1-1. 1-2 Strategic Marketing WELCOME Dos & Don’ts Ask Questions.
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Transcript of 1-1. 1-2 Strategic Marketing WELCOME Dos & Don’ts Ask Questions.
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1-1
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1-2
Strategic Marketing
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WELCOMEDos & Don’ts
Ask Questions
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Introduction
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This Course
is a capstone course that ‘pulls together’ what has been learned in earlier marketing courses and
introduces marketing decision making and planning frameworks in the global environment: exploring
strategy options; opportunity analysis; strategy setting and implementation. It also provides an opportunity to engage in a business simulation and to apply previous
knowledge through case studies and projects.
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Learning Objectives
Key marketing concepts and definitions Key business strategy concepts and definitions Delivering competitive advantage through strategic marketing Marketing management in a global context The critical role of digital technology, social media and e-commerce
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In short
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Course Theme
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Contents
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What is Marketing
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What is Strategic Marketing?
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The Big Picture !
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Strategic Marketing Module 1Product & Promotion
Marketing Management Sales Promotion Advertising Marketing Mix
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Strategic Marketing Module 2Channels & Analytics
• THE BIG list of today’s Marketing Channels
• Selection of right channels• Multi-Channel Marketing• Marketing Analytics
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Strategic Marketing Module 3Customer Segmentation
• Segmentation Defined• Business Goals• Using 5Ws for
segmentation
• What are possible segments for a mobile
operator?
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Strategic Marketing Module 4Competition Intelligence
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Strategic Marketing Module 5Customer Relationship Management
• What is it?• What do customers
want?• How we do it?• CRM process
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Strategic Marketing Module 6Innovative Marketing
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Strategic Marketing Module 7Global Branding
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And some more amazing marketing
concepts
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Expectations
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Recommended texts • Strategic Market Management 9th ed. by David A. Aaker; published by
Wiley• Baines / Fill / (2008) Marketing. Oxford (with online content)• Brassington & Pettitt (2008) Principles of Marketing. Prentice Hall (4th
Ed)• Lovelock, C, Wirtz, J Services Marketing (6th Edition) Pearson Prentice
Hall• Palmer, A Principles of Service marketing (5th Edition) McGraw Hill• Wilson, A (2008), Services Marketing, McGraw Hill, European Edition• Kapferer &Bastien, The Luxury Strategy Kogan, 2010• Keller, K Strategic Brand Management (3rd Edition) Pearson• Kapferer, J The New Strategic Brand management (4th Edition) Kogan
Page• Lincoln &Thomassen, Private Label, Kogan Page 2009 Marketing
Management• Marketing Management – Mullins, Walker , Boyd , McGraw Hill (6th
Edition), Business Strategy (general)• Johnson Whittington & Scholes, Grant, Exploring Corporate Strategy (all
editions)
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Next Class?
• Get the recommended Text
• Get all the class “necessities”
• Visit Web portal to download lectures & notes
• For queries: [email protected]