Strategic Marketing

Course Objectives

At the end of the course the student will have the ability to:

  • To describe the concept of strategy and its role in competitive success.
  • To distinguish the different levels of strategy - namely, corporate, business, and functional.
  • To explain the distinct but interdependent roles of strategy formulation and implementation.
  • To identify generic marketing strategies that are commonplace in Western economies.
  • To consider how to evaluate strategic performance.

Course Content

Market-Driven Strategy

  • Pivotal role of market-driven strategy in designing and implementing business/marketing strategies
  • Links between business/marketing strategy and corporate strategy
  • Challenges in the modern environment

Markets and Competitive Space

  • Markets and Strategies
  • Defining and Analyzing Product-Markets
  • Describing and Analyzing End-Users
  • Analyzing Competition
  • Market Size Estimation
  • Developing a Strategic Vision about the Future

Strategic Market Segmentation

  • Market segmentation, value opportunities and new market space
  • Market targeting and strategic positioning

Strategic Customer Management

  • Developing a CRM strategy
  • Value creation process
  • CRM and Strategic Marketing

Capabilities for learning about Customers and Markets

  • Market-driven strategy, market sensing and learning processes
  • Marketing information and knowledge resources
  • Marketing intelligence and knowledge management
  • Ethical issues in collecting and using information

Market Targeting and Strategic Positioning

  • Market Targeting Strategy
  • Targeting in Different Market Environments
  • Positioning Strategy
  • Developing the Positioning Strategy
  • Determining Positioning Effectiveness

Strategic Relationships

  • The rationale for interorganizational relationships
  • Forms of organizational relationships
  • Managing interorganizational relationships
  • Global relationships among organizations

Innovation and New Product Strategy

  • Innovation as a Customer Driven Process
  • New Product Planning
  • Idea Generation
  • Screening, Evaluating, and Business Analysis
  • Product and Process Development
  • Marketing Strategy and Market Testing
  • Commercialization
  • Variation in the Generic New Product Planning Process

Strategic Brand Management

  • Strategic Brand Management
  • Strategic Brand Analysis
  • Brand Equity Measurement and Management
  • Brand Identity Strategy
  • Managing Brand Strategy
  • Managing the Brand Portfolio
  • Brand Leveraging Strategy

Managing Value Chain Relationships

  • Channel strategy
  • Managing the Channel
  • Efficient Consumer Response

Pricing Strategy

  • Strategic Role of Price
  • Analyzing the Pricing Situation
  • Selecting the Pricing Strategy
  • Determining Specific Prices and Policies

Advertising and Sales Promotion Strategies

  • Promotion Strategy
  • Advertising Strategy
  • Sales Promotion Strategy

Sales Force, Internet and Direct Marketing Strategies

  • Sales Force Strategy
  • Internet Strategy
  • Direct Marketing Strategies

Marketing Strategy Implementation and Control

  • The strategic marketing planning process
  • Implementing the strategic marketing plan
  • Strategic marketing evaluation and control
  • Marketing performance measurement
  • Global issues for planning, implementation and control

Recommended Text:

Book Title -: Strategic Marketing Management. 6th Edition
Author/s -: Chernev, A and Kotler, P.
Publisher -: Cerebellum Press, 2011

Book Title -: Strategic Marketing : Creating Competitive Advantage. 2nd ed.
Author/s -: Douglas West, John Ford and Essam Ibrahim
Publisher -: Oxford University Press, 2010