Strategic Marketing
Strategic
Marketing
Dr. George Balabanis
Contents
Course Syllabus ………………………………………………………………….…1
Course Schedule ……………………………………………………………….…....2
Coursework ……………………………………………… …………………………8
LECTURE NOTES
Session 1. Introduction to Marketing …………………… …………………………12
Session 2. General Approaches to Strategy Making and Planning … ……….……15
Session 3. Marketing Decision Making and Planning………………………………19
Session 4. Analysing the Organisation and Competitors ……………………………24
Session 5. Analysing Channels ……………………… ...………………………..…30
Session 6. Analysing Consumers- Market Segmentation.…..…….…………………33
Session 7. Market Research and Market Intelligence……………..…………………38
Session 8. Targeting, Positioning, Developing and Managing Offers - Product
Differentiation and Branding……………………… ………..………………………39
READINGS
Torment your customers (they'll love it).; By: Brown, Stephen., …………….…..…47
Should Strategy Makers Become Dream Weavers?; By: Stopford, John.…….……..53
Is Something Rotten In Segmentation?; By: Gibson, Lawrence ……………………58
ii
STRATEGIC MARKETING
Tutor Dr. George Balabanis, senior lecturer
Objectives
This course examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development and current issues such as relationship and Internet marketing. The course will try to give you practical experience on how to develop and adjust strategies in an integrative manner through the use of a simulation exercise.
The main objectives of the course are to:
• introduce you to a systematic way of thinking about developing marketing strategies • familiarise you with current advances practices in marketing strategy
• to help you develop your analytical and problem-solving skills in marketing
Upon completion of the course you should be able:
• to appreciate market strategies as well the processes underlying the development of marketing strategies
• to identify, analyse and put
Marketing
Dr. George Balabanis
Contents
Course Syllabus ………………………………………………………………….…1
Course Schedule ……………………………………………………………….…....2
Coursework ……………………………………………… …………………………8
LECTURE NOTES
Session 1. Introduction to Marketing …………………… …………………………12
Session 2. General Approaches to Strategy Making and Planning … ……….……15
Session 3. Marketing Decision Making and Planning………………………………19
Session 4. Analysing the Organisation and Competitors ……………………………24
Session 5. Analysing Channels ……………………… ...………………………..…30
Session 6. Analysing Consumers- Market Segmentation.…..…….…………………33
Session 7. Market Research and Market Intelligence……………..…………………38
Session 8. Targeting, Positioning, Developing and Managing Offers - Product
Differentiation and Branding……………………… ………..………………………39
READINGS
Torment your customers (they'll love it).; By: Brown, Stephen., …………….…..…47
Should Strategy Makers Become Dream Weavers?; By: Stopford, John.…….……..53
Is Something Rotten In Segmentation?; By: Gibson, Lawrence ……………………58
ii
STRATEGIC MARKETING
Tutor Dr. George Balabanis, senior lecturer
Objectives
This course examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development and current issues such as relationship and Internet marketing. The course will try to give you practical experience on how to develop and adjust strategies in an integrative manner through the use of a simulation exercise.
The main objectives of the course are to:
• introduce you to a systematic way of thinking about developing marketing strategies • familiarise you with current advances practices in marketing strategy
• to help you develop your analytical and problem-solving skills in marketing
Upon completion of the course you should be able:
• to appreciate market strategies as well the processes underlying the development of marketing strategies
• to identify, analyse and put