MKTG 429
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Marketing Strategy
Marketing and Global Supply Chain
Marriott School of Business
Course Description
Integration of finance, marketing, and case studies in economic concepts and techniques in marketing decision making and planning.
When Taught
Winter
Min
3
Fixed
3
Fixed
3
Fixed
0
Other Prerequisites
For Marketing majors only.
Title
Improving Written and Oral Communication
Learning Outcome
Improving written and oral communication skills through written case assignments and in-class presentations.
Title
Develop Effective Tactical Responses
Learning Outcome
Effectively identifying core problems, create strategic solutions, and implement effective tactical response as demonstrated in case decisions.
Title
Effective Team Management
Learning Outcome
Demonstrating effective team management by producing quality deliverables (case memos, simulation performance, and corporate training presentations) conceived and created through team collaboration.
Title
Fundamental Marketing Strategies
Learning Outcome
Understand fundamental marketing strategies and tactics as demonstrated via classroom discussion, individual and team assessments, and peer-to-peer training presentations. For example:
Analyze current and potential markets to determine their market attractiveness
Apply appropriate marketing strategies based on market attractiveness and relative firm strength
Calculate and apply Break-even, Net Marketing Contribution, Marketing ROI, Marketing ROS to assigned cases and examples.
Title
Integrating Marketing Training
Learning Outcome
Integrating previous marketing training into a systematic whole by applying that knowledge to case analysis. For example:
Creating integrated product positioning by carefully combining all four Ps of the marketing mix
Interpreting the results of a conjoint market research study and using those insights to create marketing strategy
Understanding that customers are often different than I am and they need to be understood in their own voice and on their own terms
