15.725 Marketing Strategy for General Managers


Class Info

Helps students consider the entire marketing mix in light of the strategy of the firm. Reviews customer-based sources of competitive advantage and discusses how to identify, measure, and leverage them. Introduces a method for comparing alternative selling formats (e.g., brick and mortar vs. electronic), aiming to find the most efficient ways to sell different products to different customers. Discusses the myriad ways in which the firm can grow its sources of competitive advantage. Provides practical experience in using tools to identify, evaluate, and develop marketing strategies; design efficient products and selling formats; and plan the use and development of the firm's portfolio of resources. Restricted to Executive MBA and Sloan Fellows students.

This class has no prerequisites.

15.725 will not be offered this semester. It will be available during IAP.

This class counts for a total of 3 credits. This is a graduate-level class.

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