Academic staff member responsible for the design of the course syllabus
(name, surname, academic title/scientific degree, email address and signature)
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NA
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Main Course Lecturer (name, surname, academic title/scientific degree, email address
and signature) and Office Hours:
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Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al
, -
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Second Course Lecturer(s) (name, surname, academic title/scientific degree, email
address and signature) and Office Hours:
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NA
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Teaching Assistant(s) and Office Hours: |
NA
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Language: |
English
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Compulsory/Elective: |
Elective
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Study program: (the study for which this course is offered) |
Master of Science in Business Administration
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Classroom and Meeting Time: |
-
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Code of Ethics: |
Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
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Attendance Requirement: |
-
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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.
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Course Objectives: |
The art and science of shaping competitive advantage through marketing excellence. In this course, we dive deep into the strategic facets of marketing, equipping students with the knowledge and skills to navigate the contemporary business landscape. We analyze and dissect the critical components of crafting and implementing successful marketing strategies that drive growth and profitability.
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BASIC CONCEPTS OF THE COURSE
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1 |
Market Segmentation: The process of dividing the target market into distinct groups based on characteristics such as demographics, behavior, or needs. This allows businesses to tailor their marketing efforts to specific customer segments.
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2 |
Competitive Analysis: Assessing the strengths and weaknesses of your competitors to identify opportunities and threats in the market. This helps in crafting strategies to gain a competitive edge.
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3 |
SWOT Analysis: A strategic planning tool that stands for Strengths, Weaknesses, Opportunities, and Threats. It's used to evaluate internal and external factors affecting the business.
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4 |
Market Research: The systematic gathering and analysis of information about the market, including customer preferences, market trends, and competitive landscape. This helps in making informed marketing decisions.
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5 |
Return on Investment (ROI): Evaluating the effectiveness of marketing campaigns by comparing the cost of marketing to the revenue generated. ROI helps in optimizing marketing spend.
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6 |
Marketing Channels: The various avenues or platforms through which you deliver your message to customers. This includes online channels (e.g., social media, email) and offline channels (e.g., print advertising, events).
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7 |
Marketing Plan: A comprehensive document that outlines a company's marketing strategy, objectives, tactics, and budget. It serves as a roadmap for marketing activities.
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8 |
Value Proposition: Articulating the unique benefits and value your product or service provides to customers. A strong value proposition is a key element in attracting and retaining customers.
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9 |
Positioning: Determining how your product or service is perceived in the minds of customers compared to competitors. It involves creating a unique and favorable image for your brand.
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10 |
Target Audience: Identifying and focusing on the specific group of people or businesses that are most likely to be interested in your product or service. Understanding your target audience is crucial for crafting effective marketing campaigns.
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Week |
Topics |
1 |
Marketing in Today’s Economy pp.1-27 [The challenges and opportunities of marketing in today’s economy, Basic marketing concepts, Major marketing activities and decisions, Some of the challenges involved in developing marketing strategy] |
2 |
Marketing in Today’s Economy-II pp.1-27 [The challenges and opportunities of marketing in today’s economy, Basic marketing concepts, Major marketing activities and decisions, Some of the challenges involved in developing marketing strategy] |
3 |
Strategic Marketing Planning pp.27-53 [Strategic marketing planning, The organizational mission, Corporate or business-unit strategy, The marketing plan, Crisis management, Customer-focused strategic planning, Balanced strategic planning] |
4 |
Strategic Marketing Planning-II pp.27-53 [Strategic marketing planning, The organizational mission, Corporate or business-unit strategy, The marketing plan, Crisis management, Customer-focused strategic planning, Balanced strategic planning] |
5 |
Collecting and Analyzing Marketing Information pp.53-83 [Big data, Conducting a situation analysis, Analysis of the internal environment, Analysis of the customer environment, Analysis of the external environment, Marketing data and information, Problems that can occur during data collection] |
6 |
Developing Competitive Advantage and Strategic Focus pp.83-113 [SWOT analysis, The SWOT matrix, Competitive advantage, Establishing a strategic focus, Marketing goals, Marketing objectives] |
7 |
Developing Competitive Advantage and Strategic Focus-II pp.83-113 [SWOT analysis, The SWOT matrix, Competitive advantage, Establishing a strategic focus, Marketing goals, Marketing objectives] |
8 |
Customers, Segmentation, and Target Marketing pp.113-145 [Buyer behavior in consumer markets, understanding consumer needs and wants, Initial consideration set, Active evaluation, Moment of purchase, Post-purchase experience, Business markets, The business buying process, Market segmentation, Mass marketing, Differentiated marketing, Niche marketing, Individualized segmentation approaches, One-to-one marketing, Mass customization, Permission marketing, Identifying market segments, Target marketing strategies] |
9 |
The Marketing Program pp.145-187 [Understand and explain key issues and challenges in product strategy, Understand key issues in pricing strategy, Describe supply chain strategy and strategic supply chain issues, Explain the components of integrated marketing strategy, Describe the strategic implementation of personal selling and sales management] |
10 |
The Marketing Program-II pp.145-187 [Understand and explain key issues and challenges in product strategy, Understand key issues in pricing strategy, Describe supply chain strategy and strategic supply chain issues, Explain the components of integrated marketing strategy, Describe the strategic implementation of personal selling and sales management] |
11 |
Branding and Positioning pp.187-211 [Define brand, brand name, and brand mark, Understand strategic issues in branding, Understand how branding is tied to differentiation and positioning, Describe the product life cycle] |
12 |
Ethics and Social Responsibility in Marketing Strategy pp.211-237 [Understand the role of ethics and social responsibility in marketing strategy, Identify ethical issues in the marketing program, Describe how to manage and control ethical issues, Understand the relationship of ethics and social responsibility to marketing and financial performance, Consider ways to incorporate ethics and social responsibility into strategic planning] |
13 |
Marketing Implementation and Control pp.237-263 [Define marketing implementation, Explain strategic issues in marketing implementation, Understand approaches to marketing implementation, Describe the internal marketing process, Understand how to evaluate and control marketing activities] |
14 |
Developing and Maintaining Long-Term Customer Relationships pp.263-291 [Examine how to manage customer relationships, Understand the roles of quality and value in developing customer relationships, Understand the importance of customer satisfaction and describe its role in customer retention] |