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BUS 69 — Dynamic Strategy: Creating a Responsive Marketing Plan

Quarter: Spring
Day(s): Wednesdays
Course Format: On-campus
Duration: 9 weeks
Date(s): Apr 10—Jun 5
Time: 7:00—9:05 pm
Drop Deadline: Apr 23
Units: 2
Tuition: $635
Instructor(s): Patrick Williams
7:00—9:05 pm
Apr 10—Jun 5
9 weeks
Drop By
Apr 23
2 Units
Patrick Williams
Have you been blindsided by the competition, missed forecasts, or been surprised by unexpected changes in the market? In truth, market dynamics are constantly shifting, responding to competitive activity, emergent trends, and macro factors. Thus it isn’t enough to create a plan focused exclusively on execution. To be effective, organizations must engage in ongoing analysis to identify strategic opportunities and capitalize on the turbulence of dynamic markets. In short, these organizations need a dynamic strategy. Designed for entrepreneurs and emerging leaders, this course will help students anticipate and address the dynamic market forces that affect their business. Students will apply important concepts across business disciplines to create a sound marketing plan. They will leverage Porter’s Five Forces analysis to understand industry tensions, apply Miles and Snow’s strategies, and use the Boston Consulting Group’s growth-share matrix to evaluate current opportunities. With this foundation in place, students will explore segmentation and targeting as a prelude to identifying areas of “white space” for differentiation and advantage. They will also learn how to build a coherent strategic marketing plan that sets objectives and provides a guide for how to accomplish them in a way that will deliver financial success, comfortable with how each decision influences the marketing mix. By the end of this course, you will have built an actionable strategic marketing plan to impact your own dynamic market.

Patrick Williams, Marketing Strategist

Patrick Williams has worked with iconic brands and strategic, global retailers throughout his career. His work emphasizes the importance of understanding consumer, competitive, and market insights in building effective strategy. He has taught at the UC Extension Program since 2013. Williams received an MBA from USC.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.