UCLA Competitive & Global Marketing Course

 If you know yourself, but not your enemy, for every battle won, you will suffer a loss. If you know your enemy and yourself, you will win every battle.

-- The Art of War, Sun Tzu

This is a comprehensive overview of the importance of competitive marketing and developing a strategy to gain competitive advantage. This advanced course appeals to CEOs, presidents, vice presidents, marketing directors and managers and product managers. Recent global and technology developments and consolidation of global industry giants are rapidly changing the business landscape. These factors impact every aspect of competitive strategy  from target market focus to value / supply chain management. Outperforming competitors in serving changing customer needs requires a winning competitive strategy built on consistently understanding and predicting industry trends and competitive conditions. 

This course will help lay the foundation to gain competitive advantage and help develop a hands-on understanding of the competitive implications of marketing strategies. Students will use information delivered in the class to conduct a competitive analysis and develop a competitive marketing strategy. 

Course outline (pdf)