In this introductory course students gain an integrated view of marketing and sales strategies by studying the concepts, framework, and techniques behind great strategic decisions. Learn how firms establish sustainable competitive advantages and develop customer strategies amid risk and uncertainty. You will see how to develop cohesive marketing and sales strategies to support revenue generation. Investigate key steps of the sale process, how buyers react at each stage, and the marketing tools that have increased the sophistication, productivity, and pace of selling.

Learning Outcomes

At the conclusion of the course, you should be able to

• Describe corporate and business strategies
• Develop sustained competitive advantages
• Apply selling strategies to systematically convert prospects into customers
• Maintain customer relationships to maximize long-term profitability

Skills needed

There are no prior course requirements. However, it would be helpful if students have some marketing related experience or have taken a course such as "Principles of Marketing."