MKT 550 Marketing Strategy (3 credits)

This course will prepare students to guide the development, application, and assessment of business strategy from a customer-focused, market-sensing, and competitor-driven perspective.  Learn how the fundamentals of strategic thought -- such as the resource-based view and market orientation -- can inform decisions to enter new markets, be market driven, drive markets, position brands, and create and measure customer value.  Lessons will be delivered through a combination of texts, case studies, marketing metrics exercises, videos, and applied projects.

Prerequisite: MKT 501 or equivalent.