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. Demonstrate mastery of advanced research methodologies (quantitative, qualitative, and mixed methods) by critically analyzing literature, identifying research gaps, and designing original studies that contribute to MIS theory and practice.
2. Conduct and defend an original doctoral dissertation that reflects independent scholarly inquiry, academic rigor, and a significant contribution to the advancement of knowledge in MIS.
3. Exhibit readiness for thesis monitoring and defense by articulating the philosophical foundations of research paradigms, positioning one's research within these frameworks, and responding to scholarly critique.
4. Apply ethical principles, academic integrity, and responsible conduct of research in all phases of the research process, including data collection, analysis, reporting, and publication.
5. Identify and address the social, legal, and ethical implications of information systems research and its applications within organizational and societal contexts.
6. Employ advanced data science techniques, including statistical modeling, machine learning, and AI-based analytics, to examine complex datasets and extract meaningful insights in MIS research.
7. Recognize and evaluate emerging technologies such as artificial intelligence, big data, blockchain, and the Internet of Things, assessing their transformative impact on organizational processes and digital ecosystems.
8. Collaborate and lead in interdisciplinary research environments, establishing productive scientific partnerships and managing research projects that integrate diverse academic perspectives.
9. Publish high-quality research in peer-reviewed journals, present findings at international conferences, and actively engage in academic service such as journal reviewing, conference organizing, and committee participation.
10. Identify challenges and propose innovative, research-based solutions at the intersection of information systems, technology, and organizational strategy.
11. Deliver advanced-level MIS courses, supervise graduate research, and nurture academic development through effective mentorship and scholarly teaching.
12. Develop advanced information systems and decision support systems that align IT capabilities with organizational strategies using systems thinking and innovative design methodologies.

Po-Lo Matrix