Strategic Marketing Management.ppt

1、Strategic Marketing Management,Irene Ng Personal Website: Email: i.c.l.ngexeter.ac.uk Room: 109 Tel: (1392) 26-3250,Strategic Marketing Management by Irene Ng,Module Commitment,MSc International Mgt (20 credit module) 8 x 3 = 24 hours of lectures 7 hours tutorials (Ms Jeannie Forbes) 169 hours indep

2、endent reading MSc Marketing & Finance (30 credit module) 8 x 3 = 24 hours of lectures 4 x 3 = 12 hours of case discussion 264 hours independent reading,Strategic Marketing Management by Irene Ng,Assessment,MSc International Mgt (20 credit module) 100% Case-based (case will be given to you one week

3、in advance) semi-open book (you will be allowed to bring in up to 10 sheets of notes but no books) 2 hours exam usually 4 questions MSc Marketing & Finance (30 credit module) 70% Case-based (case will be given to you one week in advance) semi-open book (you will be allowed to bring in up to 10 sheet

4、s of notes but no books) 2 hours exam usually 4 questions 30% Group project,Strategic Marketing Management by Irene Ng,Learning Marketing,The role of knowledge, skill and imagination Some principles to guide your learning on this course Read: The Role of Photoessay in Learning and Transfer (handout

5、available in my office, if you are interested),Strategic Marketing Management by Irene Ng,Effective Knowledge in Marketing,In this module, you will receive: Information Knowledge of tools (including integration tools) Knowledge of techniques, tactics Cumulative experience of practitioners in the are

6、a Cumulative literature (research) in the area,Strategic Marketing Management by Irene Ng,Effective Knowledge in Marketing,You will also be taught: Analytic and Decision Making Skills Development of skill in the integration of functional areas into a general whole Understanding the more complex deci

7、sion making skills Reflects the increasing complex nature of analysis and decision making as the discipline matures,Strategic Marketing Management by Irene Ng,Effective Knowledge in Marketing,BUT you need to use the information and the skills to obtain: Problem Solving Skills (COMPETENCE) Meeting th

8、e demands of the job Developed by means of a gradual influx of information coupled with the development and exercise of progressively more complex skills,This is what you will be assessed on in the case-based exam,Strategic Marketing Management by Irene Ng,Level II,Level I,Development of Competence,

9、Analytic Skills,INFORMATION,Level III,To assess your competence, your exam will be Case based,Ladder of Abstraction,Developmental Framework of Competence,Strategic Marketing Management by Irene Ng,Ladder of abstraction (Reynolds 1976),Build recognition of a broad range of problems (facts in the abst

10、raction ladder) LEVEL I Develop a working familiarity with the concepts used in solving problems (i.e. developing an understanding of abstractions that attach meaning to facts) LEVEL I/II Develop experience in identifying problems (gaining an understanding of abstractions at the level of value judgm

11、ents) Level II/III Develop enough understanding of problem solving to be able to cope with new situations (learning abstractions as applied to decisions about what facts to omit) Level III,Strategic Marketing Management by Irene Ng,How do you move up the Ladder of abstraction i.e. How to do well on

12、this course?,Read your text Read the readings Read business magazines (Forbes, Fortune, Economist) Reflect on what you have absorbed Apply creativity, deep thinking and your own experience in thinking of problems and solutions Become competent!,Strategic Marketing Management by Irene Ng,Learning Out

13、comes,Subject Specific Skills: On the completion of this module students will be able to understand and critically evaluate the marketing orientation in organisations understand models of buyer behaviour in order to reflect upon and evaluate their utility and impact on marketing strategy understand

14、the impact of the competitor on the firms strategy,Strategic Marketing Management by Irene Ng,Learning Outcomes,Core Academic Skills: On the completion of this module students will be able to independently critically apply and adapt marketing principles across a wide range of markets cultivate a hab

15、it of mind that takes into account competitive interactions when planning or implementing marketing decisions,Strategic Marketing Management by Irene Ng,Course Outline,Part A: Fundamentals of Marketing Concept of Marketing, Marketing Orientation Marketing Environment, Information and Research Market

16、ing to Consumers & Consumer Behaviour Marketing to Industrial Markets, Organizational Buying Behaviour Market Demand, Segmentation, Targeting, and Positioning Part B: Managing the Marketing Mix Product Strategy, Brand Management Pricing Strategy Distribution Strategy, Transaction Cost Theory Promoti

17、ons Strategy, Marketing Communications Services Marketing NOT COVERED,Strategic Marketing Management by Irene Ng,The difference between this course and traditional marketing management course,Strategic incorporates Game Theory and applications into concepts of marketing Brings in research from Transaction Cost Economics in the analysis of channels Focuses on skills i.e. the why quest