MKT 551 - Creating and Delivering Customer Value

Marketing is the art and science of creating superior customer value and marketplace exchanges that benefit the organization and its stakeholders. In this course, students learn frameworks to shape their approach to market analysis, hone their analytical skills, and apply decision tools to maximize the value function. The course examines market forces that impact organizational success in creating and sustaining value, including assessing market opportunities to drive organizational change through the marketing function. Students identify and analyze forces that transform value perceptions and align organizational capabilities to accelerate these dynamics. Class discussion focuses on the characteristics of successful marketing strategy, where innovation and delivering value foster sustainable and profitable growth.

Credits: 3