GBUS 860 - Marketing Strategy

In this course students will elaborate on and refine their working knowledge of basic marketing strategy concepts in the context of contemporary issues in marketing. Included in the course are the topics of branding, the experience economy, buzz, permission marketing, stealth marketing, marketing causes, and social marketing. As complements to case studies, the course uses popular trade books, academic articles, and articles from periodicals such as the Harvard Business Review, Fast Company, and Wired. Students will see that the concepts presented in First Year Marketing provide a crucial foundation for understanding marketing in the 21st century. The goals of this course are for students to develop the ability to think strategically about marketing and a marketing problem and to create and implement a viable integrated marketing plan. (Y)

Credits: 1.5