JRE410H1

Markets and Competitive Strategy

Complementary Studies electiveIntroduces the basic concepts, frameworks and methodologies useful to managers in crafting and executing entrepreneurial business strategies in technology-based and selected CPG companies. In the first part of the course, students gain an understanding of the external, internal, and dynamic environments of a business and the elements of a superior competitive position. In the second part, we focus on designing and delivering customer value, which involves strategic decisions about segmentation, targeting and positioning, and tactical decisions related to product introductions, marketing communications, distribution channels and pricing. In the third part of the course, we build on these fundamentals and examine considerations related to commercialization, modes to exploit technology/product, intellectual property, and approaches to business start-up.