Course Details
Course Information Package
Course Unit Title | STRATEGIC MARKETING | ||||||||||
Course Unit Code | ABSM408 | ||||||||||
Course Unit Details | |||||||||||
Number of ECTS credits allocated | 5 | ||||||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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Mode of Delivery | Face-to-face | ||||||||||
Prerequisites | ABSM101,ABSM112 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
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
Models:
Market segmentation, targeting and positioning
Market segmentation process
Bases for market segmentation
Targeting strategies
Strategic Positioning
Marketing planning elements
Business mission
Objectives
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
Price
Distribution
Promotion
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 Implementation through internal marketing | ||||||||||
Recommended and/or required reading: | |||||||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | Lectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies | ||||||||||
Assessment methods and criteria |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |