Contents
Learning Guide
Rationale
Marketing strategy [1][2] is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage[3]. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.
Strategic
Marketing course provides students and marketing professionals with
a step-by-step guide to each stage of the marketing plan and strategy
development process.The course is designed in simple and concise
language, and to become a resource for students undertaking a marketing
unit that requires them to develop a strategic marketing plan. It
helps students to bridge the gap between the theory they are learning
and the practice of writing a marketing plan.
The
emphasis throughout the course is on the role of research based
strategic marketing planning at the business-unit level of operation
as part of the broader strategic-marketing process.
Learning
Outcomes
On
completion of the course, students will be able to
- draw
on and use relevant marketing and strategy concepts, tools and
techniques that underpin the processes of marketing strategy development
- prepare
a comprehensive situation analysis as a foundation for the development
of effective marketing strategies
- set
marketing objectives and develop higher level marketing strategies
- identify
and target market segments effectively, including the development
of brand positioning and marketing mix strategies
- successfully
implement marketing strategies and evaluate and control marketing
performance
- manage
the process of developing soundly constructed marketing strategy
recommendations and presenting these recommendations in the form
of a comprehensive strategic marketing plan
Today's
Videos
Teaching
and Learning Resources
Click
on titles
The
Changing World of Marketing. Marketing: Managing Profitable Customer
Relations. The Global Marketplace.
Tutorials
Readings
Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.[1]
Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments.[2]
Globalization of Markets and Competition: Trade is increasingly global in scope today. There are several reasons for this. One significant reason is technological—because of improved transportation and communication opportunities today, trade is now more practical. Thus, consumers and businesses now have access to the very best products from many different countries. Increasingly rapid technology lifecycles also increases the competition among countries as to who can produce the newest in technology.
In part to accommodate these realities, countries in the last several decades have taken increasing steps to promote global trade through agreements such as the General Treaty on Trade and Tariffs, and trade organizations such as the World Trade Organization (WTO), North American Free Trade Agreement (NAFTA), and the European Union (EU).
Read more ...
International marketing (IM) or global marketing refers to marketing carried out by companies overseas or across national borderlines. This strategy uses an extension of the techniques used in the home country of a firm.[1] It refers to the firm-level marketing practices across the border including market identification and targeting, entry mode selection, marketing mix, and strategic decisions to compete in international markets.[2] According to the American Marketing Association (AMA) "international marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives."[3] In contrast to the definition of marketing only the word multinational has been added.[3] In simple words international marketing is the application of marketing principles to across national boundaries. However, there is a crossover between what is commonly expressed as international marketing and global marketing, which is a similar term.
The intersection is the result of the process of internationalization. Many American and European authors see international marketing as a simple extension of exporting, whereby the marketing mix 4P's is simply adapted in some way to take into account differences in consumers and segments. It then follows that global marketing takes a more standardised approach to world markets and focuses upon sameness, in other words the similarities in consumers and segments.
The
process of planning and strategy formation
Tutorials
Readings
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.
Marketing strategy [1][2] is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage[3]. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.
Consumer
Markets and Consumer Buyer Behavior. Business Markets and Business
Buyer Behavior. Marketing Research and Analysis. Managing Marketing
Information. Segmentation, Targeting, and Positioning: Building
the Right Relationships with the Right Customers.
Tutorials
Readings
Research
Center
 |
International
Marketing Forecasts 2004
Packed
with vital forecasting intelligence, this book contains growth
predictions to 2008 for over 330 consumer products and up
to 2016 for socio-economic indicators.
Using
one source for this information ensures that consumer market
and company predictions are fully comparable. Your business
deserves the most reliable source of forecast data, so ensure
this publication is available in your company.
|
Company
and Marketing Strategy: Partnering to Build Customer Relationships.
Strategy analysis – the process of preparing a situation analysis.
Tutorials
Readings
Country
Market Strategy Analysis
The Marketing Environment. Strategy development
– setting marketing objectives and developing marketing strategies. Marketing
strategies – target marketing, product/brand positioning and
marketing mix
Tutorials
Readings
The
Marketing Environment
Product
strategies. Pricing
strategies.
Tutorials
Readings
Pricing
Strategies
Distribution
and channel management strategies. Retailing and Wholesaling.
Tutorials
Readings
Integrated
marketing communication strategies
Tutorials
Readings
Advertising
strategies and tactics
Tutorials
Readings
Other
integrated marketing communication tools
Tutorials
Readings
Strategic
marketing management. Creating Competitive Advantage. Marketing
and Society: Social Responsibility and Marketing Ethics.
Tutorials
Readings
Writing
the strategic marketing plan
Tutorials
Readings
Case
Studies
Recommended
Texts
Pearson
Education Europe, Middle East and Africa
 |
Marketing
Management
(International Edition)
Pat Thane, Philip Kotler
0130497150 (Hardback) May 2002, 768 pages |
 |
Strategic
Marketing Management
Carol H. Anderson, Rollins College, Crummer Graduate School
of Business
Julian W. Vince, Rollins College, Crummer Graduate School
of Business
Check
the availability and buy your books from our Bookshop.
|
 |
Marketing
Strategy and Competitive Positioning
Graham
Hooley, John Saunders, Nigel F. Piercy
0273655167 (Paperback) Oct 2003, 648 pages
Not yet published.
Marketing
Strategy and Competitive Positioning deals with the process
of developing and implementing a marketing strategy. The third
edition focuses on competitive positioning at the heart of
marketing strategy and includes in-depth discussion of the
processes used in marketing to achieve competitive advantage. |
 |
Strategic
Marketing Planning
Peter
Reed – Monash University
- The
changing world of marketing
- The
process of planning and strategy formation
- Strategy
analysis – the process of preparing a situation analysis
- Strategy
development – setting marketing objectives and developing
marketing strategies
- Marketing
strategies – target marketing, product/brand positioning
and marketing mix
- Product
strategies
- Pricing
strategies
- Distribution
and channel management strategies
- Integrated
marketing communication strategies
- Advertising
strategies and tactics
- Other
integrated marketing communication tools
- Strategic
marketing management
- Writing
the strategic marketing plan
|
Journals
Resources
Acknowledgements
- Alojz
Pastirik
- Chalaporn
Siripongwattana
- Petros
Kavassalis
- Rebecca
Henderson
|
