15.834 Marketing Strategy

Spring 2003

Finding profit opportunities: the environment shapes, and is shaped by, marketing strategy.
Finding profit opportunities: the environment shapes, and is shaped by, marketing strategy.  (Courtesy of Prof. Birger Wernerfelt.)

Course Highlights

A comprehensive set of lecture notes, along with course assignments, may be downloaded.

Course Description

The course is aimed at helping students look at the entire marketing mix in light of the strategy of the firm. It is most helpful to students pursuing careers in which they need to look at the firm as a whole. Examples include consultants, investment analysts, entrepreneurs, and product managers.

Objectives

  1. Identify, evaluate, and develop marketing strategies.
  2. Evaluate a firm’s opportunities.
  3. Anticipate competitive dynamics.
  4. Evaluate the sustainability of competitive advantages.

*Some translations represent previous versions of courses.

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Staff

Instructor:
Prof. Birger Wernerfelt

Course Meeting Times

Lectures:
Two sessions / week
1.5 hours / session

Level

Graduate