Course Detail
Units:
3.0
Course Components:
Seminar
Enrollment Information
Enrollment Requirement:
Prerequisite: PhD standing or instructor's consent.
Description
Ph.D. students only. Current theoretical and empirical academic literature on strategic marketing. Formulating and implementing marketing strategies; product lifestyle, product development, product portfolios, and other resource-allocation models; successful versus failing strategies; relationship of marketing to other functional areas; implementation problems.