Describe the concept of marketing strategy and its role in competitive success.
- Develop decision-making skills and other necessary tools that will be useful in solving marketing problems.
- Apply the knowledge and skills learned in case analysis, focusing on the role of marketing in the development of business and organizational strategies.
- To distinguish the different levels of strategy - namely, corporate, business, and functional.
- Develop and analyse a strategic marketing problem and link it to the strategy process within an organisation.
- Interpret market data, provide a situational analysis and make recommendations for strategic developments
- Strategic Marketing Planning and the Marketing Plan
- Marketing Auditing and the Analysis of Capability
- Segmental, Productivity and Ratio Analysis
- Market and Environmental Analysis
- Approaches to Customer Analysis
- Approaches to Competitor Analysis
- Missions and Objectives
- Market Segmentation, Targeting and Positioning
- The Formulation of Strategy 1: Analysing the Product Portfolio
- The Formulation of Strategy 2: Generic Strategies and the Significance of Competitive Advantage
- The Formulation of Strategy 3: Strategies for Leaders, Followers, Challengers and Nichers
24 Lesson hours
8 Preparation Lesson hours
20 Assignments / Homework hours
20 Exam and exam preparation hours
3 Seminar Lecture Hours
65 Literature ( Depending on the length and difficulty of the book ) hours
The course uses 455 pages from the book(s) and journal articles where
- 455 pages easy reading and understanding material – 65 hours
- Difficult reading and understanding material – 3 pages per hour
- Average reading and understanding material – 5 pages per hour
- Easy reading and understanding material – 7 pages per hour
Total 140 Hours
- Classroom lecturing
- Case study discussions
- Feedback and presentation sessions
- Interviews and debates
- Video and film (optional)
- Discussion sessions
- Research Papers
- Coaching and tutoring
- C. Gilligan and R.M.S. Wilson, Strategic Marketing Planning, Second Edition, Butterworth-Heinemann, 2009. ISBN: 978-1-85617-0
- Neema Mori (2010). Implications of the marketing strategy for exporting MSEs from developing economies, Research paper, University of Agder (N).