MKT-440 Marketing Strategy
This course will introduce you to the principles of advanced marketing strategy and how firms such as Procter & Gamble, Coca-Cola, Apple, Cirque du Soleil, and Sephora practice them today. We will assume that one size does not fit all and that value creation involves understanding and catering to different consumer segments. Although the implementation of marketing programs is undergoing a massive transformation from conventional to digital media, the underlying principles of consumer driven marketing remain essentially the same; we will discuss how great marketing, including digital programming, is driven by a sound understanding of consumer segmentation and distinctive product benefits. Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. We will learn this through experiential exercises in class and for take-home work.