Having an in-depth understanding of customer needs is beneficial in creating competitive value. This course is designed to equip students with skills to plan and evaluate strategic options based on customer needs. In this course students will:
This advanced marketing course is intended for students who wish to improve their analytical and planning skills when developing marketing strategy. For beginners, it is recommended that this course is taken after Essentials of Marketing and Strategy.
Eligible for Pre-MBA, learn more.
Section A THEME: The big picture of marketing and the role of marketing in mature markets
CASE: ASICS: Chasing a 2020 Vision
Section B THEME: The big picture of marketing and the role of marketing in mature markets (Continued)
Section A THEME: Making use of the characteristics of online and offline in marketing
CASE: Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Section B THEME: Making use of the characteristics of online and offline in marketing (Continued)
CASE: Hubble Contact Lenses: Data Driven Direct-to- Consumer Marketing
Section A THEME: Marketing strategies based on the characteristics of corporate customers
CASE: AnswerDash
Section B THEME: Pricing strategy
Section A THEME: The big picture of marketing and the role of marketing in market entry
CASE: Chateau Margaux: Launching the Third Wine
Section B THEME: The big picture of marketing and the role of marketing in market entry (Continued)
Section A THEME: Platform businesses
CASE: THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence (AI)
Section B THEME: Digital marketing
Section A THEME: Branding
CASE: BEAMS’s Challenge
Section B THEME: Branding (Continued)
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