Marketing Strategy

A diagram demonstrating how marketing strategies are shaped by environment.

Finding profit opportunities: the environment shapes, and is shaped by, marketing strategy. (Courtesy of Prof. Birger Wernerfelt.)

Instructor(s)

MIT Course Number

15.834

As Taught In

Spring 2003

Level

Graduate

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Cite This Course

Course Features

Course Highlights

A comprehensive set of lecture notes, along with course assignments, may be downloaded.

Course Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.

Objectives

  1. Identify, evaluate, and develop marketing strategies.
  2. Evaluate a firm’s opportunities.
  3. Anticipate competitive dynamics.
  4. Evaluate the sustainability of competitive advantages.

Wernerfelt, Birger. 15.834 Marketing Strategy, Spring 2003. (MIT OpenCourseWare: Massachusetts Institute of Technology), http://ocw.mit.edu/courses/sloan-school-of-management/15-834-marketing-strategy-spring-2003 (Accessed). License: Creative Commons BY-NC-SA


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