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Course Description

In this course, you will learn about the role marketing plays within an organization, some ethical questions that surround marketing practices, the impact that a strategic approach can have on marketing within your organization, and the components of a well-defined marketing strategy and overall business strategy. In defining how the organization will successfully engage customers, prospects and competitors in the market arena, you will discover how to think strategically about the market you're in, why you're in that market, and what you're trying to accomplish in that market. You'll also gain a strategic view of your organization's brand.

Faculty Author

Doug Stayman, Associate Dean for MBA Programs

Benefits to the Learner

  • Use systematic processes to define a market strategy
  • Analyze the marketing mentality of your firm
  • Evaluate the use of frameworks in formulating a market strategy
  • Evaluate the ethical implications of marketing decisions

Target Audience

  • Marketing managers
  • Project and product managers
  • Anyone responsible for producing or executing a marketing plan
  • Non-marketing professionals and business leaders looking to develop marketing strategy
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Samuel Curtis Johnson Graduate School of Management at Cornell University
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