BMRK490 – Marketing Management and Strategy
This is a capstone course in marketing designed to show students how companies become market-driven and guide their strategies based on a shared understanding of markets and competition. The market and the customers that comprise the market are the starting point for marketing strategy formulation.
Students will have an opportunity to develop strategy analysis, planning, and control skills by applying marketing strategy concepts and methods in class discussions, through case analysis, and creating a marketing plan for a product or service. Superior marketing strategies are essential for business success as the world’s economies continue to change, so this course will serve as a foundation for learning concepts such as: creating customer value, building strong brands, shaping market offerings, and communicating value.