Strategic Marketing Management

Intended Learning Outcomes:

This course is designed around the marketing strategy process with a clear emphasis on analysis, planning and implementation

By the end of the course students will be able to:

  • The role and potential of marketing in the larger business environment.
  • Evaluate critically the key marketing tools and approaches which enable organizations to develop a more accurate understanding the nature of the consumer and competition.
  • Analyze and apply the appropriate marketing strategy in the context of the marketing planning process.
  • Demonstrate enhanced problem solving abilities by critically understanding methods of analyzing and synthesizing information appropriate to the context of contemporary marketing.

Prerequisite(s): Principles of Marketing

Recommended Text Books:  Strategic Market Management by David A. Aaker

Reference Books:

Strategic Marketing Decisions in Global Markets by Isobel Doole and Robin Lowe

The Marketing Casebook: Cases and Concepts, 2nd Ed. By Sally Dibb and Lyndon Simkin

Topic:

Week Description
 1 Part One: Introduction and overview:

  1. Business Strategy: the concept and trends in its management
 2
  1. Strategic Market Management: An overview
 3 Part Two: Strategic Analysis

  1. External and Customer Analysis

 

 4 Part Two: Strategic Analysis

  1. Competitor Analysis
 5 Part Two: Strategic Analysis

  1. Market Analysis
 6 Part Two: Strategic Analysis

  1. Environmental Analysis and Strategic Uncertainties
 7 Part Two: Strategic Analysis

  1. Internal Analysis
  2. Case: Challenges for Part II
 8 MIDTERM EXAMINATION
 9 Part Three: Alternative Business Strategies

  1. Creating advantages/synergies and vision versus opportunism
 10 Part Three: Alternative Business Strategies

  1. Strategic options: Quality and Brand Equity
 11 Part Three: Alternative Business Strategies

  1. Strategic Options: Value focus, innovation, and customer relationships
 12 Part Three: Alternative Business Strategies

  1. Global strategies
 13 Part Three: Alternative Business Strategies

  1. Strategic Positioning
  2. Case: Challenges for Part III
 14 Part Four: Growth Strategies

  1. Growth Strategies: Penetration, product-market expansions, vertical integration and the big idea
  2. Diversification
 15 Part Four: Growth Strategies

  1. Strategies in declining and hostile markets
  2. Case: Challenges for Part IV
 16 Part Five: Implementation Issues19- Organizational Issues

20- Case: Challenges for Part V

 

 17 FINAL EXAMINATION

 

 

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