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
2. Corporate Mission and Strategic Objectives
• Typical elements of a marketing strategy
• 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
3. Growth Strategies
• Identification of types of strategies.
• Advantages and disadvantages of each strategy
• Case analysis
• Consolidation strategies (their types, advantages, and disadvantages)
4. Company Portfolio Analysis
• Practical approach to portfolio analysis
• Principles of developing a healthy portfolio
• Allocation strategies and their connection with growth/consolidation strategies
5. 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
Type of course
Mode
Learning outcomes
Student/Student upon completion of the course:
In terms of knowledge:
- Knows and understands to an advanced degree the terminology of marketing (K_W01).
- Knows and understands to an advanced degree the processes and phenomena occurring in different types of organizations and the world around them, uses the theory of management and complementary disciplines (economics and finance, legal sciences) to identify, diagnose, and solve problems related to marketing, and their integration into the organization's strategy. (K_W02)
- Knows and understands in-depth terminology related to marketing management in the discipline of management and quality sciences and complementary disciplines (economics and finance, legal sciences). (S1_W01)
- Knows and understands the methods, procedures, and practices of effective management of marketing activities in an organization to an in-depth degree. (S1_W02)
In terms of skills:
- Can use marketing theory to identify, diagnose, and solve complex and unusual problems related to key functions in an organization and integrate them into the organization's strategy, using an appropriate selection of sources and adapting existing or developing new methods (K¬_U01)(S1_U01)
- Able to independently and collaboratively prepare analyses, diagnoses, and reports on complex and unusual problems related to the functioning of the organization, the sector, and the economy as a whole, and present them communicatively, including in English - using advanced information and communication tools. (K_U03) (S1_U03)
- Has the ability to self-educate and improve acquired skills (K_U06) (S1_U05)
In terms of attitudes:
- Ready to evaluate and critically approach situations and phenomena related to the functioning of the organization in the market, the sector, and the economy as a whole (K_K01) (S1_K01)
- Is ready to think and act in an entrepreneurial manner (K_K02) (S1_K02)
- Is ready to observe ethical standards related to marketing activities (K_K03) (S1_K03)
Assessment criteria
Learning outcomes will be verified during a written test.
Grade will be 100% based on the test results.
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
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: