In the course, students will learn about the nature and value of market orientation vs. other firm orientations; the development of marketing capabilities and assets, understand principles such as market learning, customer relationships, alliances, dynamic distribution channels strategies. Students will understand how to align the organization to the market (processes, capabilities, and structure).

This course focuses on designing strategies from the market back to create, deliver, and sustain customer value in an industrial setting. To do so, this course views marketing as both a general management responsibility (building capabilities and firm processes) and an organizational orientation (culture and structure). Furthermore, the course will pay attention to the tactical decisions (e.g. sales, advertising, pricing) or formal models of marketing decision-making (e.g. forecasting or product diffusion models). The level of analysis will be on the business unit and its network of channels, customer relationships, and alliances.

Students are not required to buy a specific book