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Bilkent University

Online Academic Catalog

Undergraduate and Graduate Programs 2020-2021

MAN 419 Marketing Strategy and Innovation

Marketing Strategy and Innovation integrates critical aspects of marketing and innovation, and presents marketing as a strategic process driven by value creation for customers. The course focuses on the design and management of all elements of business necessary to define, develop and deliver customer value in the challenging environment of global competition and rapidly changing markets. The course brings together theoretical and practical perspectives with the goal of developing students' skills in conception, development, and execution of a marketing strategy that would allow a firm to serve its customers in a profitable and sustainable way. Credit units: 3 ECTS Credit units: 5, Prerequisite: MAN 335.

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