Marketing
Concentration in Strategic Marketing

The Strategic Marketing concentration helps students to develop a disciplined approach to the analysis of marketing problems through an appreciation for the value of marketing concepts in developing comprehensive marketing programs. Topics in this concentration include market analysis including customer, competitor, and company analysis; the development of the firm’s value proposition via segmentation, targeting and positioning; and the delivery of the firm’s value proposition via the key decision areas of product strategy, pricing, advertising and promotion, and distribution.

Curriculum
To concentrate in Strategic Marketing, students must choose 5 of the following:
MKT 382 Marketing Analysis and Decision-Making
MKT 382 Brand Management
MKT 382 Strategic Marketing
MKT 382 Customer Insight
MKT 382 Market Research
MKT 382 Corporate Governance
MKT 382 Innovation in Business Marketing
MKT 382 Marketing and Customer Insight Practicum
MKT 382 Customer Strategy
IB 395 Global Marketing Strategy

Faculty
Dr. Vijay Mahajan e-mail: Vijay.Mahajan@mail.utexas.edu; Dr. Raji Srinivasan e-mail: raji.srinivasan@mccombs.utexas.edu

Links to Other Marketing Concentrations:
Brand Management
Customer Insight