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Course Name (English)
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STRATEGIC MARKETING
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| Course Code |
MKT646 |
| Course Description |
This course introduces all the major aspects of analysis, planning, implementation and control elements of the marketing management. The area of study includes collecting, analyzing and integrating pertinent information significant to formulate marketing strategies and develop the marketing plan. |
| Transferable Skills |
Independent and Critical Thinker |
| Teaching Methodologies |
Lectures, Inquiry-based Learning, Discussion |
| CLO |
| CLO1 |
Analyze the theories and practices related to strategic marketing. |
| CLO2 |
Demonstrate the capability to lead and work together in solving strategic marketing decisions. |
| CLO3 |
Demonstrate managerial and entrepreneurial skills through business marketing plan. |
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| Pre-Requisite Courses |
No course recommendations |
| Topics |
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1. Introduction to Strategic Marketing Management
1.1) Define marketing and its importance
1.2) Core concepts of marketing
1.3) Definition and tasks of marketing management
1.4) Company's orientations toward the marketplace
1.5) Major drivers of the new economy
1.6) Customer value and satisfaction
1.7) Customer database and database marketing
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2. Market-Oriented Strategic Planning
2.1) The nature of high performance businesses
2.2) Overview of strategic planning
2.3) Corporate strategic planning process
2.4) Review of BCG Matrix and GE Matrix
2.5) Business unit strategic planning process
2.6) Product planning: The nature and contents of a Marketing Plan
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3. Analyzing Marketing Opportunities
3.1) Marketing information system (MIS)
3.2) Marketing environment
3.3) Analyzing industries and competitors
3.4) Balancing customer and competitor orientation
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4. Developing Marketing Strategies
4.1) Basic competitive strategies
4.2) Strategies for market leaders
4.3) Strategies for challengers
4.4) Strategies for followers
4.5) Strategies for nichers
4.6) Strategies for building a company-wide marketing orientation
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5. Identifying Market Segments and Selecting Target Markets
5.1) Bases for segmenting consumer markets
5.2) Market targeting
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6. Differentiating and Positioning
6.1) Positioning strategies
6.2) Differentiating strategies
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7. Developing New Products
7.1) 1. New product development process
7.2) 2. New product adoption process
7.3) 3. Factors influencing the adoption process
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8. Product Life-Cycle Strategies
8.1) Product life cycle (PLC)
8.2) Product life cycle strategies
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9. Pricing Strategies and Programs
9.1) Setting the price
9.2) Adopting the price
9.3) Initiating and responding to price changes
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10. Marketing Channels and Delivering Values
10.1) Marketing channels and value networks
10.2) The importance and role of marketing channels
10.3) Designing and managing marketing channels
10.4) E-commerce marketing practices
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11. Integrated Marketing Communication
11.1) The communication process
11.2) Developing effective communication
11.3) Introduction to promotional tools
11.4) On-line and direct marketing
11.5) Growth and benefits of direct marketing
11.6) Channels for direct marketing
11.7) Public and ethical issues in the use of direct marketing
11.8) managing integrated marketing communications
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12. Organizing, Implementing, Evaluating and Controlling Marketing
12.1) Options to organize the marketing department
12.2) Marketing implementation
12.3) Marketing control and evaluation
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| Assessment Breakdown | % |
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| Continuous Assessment | 100.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Assignment |
Assignment 1 (In a group of 2-3 students, respond to questions relating to current marketing cases or issues) |
20% |
CLO2
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| Assignment |
Assignment 2 (In a group of 2-3 students, formulate strategies in respond to the analysis of a local business) |
20% |
CLO2
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| Assignment |
Assignment 3 (In a group of 5-6 students, develop a marketing plan for a local business) |
30% |
CLO3
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| Test |
Test |
30% |
CLO1
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| Reading List | | Recommended Text | - Philip Kotler, Kevin Lane Keller, Swee Hoon Ang, Chin Tiong Tan, Siew Meng Leong 2018, Marketing Management: An Asian Perspective, 7th Ed., Pearson
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | - Book Kotler, Phillip. & Keller, K. 2015, Marketing Management, Pearson Education, USA
- Book Marshall, G. & Johnston, M. 2015, Marketing Management, Mc Graw-Hill
- Book Yusniza Kamarulzaman & Nor Khalidah Abu 2015, Oxford Revision Series: Marketing
Management
, Oxford Fajar
- Book Chernev, Alexander & Kotler, Phillip 2014, Strategic Marketing Management, Cerebellum Press, USA
- Book Healy, G 2008, Strategic Marketing Analysis, Cengage Learning, Australia
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