Course ID: | EMBA 7650. 3 hours. |
Course Title: | Marketing Strategy |
Course Description: | The integration of marketing concepts and their application to strategic decision-making. Topics of study include marketing in the knowledge economy, developing a market-focused organization, understanding customers and competitors, relationship management, and the impact of organizational variables on customer satisfaction. |
Oasis Title: | Marketing Strategy |
Duplicate Credit: | Not open to students with credit in EMBA 7650E |
Semester Course Offered: | Offered fall semester every year. |
Grading System: | A-F (Traditional) |
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Course Objectives: | The course develops students' knowledge and skills in applying
advanced frameworks, concepts, and methods for making decisions
that resolve an organization's marketing strategy.
Specifically, the course adopts the viewpoint of the general
manager or senior marketing executive in determining how
to (i) formulate segmentation and focus strategies,
(ii) position the business to achieve a durable advantage
over competitors, (iii) identify and explore growth
opportunities, (iv) manage relationships with valuable
customers, (v) manage the channels for gaining access to
markets, and (vi) align the organization to changing market
requirements. |
Topical Outline: | 1. Introduction
2. Becoming Market Driven
3. Leveraging Market Orientation
4. Strategies for Achieving Advantage
5. Gaining New Advantages
6. Competing for Customer Relationships
7. Collaborative Partnering
8. Managing Brand Equity
9. Value Migration and Channels
10. Online Markets and Channel Evolution
11. Strategic Perspectives on New Product Development
12. Managing the Innovation Process
13. Building a Market Driven Organization |
Honor Code Reference: | Students are expected to adhere strictly to the University Honor
and Academic Honesty Policy, and to follow generally accepted
standards of honesty in all assignments and examinations. |