Course Schedule and Catalog
Course Catalog - 2021-2022
BUSI 480 - MARKETING STRATEGY
Long Title: MARKETING STRATEGY
Department: Business
Grade Mode: Standard Letter
Language of Instruction: Taught in English
Course Type: Lecture
Credit Hours: 3
Restrictions:
Must be enrolled in one of the following Level(s):
Undergraduate Professional
Visiting Undergraduate
Undergraduate
Prerequisite(s): BUSI 380
Description: This course relates marketing activities to some of the key strategic business decisions: choosing customers, defining and creating value, delivering and appropriating value, and sustaining value against competitors and over time. To do so, the course builds on concepts and topics from the marketing core course (e.g., segmentation, targeting, and positioning, brand management, product life cycle management, pricing, and channel design) and cast them in a broader strategic business context. We use these marketing concepts in an integrated fashion, as the firm’s main tools to design profitable long term interactions with its customers and competitors.