Strategic marketing objectives and implementation of strategies through pricing, distribution channels, promotion and new-product decisions. This is a core course for MBA. Exclusion: IMBA505

Overview of the literature on modeling marketing phenomena. May be repeated for credit, if different topics are covered.

Analysis of the competitive market space, value analysis, creation, and development of value proposition; strategic options for creation of a sustainable competitive advantage. Prerequisite: MARK512

The course will approach the challenge of establishing a strong consumer brand in China from the perspective of the GM of a Multinational Corporation, outlining the steps he or she needs to consider when scoping the opportunity, tailoring the product and marketing mix and measuring success. Each step will provide the opportunity for a vigorous class discussion regarding the pros and cons of alternative choices and provide an opportunity to apply conventional marketing tools to the unique and dynamic marketplace that's emerging in China today.