MARK 5355 Marketing Strategy

This course examines marketing strategy as a set of deliberate choices about which customers to serve and how to create, communicate, and sustain value over time. Emphasizing segmentation, targeting, and positioning (STP), 4Ps and their strategic implications for brand management, the course highlights the role of user experience (UX) and sustainability in shaping customer perceptions and long-term demand in multichannel and digital environments. Students also explore sustainability marketing and crisis management.