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Hunter Business Group

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The Wharton School
University of Pennsylvania

Marketing 777

MARKETING STRATEGY

Professor: George S. Day, Suite 700 JMHH, Telephone: 215 898 8245 Email: dayg@wharton.upenn.edu

Administrative Mary Donegan Assistant: Suite 700 JMHH Telephone: 215 898 2104 Email: mdonegan@wharton.upenn.edu

Office Hours: By appointment

Web Café Address: http://webcafe.wharton.upenn.edu/eRoom/mktg/777c

Class Schedule: Monday and Wednesday 9:00am – 10:20am 10:30am – 12:00 noon

Introduction

This course views marketing as both a general management responsibility and an orientation of an organization. Relatively less attention will be given to the specific activities of the marketing department, sales group, or advertising function in implementing strategic decisions.

We will take the viewpoint of the general manager and the senior marketing executive to address the issues of:

➢ Formulating segmentation and focus strategies ➢ Understanding, attracting and keeping valuable customers ➢ Positioning the business to achieve an advantage over competitors ➢ Identifying and exploiting growth opportunities ➢ Allocating resources across businesses and segments ➢ Managing the channels for gaining access to the served markets, and ➢ Aligning the organization to changing market requirements.

The course will use a mix of cases, lecture/discussion, outside speakers, and group projects. This material will be integrated throughout the course with four over-riding themes. First, that successful market strategies deliver superior customer value; second, that successful implementation of these strategies requires a high level of market orientation – a market-driven firm has superior skills in understanding, attracting, and keeping customers; third, that the internet...

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