MKTG Strategic Marketing Communication
Intellectual Property: Patent Law
Business Law: Finance: Capital Markets, Financial Reporting, Corporate Governance
[ T ]
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Strategic Marketing Communication
Graduate School of Business
Recommended for route(s):
[ Transactional ] [ Transactional ] Intellectual Property: Patent Law
Why it is relevant for ...
[ Transactional ] as a Relevant Course outside SLS for those interested in Marketing : Transactional attorneys may want to take 1 or more courses on marketing to better understand some of the strategic and tactical marketing decisions faced by businesses. A number of courses focus on marketing strategy and the elements of marketing analysis: product strategy, pricing, advertising and promotion, and distribution.
[ Transactional ] as a Relevant Course outside SLS for those interested in Marketing : IP attorneys, particularly those who expect to address trademark issues, benefit from knowing something about marketing communications and product development. Students interested in new products and branding issues should consider taking 1 or more courses on marketing and customer focus. This course addresses traditional approaches to marketing communication (TV, print, point-of-purchase promotions) and also emergent approaches (Internet, mobile media).
General course Description:
This course is designed to sharpen students' grasp of the strategic and tactical avenues that lead to competitive advantages in the marketplace. The course will begin with a strong emphasis on marketing strategy and introduce students to powerful frameworks that will address two broad goals of any firm: (1) Establish a competitive advantage by offering a super customer value proposition and (2) Generate sustainable organic growth. Since any good strategy needs to be followed up by effective tactics, the course will then segue into marketing communication tactics that will enable the firm effectively accomplish its strategic objectives. Here, the concepts and frameworks will only be applicable to traditional approaches (such as the use of television, print, and point-of-purchase promotions) but also to emergent approaches (such as the use of the internet, mobile media, etc.). Designed from the perspective of executives who are often involved in making strategic as well as tactical marketing decisions to solve contemporary business problems, this course is intended for students whose career plans include consulting and new business ventures (especially those that are related to emerging media), apart from those thinking of careers in marketing.
Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law