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Strategic Marketing

Objective:

Outline the importance of all stages within the marketing planning process
from audit through strategic decision making, to implementation of plans
and how managing resources employing monitoring and measurement
techniques, enable the achievement of strategic marketing objectives.

Module 1: What is strategic marketing? 6 hours

On completion of this module, students should be able to

understand the purpose and function of strategic marketing


comprehend its relationship to competitive advantage
understand strategy in a marketing context
apply management strategy to marketing

Module 2: Situation analysis 6 hours

On completion of this module, the students should be able to

analyse organisations current and future external environment.


analyse organisations current and future internal environment.
explain how do organisations increase market share
understand how do consumers make purchasing decisions
consider cultures and ethics in marketing

Module 3: Creating and challenging competitive advantage 6


hours

On completion of this module, the students should be able to

analyse cases and identify the factors that impact success of


organization.
identify factors that create competitive advantage.
analyse situations where smaller firms challenge the advantages of
more established competitors.
analyse the options of such challenges in light of the nature of the
resources supporting the rival firms.
forecast competitive dynamics
Module 4: Planning, Implementation and Control 6 Hours

On completion of this module, the students should be able to

analyse relevant information to recommend and inform strategic


decision making
develop a strategic marketing plan to realise organizational objectives.
Manage resources to deliver the strategic marketing plan
monitor measure and adapt the marketing plan for continuous
improvement.

Module 5: Creating corporate advantage 6 Hours

On completion of this module, the students should be able to

explore how the scope of firms are influenced by resources that are
shared across products
use concepts like cross selling, umbrella branding, and customer
intelligence to create corporate advantage

Reference Books:

1. Strategic Marketing : D. Pradeep Kumar, B. Anitha and P Krishna


Moorthy.
2. Strategic Marketing , 8th Ed. David W. Cravens; Nigel F Piercy.