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Strategic Marketing in the Modern Corporation

Spring 2012 EMBA Course

B7614-001: Strategic Marketing in the Modern Corporation

Block Week 4, Block Week Feb 13 - 17

Instructor: Noel Capon


This course builds upon your work in the core marketing course, B7601. The goal of the course is to prepare you for making critical strategic-marketing decisions in today’s modern corporation. As you know from your studies thus far, the environment that firms face is becoming ever more complex and fast-changing. Since the job of attracting, retaining and growing customers is ever more important, and ever more difficult, clear thinking and decisive decision making are critical currencies for entrepreneurs and practicing managers. In this course, we develop and use powerful frameworks to help you make critical strategic-marketing decisions. The course operates in a workshop format in which you work in groups to develop a strategic-marketing plan for a product/market of your choice. In addition, you work with colleagues to make strategic-marketing decisions, and receive feedback in real time, via the MARKSTRAT simulation.


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