MAK 418 X - COURSE OUTLINE JAN 2024
MAK 418 X - COURSE OUTLINE JAN 2024
MAK 418 X - COURSE OUTLINE JAN 2024
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:
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4.Appropriate marketing strategies to different marketing situations
Week 4
Strategic Marketing Management Process- Framework
Week 5
Assessing the marketing environment
Week 6 Assessing the marketing environment
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TERM PAPER – Marketing strategy Framework will be
provided on commencement
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
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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.
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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.
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