Strategic Marketing
Key Features
Students immerse themselves in the theory and practice of brand management through a combination of learning opportunities, both theoretical and experiential. By the semester's end, they will make presentations and write recommendation memos. And they'll have command of:
- marketing research tools
- marketing solution frameworks
- marketing performance metrics
Pre-term Intensive
To jump-start the semester, the Strategic Marketing immersion begins with ten days of class discussions, presentations, and lectures.
Marketing Projects
Working in teams, students tackle the business problems faced by managers each day. From this broad background, students need only learn industry-specific dynamics before the internship.
Trips
Class trips expose students to brand management practices within companies that know how to create and maintain successful brands. Companies that have recently hosted immersion students include:
- Johnson & Johnson
- Bayer
- Bristol-Myers Squibb
- Unilever
- American Express
- Lippencott-Mercer
- Priceline.com
- Colgate-Palmolive
Pharmasim: A Brand Management Simulation Game
In this fun—and highly competitive—online game, teams of students take the role of brand manager and compete against each other in marketing 'Allround,' a leading over-the-counter, multi-symptom cold medicine. During a simulated five-year period, the teams may reformulate their brand, introduce a line extension, and launch a new product.
