Strategic marketing management to maximize long-term customer value and company profits is an essential skill for managers in every business or organization, in all industry sectors and countries. Students will learn managerial concepts and frameworks, develop analytical skills, take a disciplined approach to understanding customer behavior in domestic and global markets, create customer journey mapping, and conduct competitive analysis to develop marketing strategies to deliver superior customer value. Students will gain experience in evaluating product/market fit, identifying market gaps, creating customer value, measuring brand equity, developing pricing strategies to capture value, developing marketing communication strategies and budgeting to communicate value to customers, and analyzing return on marketing investments.