Single course
Strategic Marketing
Content
Theme 1: Foundations of Strategic Marketing Management
Theme 2: Developing Effective Marketing Strategies
Theme 3: Product and Service Strategy
Theme 4: Marketing Implementation and Communication
The above thematic structure provides a logical progression for understanding and applying the principles of strategic marketing management, from foundational concepts and insights to developing effective marketing strategies and their implementation.
Objectives
This course is designed to provide you with an understanding of the fundamental principles of strategic marketing, addressing key strategic questions such as "Where are we now?" "Where do we want to be?" and "How will we get there?" You develop market analysis skills for growth, market penetration, market development, and diversification strategies throughout this course. You enhance your abilities in measuring and monitoring customer service, satisfaction, service quality, and the impact of competition. You cultivate skills for facilitating and implementing collaboration, alliances, and partnership strategies. You have the knowledge and skills necessary for effective strategic marketing, helping you to navigate the dynamic business landscape.
The competences to develop in this course are proactive development, and internationality multiculturalism.
Proactive development:
You have the ability to identify potential areas for development by proactively anticipating the future of the marketing field, staying ahead of emerging trends, applying existing knowledge effectively and employing appropriate research methods in the execution of development projects, ensuring that projects are well-informed and evidence-based. You have the capability to think creatively, challenge conventional boundaries, and generate innovative solutions that push the limits of traditional marketing strategies. These competencies underscore the importance of proactively driving development, applying knowledge effectively, and fostering creativity and innovation in strategic marketing.
Internationality and multiculturalism:
You demonstrate the ability to monitor and stay informed about global trends and developments within the strategic marketing field, keeping up with international industry standards, operating effectively, and adapting to diverse international and multicultural work environments, recognizing the importance of cross-cultural competency in global marketing endeavours. These competencies highlight the importance of staying globally aware and working effectively in diverse cultural contexts within strategic marketing.
Implementation methods
Physical contact teaching will be used, including lectures, workshops, hands-on labs, and the flipped classroom method. The delivery mode is based on the practicality of strategic marketing, with a critical analysis of market penetration, development, and diversification strategies in different business sectors.