Strategic Marketing for Product and Brand Managers

Course Code
MKT 430
3 hours
  • Winter 22
  • Winter 23
STRATEGY 390 and BBA Capstone Eligible) or MM

Capstone - Strategic Marketing for Product and Brand Managers --- This is the capstone marketing course at the Ross School of Business. The purpose of this course is to develop sustainable marketing strategy keeping in mind the external dynamics of product markets. Another objective of the course is to familiarize students with cutting-edge trends and developments in the world of marketing and strategy. The course is targeted towards students with career interests in marketing, strategy, consulting, general management, and entrepreneurship. The course content spans multiple industries including technology, manufacturing, media, and consumer packaged goods. Material is presented using a mix of cases, lectures, live cases, and a group project.

Taught By
Michael Metzger
  • Adjunct Assistant Professor of Marketing
Professor Metzger serves as Visiting Professor on the faculty of the School of Business at the University of Michigan in the Department of Marketing...