Strategic Marketing Management
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Strategic Marketing Management






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    Strategic Marketing Management Strategic Marketing Management Presentation Transcript

    • Strategic Marketing Management Irene Ng Personal Website: http://www. ireneng .com/ Email: i.c.l. ng @ exeter .ac. uk Room: 109 Tel: (1392) 26-3250
    • Module Commitment
      • MSc International Mgt (20 credit module)
        • 8 x 3 = 24 hours of lectures
        • 7 hours tutorials (Ms Jeannie Forbes)
        • 169 hours independent reading
      • MSc Marketing & Finance (30 credit module)
        • 8 x 3 = 24 hours of lectures
        • 4 x 3 = 12 hours of case discussion
        • 264 hours independent reading
    • Assessment
      • MSc International Mgt (20 credit module)
        • 100% Case-based (case will be given to you one week in advance)
        • semi-open book (you will be allowed to bring in up to 10 sheets of notes – but no books)
        • 2 hours exam – usually 4 questions
      • MSc Marketing & Finance (30 credit module)
        • 70% Case-based (case will be given to you one week in advance)
        • semi-open book (you will be allowed to bring in up to 10 sheets of notes – but no books)
        • 2 hours exam – usually 4 questions 30%
        • Group project
    • Learning Marketing The role of knowledge, skill and imagination Some principles to guide your learning on this course Read: The Role of Photoessay in Learning and Transfer (handout available in my office, if you are interested)
    • Effective Knowledge in Marketing
      • In this module, you will receive:
      • Information
      • Knowledge of tools (including integration tools)
      • Knowledge of techniques, tactics
      • Cumulative experience of practitioners in the area
      • Cumulative literature (research) in the area
    • Effective Knowledge in Marketing
      • You will also be taught:
      • Analytic and Decision Making Skills
      • Development of skill in the integration of functional areas into a general ‘whole
      • Understanding the more complex decision making skills
      • Reflects the increasing complex nature of analysis and decision making as the discipline matures
    • Effective Knowledge in Marketing
      • BUT – you need to use the information and the skills to obtain:
      • Problem Solving Skills (COMPETENCE)
      • Meeting the demands of the job
      • Developed by means of a gradual influx of information coupled with the development and exercise of progressively more complex skills
      This is what you will be assessed on in the case-based exam
    • Developmental Framework of Competence Level II Level I Development of Competence Analytic Skills INFORMATION Level III To assess your competence, your exam will be Case based Ladder of Abstraction
    • Ladder of abstraction (Reynolds 1976)  
      • Build recognition of a broad range of problems ( facts in the abstraction ladder) – LEVEL I
      • Develop a working familiarity with the concepts used in solving problems (i.e. developing an understanding of abstractions that attach meaning to facts) – LEVEL I/II
      • Develop experience in identifying problems (gaining an understanding of abstractions at the level of value judgments) – Level II/III
      • Develop enough understanding of problem solving to be able to cope with new situations (learning abstractions as applied to decisions about what facts to omit) – Level III
    • How do you move up the Ladder of abstraction i.e. How to do well on this course?
      • Read your text
      • Read the readings
      • Read business magazines (Forbes, Fortune, Economist)
      • Reflect on what you have absorbed
      • Apply creativity, deep thinking and your own experience in thinking of problems and solutions
      • Become competent!
    • Learning Outcomes
      • Subject Specific Skills: On the completion of this module students will be able to
        • understand and critically evaluate the marketing orientation in organisations
        • understand models of buyer behaviour in order to reflect upon and evaluate their utility and impact on marketing strategy
        • understand the impact of the competitor on the firm’s strategy
    • Learning Outcomes
      • Core Academic Skills: On the completion of this module students will be able to
        • independently critically apply and adapt marketing principles across a wide range of markets
        • cultivate a ‘habit of mind’ that takes into account competitive interactions when planning or implementing marketing decisions
    • Course Outline
      • Part A: Fundamentals of Marketing
          • Concept of Marketing, Marketing Orientation
          • Marketing Environment, Information and Research
          • Marketing to Consumers & Consumer Behaviour
          • Marketing to Industrial Markets, Organizational Buying Behaviour
          • Market Demand, Segmentation, Targeting, and Positioning
      • Part B: Managing the Marketing Mix
          • Product Strategy, Brand Management
          • Pricing Strategy
          • Distribution Strategy, Transaction Cost Theory
          • Promotions Strategy, Marketing Communications
          • Services Marketing [NOT COVERED]
    • The difference between this course and traditional marketing management course
      • ‘ Strategic’ – incorporates Game Theory and applications into concepts of marketing
      • Brings in research from Transaction Cost Economics in the analysis of channels
      • Focuses on skills – i.e. the ‘why’ question – instead of rules and tables
      • Use of photoessays and videos to complement your learning
      • Note:
        • Not all slides may be covered, I may dwell longer on some concepts so that you can understand them better
        • White arrows indicate changes from the slides shown and your handouts