Please note: This course was previously offered under the title “Implementing Marketing and Sales Strategies."
This course offers an applied perspective on marketing and sales strategies by exploring how organizations develop customer strategies and gain a competitive edge. Students learn how to coordinate marketing and sales functions, manage customer relationships, and implement both marketing and sales tactics to increase revenue. Through real-world cases and practical exercises, students learn how companies manage risk, uncertainty, and competitive pressures while creating cohesive strategies that combine marketing planning with sales execution.
Skills needed
There are no prior course requirements. However, it would be helpful if students have some marketing-related experience, or have taken a course such as MKTG.X400 - "Customer-Driven Marketing: Principles and Practice" (formerly titled "Principles of Marketing)."
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Required Materials: Students are required to purchase two Harvard Business articles (~$8 total). The instructor will provide instructions at the first class session.
Recommended Materials: Principles of Marketing, 17th ed., Philip Kotler and Gary Armstrong, Prentice-Hall, 2018. ISBN: ISBN: 978-0134492513
It is ok to use an older edition such as the 15th or 16th edition.
