Course Details

Marketing Strategy for Growth and Defense
MKTG-466-0
1.0 CR
Elective
PASS / NO CREDIT
Yes (may vary by section)
DESCRIPTION
This course presents a dynamic view of competitive brand strategy, with an emphasis on both growth and defense. The course focuses on understanding, developing and evaluating brand strategies over the life of a product market. Topics include developing a strong marketing plan, creating customer advantage, launching new products, finding profitable growth opportunities and responding to competitive moves. The course focuses on overall company strategy, with a heavy emphasis on the financial challenges and tradeoffs, and spends less time on executional, tactical details. The course includes lectures, case studies and a simulation, Markstrat. Final deliverables are an exam and often a final product.
TRACKS
Marketing Major
VC/PE Pathway - Venture Capital
SCHEDULE SUMMARY
Summer 2022
Fall 2022
Winter 2023
Spring 2023
Summer 2023
CH
EV
CH
EV
CH
EV
CH
EV
CH
EV

CH (Chicago)
EV (Evanston)
DayTime
Evening
Saturdays
Popup
PREREQUISITES
Prerequisites:
All Students: (MKTG-430-0 OR MKTG-435-0 OR MKTGM-430-0)