Course: MKT 449. Marketing Strategy (3)
Prerequisites: MKT 304, either MKT 346 or MKT 348, and graduating senior standing. BUS 312 and BUS 302L are prerequisites for business majors. This capstone requirement for marketing majors focuses on the advanced application of marketing principles for effective marketing strategy. The course emphasizes strategically important decisions with significant implications and relevance for marketing decisions in competitive situations. Topics include relationship marketing, brand development strategy, value creation, value communication, value delivery, and digital marketing strategy.