This course focuses on the strategic marketing planning process from the perspective of two key roles in the organization, i.e. the Chief Marketing Officer (CMO) and the Brand (or Product) Manager. Leaning heavily on external and internal analyses, we examine how these managers refine the company’s long-term go-to-market strategy, comprising decisions about product/market portfolio, corporate and product-level brands and brand positioning, plus, for each product category, a carefully orchestrated suite of decisions concerning product design, go-to-market partnerships, pricing, promotion and integrated marketing communications.