MARKETING STRATEGIES

Course Description

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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 Describe the importance and reasons to implement marketing strategy into overall business strategy
2. L02 Observe market opportunities, scan and perform market forecasting
3. L03 Differentiate marketing strategies for new, growth and declining markets
4. L04 Explain market segmentation, differentiation, positioning and targeting processes

Program Outcomes

1. P01 PO1: Acknowledged that acquired knowledge and continuous learning will be their competitive advantage by learning new methods and skills which they can use both in their lives and workplace, especially in the field of marketing.
2. P02 PO2: Acquired the necessary skills and knowledge which enforced the students to keep developing themselves by working independently.
3. P03 PO3: Applied the marketing research process by using different techniques from different scientific points of view, and interpreted the findings by combining them with advanced theoretical knowledge in marketing field and develop creative strategies.
4. P04 PO4: Applied critical thinking and evaluate and resolve issues and situations from the perspective of ethical behaviour, responsible management and sustainability.
5. P05 PO5: Been able to use technological tools and share the information obtained during the program in a safe and secure way in their professional and private lives.
6. P06 PO6: Gained the ability to study and work collaboratively with colleagues/co-workers in multicultural environments.
7. P07 PO7: Been able to communicate effectively, both verbally and in writing, with people from different cultures inside and outside the company.
8. P08 PO8: Practiced scenarios and case studies in order to apply various marketing theories knowledge and research with the aim to solve real-life problems faced by organizations.
9. P09 PO9: Comprehended ,analyzed the environmental factors affecting organizations and been able to formulate a marketing plan that will meet the organization's objectives based on the theories and knowledge acquired.
10. P10 PO10: Developed awareness about the environment by associating marketing theories with environmental approaches.
11. P11 PO11: Gained social, scientific and ethical values in the stages of data collection, interpretation, dissemination and application in the field of marketing.

Po-Lo Matrix