Marketing Strategy
Marketing Strategy in the AI Era: Five Principles for the Decisions Machines Can't Make
The machine drafts.
You decide — and sign.
What students do
Strategy documents are now free — nine hundred words of fluent, professional-grade strategy take forty seconds, for you and for your rival. What stayed scarce is choice: giving something up, on the record, under a name. This course seats the student in the most contested chair in marketing: strategy lead at one of four companies — a craft roaster against a personalization giant, a campus payments app on a fast-follower's clock, an apparel brand drowning in generated green claims, a tourism board the AI trip planners cannot yet see. Across the semester the student audits laundered "research," commits a position, builds the watchlist two market shocks are scored against, war-games a rival that opens with a bluff, reconciles a vendor's arithmetic, allocates at the margin, writes a strategy no rival could sign — and defends the record before a board.
The semester covers: a complete course in strategy's discipline — positioning, preference truth, competitive dynamics, allocation, data, pilots, governance — organized by five principles: customers differ, customers change, competitors react, resources are limited, and the era's addition: capabilities have boundaries.
Where it fits: assumes intro-level marketing (or the gateway course); pairs naturally with Analytics. The full training of the strategist's chair. Also runs alongside a standard marketing-strategy text — keep your text and your syllabus, and add the AI dimension: the studio, the Coach, and the catch.
What's included: the textbook (ISBN 978-1-63857-442-2, paperback); hosted studio platform + codes; instructor dashboard; instructor kit for verified adopters.