MKTG 491L - Managerial Perspectives on Marketing Strategy

A Speaker Based Class

The objective of this is to develop understanding of the broad range of industries and jobs where marketing strategy is critical to company success. This will be accomplished using the deep and varied experience of guest speakers from carefully selected industries and managerial responsibilities. In addition to learning about the application of marketing strategy in different situations, this will be a unique opportunity to meet, learn about and network with a successful group of managers.

The class will meet twice each week. For eight of the weeks during the semester there will be a speaker, many of whom will be alums from the Isenberg marketing program. The week that we have a speaker, the class will research the industry ( eg. retailing, market research health care, advertising, athletic shoes), the company (eg. Macy’s, Harvard Pilgrim, Hill Holliday, Reebok) and the job type of the guest (eg. VP Sales, VP Global Marketing, Sales Manager, Account Executive). The class before the guest appears members of the class will present their research about the industry, company and industry they have done. When our guests arrive, you will have significant background and context to hear their presentations. You will be in a position to understand what they have to say and ask good questions.

On the weeks when we have no speaker scheduled, there will be assigned readings dealing with current issues of marketing strategy. There will not be a traditional text but rather short book about marketing strategy.

Several short papers/presentations and one longer paper will be required. There will not be any exams.

This course has a maximum enrollment of 20 students.
(Prerequisite: MKTG 301)
Fall 2008