MKG 580 Consumer Marketing Strategy Seminar
This course is the capstone course for theConsumer Goods and Services Marketingconcentration. This course presents anintegrative, dynamic view of competitive brandstrategy. It focuses on understanding, developingand evaluating brand strategies over the life ofa product market. A framework for developingmarketing strategies that yield a distinctivecompetitive advantage based on customer andcompetitor analysis will be presented and appliedin various situations throughout the course.Topics include strategies for pioneering brands,strategies for late entry, growth strategies,strategies for mature and declining markets, anddefensive marketing strategies.