MGT 530 Strategic Marketing
This course focuses on customer centricity and its strategic implications in creating and delivering value for the company and for its clients.
Students will learn how to design a customer centric strategy for businesses building on the marketing plan framework.
Students will also discuss the major challenges that marketers face when implementing a customer centric approach such as data collection, integration and dissemination within the company, the creation of a unique and centralized approach to customers relationship both in an online and offline setting and the intersection of marketing activities with the other company's functions (e.g. finance, operations, procurement, human resource and IT). Emphasis will be given to best practices and business cases across multiple industries.