Fall 2024 Marketing B8620 section 001

Advanced Marketing Strategy: Developmen

Adv. Mrkt Strgy: Dev & Ex

Call Number 16764
Day & Time
Location
MTWRF 9:00am-5:00pm
420 GEFFEN HALL
Points 3
Grading Mode Standard
Approvals Required None
Instructor Noel Capon
Type SEMINAR
Method of Instruction In-Person
Course Description The course comprises three main pillars: intellectual content provided by Professor Capon; hands-on decision-making via the Markstrat simulation; developing market strategy and implementation for an Entrepreneurial Start-up – you will meet and advise the CEO. This capstone market strategy course is specially designed for both full-time MBA and EMBA students. The course is offered in an intensive block-week format. The course builds upon the core marketing courses – B6601, B7601. The course goal is to prepare students to make critical strategic marketing decisions in today’s modern corporation – established firms and entrepreneurial start-ups. The environment firms face today is increasingly complex and fast-changing. Hence, the core job of marketing -- attract, retain, grow customers; earn profits; survive and grow, increase shareholder value -- is ever more important, but ever more difficult. Clear thinking and decisive decision-making are important currencies for practicing managers and entrepreneurs.

In increasingly difficult environments, thoughtful leaders/managers can construct substantial numbers of strategic options. A critical consequence of this variety is that leaders/managers must learn how to allocate and concentrate available resources. This task is particularly challenging for marketing executives, positioned at the crucial interface between senior management -- with its diverse mix of motives and responsibilities -- other functional areas, and constantly evolving external environmental forces.

To secure differential advantage, market strategies and plans must be data-driven, analytically based, comprehensive, actionable, and flexible; but also understood and supported by senior management. With such diverse requirements, it is unsurprising that many well-conceived market strategies and implementation plans/programs fall far short of achieving their objectives.

This course is designed to help you develop the knowledge, skills, and abilities (KSAs) necessary to create and implement a market strategy. We emphasize planning for a three-year time horizon. You receive hands-on experience in using well-developed processes to create a market strategy and plan execution. Course content is particularly relevant for students who seek responsibility for developing, executing, and/or assessing market strategy as owners, employees, and consultants.

Specific course objectives include:
• Provide insight into market strategy development roles at high organizational
Web Site Vergil
Department MARKETING
Enrollment 16 students (49 max) as of 11:06AM Saturday, December 7, 2024
Subject Marketing
Number B8620
Section 001
Division School of Business
Open To Business, Journalism
Section key 20243MRKT8620B001