ADMN 898 (5ON) - Topics

Topics/Marketing Strategy

Durham   Paul College of Business&Econ :: Administration
Credits: 3.0
Term: Spring 2023 - E-term III (01/17/2023 - 03/10/2023)
Grade Mode: Letter Grading
Class Size:   34  
CRN: 56329
Special Topics; may be repeated. Pre- and co-requisite courses vary. Please consult time and room schedule for the specific 898 topics section you are interested in for details.
Registration Approval Required. Contact Instructor or Academic Department for permission then register through Webcat.
Repeat Rule: May be repeated up to 4 times.
Attributes: Online (no campus visits), EUNH
Instructors: Goksel Yalcinkaya

Times & Locations

Start Date End Date Days Time Location
1/17/2023 3/10/2023 Hours Arranged ONLINE
Additional Course Details: 

Building upon Marketing ADMN 960-Marketing/Building Customer Value, the goal of this course is to develop skills in formulating and implementing marketing strategies for brands and businesses. The course will focus on issues such as the selection of which businesses and segments to compete in, how to allocate resources across businesses, segments, and elements of the marketing mix, as well as other significant strategic issues facing today's managers in a dynamic competitive environment. Unlike conventional marketing courses that focus solely on conceptual material, this course will attempt to help students develop skills to translate conceptual understanding of marketing concepts into specific operational plans -- a skill in increasing demand in organizations today. The central activity will be participation in a realistic integrative product management simulation named MarkStrat. In MarkStrat, students will form management teams that oversee all critical aspects of modern marketing planning and execution: the design and marketing of new products, advertising budgeting and design, sales force sizing and allocation, and production planning. As in the real world, teams will compete for profitability, and the success that each team has in achieving this goal will be a major driver of the class assessment.


No textbook required