Integrated Marketing Strategy focuses on what business managers need to know to create strategies that achieve competitive advantage for products and services. The course will provide the insights and tools required to understand how marketing strategy integrates with key functions across the enterprise -- product development, operations, finance and sales -- in developing and executing successful business strategies. We will focus on product and brand strategies that achieve breakout success on the basis of effective and meaningful differentiation, illustrated by cases on Ikea, Yellow Tail, Swatch, SodaStream and others.
While the course will build on a theoretical foundation, it is designed to be practical, hands-on, and applied, giving students the opportunity to analyze and plan integrated marketing strategies drawing on examples from firms in a variety of industries. Students will gain a deep and practical understanding of integrated marketing strategy from three mutually reinforcing approaches:
- Interactive presentations of relevant concepts and frameworks
- Guest speakers drawn from senior executive ranks of major corporations
- Case discussions spanning numerous industries including consumer packaged goods, airlines, book publishing and B2B businesses.
Prerequisites: B6601 "Marketing: Innovation through Customer
Centricity, Part I" and B6502 "Strategy Formulation".
Professor Sherman brings over thirty years of business experience and academic research on growth strategy, innovation and entrepreneurship to Columbia Business School. At CBS, Professor Sherman teaches “Integrated Marketing Strategy” and "Entrepreneurship in Large Enterprises” to MBA and EMBA students and was awarded the Dean’s Award for Teaching Excellence in 2013. Prior to teaching at Columbia, Dr. Sherman was...