SYLLABUS MAN 6226
ADVANCED MARKETING STRATEGIC
3 CREDIT UNITS
This course explains how a market-driven company identifies key issues and factors important to choose the right strategy in the market whereby the competition is more intense. Strategic marketing planning is the approach used in this course by emphasizing on how to do marketing analysis and strategic planning. This course also explains that the growing importance of superior customer value, leveraging distinctive capabilities, deals with responding to diversity in the marketplace, new product development, and the introduction of global business challenges require an effective marketing strategy to gain and maintain a competitive position. This course explain the concepts and processes associated with market-driven strategy.
Upon completion of this course, the student should be able to:
- Understand well and enhance their analytical capabilities of the marketing in the holistic approach and integrative marketing activities on the strategic level, managerial or operational.
- Improve the decision-making skills as a strategic marketer (planners) or as marketer operations (the practitioner).
- Cravens, D.W. and Piercy, N.F. (2013). Strategic Marketing, 10th Edition. McGraw-Hill, New York. (CP)
ADDITIONAL READING MATERIALS
- Additional materials will be distributed during the sessions.
This method is a particular type of learning methods under the student-centered learning (SCL) paradigm. In this approach, students are active learners to find and construct their own knowledge. The instructor serves only as a facilitator to help students achieve learning objectives and develop interpersonal skills. The class time will be devoted to discuss any concepts, materials, and or issues in the subject.
- Mid-term Exam (25%)
- Final Exam (25%)
- Presentation, Discussion, Participation (30%)
- Assignment and Quiz (20%)
The course Advanced Marketing Strategy weighs 3 credit units which is held in 14 sessions of lectures and 2 sessions of exams @ 150 minutes for regular class and 12 sessions of lectures and 2 sessions of exams @ 180 minutes for the executive class.
|1||Introduction and the conceptual framework of advanced marketing strategies:
New Challenges for market-driven strategy
|CP (Ch. 1)|
|2||Markets and competitive space||CP (Ch. 2)|
|3||Strategic market segmentation||CP (Ch. 3)|
|4||Strategic customer management: Systems, ethics, and social responsibility||CP (Ch. 4)|
|5||Capabilities for learning about customers and markets||CP (Ch. 5)|
|6||Market targeting and strategic positioning by Group 1||CP (Ch. 6)|
|7||Strategic relationship by Group 2||CP (Ch. 7)|
|8||Innovation and new product strategy by Group 3||CP (Ch. 1)|
|9||Strategic brand management by Group 4||CP (Ch. 2)|
|10||Value-chain strategy by Group 5||CP (Ch. 3)|
|11||Pricing strategy by Group 6||CP (Ch. 4)|
|12||Promotion, advertising, and sales promotion strategies by Group||CP (Ch. 5)|
|13||Case Discussion: Case 6-1 Facebook by all Groups|
|14||Case Discussion: Case 6-2 Wentworth Industrial Cleaning Supplies by all Groups|