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Strategic Marketing

WELCOMEDos & Don’ts

Ask Questions

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Introduction

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This Course

is a capstone course that ‘pulls together’ what has been learned in earlier marketing courses and

introduces marketing decision making and planning frameworks in the global environment: exploring

strategy options; opportunity analysis; strategy setting and implementation. It also provides an opportunity to engage in a business simulation and to apply previous

knowledge through case studies and projects.

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Learning Objectives

Key marketing concepts and definitions Key business strategy concepts and definitions Delivering competitive advantage through strategic marketing Marketing management in a global context The critical role of digital technology, social media and e-commerce

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In short

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Course Theme

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Contents

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What is Marketing

What is Strategic Marketing?

The Big Picture !

Strategic Marketing Module 1Product & Promotion

Marketing Management Sales Promotion Advertising Marketing Mix

Strategic Marketing Module 2Channels & Analytics

• THE BIG list of today’s Marketing Channels

• Selection of right channels• Multi-Channel Marketing• Marketing Analytics

Strategic Marketing Module 3Customer Segmentation

• Segmentation Defined• Business Goals• Using 5Ws for

segmentation

• What are possible segments for a mobile

operator?

Strategic Marketing Module 4Competition Intelligence

Strategic Marketing Module 5Customer Relationship Management

• What is it?• What do customers

want?• How we do it?• CRM process

Strategic Marketing Module 6Innovative Marketing

Strategic Marketing Module 7Global Branding

And some more amazing marketing

concepts

Expectations

Recommended texts • Strategic Market Management 9th ed. by David A. Aaker; published by

Wiley• Baines / Fill / (2008) Marketing. Oxford (with online content)• Brassington & Pettitt (2008) Principles of Marketing. Prentice Hall (4th

Ed)• Lovelock, C, Wirtz, J Services Marketing (6th Edition) Pearson Prentice

Hall• Palmer, A Principles of Service marketing (5th Edition) McGraw Hill• Wilson, A (2008), Services Marketing, McGraw Hill, European Edition• Kapferer &Bastien, The Luxury Strategy Kogan, 2010• Keller, K Strategic Brand Management (3rd Edition) Pearson• Kapferer, J The New Strategic Brand management (4th Edition) Kogan

Page• Lincoln &Thomassen, Private Label, Kogan Page 2009 Marketing

Management• Marketing Management – Mullins, Walker , Boyd , McGraw Hill (6th

Edition), Business Strategy (general)• Johnson Whittington & Scholes, Grant, Exploring Corporate Strategy (all

editions)

Next Class?

• Get the recommended Text

• Get all the class “necessities”

• Visit Web portal to download lectures & notes

• For queries: gull_rizvi@yahoo.com