EPOKA UNIVERSITY
FACULTY OF ECONOMICS AND ADMINISTRATIVE SCIENCES
DEPARTMENT OF BUSINESS ADMINISTRATION
COURSE SYLLABUS
2022-2023 ACADEMIC YEAR
COURSE INFORMATIONCourse 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 |
| Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours: | Prof.Dr. Waldemar Adam Pfoertsch wpfoertsch@epoka.edu.al |
| Second Course 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 |
| Study program: (the study for which this course is offered) | Professional Master in Business Administration |
| Classroom and Meeting Time: | E-312, Thursday 18:00 starting Nov. 3 and Saturday 10:15 – 16:30 Nov. 5, Dec. 3, and Jan. 14 |
| Code of Ethics: |
Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline" |
| Attendance Requirement: | Mandatory Participation |
| 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: | This course is looking at the relationship of the company with its customers and key stakeholders from two perspectives. Firstly, how to create and deliver a specific value proposition and launch the products or services that are customer-relevant, unique, and differentiated. We will go deep into entrepreneurial best marketing strategies for business growth in a difficult environment. Secondly, it will focus on the perspective of market segmentation, targeting, and positioning (S-T-P). Participants will explore the criteria for segmenting markets, assessing the relative attractiveness of segments and the process of determining how to position a value proposition towards particular segments. Strategies for a startup, new venture, and SME-s growth will be taken into consideration, and also a deep view on the fact that human resource management, branding, and the financial decision can be as well as marketing decisions because if they are taken in this perspective, this can add value to 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, and articles, but also links where forums, symposiums, and yearly conferences grab the attention of many scholars, and academics in this field to align as much as possible marketing with entrepreneurship to find marketing practices/processes/tactics that add value to their businesses influencing in this way the economic growth of their respective countries. |
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BASIC CONCEPTS OF THE COURSE
|
| 1 | Strategic Marketing |
| 2 | Marketing Audit |
| 3 | Competitor Analysis |
| 4 | Customer Analysis |
| 5 | Environmental Analysis |
| 6 | Segmentation, Targeting, and Positioning |
| 7 | Analyzing the Product Portfolio |
| 8 | Generic Strategies |
| 9 | Follower, Challenger, and Niche Strategies |
| 10 | Evaluation of Marketing Strategy |
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COURSE OUTLINE
|
| Week | Topics |
| 1 | Introduction to Strategic Marketing. The Students are introduced to the first chapter: "Marketing as a Business Discipline." For the next week, students must read Chapters 1, 2, and 3 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book, and Chapter 1 as well as Chapter 5.1 from "Kotler, Pfoertsch, Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." For the second week of the master class, the students must have been divided into groups and selected their respective case studies. |
| 2 | In the second week, the second chapter "Marketing Strategy and Tactics" will be explained. The students must continue reading for the next week Chapters 1,2,3 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapters 1 and 5.1 from "Kotler, Pfoertsch, Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The first case study "Whole Foods Market" will be presented by the first student group, and the first topic for contribution "Holistic Marketing" will be presented. For the next week, the students that have "Good Kitchen" and the topic for contribution " Marketing Strategies and Tactics" must prepare their presentations. |
| 3 | In this week, Chapter 3: The Marketing Planning and Management will be explained. The students must continue reading Chapters 1,2,3 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapters 1 and 5.1 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The second case study "Good Kitchen" and the second topic for contribution "Marketing Strategies and Tactics" will be presented. For the next week, the students that have Case 3: Medtronic and the third topic for contribution "Creating Company Value" must have prepared their presentations. For the upcoming week, the students must read also Chapter 4 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapters 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing" book. |
| 4 | In the fourth week, the fourth chapter "Understanding Customers" will be explained. The students must have read Chapter 4 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapters 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing" book. The third case study "Medtronic" and the third topic for contribution "Creating Company Value" will be presented. For the next week, the students must read Chapter 5 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapters 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." For the upcoming week, the students must work on preparing Case 4: Lajthiza and the fourth topic for contribution " Digital Marketing Research." |
| 5 | In this week, Chapter 5: Gathering Market Insights will be explained. For this week, the students must have read Chapter 5 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapters 4 and 5 from "Kotler, Pfoertsch, and Sponholz, Uwe (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The fourth case study " Lajthiza" and the fourth topic for contribution "Digital Marketing Research" will be presented. For the next week, the students must read Chapter 6 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 2 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The students must prepare Case 5: Komatsu and the fifth topic for contribution "Design Thinking." |
| 6 | In the sixth week, Chapter 6: Identifying Target Customers will be explained. For this week, the students must have read Chapter 6 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapter 2 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The fifth case study "Komatsu" and the fifth topic for contribution "Design Thinking" will be presented. For the next week, the students must read Chapter 7 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 2 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The students must prepare Case 6: Patagonia and the sixth topic for contribution "Developing New Market Offerings." |
| 7 | In this week, Chapter 7: Developing a Customer Value Proposition will be explained. For this week, the students must have read Chapter 7 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapter 2 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The sixth case study "Patagonia" and the sixth topic for contribution "Developing New Marketing Offerings" will be presented. For the next week, the students must read Chapter 8 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 2 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." The students must prepare Case 7: Netflix and the seventh topic for contribution "Digital Marketing Metrics." |
| 8 | In the eighth week, Chapter 8: Creating Company Value will be explained. For this week, the students must have read Chapter 8 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapter 2 from "Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." Case 7: Netflix and the seventh topic for contribution "Digital Marketing Metrics" will be presented. For the next week, the students must read Chapter 9 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 4 and 5 from "Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." |
| 9 | In this week, Chapter 9: Managing Products will be explained. For this week, the students must have read Chapter 9 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapter 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." For the next week, the students must read Chapter 10 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." |
| 10 | In this week, Chapter 10: Managing Services will be explained. For this week, the students must have read Chapter 10 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapter 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." For the next week, the students must read Chapter 11,12,13 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." |
| 11 | In the eleventh week, Chapter 11: Managing Brands will be explained. For this week, the students must have read Chapter 11,12,13 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" book and Chapter 4 and 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." For the next week, the students must read Chapter 14,15,16,17 from "Chernev (2019) Strategic Marketing Management: Theory and Practice" and Chapter 5 from "Kotler, Pfoertsch, and Sponholz (2021) H2H Marketing: The Genesis of Human-to-Human Marketing." |
| 12 | Presentations |
| 13 | Preparation for Final Project |
| 14 | Final Project |
| Prerequisite(s): | Principles of Marketing, Management and Organization |
| Textbook(s): | 1. Chernev, Alexander (2019) Strategic Marketing Management: Theory and Practice ISBN-13: 978-1936572588 ISBN-10: 1936572583 or Flexible edition ISBN-10 : 1936572591 ISBN-13 : 978 1936572595 2. Kotler, Philip, Pfoertsch, Waldemar, Sponholz, Uwe (2021), H2H Marketing: The Genesis of Human-to-Human Marketing ,Springer, Heidelberg, New York January |
| Additional Literature: | 1. Kotler,Philip, Keller, Kevin, Armstrong, Gary, Goodman, Malcolm, Brady, Mairead and Hansen, Torben (2019) Marketing Management, European edition ASIN : B07V3QMXH5 2. Kotler, Philip, Pfoertsch, Waldemar (2006) B2B Brand Management, Springer Publishing, Heidelberg, New York September 2006, 357 pages 3. Genadinik, Alex (2015) Marketing Plan: template and Example, The 1-Page Marketing Plan, Semantic Valley LLC; 1st edition |
| Laboratory Work: | No |
| Computer Usage: | Yes |
| Others: | No |
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COURSE LEARNING OUTCOMES
|
| 1 | Making Strategic Marketing Plan |
| 2 | Conducting strategic analysis |
| 3 | Defining the dimensions of Positioning |
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COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES
(Blank : no contribution, 1: least contribution ... 5: highest contribution) |
| No | Program Competencies | Cont. |
| Professional Master in Business Administration Program | ||
| 1 | Integrate tools and concepts from business and economics to solve business problems. | 5 |
| 2 | Inspire an open minded-attitude through continuous learning and team-work. | 5 |
| 3 | Demonstrate ethical, social, and legal responsibilities in organizations. | 5 |
| 4 | Critically evaluate business case studies. | 5 |
| 5 | Manage business operations effectively and efficiently. | 5 |
| 6 | Report project results. | 5 |
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COURSE EVALUATION METHOD
|
| Method | Quantity | Percentage |
| Presentation |
1
|
15
|
| Project |
1
|
20
|
| Case Study |
1
|
15
|
| Term Paper |
1
|
40
|
| Other |
1
|
10
|
| Total Percent: | 100% |
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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 |
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Total Work Load:
|
187.5 | ||
|
Total Work Load/25(h):
|
7.5 | ||
|
ECTS Credit of the Course:
|
7.5 | ||
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CONCLUDING REMARKS BY THE COURSE LECTURER
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At the end of this course, the students will get information regarding the latest strategic marketing concepts. The students will gain knowledge on how to implement the concepts in a real business context. For instance, working as a manager, or executives in the marketing department, the students can get information on how to set strategies for a startup, new venture, and SME-s growth as well as they can have a deep view of the fact that human resource management, branding, and the financial decisions can play an important role in the wellbeing of the organization and ensure its sustainability on the market. |