BUS 649 - Marketing Strategy

The course emphasizes learning-by-doing. The primary objectives of this course are to: help students explore select issues in marketing strategy via lecture-discussions and cases; experience marketing strategy in a computer simulated environment, complete with competing firms and an evolving industry (MARKSTRAT); and apply key concepts explored in class in a field project. Some of the themes covered include customer value, market focus, market evolution, driving markets, gray markets, channel control, value extraction in e-commerce, marketing control, customer management, and sales automation. The simulation entails themes of market segmentation, product positioning, new product development, advertising, pricing, salesforce allocation, channel decisions, and market research.