MKT 470 Strategic Marketing

مؤسسة الرياض الخيرية للعلوم

جامعة الأمير سلطان

MKT 470 - Strategic Marketing

Credits 3 (3,0,0)

Lecturer: Mr. Mahmoud Achouri

Room: A 255

Phone: #4548489-ext: 319

Email:

Class Session:UT9:00 AM– 10:30 AM

Office Hours:SUMTW: 10:30-12:30 am

Course description:

The course is concerned with strategic marketing planning. The focus is on making strategic decisions and developing plans for implementing them. A strategic market plan gives direction to a firm’s efforts and better enables it to understand the dimensions of marketing research, consumer analysis, and product, distribution, promotion, and price planning.

Strategic Marketing examines the concepts and processes in market-driven strategies. The course is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation.

The course provides an overview of market- driven strategy, develops a framework for the situation analysis, discuses designing market- driven strategies, considers market focused program development & finally examines implementing and managing market- driven strategy.

The general goal of the course is to enable the students to integrate the various marketing tools into a consistent program aimed at achieving asustainable and profitable position in the market place.

Course Objectives:

• To enhance each student’s awareness of strategic marketing & to gain insight into its process.

• To develop knowledge of practice and receive feedback in performing skills that are essential to managing in the current environment and to build skills in strategic marketing.

• To make students put both concepts and processes into practice through case studies, exercises, projects and discussion questions.

• Strategic Marketing uses a process perspective to examine key concepts and issues in selecting strategies, and expands beyond the traditional focus of the marking mix. This allows students to visualize direct applications of the concepts in the context of the working world.

• To take an active part in the classroom experience to enhance learning and application of skills.

Topics to be Covered:

Introduction and Overview

Introduction to Strategic Marketing; Review of the Marketing Mix;

The strategic mind: implications for creative and critical thinking in strategy formulation.

Chapter 1: Strategic Market Management- An Introduction and Overview

Select a case from Recommended Cases

Article: What is “Market Oriented”?

Chapter 2: External Analysis and Customer Analysis

Case: Zipcar

Article: The Fall and Rise of Strategic Planning

Chapter 3: Competitor Analysis

Case: BMW

Article: Hardball: Five Killer Strategies for Trouncing the Competition

Chapter 4: Market/Submarket Analysis

Case: Zara

Article: BlueOcean Strategy

Chapter 5:Environmental Analysis and Strategic Uncertainty

Case: Wal-Mart 2005

Article: Strategy as Active

Chapter 6: Internal Analysis

Case:Kodak and the Digital Revolution

Article:Types of Strategy: Which Fits Your Business?

Chapter 7:Creating Advantage, Synergy and Strategic Philosophies

Case: Apple Computer, 2006

Article: Strategy as a Work in Progress

Chapter 8:Alternate Value Propositions

Case: Intel: Microprocessorsat the Crossroads

Article: Curveball: Strategies to Fool the Competition

Chapter 9: Building and Managing Brand Equity

Case: On-Line Music Distribution in a Post-Napster World

Article: The Lure of Global Branding

Chapter 10: Energizing the Business

Case: Samsung ElectronicsAlternate

Article:Strategy and your Stronger Hand

Chapter 1: Leveraging the Business

Case: Google

Article: The Fundamental Dimensions of Strategy

Chapter 12: Creating New Businesses

Case: Southwest Airlines

Article: Strategies that Fit Emerging Markets

Chapter 13: Global Strategies

Case: Robert Mondavi and the Soft drink Industry

Article: Global Gamesmanship

Chapter 14:Setting Priorities for Businesses and Brands – The Exit, Milk, and (Day) Consolidate Options

Case: Asahi Breweries

Article: Core Objectives: Clarity in Designing Strategy

Chapter 15: Organizational Issues

Case: 3M Optical Systems

Article: The Importance of Structure and Process to Strategy Implementation

Final Project Presentations

Required Text: Strategic Market Management, 8th edition by: David A. Aaker- Publisher: John Wiley & Sons, 2007

Recommended References:

David W. Cravens, Charles W. Lamb, & Victoria L. Crittenden. Strategic Marketing Management –Cases, 7th Edition. McGraw- Hill / Irwin, 2002.

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