MBA730 Strategic Marketing Management

Module Title:                      Strategic Marketing Management
Short Module Titl...
LEARNING OUTCOMES:
On successful completion of this module the student should be able to:
1. Identify and analyse strategi...
ASSESSMENT CRITERIA:
Students will be assessed on:
1.   Their depth of knowledge and systematic, theoretically-informed un...
LEARNING OUTCOMES:
                                                                              Assessed by:

Identify, a...
Practitioner Journals:
Marketing Business
Marketing
Marketing Week
Campaign

Preliminary Study:
Students planning to take ...
MBA730 Strategic Marketing Management Module Title: Strategic ...
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Transcript of "MBA730 Strategic Marketing Management Module Title: Strategic ..."

  1. 1. MBA730 Strategic Marketing Management Module Title: Strategic Marketing Management Short Module Title: SMM Module Code: MBA730 Module Level: M Academic Credit Weighting: 15 credits School: WBS/HBS Department: MBS length: One semester Module Leader: Jaafar El-Murad Extn 3208 Email muradj@wmin.ac.uk Site: Marylebone and Harrow Host Course: MBA Status: Elective Relevant Course titles/pathways: MBA Subject Board: MBA Pre-Requisites: 35 core credits including MBAM44 Marketing Design of Produc t s Co-Requisites: None Assessment: 5 Group and individual assessments Special Features: A strategic marketing simulation will be a key feature of this module. Access Restrictions: None. SUMMARY OF MODULE CONTENT: This module provides students with a critical and in-depth knowledge and understanding of the philosophy behind strategic marketing management, and the major models and techniques commonly used. Analytical and decision-making skill and ability, and the application of these tools under pressure, will be developed through participation in a semester-long competitive strategic marketing simulation. MODULE AIMS: To build on the material covered in MBAM44 and other core modules of the MBA programme to enable participants to acquire a depth and breadth of knowledge of the marketing strategy formulation process, its development and implementation.
  2. 2. LEARNING OUTCOMES: On successful completion of this module the student should be able to: 1. Identify and analyse strategic marketing problems and opportunities. 2. Critically appraise the classic models used in strategic analysis, and be aware of their limitations and of errors frequently made in applying them. 3. Critically reflect upon the process of formulating and evaluating strategic marketing alternative s that are consistent with the overall objectives of the firm. 4. Develop realistic implementation plans for a preferred strategic marketing option. 5. Evaluate the practical short and long term implications of any marketing decision taken by a management team and the relationship between marketing and other business functions. In addition to these formal outcomes, students will acquire or develop presentation, teamwork, analytical, decision-making, and time-management skills. INDICATIVE MODULE CONTENT: 1. Structure of the firm, strategic marketing planning. The strategy development process 2. Corporate mission and objectives, appraising performance of the firm 3. Environmental analysis 4. Market dynamics and competitive strategy, competitor analysis 5. Portfolio analysis 6. Str ategic branding 7. Innovation 8. Generating alternative strategies 9. Delivering value through price 10. Strategic options for sales and channel management 11. Knowledge management 12. Customer relationship management as a strategic tool TEACHING AND LEARNING METHODS: A theoretical underpinning will be provided to ensure that the major learning objectives will be met. This will be achieved through a combination of lectures, facilitated discussions and weekly student presentations of pre-assigned tasks. Students will test the validity of theoretical frameworks covered in the module to practical situations through participation in the semester-long strategic marketing simulation. ASSESSMENT RATIONALE: Learning outcomes will be assessed through weekly student presentations, participation and performance in the simulation, the production of a report and strategic marketing plan based on this performance, and a written analysis of a case study.
  3. 3. ASSESSMENT CRITERIA: Students will be assessed on: 1. Their depth of knowledge and systematic, theoretically-informed understanding of strategic marketing problems and models used in strategic analysis 2. Their capacity to synthesise and evaluate alternative strategic marketing alternatives 3. Their capacity to apply this knowledge and understanding to the development of realistic implementation plans 4. Their ability to write clearly, economically and persuasively in presenting the background to and nature of a problem, the alternative explanations of and perspectives on that problem, the evaluation of alternative solutions and the articulation of a preferred solution and its implications ASSESSMENT METHODS AND WEIGHTINGS: There will be five different elements of assessment: 1. Weekly seminar presentations by students, in groups Group/Individual 20% 2. Performance in simulation Group 20% 3. Report and marketing plan based on simulation Individual 25% 4. Presentation based on report Group/Individual 10% 5. Written case analysis Individual 25%
  4. 4. LEARNING OUTCOMES: Assessed by: Identify, and analyse strategic marketing problems and opportunities. 1,2,3,5 Critically appraise the classic models used in strategic analysis, and be 1,3,5 aware of their limitations and of errors frequently made in applying them. Critically reflect upon the process of formulating and evaluating strategic 1,2,3,4,5 marketing alternatives that are consistent with the overall objectives of the firm. Develop realistic implementation plans for a preferred strategic 2,3,4,5 marketing option. Evaluate the practical short and long term implications of any marketing 2,3,5 decision taken by a management team and the relationship between marketing and other business functions. Acquire or develop presentation, teamwork, analytical, decision-making, 1,2,3,4 and time-management skills. SOURCES: Essential Reading as at March 2002: Chapman, R.G., (1997), Brandmaps T M , The Competitive Marketing Strategy Game, 4e, Prentice-Hall Plus one of: Kotler, P. (2001), A Framework for Marketing Management, 10e, Prentice-Hall Kotler, P. (2000), Marketing Management, 10e, Prentice-Hall Aaker, D.A. (2001), Strategic Market Management, 6e, Wiley Baker M J, (2000), Marketing Strategy & Management, (3e), Macmillan Business Doyle P, (2002), Marketing Management and Strategy, (3e), Prentice Hall Europe McDonald, M, (1999), Marketing Plans, 4e, Butterworth & Heinemann Further Reading: Ries, A. and Trout, J. (2001), Positioning: the Battle for Your Mind, McGraw Hill Hooley, Saunders & Piercy (1998), Marketing Strategy & Competitive Positioning, 2e, P-Hall Enis, Cox, Mokw a (Eds., 1991) Marketing Classics, 8e or later, Prentice-Hall Periodicals: Journal of Marketing Journal of Marketing Management European Journal of Marketing Harvard Business Review Sloan Management Review Academy of Management Review International Journal of Advertising Journal of Marketing Management
  5. 5. Practitioner Journals: Marketing Business Marketing Marketing Week Campaign Preliminary Study: Students planning to take Strategic Marketing may find it useful, before the start of the semester, to read Chapman (1997), and the first few chapters of any one of the above -mentioned books. Date of initial validation May 2002

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