COURSE INFORMATION
Course Title: STRATEGIC MARKETING
Code Course Type Regular Semester Lecture Recit. Lab Credits ECTS
BUS 513 B 1 - - - 3 8
Lecturer and Office Hours: Vusal Gambarov
Teaching Assistant(s) and Office Hours: -
Language: English
Compulsory/Elective: Elective
Classroom and Meeting Time: N/A
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:
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): Marketing Management, Management and Organization
Textbook: 1. Richard M.S. Wilson and Colin Gilligan, Strategic Marketing Management: Planning, implementation and control, Third edition. Elsevier Butterworth-Heinemann publications. 2005. 2. Richard M.S. Wilson and Colin Gilligan, Strategic Marketing Planning, Elsevier Butterworth-Heinemann publications. 2003.
Other References:
Laboratory Work: N/A
Computer Usage: N/A
Others: No
COURSE LEARNING OUTCOMES
1 Making Strategic Marketing Plan
2 Conducting strategic analysis
COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution)
No Program Competencies Cont.
COURSE EVALUATION METHOD
Method Quantity Percentage
Presentation
1
40
Final Exam
1
40
Attendance
20
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) 15 3 45
Hours for off-the-classroom study (Pre-study, practice) 15 2 30
Mid-terms 0
Assignments
Final examination 1 3 3
Other 61 2 122
Total Work Load:
200
Total Work Load/25(h):
8
ECTS Credit of the Course:
8