MKT 540 - Strategic Planning: Developing Sustainable Business Models +
In today's hyper-competitive business environment, firms find it increasingly difficult to generate sustainable revenue growth. This course uses an organic-growth, marketing-based, customer-driven approach for developing sustainable year-on-year revenue growth. Linkages are created between existing benefits-based customer segmentation strategies, changing customer needs, the choice of a firm's or a business unit's product/service-line positioning strategy, its chosen business model, and finally its performance. Topics covered include: - Outcomes-based segmentation - Price-performance curves - Market-leader positioning approaches - Business model visualization and representation - Dynamic positioning, product-line and business unit adaptation - Value migration and threats to sustainability By the end of the course, students will know how to detect signals of change in customer needs and adapt their business models resulting in sustainability. This is a case-based course with a project deliverable due at the end of the course. Prerequisites: MKT 555 is a prerequisite for this class.