Students will apply strategic concepts through discussion and teamwork. Throughout the quarter, students will examine how information and research is used to inform marketing management decisions to all level of the organization, including external stakeholders. Because marketing communication plays such a critical role in marketing success, integrating different types of communication channels will be an emphasis.