The Marketing Strategy and Management I and II seminars survey theories and frameworks associated with practice of marketing as seen through the eyes of academic researchers. Course readings focus on topics related to marketing strategy and marketing management. Marketing strategy consists of the knowledge, concepts and processes that allow firms to evolve and survive in a competitive environment including, the analysis of markets, the allocation of resources for the creation of superior customer value and the creation of a competitive advantage. Marketing management consists of those decisions that translate strategic goals into market-based actions typically through implementing various elements of the marketing mix. In addition to the embodiment of a market/customer focus and the understanding and management of key relationships, the application of marketing strategy also ensures that an organization has the structure and processes that allow it to deliver superior benefits and respond in an appropriate and timely manner to change. (.5 credit) (Crossed with MGMT-940*)
The Marketing Strategy and Management I and II seminars survey theories and frameworks associated with practice of marketing as seen through the eyes of academic researchers. Course readings focus on topics related to marketing strategy and marketing management. Marketing strategy consists of the knowledge, concepts and processes that allow firms to evolve and survive in a competitive environment including, the analysis of markets, the allocation of resources for the creation of superior customer value and the creation of a competitive advantage. Marketing management consists of those decisions that translate strategic goals into market-based actions typically through implementing various elements of the marketing mix. In addition to the embodiment of a market/customer focus and the understanding and management of key relationships, the application of marketing strategy also ensures that an organization has the structure and processes that allow it to deliver superior benefits and respond in an appropriate and timely manner to change. (.5 credit) (Crossed with MGMT-940*)
