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RSM2500H – Marketing Strategy

General Information


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Applicable Major(s):
(c) = Core, (r) = Recommended

  • Brand Management (c)
  • Business Design (r)

Target Audience

This course is for students who want to sharpen their strategic thinking and enjoy case study discussion and active class participation. We learn the core elements of the strategic planning process to develop and execute strategy. The strategic planning process is introduced in the first class. The course will appeal to business generalists who wish to supplement their marketing skills, or to those pursuing a marketing career. The backdrop is that we live in the “right now” generation. Aging boomers outnumber teenagers two to one. Add in stressful competition, and a changing and far more demanding consumer, and these serve as challenges for creating strategies with meaningful differentiation. Students will need to shift their thinking about developing marketing strategies in a world that values ethics, and socially responsible leadership in a post COVID world.


Online Synchronous – 12 regular sessions

Course Mission

This course uses the case study method with selected cases from a casebook, supplemented by special handouts and guest speakers, to teach marketing strategy as an organizational decision-making process. Students will gain an understanding of and be able to put in practice the processes used to make informed decisions, learning what works in varied industries and scenarios.  We quickly move from theoretical analysis to a detailed dialogue of practical decision-making and the implications arising from those decisions – one in which management commits people and cash to compete effectively in markets which they choose to serve.

  • To develop thinking and analytical skills in strategic marketing in order to assess markets and create value.
  • To develop skills in defining business drivers, and the factors influencing strategic and tactical decisions.
  • To develop an understanding of the critical success factors that make the strategic planning process effective – beginning with development of brand image, assessment of competition, creating a customer value proposition, relating to the importance and relevance of customer satisfaction, to the meaning and role of high performing teamwork, and how these factors influence the bottom line.
  • To appreciate the use of marketing strategy for new products and technology in our current environment both domestically and globally.

Course Scope

This course examines the processes by which businesses decide how to compete in the markets they choose to serve.  The emphasis is on the analysis of market opportunities and sources of competitive advantage.  The course also looks at the strategic implications of market evolution and methods of allocating resources to new and established products. Take this course if you want to make money. Use the processes to sharpen your consulting skills.

Evaluation and Grade Distribution

ComponentDue DateWeight
Class ParticipationOngoing20%
Case Write-Up 1Week 525%
Case Write-Up 2Week 925%
Group Case PresentationWeek 1230%

Required Resources

  1. Textbook:  We no longer use a textbook for this class. The text Strategic Marketing (Tenth Edition), David W. Cravens and Nigel F. Piercy, McGraw Hill, is in the BIC library for reference
  2. Course Package:  The course uses a case package.

Last Updated: 2021-06-17 @ 10:36 am