15.834 | Spring 2003 | Graduate
Marketing Strategy
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

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.
Course Info
Learning Resource Types
notes Lecture Notes
assignment Written Assignments
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.)