Marketing Strategy


Dr. Kelli Frias

Assist. Prof. of Marketing

• Office: W350, RCOBA
• Office Hours: Tuesday 2PM-4PM; (By appointment)

MKT: 4385 - Marketing Strategy (Section 002)

• Class 11:00 am - 12:20 pm TR
Rawls College Of Business Admn 00103
Jan 18, 2018 - May 15, 2018

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MKT: 4385- Marketing Strategy (Section 004)

• Class 12:30 pm - 1:50 pm TR
Rawls College Of Business Admn 00103
Jan 18, 2018 - May 15, 2018

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Course Reference

• Ellet, Williams (2007), The CASE STUDY HANDBOOK, Harvard Business Press, Boston, MA.
• Mauffette-Leenders, Lousie A., James A. Erskine, and Michiel R. Lenders (1999), Learning with cases, Senten Printing, London, Ontario.
• “Business Model Generation” by Alexander Osterwalder & Yves Pgneur
• “The Lean Entrepreneur” by Brant Cooper and Patrick Vlaskovits
• Wall Street Journal
• Harvard Business Review
• Fortune
• The Economist

Course Objective

The primary purpose of this course is to provide students with opportunities to apply their knowledge via scenarios, cases, and projects (some with actual clients). The course aim is to equip students with skills to thrive in a career in business at a management or executive level.

Specifically, the course will explore the field of marketing, as it directs the organization’s resources to satisfy customers’ wants and needs through the exchange process, at a profit to the organization. We will examine such topics as: making use of market research and data, translating and understanding consumers’ needs and wants, developing products and services that provide superior value, and how to price, distribute, and promote products and services effectively, both domestically and internationally.

The course will focus on the study of the organization (either a profit-oriented firm or a nonprofit organization) as a market entity existing in a competitive environment. The emphasis will be on understanding the importance of quality, value, and customer relationship management in obtaining a competitive advantage in today’s marketplace. In addition, we will consider the roles and influence stakeholders (outside of the firm’s primary customers) have on marketing strategy.

Learning Outcomes

• The ability to identify marketing mix elements
• The ability to analyze marketing strategy formulation and implementation
• The ability to discern the value of information presented in business settings
• The ability to apply marketing concepts and strategies as solutions to real world marketing problems
• The ability to deeply think about strategic management issues in managing products during their growth, maturity and decline stages
• The ability to demonstrate higher order thinking and critical thinking
• The ability to realize ethical dilemmas in marketing and apply decision making tools • The ability to work in teams
• The ability to use concepts to persuasively communicate suggested solutions to marketing problems

Course Requirements

This course does not have required texts. Instead, you will have required cases. More information about cases will be discussed during your second and third classes. You will receive a link on blackboard with your Harvard Business publishing coursepack information. This link will take you to the Harvard Business School publishing site where you will be expected to create an account and purchase cases. The cases are approx. $4.00 each. Please except to spend $30.00-$40.00 throughout the course.