AEM 4440 Managing for Market-Driven Growth
NOT OFFERED THIS YEAR Fall. 3 credits. Prerequisite: AEM 2400; junior or senior standing. Staff.
A sound marketing strategy is essential for the long-term success of a firm. This requires an understanding of how customer needs evolve, how product-market boundaries shift, and how competitors are likely to react. The strategic roles of existing and new products need to be assessed, appropriate resource allocations made, and strategies developed to ensure sustained growth. The course is designed to provide opportunities to learn about the theoretical and applied perspectives of marketing strategy from readings, case analyses, and guest speakers.