The specific availability for this course is not currently known. If you would like to know if this course will be offered during your session, please contact us.
The main objective of the course is to train students to develop their ability of “critical thinking and action”.
Marketing is both a function and philosophy. In its simples terms it tries to understand the needs and wants of markets, either expressed or latent, and deliver “ bundles of benefits” to satisfy markets. A more inclusive and homogeneous definition of the subject matter portrays marketing as being an organisational philosophy and function that holistically covers competitive networks of independent organisations, assuring that every aspect is market focused, with a particular concern on delivering superior value and that all stakeholders are viewed as important assets. (Hilmi 2005). In very recent times, much of the common marketing thinking and practice have been challenged with new paradigms. One of these has been the strategic component of marketing. Once viewed simply as strategy applied to marketing, it has now merited a full discipline on its own. Much of previous theory, such as that expressed by Kotler, has been revised with research and concrete evidence. For example one of the pillars of strategic marketing supported the concept that for marketing to be implanted in a company, management had to be marketing oriented. This was clearly a grave fallacy as management only represents a small sub culture of an organisations much wider cultural environment. Strategic marketing is a discipline that leads a competitive network towards attractive economic and non economic opportunities. The economic opportunities are identified via long term analysis of matching competitive network resources and know how to such opportunities, ensuring profitability. Strategic marketing creates a long term competitive advantage by focusing on critical pillars of the discipline that are finance, marketing research, segmentation, targeting, positioning, organisational and consumer behaviour, the micro and macro environments surrounding competitive networks. Importantly much of the strategic marketing discipline focuses around forecasting and budgeting. As the name of the course spells out the course per se will be based around rigours academic training, but also on applications. The main objective of the course is to train students to develop their ability of “ critical thinking and action”. This will be envisaged via learning the concepts and theories of strategic marketing and relevant methodologies, but importantly be able to apply them in a manner that fits the most diverse businesses and their surrounding environments; SMEs, developing countries and rural areas etc. Students will be required to read all the assigned texts and not only, analyse case studies, participate actively in class debates and be prepared to work on real world simulations.
Having completed this course students are expected to demonstrate:
Subject knowledge and understanding:
Intellectual & cognitive skills:
Subject specific skills:
Contemporary Strategic Marketing By R. Brennan, P. Banes, P. Garneau. Published by Palgrave, 2003 Strategic Marketing Management By C.H. Anderson, J.W. Vincze, Published by Houghton Mifflin, 2004 Supplement readings(Cases)
Marketing in Developing Countries By J. Kinsey, Published by Macmillan Education, 1988 Rural Marketing: Targeting the Non-urban Consumer by Velayudhan Sanal Kumar, published by Sage publications, 2002 Small business marketing management By I. Chaston, Published by Palgrave, 2002
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