BU 822

Marketing Strategy

This course provides an overview of marketing strategy and management. Marketing strategy focuses on the tools, concepts and processes that firms use to create competitive advantage through the creation of superior customer value. The course enables students to become familiar with and to develop an in-depth understanding of the concepts, models and paradigms that collectively form the foundation for marketing strategy. While scope and domain issues for the field continue to be debated, the literature broadly defines marketing strategy in terms of the planning and implementation of specific patterns of resource deployments to achieve marketing objectives in a target market. The ultimate goal of any marketing strategist is to achieve and maintain a strategic fit between the organization and its changing environment. Prerequisite: BU812