Course Code: BPGM 360
Academic Year: 2019-2020
This course examines types of complex decisions made by functional and senior managers. It challenges students to apply and expand on knowledge acquired in previous courses and understand the importance of collaboration among business functions. Particular attention is paid to the integral role of the marketing function and its responsibilities to other areas within the business, such as R&D, finance and operations. Students will understand methods and tools used to formulate strategy but will also examine the decisions and tactics required to implement, monitor and adjust plans in a competitive and uncertain environment. This course also examines the unique challenges managers of high-tech industries experience, including shorter product lifecycles, consumer behaviour, joint ventures and industry standards. Subject matter is reinforced through extensive small group discussions, in-depth examination of current strategies adopted by actual firms and analysis of case studies completed individually and in small groups.