1) develop a full understanding of the
intricacies of marketing planning and overall marketing strategy.
2) demonstrate an understanding of the
sequential nature of marketing and the importance of monitoring mechanisms.
3) demonstrate an understanding of the
scope of comprehensive marketing in light of current technological developments.
Specific
Students will be able to:
1. Explain the concepts
of planning, strategy, and strategic planning
2. Define a Strategic Business Unit (SBU).
3. Explain the concept of strategic marketing.
4. Describe the process of strategic marketing including its implementation.
5. Explain the meaning of corporate appraisal and describe the factors in
appraisal: corporate publics, value orientation of top
management, and corporate
resources.
6. Define and state the theory of competition and classify competitors.
7. Explain the determinants of the intensity or degree of competition.
8. Define competitive intelligence and explain the various types and sources.
9. Explain how firms seek and maintain competitive advantage.
10. Describe the process of market identification
- customer need; market emergence;
market boundary definition; customer
segmentation.
11. State the importance of environmental scanning in marketing strategy.
12. Identify the different types of "environments" and explain how they affect the
organization.
13. Demonstrate how the process of environmental scanning works, using simple local
examples.
14. Systematically identify, analyze and measure strengths and weaknesses.
15. Explain the concept of synergy.
16. Define key terms such as mission, policy, objective, and goal at corporate
level.
17. Formulate SBU and product/market objectives and goals.
18. Draw
and explain the framework for formulating marketing strategy.
19. Explain the determinants of SBU strategy - customer, competition, company.
20. Discuss the criteria used in SBU strategy evaluation.
21. Name
and describe the various frameworks used by managers to select optimum SBU
strategies from many possible alternatives.
22. Assess the importance of organizational structure in designing and successfully
implementing marketing strategy.
23. Examine the use of models such as the experience curve concept, PIMS model, game
theory, delphi technique,
trend-and-cross-impact analysis and scenario building
as strategic tools in strategy formulation.
24. Describe various market strategies: market-scope strategy; market-geography
strategy; market-entry strategy;
market-commitment strategy; market-dilution
strategy.
25. Explain the dimensions of product strategies including: product-positioning;
product-repositioning; product-overlap strategy;
product-elimination;
diversification strategy.
26. Outline the factors underlying pricing strategy decisions
27. Discuss pricing strategy for new products, established products, and other
pricing strategies. Strategy
28. Discuss distribution strategy: channel-structure; distribution-scope;
multiple-channel; channel-modification; and channel-control
strategy.
29. Describe promotional strategies, especially advertising and personal selling.
30. Identify target markets and formulate entry strategies in those markets.
31. Outline the elements of the global market environment.
32. Explain the formulation of strategy for global marketing programs