Course Detail

Marketing Strategy (37000)

Course Description by Faculty

  • Sussman, Abigail
  • Content
    Relative to other marketing strategy sections, this class will place particular emphasis on the consumer and understanding the role of consumer psychology in strategic decisions.

    This course introduces the substantive and functional aspects of marketing management. Specific course goals are as follows: (1) to introduce students to marketing strategy and the elements of marketing analysis: customer analysis, competitor analysis, and company analysis; (2) to familiarize students with the elements of the marketing mix (product strategy, pricing, advertising and promotion, and distribution), and to enhance their problem-solving and decision-making abilities in these operational areas of marketing; and (3) to use marketing case studies to provide an opportunity (both written and oral) to develop, present, and defend a student's own recommendations, and to examine and discuss the recommendations of others critically.

    The course employs a balanced mix of case discussions and lectures/class discussions. Class lectures and discussions provide an exposition of key concepts, and wherever possible are supported by research on current marketing practices. The case studies provide an opportunity to apply the theories, concepts, and analytical devices developed in the lectures.
  • Prerequisites
    None. Cannot enroll in BUSN 37000 if BUSN 20600 taken previously.
  • Grades
    Based on a final exam, individual and group case write-ups, and class participation. Cannot be taken pass/fail.
    • Allow Provisional Grades (For joint degree and non-Booth students only)

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

    • No auditors

    • No pass/fail grades

  • Syllabus
  • Winter 2023Section: 37000-01W 8:30AM-11:30AMHarper CenterC04In-Person Only
  • Winter 2023Section: 37000-02W 1:30PM-4:30PMHarper CenterC04In-Person Only
Description and/or course criteria last updated: November 2 2022