COURSE INFORMATION
Course Title: STRATEGIC MARKETING
Code Course Type Regular Semester Theory Practice Lab Credits ECTS
BUS 513 B 3 3 0 0 3 7.5
Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature) NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: Klodiana Gorica
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours: NA
Teaching Assistant(s) and Office Hours: NA
Language: English
Compulsory/Elective: Elective
Classroom and Meeting Time: E-312, Thurday 18:00
Course Description: Strategic Marketing provides the managerial focus for key decisions regarding how a company will interface with customers and key marketing stakeholders. The course is looks at this question from two perspectives. Firstly, how competitive advantage can be translated into specific value propositions and products or services that are customer relevant, unique and differentiated. We will learn how to define a market differentiation in order to deliver distinctive selling proposition to customers. Secondly, from the perspective of market segmentation, targeting and positioning (S-T-P). Participants will explore the criteria for segmenting markets, for assessing the relative attractiveness of segments and the process of determining how to position a value proposition towards particular segments.
Course Objectives: The course is looks at this question from two perspectives. Firstly, how is created and delivered a specific value propositions and launching the products or services that are customer relevant, unique and differentiated. We will go deep in entrepreneurial best marketing strategies for growing in a difficult environment. Secondly, from the perspective of market segmentation, targeting and positioning (S-T-P). Participants will explore the criteria for segmenting markets, for assessing the relative attractiveness of segments and the process of determining how to position a value proposition towards particular segments. Strategies for startup, new venture and sme growing will be taken into consideration, and also a deep view on the fact that human resource management, branding and financial decision can be as well marketing decision, because if they are taken in this perspective, this can add value any sized company. The content of this cycle of lectures is aligned with the most coherent literature, with references to the best authors in the field, the most contemporary texts, the websites of the most important universities in the world and the important associations in this field like AMA (American Marketing Association). The literature guides not only through texts, articles, but also links where forums, symposiums, and yearly conferences grab the attention of many scholars, academics in this field to align as much as possible marketing with entrepreneurship with the goal of finding marketing practices/processes/tactics that add value to their businesses influencing in this way the economic growth of their respective countries.
COURSE OUTLINE
Week Topics
1 Introduction to Strategic Marketing
2 Marketing Audit
3 Competitor Analysis
4 Customer Analysis
5 Environmental Analysis
6 Segmentation, Targeting, Positioning
7 Analysing the Product Portfolio
8 Generic Strategies
9 Follower, Challenger and Nicher Strategies
10 Strategic Management of Marketing Mix
11 The Evaluation of Marketing Strategy
12 Case Studies
13 Case Studies
14 Case Studies
Prerequisite(s): Principles of Marketing, Management and Organization
Textbook: GRSME: The Global Research Symposium on Marketing and Entrepreneurship http://www.entrepreneurialmarketing.biz/ Strategic marketing management; Competing Against Scale – Common issue of South East European companies Prof. Dr. Andrej Vizjak Gorica Klodiana “Entrepreneurial Marketing”, 2017 Rethinking Marketing: The Entrepreneurial Approach, 2009, M. Schindehutte, M. Morris and L. Pitt; Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era, Björn Bjerke Professor of Entrepreneurship and Small Business, Stockholm University, Sweden., Claes M. Hultman Professor of Marketing, Faculty of Business, Örebro University, Sweden; Edwin J. Nijssen., Entrepreneurial Marketing: An Effectual Approach, 2nd Edition. 2017.
Other References:
Laboratory Work:
Computer Usage:
Others: No
COURSE LEARNING OUTCOMES
1 Making Strategic Marketing Plan
2 Conducting strategic analysis
3 Defining the dimensions of Positioning
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
Master of Science in Economics Program
1 Students apply advanced knowledge in economics 1
2 Students explain the interaction between related disciplines and economics 1
3 Students apply scientific methods to address economic problems 1
4 Students define existing theory in a specialized branch of economics 1
5 Students critically evaluate knowledge in economics and carry out advanced research independently 1
6 Students develop economic models and formulate policy options 1
7 Students make an original contribution to the discipline 1
8 Students effectively communicate in a variety of professional and academic contexts 1
9 Students will develop new strategic approaches for unexpected, complicated situations in economics and take responsibility in solving them 1
10 Students uphold and defend ethical values data collection, interpretation and dissemination 1
11 Students use advanced empirical analyses to address social problems 1
12 Students interact with professional networks in their field of specialization 1
COURSE EVALUATION METHOD
Method Quantity Percentage
Homework
1
10
Project
1
40
Quiz
1
5
Case Study
1
20
Term Paper
1
15
Attendance
10
Total Percent: 100%
ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)
Activities Quantity Duration(Hours) Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 4 64
Mid-terms 0
Assignments 1 5 5
Final examination 1 3 3
Other 1 67.5 67.5
Total Work Load:
187.5
Total Work Load/25(h):
7.5
ECTS Credit of the Course:
7.5