MARKETING STRATEGIES

Course Description

This course is concerned with helping managers identify, select and implement strategies that would make their organizations more competitive in the marketplace. These strategies encompass decisions such as which "products" their firm offers and chooses not to offer, by the markets it seeks to serve and not serve, by the competitors it chooses to compete with and to avoid, and the level of vertical and horizontal integration it considers as optimal for all of its stakeholders. Specific ways to compete in the chosen "markets" will usually be characterized by one or more functional strategies such as product line strategy, positioning strategy, pricing strategy, distribution strategy, segmentation strategy, manufacturing strategy, information technology strategy, and global strategy. The intent of this course is to provide decision makers with concepts, methods and procedures by which they can improve the quality of their strategic (marketing management) decision-making.

MARKETING STRATEGIES

Evaluation Tools (Active Term)

Course outcomes

1. 01 Explain the key impacts on strategy making and developing a marketing strategy.
2. 02 Applying techniques regarding to the internal and external forces driving a company.
3. 03 Demonstrate the role of stakeholders in strategic development.
4. 04 Develop the theme to contribute to development of sustainable strategies.
5. 05 Implement marketing communications and understanding the role of branding in a company’s strategy.
6. 06 Describe the interplay between technology and people when implementing marketing strategies.
7. 07 Explain organizational culture and its impact for success
8. 08 Discuss globalization and its impact on lives of consumers and organisations.

Course Syllabus

Reference Books & Course Materials

1. 01 Hooley, G., Piercy , N., Nicoulaud, B., Rudd, J., & Lee, N. (2024). Marketing Strategy and Competitive Positioning, 8th edition. Pearson.
2. 02 Articles related to the subject

Learning Outcomes

1. L01 Explain and critically evaluate key concepts, theories, and frameworks of strategic marketing and market-led strategic management. SOLO 4
2. L02 Evaluate the external market environment, customers, competitors, and organizational resources to identify strategic marketing opportunities and threats. SOLO 5
3. L03 Develop effective segmentation, targeting, positioning, and competitive marketing strategies to create customer value and sustainable competitive advantage. SOLO 5
4. L04 Apply strategic marketing theories, analytical tools, and frameworks to case studies, empirical evidence, and real-world business problems. SOLO 4
5. L05 Formulate, evaluate, and implement strategic marketing plans by integrating analytical thinking, creativity, and evidence-based decision-making. SOLO 4
6. L06 Evaluate ethical, social, environmental, and intercultural considerations in strategic marketing decisions and develop strategic recommendations. SOLO 5

Program Outcomes

1. P01 PO1 Been able to demonstrate their learned skills and knowledge regarding business related issues and research which they can use continuously in their personal and business life.
2. P02 PO2 Obtained theoretical and practical information from the courses that allowed students to learn and work independently.
3. P03 PO3 Been ensured that they learnt by increasing their level of knowledge and skills which are necessary in their field.
4. P04 PO4 Increased their creativity and analytical thinking and developed crucial skills which are needed to be applied both in their studies, research, and future careers.
5. P05 PO5 Adopted and implemented ethical principles and moral values regarding the use of technology in their studies and professional lives by creating an awareness on using the technological imperatives.
6. P06 PO6 Designed their theoretical and practical knowledge in a way that they could make use of in a collaborative usage and various working contexts.
7. P07 PO7 Enrolled in intercultural or international projects which could provide opportunities to develop their skills and implement them successfully in their studies, research and future careers.
8. P08 PO8 Improved their communication skills successfully and been able to implement them in various international education, research and work context by increasing their social capital.
9. P09 PO9 Been able to implement their learnt knowledge and research skills into practice through scenarios, case studies, empirical articles and real-life observations.
10. P10 PO10 Created awareness and developed ethical undertaking by incorporating the learnt theories with environmental approaches to be further implemented into their research and careers.

Po-Lo Matrix