Strategic Marketing provides the managerial focus for key decisions regarding how a company will interface with customers and key marketing stakeholders. The course is looks at this question from two perspectives. Firstly, how competitive advantage can be translated into specific value propositions and products or services that are customer relevant, unique and differentiated. We will learn how to define a market differentiation in order to deliver distinctive selling proposition to customers. Secondly, from the perspective of market segmentation, targeting and positioning (S-T-P). Participants will explore the criteria for segmenting markets, for assessing the relative attractiveness of segments and the process of determining how to position a value proposition towards particular segments.
The art and science of shaping competitive advantage through marketing excellence. In this course, we dive deep into the strategic facets of marketing, equipping students with the knowledge and skills to navigate the contemporary business landscape. We analyze and dissect the critical components of crafting and implementing successful marketing strategies that drive growth and profitability.
| Week | Topics |
|---|---|
| 1 | 1. The essence of marketing p.24 [Outline what marketing is and describe how marketing developed, along with new visions about consumer behavior. Introduce marketing (customer and brand) as the key to developing customers’ relationship with a brand. Describe aggregation levels in organizations. Stress the importance of a sustainable competitive advantage.] |
| 2 | 2. The strategic marketing planning process p.31 [To know different levels in a company and the content of strategy at these levels To know the essence of marketing strategy To know the different steps in the marketing planning process] |
| 3 | 3. Mission, customer values, and market definition p.61 [Know the function and components of a mission and a vision Know the essence of customer value and the different values that exist Know how to define a market: components and guidelines] |
| 4 | 4. Internal analysis p.89 [Know how to define objectives for a company Recognize the importance of sustainability and the trade-off with growth objectives Be capable of analyzing a brand’s strengths and weaknesses Use the customer perspective in the internal analysis] |
| 5 | 5. Customer analysis p.113 [Be able to apply segmentation based on data Know the most important consumer behavior models Know how to measure needs and perceptions of customers Know how to measure brand image Be able to deal with primary and secondary sources of customer data] |
| 6 | 6. Industry analysis p.157 [Know the differences between and the goals of an industry analysis and a competitor analysis. Know the components of an industry analysis. Realize that a Porter analysis is only part of an industry analysis, which in turn is part of an external analysis. Be able to perform a macro-environmental analysis for a company. Know how to assess the attractiveness of a market.] |
| 7 | 7. Competitor analysis p.186 [Know the steps of a competitor analysis. Be able to identify competitors by using the appropriate methods. Assess competitors’ strengths and weaknesses on the corporate and brand levels. Know which qualitative and quantitative data sources can be used in a competitor analysis. Put it all together in making a forecast of a competitor’s strategy and reactions.] |
| 8 | 8. Project Delivery (Midterm Week-no class session) [and/or] Distribution and supplier analysis p.211 [Know aggregation levels in the distribution analysis. Be able to analyze the distribution structure in an industry. Assess the role of disintermediation. Be able to analyze the distribution intensity by applying different criteria. Know the steps in an individual distributor and supplier analysis.] |
| 9 | 9. SWOT analysis p.232 [Know the steps in a SWOT analysis Be able to summarize a situation analysis into a focused problem statement Discuss alternative positioning options] |
| 10 | 10. Corporate objectives and strategies p.261 [Know the difference between corporate strategy and marketing strategy Apply a portfolio analysis Know the different growth directions for companies Know how to relate growth directions to development methods (partnering or not).] |
| 11 | 11. Marketing objectives and marketing strategies p.292 [Know how to formulate marketing objectives. Apply methods for targeting customers. Know the principles of and methods for positioning. Know the role of the brand. Know how to choose a brand name and brand design. Apply guidelines for managing brands over products (extensions), internationally, and over time (crisis management).] |
| 12 | 12. Choice of product/service, price, and channels p.349 [See the relationships between a chosen value strategy; the marketing strategy; and decisions about the marketing instruments, product, channels, price, and communication. Know which kind of decisions have to be made for the instruments product, price, and channels. Be able to strategically implement these three marketing instruments and see innovative opportunities. Know key issues about push/pull, intensity of distribution, forms of products, and distribution figures.] |
| 13 | 13. Marketing communications p.371 [See the relationships between the marketing strategy and communication. Know how to formulate objectives for communication Know the steps in the communication planning process. Understand the role of companies and advertising agencies. Be able to make a communication plan. Know how to measure communication effects.] |
| 14 | 14. Organization and execution of marketing p.415 [Know how to organize marketing and communication in a market-oriented organization. Know what motivates people in an organization. Know how to stimulate innovation. Be able to sell a marketing plan. Know the main pitfalls in planning.] |
| Method | Qty | % Each |
|---|---|---|
| Project | 1 | 33 |
| Final Exam | 1 | 34 |
| Other | 1 | 33 |
Main: Alsem, K. J. (2023). Strategic marketing planning: a step-by-step approach. Taylor & Francis.