AIM:
Marketing strategy is inseparable from business strategy as marketing is business. Marketing Strategy is concerned with the creation of value propositions to distinct customer segments at the strategic level. The execution of a successful marketing strategy results in targeting, acquiring, retaining, and growing customers. The module examines the management of both strategy and organisation to build valuable customers and create stakeholder relationships leading to long-term company success. The content focuses on fundamental drivers of long-term firm prosperity and places the firm’s capabilities at the service of customers and other stakeholders and not the other way around; in other words, it uses the outside in strategic framework.
METHOD OF TEACHING & LEARNING:
The module combines lectures, in-class discussions, and a simulation game.
LEARNING OUTCOMES: By the end of the module, students should be able to:
· Gain experience and confidence in thinking through and defining a managerial problem;
· Understand how marketing strategy should be formulated – seeing the business as a whole;
· Gain knowledge in creating and managing a customer-centric organization
· Gain knowledge and skills in using marketing metrics for evaluating marketing strategy effectiveness