PASS/NO CREDIT
COURSE TYPE
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 |
2022-2023 |
Chi / Ev
|
Ev
|
Chi / Ev
|
Chi
|
2021-2022 |
Chi / Ev
|
Ev
|
Chi / Ev
|
Chi
|
PREREQUISITES
All Students: (MKTG-430-0 OR MKTG-435-0 OR MKTGM-430-0)