MBAC 6231

Exclusion(s): Unavailable to students with credit for MBAD636. This course focuses on developing effective marketing strategies that can serve as blueprint for marketing programs that build long-term success for the organization. Students learn basic branding principles and examine the branding strategies organizations employ to enhance positioning and deliver high levels of satisfaction to targeted customers and clients, sustain a competitive advantage and improve market performance and financial performance. Learners will be able to conduct market and industry analyses, develop a competitive position and explain the meaningful competitive advantage of a firm. Learners will be able to formulate and assess marketing strategies and tactics that have value for the firm, customers, clients, partners and society at large. Issues of ethics, social responsibility, customer satisfaction and credibility arise throughout the course in readings, lectures, case studies and projects. The pre-assigned readings are supplemented by news coverage of current events. Case studies explore the benefits and risks of valuing socially focused brands.