Marketing begins and ends with the buyer. Hence, marketing strategy is the study of delivering value to buyers in a manner that exceeds the value proposition of marketplace rivals, using both internal and external resources. From determining consumer needs to assuring customer satisfaction, a clear understanding of buyer behavior is critical to the successful formulation and implementation of marketing strategy. To that end, this course is designed to provide prospective general managers the intellectual tools necessary to design actionable marketing strategies. There will be a strong emphasis on managerial action and multiple theoretical perspectives will be discussed.