Advanced Marketing Strategy

(Elective Course)

External markets, competition and customer needs are rapidly changing, requiring companies to quickly respond and rethink how they operate. Successful customer-led organizations embrace a multi-disciplinary approach with active coordination and integration of organizational capabilities. Advanced marketing strategy is a practicum connecting marketing planning and communications with business strategy, business model innovation and organizational change management. Building upon the fundamentals of Marketing Strategy [IMC403], this course focuses on how marketers can enable organizational success, foster innovation to drive growth, and ‘performance manage’ change in service of the triple bottom line. You will learn from case studies, online discussion boards, scholarly and business articles, and industry experts. By the end of the quarter, you will have a strong understanding and application of strategy frameworks in rapidly changing external environments, and how to develop and lead effective and organizationally aligned marketing strategy.