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MARK 614 - Survey of Marketing Strategy Research

3 credit hours

This PhD seminar introduces students to research that explores the influence of marketing on the strategic direction of the firm, the contribution of marketing assets, investments, and decisions to firm performance, and the management of marketing programs (product, price, place and promotion) in support of market strategies. Will help students to develop a critical understanding of (1) core areas of research in the area of strategic marketing management, and (2) important research design and data analysis considerations when conducting such research.

  • Minimum student level – graduate. PhD students only with instructor's consent.
  • Consent of instructor.