Marketing Strategy

This course addresses the organization and coordination of the total marketing program, including the marketing mix elements, market research, market segmentation, and positioning in a case analysis format. Students will understand the interrelationships among all elements of marketing critical to strategic decision-making. Students develop a strategic marketing plan for a real organization, providing hands-on experience with the process. Cross-listed with MKT 440. Offered spring semester. Prerequisites: MKT 301, COM 437/COM 437L and senior standing.