MKT 606 - Strategic Marketing

Strategic marketing focuses on making decisions about resource investment in products and markets in order to generate firm growth and enhance firm performance. This course provides students with solid experience in creating market-driving strategies for the future success of an enterprise. A focus is on discovering and developing a set of competencies for a firm that, through well-executed strategic differentiation, optimize the prospects for sustainable competitive advantage in the marketplace. Students are provided ample opportunity to develop and practice creative problem-solving, ideation for innovation, and sound decision-making skills to simulate the requirements of today’s complex business environment. Industry analyses will be performed that include but are not limited to the following: internal/external analysis, customer analysis, competitor analysis, market/submarket analysis, and comparative strategy assessment.

Concentrations - Marketing / Entrepreneurship

Credits: 3