XMKT-732 - Market Strategy

Course Description

The focus of this advanced course is strategic marketing analysis and marketing planning. Students will learn the components and construction of a strategic marketing plan, and they will gain considerable experience in the analysis of complex marketing decisions.  In this course, students assume the role of the marketing manager and learn how to make complex decisions in case situations. Participants will be expected to apply marketing strategy, models, and principles in a real-time situation where they will develop a marketing plan for an actual organization.

Students will evaluate different complex marketing decisions including: 

• New business strategy: strategies for entering established categories and strategies for entering emerging categories.
• Established business strategy: strategies to build established businesses, including margin enhancement strategies, core business growth strategies and new product strategies.
• Defensive strategy: strategies related to defensive marketing, why defense is so important, and how to develop strong defense plans.
• Portfolio strategy. Strategies to integrate all marketing plans and initiatives into an overall master plan

Course Objectives

Upon completion of this course, successful students will be able to: 

• Describe the nature of key strategic marketing decisions
• Think strategically about marketing and use key frameworks to analyze situations
• Acquire a firm understanding of the marketing planning process 
• Understand how to create a strong marketing plan
• Apply a rigorous process to develop marketing plans
• Implement marketing strategy, models, and principles in a real-time situation

Notes