Course Catalog

Fall 2007

B8610-001: Strategic Marketing in the Modern Corporation

M Full Term, 05:45PM to 09:00PM

Instructor: noel capon

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This course builds upon your work in the core marketing courses, B6601 and B6602. The goal of the course is to prepare you for making critical strategic marketing decisions in today’s modern corporation. As you know from your studies thus far, the environment that firms face is becoming ever more complex and fast changing. Since the job of attracting, retaining and growing customers is ever more important, and ever more difficult, clear thinking and decisive decision making are the critical currency for entrepreneurs and practicing managers. In this course, we shall develop powerful frameworks to help you make critical strategic marketing decisions.

Learning will come from five modes: lecture/discussion; case studies; a marketing simulation; guest speakers; and a group class project on an organization of your choice.

Noel Capon

Noel Capon

R.C. Kopf Professor of International Marketing

Professor Capon teaches the Marketing Strategy core course and the electives Strategic Marketing in the Modern Corporation and Developing and Managing Strategic Customers. His research interests are in key/strategic account management, and marketing planning and strategy. He has published more than 80 articles, book chapters and books. His latest books —Managing Global Accounts, The Marketing Mavens and a marketing-planning workbook, The Virgin Marketer. His textbook, Managing Marketing in the 21st Century addresses the high cost of college textbooks and is available online on a pay-what-it’s-worth basis. Capon received the Columbia Business School GBA award for outstanding teaching, as well as the Chazen International Innovation Prize. He has taught in many countries and held visiting professor appointments in France, Great Britain, Hong Kong, and the People's Republic of China.

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