2017-2018 Academic Catalog 
    
    Mar 28, 2024  
2017-2018 Academic Catalog [ARCHIVED CATALOG]

MKT 4402 - Marketing Strategy


The overarching objective of the strategic marketing process is to meet the specific needs of specific customer groups in a manner that is superior to the competition, and within the framework of enduring, profitable relationships.  Strategy formulation includes identifying competitive advantages, segmenting the market, choosing which segments to target, and determining how to position one’s products within those chosen segments. Depending upon such factors as market attractiveness and competitive position, the firm may elect to implement strategies that are “offensive” or “defensive” in nature. This course employs a combination of online exercises, case analyses, lectures, discussions, and a simulation to examine both the theory and practice of strategy formulation.

 

Prerequisites: MKT 4400  or waiver.

Anticipated Terms Offered: Fall and Spring semesters