Course Detail

Marketing Strategy (37000)

Course Description by Faculty

  • Shapiro, Bradley
  • Content
    This course introduces modern marketing management techniques. Specific course goals include: 1) To introduce you to the fundamentals of modern marketing practice. Specifically, we will look at the four tactical P’s — price, promotion, product, and place (distribution) — through the structural lens of the three C’s — customer, competition, and company. 2) To provide a theoretical basis and data-driven techniques for analyzing the success or failure of marketing actions. 3) To familiarize you with practices that marketing consulting firms typically employee. This class aims to help you sort through jargon, allowing you to make well-informed decisions based on knowing which techniques are applicable given the situation.

    This course differentiates itself from other marketing strategy sections by viewing marketing from the perspective of economics. While students are not required to have taken a course in microeconomics (33001 or a course from undergrad), it is highly recommended. We will use demand curves and profit maximization as a jumping off point to understand where and how marketing decisions influence economic calculations.
    • Lectures

    • Discussion

    • Case Studies

    • Group Projects

    • Group Presentations

  • Prerequisites

    Background in microeconomics (Bus 33001 or a course at the level of 33001 from undergrad) is helpful but not required. No undergrads, including Dougan Scholars. Cannot enroll in BUSN 37000 if BUSN 20600 taken previously.

    Early and provisional grades for graduating Non-Booth students only.

  • Materials
    • Canvas Site Available

  • Grades
    Based on a final exam, a final project & presentation, individual and group case write-ups, and class participation. Course cannot be taken pass/fail. No auditors. Students must attend the first class session.
    • Graded homework assignments

    • Graded attendance/participation

    • Mandatory attendance week 1

    • Allow Provisional Grades (For joint degree and non-Booth students only)

    • Early Final Grades (For joint degree and non-Booth students only)

    Assessment & Testing
    • Final exam (take home)

    • Final Presentation

    • Final Project

    • No auditors

    • No pass/fail grades

  • Syllabus
  • Spring 2022Section: 37000-01M 8:30AM-11:30AMHarper CenterC07In-Person Only
  • Spring 2022Section: 37000-02M 1:30PM-4:30PMHarper CenterC07In-Person Only
  • Spring 2022Section: 37000-81M 6:00PM-9:00PMGleacher Center406In-Person Only
Description and/or course criteria last updated: March 21 2022