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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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
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