Strategic Marketing Management
Upcoming SlideShare
Loading in...5
×
 

Strategic Marketing Management

on

  • 866 views

 

Statistics

Views

Total Views
866
Slideshare-icon Views on SlideShare
865
Embed Views
1

Actions

Likes
0
Downloads
35
Comments
0

1 Embed 1

http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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