MAK 418 X - COURSE OUTLINE JAN 2024

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SCHOOL OF BUSINESS & ECONOMICS

DEPARTMENT OF COMMERCE
MAK 418/426–STRATEGIC MARKETING
Course Outline and Delivery Plan—JAN Semester 2024
Course Facilitator : Celestine Musau
Email address cmusau@daystar.ac.ke Mobile: 0721 354 731
Introduction
Marketing is the core of all business. To outperform the competition
requires solid marketing knowledge and precision in marketing decision
making. The organization's positioning and the positioning of its
products and services depend on the formulation and implementation
of intelligent and aggressive strategic marketing plans. Strategic
Marketing Management entails marketing decision making and
planning frameworks in the business environment: exploring strategy
options; opportunity analysis; strategy setting and implementation.
Course Description
Strategic Marketing Management encompasses marketing strategy
elements and their integration. Focus will be upon developing your
abilities to apply various principles and theories to specific problems.
Competitive marketing strategies are introduced, and theories are
applied to different economic environments as well as to different
competitive environments. Encouraging a practical approach to
strategy, students engage in interactive problem solving, field work and
contemporary case analysis.
Learning Outcomes
On successful completion of the course, the student should be able to:

1. Analyse marketing opportunities and threats

2. Understand strategic concepts and theories and their application in


marketing strategy.

3. Evaluate different strategic options available to marketers

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4.Appropriate marketing strategies to different marketing situations

5. Identify and resolve well-defined problems reaching substantiated


conclusions employing methods of analysis specific to marketing.
Prerequisite

Detailed Delivery Plan


Week & Course Description
Date
Week 1&2 Overview of Marketing Strategy & Management
Strategic Marketing & Marketing Strategy

Week 3 Strategic marketing orientation

Week 4
Strategic Marketing Management Process- Framework
Week 5
Assessing the marketing environment
Week 6 Assessing the marketing environment

Week 7 Assessing the marketing environment

Week 8 Strategic options to deliver market value

Week 9 Strategies for various Competitive positions in the market

Week 10 Designing Marketing strategies for competitive advantage

Week 12 Designing Marketing strategies for competitive advantage

Week 13 Implementing Marketing Strategies & challenges


encountered
Week 14 Monitoring & Evaluating Marketing performance
Presentation of Marketing Strategy
Week 15 EXAM WEEK

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TERM PAPER – Marketing strategy Framework will be
provided on commencement

Course Delivery Methodology


Discussions (GROUPS AND INDIVIDUAL), Case analysis and action
learning through developing plans & simulations

Instructional Materials/Equipment:
Textbook(s), Multi-media(Library), Powerpoint presentations.
Academic Assessment
Type Weighting
(%)
Final Exam 30
Coursework assessment 70
CAT 1/Assignment (Analysis) 10
CAT 2 /assignment( Decision making) 10
Discussions & presentations (Individual & group) 30
Term Project –Marketing strategy 20
70
Total 100
Course Materials
Randazzo G.W, (2021), Developing successful Marketing
Strategies, Business Experts Press. India
Strategic Marketing concepts and cases by Russel and Bendixen
2019 Taylor and Francis group. http:\\taylorandfrancis.com

Sites to learn more about digital marketing strategy:

1. BCG Perspectives - The Boston Consulting Group of "BCG


Matrix" fame has recently improved its articles and research on
multichannel marketing and customer insight

2. Econsultancy reports - The Econsultancy blog mainly covers


tactics, but there are sound research reports on managing digital
channels and ecommerce teams.

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3. Figaro Digital. Unusual since it's an online magazine, but these
editorial articles often cover digital strategy and are accessible by
industry.

4. Forrester Marketing Blog. Forrester analysts write about


developments in technology and consumer behaviour .

5. Knowledge@Wharton. The Marketing section often


covers online marketing issues and cases.

6. Financial Times Connected Business. Monthly articles based on


case studies.

7) Harvard Business Review blog. Quality commentary on the


intersection of marketing and technology strategy, but
unfortunately, not a well-tagged blog.
8) McKinseyQuarterly. Articles regularly cover digital
marketing strategy
9) The Web Strategy blog. A personal blog by Jeremiah Owyang,
previously a Forrester analyst, now at Altimeter. Mainly covers
social media strategy.

Approach to Learning and Teaching in the Course

Strategic Marketing represents the transition from ‘student’ to


‘practitioner’ and as such seeks to enhance life-long skills in
learning. There is a high degree of independence expected in the
student approach to mastering this subject. A marketing manager
needs to be both analytical and creative. Above all they need to
have an ability to work cooperatively, as the delivery of a ‘product’
requires both coordination and collaboration from within the
organisation and with other external players in the market. To this
end, there is an emphasis on self-directed, co-operative learning in
this course.

This course will rely heavily on students undertaking set preparation


work prior to their class sessions It is a challenging course requiring
consistent weekly attention - it cannot be left to the last minute, nor
can it be successfully completed with rote learning. There will be

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readings and assigned text chapters to provide the foundation for
the individual student’s further exploration of current issues in the
wider media (academic and professional sources) of the ideas and
concepts canvassed. Students are encouraged to research deeply, to
evaluate, think and then to encapsulate the results clearly and
succinctly in written or oral communications. It is a given that
student involvement has a strong link to learning outcomes;
therefore, students need to actively participate in all activities.

The class sessions are designed to encourage deeper exploration of


core concepts through both individual and group activities focusing
on real world scenarios. The issues discussed may be contentious at
times, complex and challenging and very seldom is there a ‘right’
answer. The strategic marketing course is a great opportunity to
take ownership of the students learning, helping to develop
confidence to tackle uncertainty and change.

There will be discussions each week to enhance interactivity with


fellow class members and build a community of learners. In this
course the nature of learning is interactive.

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