This innovative series has been designed to provide you with a solid foundation of understanding in four key business areas and gives you a glimpse into how businesses work and how you should meld business thinking with your scientific thinking for your success.
A flexible program that is:
There are four fundamental learning objectives for this module. First, you will understand how to analyze the marketing environment – the consumers, the competition, the channels of distribution, the controls and regulations, and the internal constraints of an organization. It is within this environmental context that most marketing activities occur. Second, you will understand tools you have available as a marketer to adapt to the environment you are in. Third, you will understand how the tools interact with each other – i.e., how your pricing decision affects (and is affected by) the features you want to include in your product. Finally, you will learn how to integrate the elements of your marketing strategy you have designed for your product.
The objective of this course is to help you develop skills to analyze and address issues of firm performance and how managers affect it through strategy. As part of your skill development, you will learn strategic analysis tools, including models and frameworks to help you diagnose organizational issues and make recommendations to improve or sustain performance. Some of the work required for this course is independent and some will be performed in groups. Because top managers must typically coordinate and integrate their activities and strategies as part of a top management team, the ability to work in teams is a critical part of their work. By the end of the course, we expect that you will be more knowledgeable about the sources of superior firm performance.