This course examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development and current issues such as relationship and Internet marketing. The course will try to give you practical experience on how to develop and adjust strategies in an integrative manner through the use of a simulation exercise. | Strategic Marketing Dr. George Balabanis Contents Course Syllabus .1 Course LECTURE NOTES Session 1. Introduction to Session 2. General Approaches to Strategy Making and Session 3. Marketing Decision Making and Session 4. Analysing the Organisation and Session 5. Analysing Session 6. Analysing Consumers- Market Session 7. Market Research and Market Session 8. Targeting Positioning Developing and Managing Offers - Product Differentiation and READINGS Torment your customers they ll love it . By Brown Stephen. .47 Should Strategy Makers Become Dream Weavers By Stopford Is Something Rotten In Segmentation By Gibson ii STRATEGIC MARKETING Tutor Dr. George Balabanis senior lecturer Objectives This course examines recent developments in marketing thinking and market strategy development. It focuses on the dynamic aspects of market strategy development and current issues such as relationship and Internet marketing. The course will try to give you practical experience on how to develop and adjust strategies in an integrative manner through the use of a simulation exercise. The main objectives of the course are to introduce you to a systematic way of thinking about developing marketing strategies familiarise you with current advances practices in marketing strategy to help you develop your analytical and problem-solving skills in marketing Upon completion of the course you should be able to appreciate market strategies as well the processes underlying the development of marketing strategies to identify analyse and put together what is needed to develop sound strategies to make and implement sound marketing decisions in a dynamic environment Textbook The textbook for this course is Peter R. Dickson 1997 Marketing Management 2nd edition Dryden Press 28 Assessment strategy Your performance will be assessed on the following .
