Strategic Marketing

Only available on StudyMode
  • Download(s) : 51
  • Published : March 3, 2013
Open Document
Text Preview
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 together what is needed to develop sound strategies • to make and implement sound marketing decisions in a dynamic environment Textbook
The textbook for this course is:
Peter R. Dickson (1997) “Marketing Management, 2nd edition”, Dryden Press, £28 Assessment strategy
Your performance will be assessed on the following elements: Exam
Marketing simulation, reports and presentation
Class attendance, class participation, and miscellaneous efforts Marketing simulation
The simulation will be based on the following text:
James, Stuart W., Thomas C. Kinnear and Michael Deighan (2001), PharmaSim: A Brand Management Simulation. Charlottesville VA: Interpretive Software, Inc. The simulation will be played by groups of 5 to 6 students. Please make sure you have a group by week 2.

Each group will have to prepare and submit two written reports and to make a presentation. The reports include: (1) a 4 to 6 pages memo to an imaginary brand manager that succeeds you in the game and (2) a "learning outcome brief" which highlights what you have learned from the exercise (1-2 pages). Submission deadline for the reports is week 9; one day before the first set of presentations

1

Planned Activities
In you course schedule there is a list of activities for each lecture. Please prepare them before you come to class. This will save a lot of valuable time and increase the learning experience. However, as the completion of each activity depends on the level of preparation and how fast the class works, it is likely that we may not be able to complete some of them. Moreover, to maintain some flexibility, there may be some alteration in these activities. In any case, you will be informed for any changes by email so make sure that you check you email regularly

Course Schedule
Please note that the schedule below is meant to be flexible. Although I will make a good faith effort to cover all of the material listed below, this may not be possible. A rather extensive additional readings list is provided, but...
tracking img