1-1. 1-2 Strategic Marketing WELCOME Dos & Don’ts Ask Questions.

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Presentation transcript:

1-1

1-2 Strategic Marketing

WELCOME Dos & Don’ts Ask Questions

1-4 Introduction

1-5 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.

1-6 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

1-7 In short

1-8 Course Theme

1-9 Contents

1-10 What is Marketing

What is Strategic Marketing?

The Big Picture !

Strategic Marketing Module 1 Product & Promotion  Marketing Management  Sales Promotion  Advertising  Marketing Mix

Strategic Marketing Module 2 Channels & Analytics THE BIG list of today’s Marketing Channels Selection of right channels Multi-Channel Marketing Marketing Analytics

Strategic Marketing Module 3 Customer Segmentation Segmentation Defined Business Goals Using 5Ws for segmentation What are possible segments for a mobile operator?

Strategic Marketing Module 4 Competition Intelligence

Strategic Marketing Module 5 Customer Relationship Management What is it? What do customers want? How we do it? CRM process

Strategic Marketing Module 6 Innovative Marketing

Strategic Marketing Module 7 Global 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: