MK 500 - Strategic Marketing
This course will require students to integrate strategy with marketing and apply a systems-thinking approach to the development of a brand that aligns with organizational strategy and core ideology. Significant focus will be placed on sustainability and innovation, as well as the impact of dynamic environments and hypercompetitive markets.
This is a Leadership MBA Fast Track course.
Prerequisites & Notes
Undergraduate students who choose to take this course as a business elective (fast track) should be prepared for graduate level work.
Assignment Overview
Interactivity: Reflection journal, essay papers.
Final Assessment: Final Paper
Course Learning Objectives
Upon completion of this course, you should be able to do the following:
- Assess the risk involved in creating a brand image and the consequences of gaps between ideals and reality.
- Consider the consequences and side-effects of strategic choices.
- Evaluate marketing plans through multiple lenses, including a variety of stakeholders, including customers, complementors, employees, and government.
- Apply a case study methodology to solving business problems through written submissions and in-class or online dialogue.
- Engage in civil discourse through challenge, defense, and respectful disagreement.
- Apply marketing concepts and theories to real world situations through classroom dialogue or online forum participation.
- Develop marketing plans consistent with sustainability and informed by conscious capitalism with its ethos of balancing the interests of people, profit, and planet.
- Complete a semester project involving creation of a marketing or branding plan that applies concepts and theories through an integrative approach.
Credits: 3 credits
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June 16, 2021COVID-19 Update: Upcoming vaccine deadlines; Testing phase-out