Strategic Marketing provides students with an overview of the marketing discipline and a framework that presents marketing as a value creation process. Participants learn how to evaluate marketplace potential and risk from the perspective of the entity's unique ability to develop and deliver goods and services of meaningful customer value. Students participate in classroom presentations, discussions, team problem solving, and in-depth analysis of a series of real-life marketing situations with a diverse range of entities and industries. The course explores the principal concepts and tools of contemporary marketing management, from market segmentation and product positioning to the design of distribution channels and communications strategy, in order to maximize the value delivered to customers. A Strategic Marketing Plan will be required.