Apr 30, 2024  
2012-2014 Graduate Catalog 
    
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2012-2014 Graduate Catalog [ARCHIVED CATALOG]

MK 7000 - Strategic Marketing Management

(3)

Executive Fellows Program only. This course examines the processes executives use to create, communicate, capture, and sustain value in their organizations. Using the case method, students analyze a variety of companies in different industries in order to gain insight into the process of value creation, and to provide them with management tools for sustaining it. Students learn how to use a market opportunity analysis in order to choose the right customers to target, find the best distribution channels for their products, price to capture value, and manage customers for profit.