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 Become competent in searching and comprehending the relevant academic articles, interpreting the information learnt or obtained via various channels and absorbing exceptional knowledge in their field.
2. P02 PO2 Devoted themselves to be a qualified researcher and knowledge worker in their field all throughout their life and career.
3. P03 PO3 Demonstrated that they developed their individual capabilities through written projects, assignments and presentations that they will independently implement both in academia and work contexts.
4. P04 PO4 Gained key practical skills and knowledge which need to be implemented in their own research and business work environment.
5. P05 PO5 Been able to implement critical and analytical thinking and analyses into their studies, research and work.
6. P06 PO6 Become proficient in adopting the gained knowledge into practice and research in a critical, and analytical way.
7. P07 PO7 Become experts in using information technology tools for their studies, research and workplace in an ethical and safely environment by sharing and transferring their knowledge.
8. P08 PO8 Succeeded in working, researching and forming partnerships with their colleagues/team members in a global environment.
9. P09 PO9 Proved themselves capable of disseminating and sharing knowledge, sustainingly communicating with others, in any global workplace or research setting.
10. P10 PO10 Become capable of interpreting and transferring their qualified knowledge into practice and research.
11. P11 PO11 Dedicated themselves to applying advanced academic studies and enrolled themselves in work or non-work projects related to environmental approaches and ethical issues.

Po-Lo Matrix