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

(For ShenZhen MBA students only)

[Previous Course Code: MARK690O] This course combines an in-depth exploration of consumer psychology with elements of advertising and marketing research, with the goal of enhancing students' understanding of marketing tactics and strategy. Prerequisite: MARK512

[Previous Course Code: MARK690Q] The course provides an overview of the concepts and methods that are used to formulate and implement strategic decisions at the product management level. The focus is on operational aspects of putting strategic plans into action, followed by strategy modification in response to evolving market conditions. The MARKSTRAT business simulation is a primary means of instruction, along with lectures and discussions. Overall goals are to help the student to 1) understand the environment in which strategic decisions are made, 2) analyze market information with the objective of gaining strategic insight, 3) formulate sound strategies and plans and 4) allocate resources for effective implementation. Prerequisite: MARK512