Course Details

Course Information Package

Course Unit CodeABSM408
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Identify the principles and importance of strategic marketing thinking.
  2. Apply the steps of corporate planning with particular emphasis on the design of appropriate mission and corporate portfolio design.
  3. Identify the stages of the strategic marketing planning
  4. Apply strategic marketing planning stages to prepare a marketing plan for a company
  5. Design effective internal marketing strategies for effective implementation of strategic plans
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

Understanding Marketing Strategy

           Corporate and Marketing Strategy

Market Orientation

           Strategic Marketing Planning

           Stakeholder theory

           Introduction to the strategic marketing process and the marketing plan



Understanding the marketing environment-Opening up Analysis and Positioning

Internal Analysis

Organizational Strengths and Weaknesses

The PLC    

Product Portfolio Analysis (BCG Matrix)

External Analysis

            Market Threats and Opportunities

The competitive environment

Porter’s Model of Industry Attractiveness

The impact of the internet on the competitive environment

Macro-environmental analysis




Market segmentation, targeting and positioning

Market segmentation process

Bases for market segmentation

Targeting strategies

Strategic Positioning



Marketing planning elements

Business mission


Ansoff’s product/Market expansion grid

SWOT analysis

Value based marketing

Ethics in Marketing strategy

A Sustainable Earth Matters

Green Marketing Strategies

Social Marketing

           Marketing to children


Shaping the core marketing strategy

           Product development





Communicating Effectively

           Defining the IMC Concept

Corporate Image and Corporate Identity

           The 7 evolutionary stages of IMC

           Organizational Challenges to Implementing the IMC concept

IMC in the online environment          

Brands and Brand Strategies

Advertising-branding relationship

Innovative advertising methods

Business to Business marketing


Implementation is the Key

           Planned Versus Emergent Implementation

           The Main Factors Influencing Strategy Implementation

           Implementation through internal marketing                                                                            

Recommended and/or required reading:
  • Ranchhod, A. and Guraau, C. (2007) “Marketing Strategies: A Contemporary Approach”, 2nd Edition, Prentice Hall.
  • Kotler, P. (2006) Marketing Management, 12th edition, Prentice Hall. NY: Prentice Hall
  • Kolter P., Bloom P. and Hayes T. (2002) Marketing Professional Services Forward Thinking Strategies for Boosting your Business, Your Image, and Your Profits. NY: Prentice-Hall.
  • Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management. NY: Prentice Hall
Planned learning activities and teaching methodsLectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies
Assessment methods and criteria
Group assignment25%
Final Exam50%
Language of instructionEnglish
Work placement(s)NO

 Εκτύπωση  Ηλεκτρονικό ταχυδρομείο