MKT 532 - Marketing Strategy

MKT 531 and graduate standing. (3)

Traditional concepts such as market segmentation and product life cycle; new concepts such as product positioning, market structure analysis, portfolio management, and consumer measurement. Theory and models applicable to product development; emphasis on consumer measurement techniques and new product planning. Focus on strategic issues of the marketing planning process and its integration with the new product development process. Not open to students with credit for MKT 438. Graded ABCDE