<p>Lecture, three hours. Requisite: course 411. Development of framework for strategic marketing planning based on customer behavior, market segmentation, product positioning, product life cycle, market responsiveness, and competitive reaction. Within this framework, development of key elements in annual marketing process. Letter grading.</p>

Management

The school's rigorous programs offer exceptional academic preparation, a cooperative and congenial student culture, and access to a thriving business community, as well as support services for scholastic and career advancement.

John E. Anderson Graduate School of Management

The school offers a variety of business and management programs to meet the diverse educational needs and professional goals of its students.

General Catalog

Marketing Strategy and Planning

MGMT 260B

4 units