Strategic Marketing 2600-MSMz2zmMS
1. Strategic Marketing – Introduction and Typology
• Types of marketing decisions
• Definition of marketing strategy
• How is a marketing strategy created?
• Types of marketing strategies
Corporate Mission and Strategic Objectives
• Typical elements of a marketing strategy
• Strategic analysis
• Corporate mission and domain. Analysis of selected cases
• Business objectives (conditions a set of objectives must meet)
Strategic Business Units and Identification of Strategic Gap
• Determination of strategic business units with examples
• Strategic planning gap and its consequences
2. Growth Strategies
• Identification of types of strategies (intensive growth, integrative growth and diversification)
• Advantages and disadvantages of each strategy
• Case analysis
• Consolidation strategies (their types, advantages, and disadvantages)
3. Company Portfolio Analysis
• Practical approach to portfolio analysis
• Principles of developing a healthy portfolio
• Allocation strategies and their connection with growth/consolidation strategies
4. Product Marketing Strategies
• Determinants of product Primary Demand Intensification Strategies
• Potential demand/industry sales/company sales
• Strategies based on the number of buyers
• strategies based on the level of consumption
• Case analysis
Strategies for Intensifying Selective Demand
• Cost Leadership (boundary conditions, advantages, and disadvantages)
• Differentiation Strategy (boundary conditions, advantages, and disadvantages)
5. Offensive, Defensive, and Neutral Strategies
Type of course
Mode
Learning outcomes
Knowledge:
K_W01 (S1_W01) – The student knows and understands, at an advanced level, the terminology related to marketing and marketing management.
K_W02 (S1_W02) – The student knows and understands, at an advanced level, the processes and phenomena occurring in various types of organizations and their environment, and applies management theory and complementary disciplines to identify and solve marketing-related problems.
K_W03 – The student knows and understands the methods, procedures, and practices of effective marketing management in an organization.
Skills:
K_U01 (S1_U01) – The student is able to apply marketing theory to identify, diagnose, and solve complex and non-routine problems and integrate them within the organization’s strategy, using appropriate sources and methods.
K_U03 (S1_U03) – The student is able to independently and collaboratively prepare analyses, diagnoses, and reports, and communicate them effectively (also in English), using advanced information and communication technologies.
K_U06 (S1_U05) – The student is capable of self-directed learning and improving their qualifications.
K_U07 – The student is able to independently apply marketing tools and methods, make decisions, and adapt marketing activities to changing market and organizational conditions.
Social Competences:
K_K01 (S1_K01) – The student is ready to evaluate and critically approach situations and phenomena related to the functioning of organizations in the market.
K_K02 (S1_K02) – The student is ready to think and act in an entrepreneurial manner.
K_K03 (S1_K03) – The student is ready to comply with ethical standards related to marketing activities
Assessment criteria
In written form - a test solved in the classroom, covering the content taught during the meetings; consisting of both closed and open questions, including tasks (90% of the final grade); solving tasks during the class (10% of the final grade). To pass the course, it is necessary to simultaneously meet two conditions: passing the test (at least half of the points possible for the test) and obtaining a total score of at least 51%
In written form - a test solved in the classroom (90% of the final grade); solving tasks during class (10% of the final grade).
To pass the course, it is necessary to simultaneously meet two conditions: passing the test (at least half of the points possible to obtain for the test) and obtaining a total score of at least 51%.
Points earned during the test and for tasks solved during the class will be converted into percentages, the number of which will determine the final grade:
0-50 points - grade 2
51-60 points - grade 3
61-70 points - grade 3.5
71-80 points - grade 4
81-90 points - grade 4.5
91-100 points - grade 5
Bibliography
Obligatory:
Lambin, J., Strategiczne zarządzanie marketingowe, PWN (rozdziały VIII i IX) Additional:
Armstrong, G. i P. Kotler, Marketing. Wprowadzenie, Wolters Kluwer, Warszawa (rozdział II.)
Podstawka, K., Marketing menedżerski, Wydawnictwo WZUW, Warszawa (rozdział II.)
Strategic Marketing Management: Planning and Control (2003), BPP Professional Education, London