Strategic Marketing and the Evolving Consumer

The course materials cover both large and small firms, marketing a broad range of consumer and industrial products and services, and operating in developing and developed country markets. Participants will develop a customer centric logic to guide all marketing strategies and tactics, learn when and how to integrate different brand and communication strategies with the appropriate capabilities and structures, understand the need and application of various competitive strategies, understand how to determine the factors and influencers affecting the customer buying process, and most of all, how the marketing function should be plugged into the total organization to “sell more stuff, to more people, for more money, more efficiently” (Destination Planning, Performance Alignment). 

This course is taught by Paul Garrison.