ADMN 898 (02) - Topics

Topics/Marketing Strategy

Durham   Paul College of Business&Econ :: Administration
Online Course Delivery Method: Online Asynchronous
Credits: 3.0
Term: Spring 2024 - Term 3 (01/23/2024 - 03/15/2024)
Grade Mode: Letter Grading
Class Size:   39  
CRN: 56237
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
1/23/2024 3/15/2024 Hours Arranged ONLINE
Additional Course Details: 

Marketing Strategy

Building upon Marketing ADMN 960, 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.


The course draws upon a packet containing background readings and a simulation game. There is NO required textbook for this subject. However, you may want to supplement your preparation for or review some lectures with self-assigned readings relevant to those lectures' content from the suggested book above. The Harvard Business School background readings are available for purchase online.