MKTG 431.pdf - KeMU Students' Portal - Kenya Methodist University
MKTG 431.pdf - KeMU Students' Portal - Kenya Methodist University
MKTG 431.pdf - KeMU Students' Portal - Kenya Methodist University
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Rationale<br />
KENYA METHODIST UNIVERSITY<br />
DEPARTMENT of BUSINESS ADMINISTRATION<br />
<strong>MKTG</strong> 431: STRATEGIC MARKETING<br />
As a result of accelerating technology change and the growth of international competition, the discipline<br />
of marketing has assumed primary importance in the shaping and implementation of business strategy.<br />
This course is designed to provide knowledge and understanding on how mangers/ students can<br />
generate an effective marketing performance with a strategic framework.<br />
Objectives<br />
At the end of the course students should be able to;<br />
� Understand the relationship between corporate strategy and marketing strategy<br />
� The role of marketing function in achieving competitive advantage for the firm<br />
� The role of marketing audit and SWOT analysis in developing an effective marketing strategy<br />
� Develop competitive strategies for firms in different stages of the industry and product life<br />
respectively<br />
� Demonstrate the application of portfolio models and techniques in planning and control<br />
� Develop a framework to demonstrate the strategic marketing management process<br />
Teaching methodologies<br />
� Lectures<br />
� Group discussions<br />
� Case studies<br />
� Individual/ Group presentations<br />
Instructional Materials<br />
� Chalk, Whiteboard and markers<br />
� Handouts Text books<br />
� Journals<br />
� Newspapers<br />
Methods of Evaluation<br />
� Term paper 10%<br />
� Continuous Assessment Tests 20%<br />
� Final Examination 70%<br />
� Total marks 100%
CORE TEXTS<br />
Walker, Mullins ,Boyd,Larr’ech’e(2010) marketing strategy, a decision- focused approach; Tata Mc-<br />
Hill, New Delhi<br />
Richard.M,S. Wilson &Colin Gillian(2011);Strategic Marketing Management, Planning, Implementation<br />
and control: Sheel Printers-N-PACK printers.<br />
Other texts<br />
� Kotler & Keller(2010) Marketing ,management1 3th h ed. Prentice –Hall<br />
� Coliin G,Richard M.S. Wilson 2 nd ed (2009)Strategic Marketing Planning;Butterworth-Heinemann<br />
� Aaker, David (2009) strategic market management John Wiley and sons.<br />
� N.Igor Ansoff, Corporate Strategy<br />
� Kollat David& Blackwell Robin (1972) Strategic marketing<br />
� Kerin A. Roger& Peterson (1987) Strategic marketig4th ed;Problems and cases<br />
� Cravens D.W, Pierce Nigel F,(2009) Strategic marketing,9 th ed; McGraw-Hill : Singapore<br />
� West,Ford, Ibrahim, (2006) Strategic Marketing: creating Competitive Advantage<br />
WK 1- Fundamentals of strategic marketing<br />
� Meaning of strategy<br />
� Components of strategy& Hierarchy of strategies<br />
� Marketing role in formulating and implementing strategy<br />
� Recent developments/challenges affecting the strategic role of Marketing<br />
� An overview of the strategic marketing management /planning process<br />
� Case study<br />
WK 2&3-Where are we now?(Strategic and marketing Analysis of Internal and external Environments)<br />
� Marketing audit, nature and purpose<br />
� Components of the marketing audit<br />
� Steps in the marketing audit<br />
� The role of SWOT analysis<br />
� Approaches to competitor analysis<br />
� Approaches to customer analysis<br />
� Case study<br />
WK 4&5-Whre do we want to be? (Strategic direction and Strategy Formulation)<br />
� Mission and objectives<br />
� Market segmentation, targeting and positioning<br />
� The formulation of marketing strategy<br />
� Sustaining competitive advantage over product Lifecycle
� Market entry strategies for market leaders<br />
� Market Entry strategies for pioneers<br />
� Market strategies for challengers<br />
� Market strategies for followers<br />
� Marketing strategies for the new economy<br />
� Case study<br />
WK 6- CAT 1<br />
WK 7 & 8- How might we get there? (Strategic CHOICE)<br />
� Product and new product strategies<br />
� Pricing policies and strategies<br />
� Promotion strategies<br />
� Distribution strategies<br />
� Case study<br />
WK 8-Which way is the Best? (strategic evaluation)<br />
� Criteria for choice (non financial and financial)<br />
� Models of evaluation (buyer behavior, Portfolio models-Multifactor matrix, product, positioning<br />
matrix, BCG, Product Market matrix. e.t.c)<br />
� Case study<br />
WK 9-How can we ensure arrival (strategic implementation and control)<br />
� Marketing Strategy implementation challenges (structure, systems, resources, culture etc)<br />
� Problems in marketing control<br />
� Control process<br />
� Marketing metrics<br />
� Profitability analysis<br />
� Sales analysis<br />
� Customer satisfaction<br />
� Others<br />
� Case study<br />
WK 10 –CAT –Case study analysis<br />
WK 11 -Current developments in strategic marketing &steps in international marketing strategy<br />
WK 12 –REVISION<br />
WK13- REVISION<br />
WK 14- END OF SEMETER EXAMS
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