Registry
Module Specifications
Archived Version 2009 - 2010
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Strategic marketing management is a capstone course for students specialising in marketing. The module aims to provide the students with a framework for analysing marketing processes from a strategic and managerial perspective in a diverse range of organisations. In particular, the module focuses on the development and implementation of marketing strategies to help organisations gain a competitive advantage in challenging business environments. The course utilises a case-based approach. Upon successful completion of this module, students will be able to: examine and review strategic marketing management theory and concepts; assess key marketing information and diagnose marketing problems accurately; undertake market segmentation, profile target markets and construct a differentiated value proposition; analyse alternative potential solutions using qualitative and quantitative criteria; evaluate potential strategic marketing opportunities formulate and communicate a detailed marketing plan that includes marketing strategies and appropriate marketing mix policies; demonstrate group-work, presentation and listening skills as they defend and where necessary, adapt their marketing proposals in the light of class discussion.
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Assume that a 5 credit module load represents approximately 75 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module. | |||||||||||||||||||||||||||||||||
| Indicative Syllabus | |||||||||||||||||||||||||||||||||
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Nature of Strategic Market Planning: The analytical prerequisities for planning - formal planning methods - creative and managerial aspects of planning. Analysing Market Opportunity and Assessing Company Capability: Customer analysis and segmentation. Competitor analysis. Analysing enviromental trends. Analysing market characteristics. Internal company self-assessment. Strategic Market Planning Techniques: Growth-Share Portfolio Model. Market attractiveness and business position assessment. The PIMS project. The Product-Market Growth Model. Industry Structure Models. Managing the Marketing Mix: Product life cycle strategy. New product development. Pricing decisions. Marketing channel decisions. Marketing communications. Implementing the Marketing Plan: Marketing Organisation. Marketing Control. Relationship Marketing: Customer relationship management. Corporate Social Responsibility. | |||||||||||||||||||||||||||||||||
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| Indicative Reading List | |||||||||||||||||||||||||||||||||
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Doyle, P. and Stern, P. (2006) Marketing Management and Strategy, 4th Edition, Financial Times Prentice Hall. West, D., Ford, J., Ibrahim, E. (2007) Strategic Marketing, Oxford. Ranchhod, A. and Gurau, C., (2007) Marketing Strategies, A contemporary approach, FT Prentice Hall. Piercy, N. (2002) Market-Led Strategic Change, 3rd ed. Butterworth-Heinemann. Wilson, R.M.S. and Gilligan, C. (2005) Strategic Marketing Management Planning, Implementation and Control, Butterworth Heinemann. Kotler, P. and Keller, K.L. (2009) Marketing Management, Pearson International Edition. Academic Journals including:
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| Programme or List of Programmes | |||||||||||||||||||||||||||||||||
| MMK | MBS in Marketing | ||||||||||||||||||||||||||||||||
| MSM | Executive Masters in Marketing | ||||||||||||||||||||||||||||||||
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