Marketing Strategy

MKT B700
3.00 crs.

As a core course in both the MBA and MS in Marketing & Communication programs, this course enables students to develop the skills necessary to make intelligent strategic marketing decisions for an organization. The course addresses how marketing activities and customer orientations impact all aspects of an organization's strategy, especially: (1) identifying customer value; (2) prioritizing customer value segments; and (3) aligning organizational processes in order to maximize customer value as a means of achieving excellence in firm performance. The purpose of this course is to prepare leaders who understand the need for a customer-centered organization and use marketing skills and expertise in creating overall performance excellence in an organization.

Course Prerequisite

Course Cross-listing

Course Corequisite