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Dec 11, 2024
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BA 6352 - Marketing Strategy
Credits: 3
A dynamic view of competitive brand strategy, with a focus on understanding, developing, and evaluating brand strategies during the life of a product market. Includes strategies for pioneering brands, later entrants, strategies for growth, and mature and declining markets. Also, recent topics such as hypercompetition and co-competition. Presents analytical techniques useful for evaluating and implementing strategy, including conjoint analysis, analysis of competitive reaction functions, and diffusion models. Uses a mix of cases and lectures.
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