Mktg 512 Marketing Strategy

This course builds directly from the Pioneering Innovation course. Entrepreneurial as well as medium- and large-size organizations are considered in terms of how they develop and implement a marketing strategy. A key focus is to develop the necessary market planning and analytical skills. Specific topics include the role of marketing in a competitive environment, market segmentation, selection of target markets, development of product, pricing, packaging and distribution strategies. In addition, students will learn about social and ‘green’ marketing strategies and the impact of technology on marketing strategies and processes.