(3 units). This course synthesizes and augments your other Marketing courses. Beginning with an external analysis of industry forces, life cycles, customers and competition, and continuing with an internal analysis of executive preferences, resources and prior results, you will select target customers and construct a comprehensive forward-looking marketing strategy for the company as a whole, or for a specific product of focus. Consideration will also be given to implementation and financial results. Lectures are complemented with team-based real case analyses and a marketing simulation. Course Component: Lecture Prerequisites: ADM 2381, ADM 3321. Course reserved for students: in a B.Com. who completed at least 33 units from ADM core courses, including ADM 2381; in minors or in certificate programs when the course is required.
(3 units). This course synthesizes and augments your other Marketing courses. Beginning with an external analysis of industry forces, life cycles, customers and competition, and continuing with an internal analysis of executive preferences, resources and prior results, you will select target customers and construct a comprehensive forward-looking marketing strategy for the company as a whole, or for a specific product of focus. Consideration will also be given to implementation and financial results. Lectures are complemented with team-based real case analyses and a marketing simulation. Course Component: Lecture Prerequisites: ADM 2381, ADM 3321. Course reserved for students: in a B.Com. who completed at least 33 units from ADM core courses, including ADM 2381; in minors or in certificate programs when the course is required.
