The Big Picture is designed to integrate strategy development and tactical execution to maximize the efficiency of marketing investments by forcing a focus on intervening marketing metrics. The framework seeks to identify the fundamental relationships linking the target customer, the benefits that customer seeks, the behavioral change resulting from a change in beliefs, and the financial impact of specific behavioral changes. The course objective is to provide a structured approach to strategic marketing problems via a rigorous analytical integrated framework. Participants implement the framework in different market settings using simulation and live case analysis.Upon successful completion of the course, the student should be able to: -Assess the competitiveness of brands and the strategic gaps