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.
R.C. Kopf Professor of International Marketing
Professor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more than 80 articles, book chapters and books. His latest books —Managing Global Accounts, The Marketing Mavens and a marketing-planning workbook,