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StrategicMarketingDr.GeorgeBalabanisiiContentsCourseSyllabus………………………………………………………………….…1CourseSchedule……………………………………………………………….…....2Coursework…………………………………………………………………………8LECTURENOTESSession1.IntroductiontoMarketing………………………………………………12Session2.GeneralApproachestoStrategyMakingandPlanning………….……15Session3.MarketingDecisionMakingandPlanning………………………………19Session4.AnalysingtheOrganisationandCompetitors……………………………24Session5.AnalysingChannels………………………...………………………..…30Session6.AnalysingConsumers-MarketSegmentation.…..…….…………………33Session7.MarketResearchandMarketIntelligence……………..…………………38Session8.Targeting,Positioning,DevelopingandManagingOffers-ProductDifferentiationandBranding………………………………..………………………39READINGSTormentyourcustomers(they'llloveit).;By:Brown,Stephen.,…………….…..…47ShouldStrategyMakersBecomeDreamWeavers?;By:Stopford,John.…….……..53IsSomethingRottenInSegmentation?;By:Gibson,Lawrence……………………581STRATEGICMARKETINGTutorDr.GeorgeBalabanis,seniorlecturerObjectivesThiscourseexaminesrecentdevelopmentsinmarketingthinkingandmarketstrategydevelopment.ItfocusesonthedynamicaspectsofmarketstrategydevelopmentandcurrentissuessuchasrelationshipandInternetmarketing.Thecoursewilltrytogiveyoupracticalexperienceonhowtodevelopandadjuststrategiesinanintegrativemannerthroughtheuseofasimulationexercise.Themainobjectivesofthecourseareto:•introduceyoutoasystematicwayofthinkingaboutdevelopingmarketingstrategies•familiariseyouwithcurrentadvancespracticesinmarketingstrategy•tohelpyoudevelopyouranalyticalandproblem-solvingskillsinmarketingUponcompletionofthecourseyoushouldbeable:•toappreciatemarketstrategiesaswelltheprocessesunderlyingthedevelopmentofmarketingstrategies•toidentify,analyseandputtogetherwhatisneededtodevelopsoundstrategies•tomakeandimplementsoundmarketingdecisionsinadynamicenvironmentTextbookThetextbookforthiscourseis:PeterR.Dickson(1997)“MarketingManagement,2ndedition”,DrydenPress,£28AssessmentstrategyYourperformancewillbeassessedonthefollowingelements:ExamMarketingsimulation,reportsandpresentationClassattendance,classparticipation,andmiscellaneouseffortsMarketingsimulationThesimulationwillbebasedonthefollowingtext:James,StuartW.,ThomasC.KinnearandMichaelDeighan(2001),PharmaSim:ABrandManagementSimulation.CharlottesvilleVA:InterpretiveSoftware,Inc.Thesimulationwillbeplayedbygroupsof5to6students.Pleasemakesureyouhaveagroupbyweek2.Eachgroupwillhavetoprepareandsubmittwowrittenreportsandtomakeapresentation.Thereportsinclude:(1)a4to6pagesmemotoanimaginarybrandmanagerthatsucceedsyouinthegameand(2)alearningoutcomebriefwhichhighlightswhatyouhavelearnedfromtheexercise(1-2pages).Submissiondeadlineforthereportsisweek9;onedaybeforethefirstsetofpresentations2PlannedActivitiesInyoucourseschedulethereisalistofactivitiesforeachlecture.Pleasepreparethembeforeyoucometoclass.Thiswillsavealotofvaluabletimeandincreasethelearningexperience.However,asthecompletionofeachactivitydependsonthelevelofpreparationandhowfasttheclassworks,itislikelythatwemaynotbeabletocompletesomeofthem.Moreover,tomaintainsomeflexibility,theremaybesomealterationintheseactivities.Inanycase,youwillbeinformedforanychangesbyemailsomakesurethatyoucheckyouemailregularlyCourseSchedulePleasenotethattheschedulebelowismeanttobeflexible.AlthoughIwillmakeagoodfaithefforttocoverallofthemateriallistedbelow,thismaynotbepossible.Aratherextensiveadditionalreadingslistisprovided,butitisonlyforthosewhowishtogetadeeperknowledgeofthecoveredareas.Session1INTRODUCTIONTOCOURSE-CONVENTIONALANDNEWAPPROACHESTOMARKETING▪evolutionofmarketingthought▪thenewmarketingenvironment▪thenecessityfornewapproach▪competitiverationalitytheoryEssentialReadingDicksonchapter1Additionalreading(optional)PhilipKotler,DipakC.Jain,andSuvitMaesincee(2002)“MarketingMoves:ANewApproachtoProfits,Growth,andRenewal“HarvardBusinessSchoolPress,BostonDynamicstrategicthinking,By:DicksonPeterR,PaulWFarrisandWillemJMIVerbekeJournaloftheAcademyofMarketingScience,2001vol.29,no.3,availableonlineatLexis-Nexis(needtologinfirst)Marketing202:WhattheGurusaretellingustoday.;By:Billington,Jim.,HarvardManagementUpdate,Jan99,Vol.4Issue1,p8,2p,availableonlineatBusinessSourcePremierMarketingManagementinChangingTimes.;By:Webster,FrederickE..,MarketingManagement,Jan/Feb2002,Vol.11Issue1,p18,6p,availableonlineatBusinessSourcePremierPlannedactivitiesDiscussion:Tormentyourcustomers(they'llloveit).;By:Brown,Stephen.,HarvardBusinessReview,Oct2001,Vol.79Issue9,p82,availableonlineatBusinessSourcePremierSession2GENERALAPPROACHESTOSTRATEGYMAKINGANDPLANNING3▪whatisstrategyandwhatplanning▪howstrategiesaredeveloped▪whatiswrongwithtraditionalstrategicplanningEssentialReadingTheStrategyConceptI:FivePsForStrategy.By:Mintzberg,Henry.,CaliforniaManagementReview,Fall87,Vol.30Issue1,p11,14p;,availableonlineatBusinessSourcePremierThefallandriseofstrategicplanning.;By:Mintzberg,Henry.,HarvardBusinessReview,Jan/Feb94,Vol.72Issue1,p107,8p;,availableonlineatBusinessSourcePremierDicksonchapter2Additionalreading(optional)TheFutureofStrategy:HistoricPrologue.;By:Oliver,Ri