Strategic Marketing Management

Main topics of study:

Introduction to Marketing Management:

  • The Nature of Marketing
  • The Management Process
  • A Modelling Approach
  • Strategic Decisions & the Nature of the Strategy
  • The Marketing/Strategy Interface

Marketing Auditing & SWOT Analysis:

  • Marketing Audit – Its Meaning
  • Reviewing Marketing Effectiveness
  • Role of SWOT Analysis
  • Characteristics of Effective Audits

Segmental Productivity & Ratio Analysis:

  • Costs Categories
  • Marketing Costs Analysis
  • Segmental Analysis
  • Marketing Experimentation
  • Customer Profitability Analysis
  • Nature of Productivity
  • Use of Ratio

Approach to Competitor Analysis:

  • Meaning of Competitor
  • Competitive Relations Evaluation
  • Identifying Competitors Objectives
  • Competitors Strengths & Weaknesses
  • Competitive Responses
  • Competitive Information System

Approach to Customer Analysis:

  • Model of Buyer Behaviour
  • Factors Influencing Consumer Behaviour
  • The Buying Decision Process
  • Organisational Buying Behaviour

Mission & Objectives:

  • Purpose of Planning
  • Establishing Corporate Mission
  • Influences on Objectives & Strategies
  • Setting Objectives & Targets
  • Development of Strategies

Structural, Market & Environment Analysis:

  • Analysing the Environment
  • Nature of the Marketing Environment
  • Micro & Macro-Environmental Analysis
  • Approaches to Environmental Analysis

Market Segmentation, Targeting & Positioning:

  • Nature & Purpose of Market Segmentation
  • Bases for Segmentation
  • Approaches to Segmenting Industrial Markets
  • Market Targeting
  • Product Positioning

Formulation of Strategy; Analysing the Product Portfolio:

  • The Development of Strategic Perspective Models of Portfolio Analysis
  • Market Attractiveness

Formulation of Strategy; Generic Strategies for Leaders, Followers, Challengers & Nichers:

  • Types of Strategy, Porter’s Strategies
  • Identifying Potential Competitive Advantages
  • Strategies for Market Leaders, Market Challengers, Market Followers & Market Nichers
  • Dangers of Strategic Wearout

Pricing Policies & Strategies:

  • Role & Significance of Price
  • Approaches to Price Setting
  • Pricing Objectives
  • Pricing Methods
  • Using Price as a Tactical Weapon
  • Offensive Pricing

Promotional Plan:

  • The Promotional Mix
  • Integrating the Elements of the Promotion Mix
  • Advertising Plan
  • Planning for Personal Selling

Distribution Plan:

  • Distribution Audit
  • Distribution Objectives
  • Distribution Strategies
  • Evaluation & Control

Criteria of Choice in Decision Making:

  • Financial & Non-Financial Criteria
  • Multiple Criteria, Modelling Approaches
  • Financial & Non-Financial Plans

Strategic Implementation & Control:

  • Marketing Feedback & Control Systems
  • Basic Control Concepts & Their Application Throughout the Planning & Implementation Process Problem Areas & Organisational Considerations
  • The Role of Internal Marketing, Management Controls, Budget, Networks, Performance Evaluation, Ratio Analysis, Corrective Responses, Bench-Marking
  • The Auditing Process