Core Course
MB610 – Strategic Marketing Management
Course Unit Code: MB610
Type Of Unit: Core
Level of Course Unit: Second cycle
Year of Study: First/second year
Semester: On demand
Number of ECTS Credits: 6
Class Contact Hours: 28
Mode of Delivery
Face to Face
Prerequisites
None
Course Objectives
The objectives of this course are (1) to introduce students to the concepts, analyses, and activities that comprise marketing management and help them sharpen their analytical skills in assessing and solving marketing problems, (2) to bring together a wide range of marketing topics in order to optimize strategies and profitability for the firm, and (3) to prepare students for the development, evaluation and implementation of marketing strategy.
Learning Outcomes
- Identify marketing resources and capabilities.
- Analyze markets, customers and competition.
- Effectively apply basic and advanced tools of marketing management.
- Practice segmentation and targeting of consumer markets and positioning of a product/service in relation to competition.
- Discuss and evaluate product, pricing, promotion, distribution, people, physical evidence and process strategies.
- Develop a comprehensive strategic marketing plan for a product/service.
Course Content
Course Features
Planned learning activities and teaching methods
Lectures; in-class discussions and debates; videos and other multimedia; in-class exercises; team work; case studies; presentations projects; strategic marketing plan development
Assessment methods and criteria
20% participation (including both in-class and online participation and activities)
20% case study analysis (group work)
60% final assignment (strategic marketing plan)
Instruction Language
English
Work placement(s)
Not applicable
Readings
Textbooks:
Kotler, P., Keller, K.L (2016), Marketing Management, 15 ed., Pearson Education, Inc., Upper Saddle River, New Jersey.
Hooley, G., Piercy, N., Nicoulaud, B. & Rudd, J. (2017). Marketing Strategy and Competitive Positioning (6th Ed.). Harlow: Pearson
Additional Material:
Introduction to Marketing at Coursera, by Wharton professors.
The Tipping Point: How Little Things Can Make a Big Difference, by Malcolm Gladwell.
Consumer Behavior: Buying, Having, and Being, 13th ed., by Michael Solomon.
The New Rules of Marketing and PR: How to Use Social Media, Online Videos, Mobile App,
Biogs, New Releases & Viral Marketing to Reach Buyers Directly, (2015), by David Scott.
Services Marketing, 6th ed., (2012) by Valerie Zeithalm.
Marketing Research: An Applied Orientation, (2015), by Naresh Malhotra.
Thank You/or Being Late, (2016), by Thomas Friedman.
Unlabel: Selling You without Selling Out, (2016), by Marc Ecko.
HBR’s 10 Must Reads on Strategic Marketing, Clayton Christensen Marketing Plan: template and Example, Alex Genadinik
The 1-Page Marketing Plan
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