School of Management, Unit Catalogue 2008/09 |
MN50439 Strategic marketing: creating competitive advantage |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: CW 100% |
| Requisites: |
|
Aims: Anticipating the actions and reactions of competitors is a key determinant of success for any marketing strategy: one competitor cuts prices, undermining your pricing strategy whilst another may decide to offer new products and services, possibly over the Internet with the potential to completely undermine your existing strategy. Could you have anticipated such moves? How do you respond? Strategic Marketing: Creating Competitive Advantage enables students to anticipate competitors' moves during the planning stage. Students will consider a number of tools and concepts to develop effective marketing strategies for the long term.
Learning Outcomes: On completion of this module students will be able to: * Understand and apply 'marketing' and 'strategy' concepts and how the term strategy has migrated from military planning to the business field. * Analyse and evaluate current marketing strategies. * Create appropriate marketing strategies for different types of firms. * Understand the managerial importance of building successful marketing strategies. * Understand the social and cultural significance of marketing strategy. Skills: 1. Critical thinking (t, f, a) 2. Analytic and evaluative skills (t, f, a) 3. Ability to present compelling and coherent arguments (t, f, a) Content: 1. Marketing Strategy: Analysis and Perspectives 2. Environmental and Internal Analysis: Market Formulation and Intelligence 3. Strategic Marketing Decisions and Choices 4. International Marketing Strategies: Traditional Internationalisation Process VS. Born Globals and International Entrepreneurship 5-7. Strategies for Achieving Advantage in Local and International Markets Segmentation, Targeting and Positioning Strategies Relationship Strategies Product Innovation and Development Strategies Service Marketing Strategies Pricing and Distribution Strategies Marketing Communication Strategies 8. Social Marketing and Corporate Social Responsibility. |