HOLY CROSS OF DAVAO COLLEGE Sta. Ana Avenue, Davao City Bachelor of Science in Business Administration (BSBA) Major: Marketing Management COURSE OUTLINE Strategic Marketing Management I. Course Number: MM 8 Credit: 3 units II. Course Title: Strategic Marketing Management Pre-‐Requisite: MM 1 & MM 7 III. Course Description: This course introduces students to the process of developing and managing marketing strategy, examining how firms create and sustain customer value from market analysis and product positioning. Likewise, it develops the students’ strategic thinking which is necessary in making decisions for more innovation, opportunities and foremost ultimate satisfaction of their future clientele. IV. Course Objectives: At the end of the course, the student should be able to: 1. Identify the different marketing strategies of a specific product/company. 2. Analyze the reciprocity of management and marketing towards competitive strategic planning. 3. Appreciate by understanding the importance of strategic marketing management in real world of business. 4. Share their notions in analyzing and designing strategic management undertaking. 5. Develop appropriate values. 6. Formulate strategic marketing management decision. 7. Evaluate the group output. V. Course Outline No. of Hours A. Strategic Management 13.5 hours 1. Strategic Management Process a. Strategy Analysis b. Introduction to VMGO c. Internal Analysis c.1. Value Chain Analysis c.2. Resource Based d. External Analysis d.1. SWOT Analysis d.2. Competitive Environment B. Strategy Formulation 13.5 hours
1. Business Strategy a. Types of Competitive Advantages b. A Cost Leadership Differentiation & Focus 2. Corporate Strategy a. Diversification strategy b. Acquisition strategy 3. International Strategy a. Entry Modes of International Expansion 4. Strategy Implementation a. Strategic Control C. Market Driven Program Development 1. Strategic Brand Management a. Challenges in Building Strong Brand b. Strategic Brand Analysis c. Brand Identify Strategies d. Managing Products/Brands e. Managing the Brand Portfolio 2. Value Chain Strategy a. Strategic Role of Distribution b. Channel of Distribution Strategy c. Managing the Channel d. International Channel 3. Pricing Strategy and Management a. Pricing Strategy and Management b. Analyzing the Pricing Situation c. Selecting the Pricing Strategy d. Determining Specific Prices and Policies 4. Promotion, Advertising and Sales Promotion Strategies a. Promotion Strategies b. Advertising Strategies c. Sales and Promotion Strategy 5. Sales Force, Internet and Direct Marketing Strategies a. Developing and Implementing Sales Force Strategy b. Internet Strategy c. Direct Marketing Strategy 6. Case D. 1. Implementing and Managing Market-‐Driven Strategies a. Designing Market Driven Organizations a.1. Considerations in Organization Design a.2. Organizational Design Options a.3. Selecting an Organizational Design a.4. Global Dimensions of Organizations 2. Marketing Strategy Implementation
No. of Hours
13.5 hours
13.5 hours
a. The Marketing Plan b. Implementing the Plan c. Strategic Evaluation VI.
VII.
VIII.
References A. Bibliography Barton, Richard, Borge Obel, Geraldine Desanctis (2011), Organizational Design: A Step-‐by-‐ Step Approach (2nd Edition) New York; Cambridge University Press Cravens, David W. (2006). Strategic Marketing. (8th edition) USA: McGraw Hill Perspective Singapore: Pearson Asia Prentice Hall. David, Fred (2012) Strategic Management: Concepts & Cases Dess, G.G., Lumpkin, G.T. and Taylor, M.L (2007) Strategic Mgt 2e, Boston, New York: McGraw-‐ Hill Irwin Etzel, Michael J. (2007). Marketing (4th edition). McGraw-‐Hill, New York. Jones, G.R. and Hill, C.W.L. (2009) Strategic Mgt Essentials 2e, China: Southwestern Cengoge Learning Jones, G.R. and Hill, C.W.L. (2010) Theory of Strategic Mgt w/ cases, China: South Western Cengoge Learning Kotler and et.al.(2006). Marketing Management (12th edition).Pearson, Prentice Hall, Upper Saddle River, New Jersey. Marshall/ Johnston (2010) Marketing Management Michael O. Autt, Thomas W. Speh (2010) Business Marketing Management O-‐West, John Ford, Icsam Ibrahim (2011) Strategic Marketing Creating Competitive Advantage Todd A. Mooradian, K. Matzles, Lawrence J. Ring, (2012) Strategic Marketing Course Requirements
A. B. C. D. E.
Quizzes Periodical Examinations Graded Class Participation. Written Analysis of the Case Assignments and Projects
Grading System Midterm Grade Prelim Examination
Tentative Final Grade
25%
Semi-‐final Examination 25%
Midterm Examination 25% Final Examination Class Standing 50% Class Standing Total 100% Total Midterm Grade + Tentative Final Grade Final Grade = 2
25% 50% 100%
