Course Description
Includes strategic analysis of a firm's activities from the marketer's point of view. Gives attention to marketing strategy formulation, implementation and control. Assesses strategies for the functional areas of marketing (product, pricing, distribution and promotion) and their relevant application to e-commerce.
Week 1
Lecture: Imperatives for Market-Driven Strategy
Lecture: Markets and Competitive Space
Outcomes
- Explain the pivotal role of a market driven strategy and its scope
- List some of the challenges of today's environment
- Analyze the nature and scope of markets and the competition
Week 2
Lecture: Strategic Market Segmentation
Lecture: Customer Relationship Management
Outcomes
- Distinguish between how and when a market should be segmented
- Define CRM and the importance of database management
- Explain how to develop a CRM strategy
Week 3
Lecture: Learning About Customers and Markets
Lecture: Market Targeting Strategy
Outcomes
- Define the scope and requirements of a learning organization
- Recognize the barriers to proper market sensing capabilities
- Analyze markets, target them and then develop a positioning strategy
Week 4
Lecture: Strategic Relationships
Lecture: Innovation and New Product Strategy
Outcomes
- Recognize the importance of inter-organizational relationships, how to develop and maintain them
- Discuss how to plan for an innovative culture, have a strategy for innovation and establish new product planning
Week 5
Lecture: Strategic Brand Management
Lecture: Value Chain Strategy
Outcomes
- Discuss what a brand should be, how to develop it, nurture it and develop strategies that ensure its future
- Identify when brand leveraging is a good idea
Week 6
Lecture: Pricing Strategy
Lecture: Promotion, Advertising and Sales Promotion Strategies
Outcomes
- Determine the role of the pricing strategy within the marketing mix strategy
- Explain how to create pricing objectives and develop a pricing strategy that will attract customers and challenge competitors
- Determine which promotion components can play a role in what situations
- Discuss the elements of a promotion strategy and the challenges of establishing clear objectives and then determining effectiveness metrics to evaluate success
Week 7
Lecture: Sales Force and Other Marketing Strategies
Outcomes
- Explore the challenges of creating, managing and evaluating a sales force
- Outline the advantages and limitations of the Internet as a promotional tool
- Recognize that direct marketing can be very effective in certain situations for certain product types
Week 8
The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. November 2011
