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: Endowed with the ability to evaluate self-learning needs adapted to the principle of lifelong learning.
2. P02 PO2: Established a general knowledge of economics sufficient to conduct independent and original research on economic issues and suggest relevant economic policies to solve both microeconomic and macroeconomic problems.
3. P03 PO3: Reached the required knowledge and skills; to understand the foundations, basic framework, and complexity of economic theories; to recognize the contribution and limitations of traditional theories; to explore modern economic theories and modeling of more complex situations; and to apply introduced theories in a discussion of research interests.
4. P04 PO4: Engaged in scientific inquiry, critical thinking, using quantitative and qualitative methods to demonstrate the ability to analyze and make recommendations for complex contemporary economic issues.
5. P05 PO5: Demonstrated the development of critical thinking and scientific reasoning skills with an attention to ethical aspects of data analytics, and been aware of acting in accordance with the ethical standard of scientific research and professional work.
6. P06 PO6: Been equipped with the ability to plan, take responsibility in economic projects individually or within a team for economic decision making for a variety of economic concepts in national and global environment.
7. P07 PO7: Endowed with the ability to communicate and explain effectively economic arguments both in oral and written ways to those with scholar knowledge and non-experts.
8. P08 PO8: Been able to apply economic theory and methods in real life situations which is of primary importance to generate relevant economic policies and conduct economic research.
9. P09 PO9: Developed an ability to conduct economic research and write a thesis connecting the theory and empirical conditions with particular attention to ethical perspectives and social responsibilities.

Po-Lo Matrix