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Course Details

Evanston class schedule is currently available through Summer 2022. Chicago class schedule is currently forecast through Spring 2023.

MKTG-466-0

Marketing Strategy for Growth and Defense

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Course Details

Marketing Strategy for Growth and Defense - MKTG-466-0

1.0 Credit

PASS/NO CREDIT

Yes (may vary by section)

COURSE TYPE

MMM Students : Elective All other students : Elective

WAIVER OPTIONS

None

TRACKS

Marketing Major
VC/PE Pathway - Venture Capital

DESCRIPTION

This course presents a dynamic view of competitive brand strategy, with an emphasis on both growth and defense. The course focuses on understanding, developing and evaluating brand strategies over the life of a product market. Topics include developing a strong marketing plan, creating customer advantage, launching new products, finding profitable growth opportunities and responding to competitive moves. The course focuses on overall company strategy, with a heavy emphasis on the financial challenges and tradeoffs, and spends less time on executional, tactical details. The course includes lectures, case studies and a simulation, Markstrat. Final deliverables are an exam and often a final product.

SCHEDULE SUMMARY

	Fall	Winter	Spring	Summer
2021-2022	Chi / Ev	Ev	Chi / Ev	Chi
2020-2021	Ev / OL	Ev / OL	Ev / OL	OL

PREREQUISITES

All Students: (MKTG-430-0 OR MKTGM-430-0)

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