Kotler 1997 the selection of target markets, the marketing mix and the marketing expenditure levels. Covers the subject of marketing at a strategic level, bringing in together the most modern thinking in the area of strategic application such as to help marketing decision making to become more systematic. The effective development and implementation of strategy depends on the strategic capability of the organization, which. Lecture notes, lectures 112 lecture slides, textbook, group activities essay strategic marketing management approach of aldi within australia grade 78% summary principles of marketing philip kotler, gary armstrong reflective assignment final reflection 1 mark3082 week 2 readings summary. See more ideas about marketing, management and what is marketing. Schools offering marketing degrees can also be found in these popular choices. Find materials for this course in the pages linked along the left. Geoinformationgeoinformationand ict in market research and ict in market researchand ict in market research marketing notesmarketing notes e marketing emarketing is the process of marketing a brand using the internet. The 11th edition provides students in strategic marketing, policy, planning, and entrepreneurship courses. In their place are a confusing mix of new, digital methods of building online presence of your brand, reaching out to customers and adding value to their relationships. Introduction to strategic marketing, concepts of planning. Specifically, to integrate the different functional areas of business e.
The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decisionmaking. Define strategic management and its four key attributes define. Paperwork such as invoices, tickets and despatch notes. Describes the major elements of marketing strategy. The output form such marketing strategy analysis and choice or strategic marketing decision is a marketing strategy statement. Describe the nature and scope of strategy examines historical evolution of strategic management, identify and explain the marked differences between strategic planning and marketing. The purpose of this course is to enhance your ability to do the job of a general manager responsible for strategic performance. Building a foundation for your future 2 introduction this workbook is designed to help producers become more familiar with how to construct a strategic marketing management program for their business. Understand the essential components of marketing strategy formulation. The advent of a strong buyers market created the need for a customer orientation. Masters in marketing 2020 our msc marketing course will equip you with the expertise and advanced knowledge to become a successful marketing leader of the future. Strategic marketing management lecture notes mark3082. By now, so much has been spoken and written about his.
Geoinformation and ict in market research marketing notes. Introduction to marketing and marketbased management. Marketing strategy is a broad plan for achieving marketing objectives. The strategic management process the process can be broken down into three phases. International marketing exam notes marketing and marketing. Strategic marketing management edis university of florida. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Strategic marketing builds off of market knowledge to develop a customercentered strategy, or plan and approach, to marketing campaigns with the ultimate goal of profitability for the organization. Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.
Jagdish sheth, a respected authority on marketing and strategic planning, provides. Strategic marketing marketing strategies for sri lankan business entities. The course will introduce you to the key marketing concepts branding, sales, market intelligence and instruments pricing, promoting, distributing and developing new. This entails understanding the environment the business is operating in. Strategic management notes pdf, book, paper mba 2020. Mba strategic management lecture notes pdf download mba. Pdf strategic marketing, marketing strategy and market strategy. Strategic management course notes strategic analysis lecture 2 chapter 1 business models vision, mission, values learning objectives. Kotler on strategic marketing by john roberts, alvin silk, glen urban volume editor, and jerry wind 1. Our strategic marketing msc is a topranked marketing msc. Strategic marketing management contents marketing management teaches you how to grow your firm through marketing leadership. A strategy or general plan of action might be formulated for broad, longterm, corporate goals and objectives, for. Because strategic marketing is the essential marketing activity, mooradian provides students with a highly applied decisionmaking framework and exploration of the tools that can be used to solve marketing problems. Marketing is the delivery of customer satisfaction at a profit.
Strategic thinking and strategic management strategic planning is only useful if it supports strategic thinking and leads to strategic management and, even more importantly, execution. Introduction to strategic marketing management 1 chapter 1 introduction to strategic marketing management. Describes the direction an organization will pursue within its chosen environment and guides the allocation of resources and effort peter bennett, dictionary of marketing terms, ama 1988. Philip kotlers contributions to the field of marketing philip kotlers status as a major thought leader in marketing is widely recognized. Should include a mission statement, objectives, and focused strategy aimed at our intended audience. Notes for abe level 6 diploma module strategic marketing management. Intro to marketing management mktg 3101 academic year. Strategic marketing management linkedin slideshare. Piercy 1999 notes that, it is insufficient for senior management to make a. Strategic managementunit i strategy and process 9conceptual framework for strategic management, the concept of strategy and thestrategy formation process stakeholders in business vision, mission and purpose business definition, objectives and goals corporate governance and socialresponsibilitycase study. To more effectively develop or alter business strategies 3. A handbook for implementation lviil acknowledgements i want to thank the following people and organizations who contributed to this handbook by agreeing to participate in our research.
Hunt notes that ra theory and its three foundational strategies, and the sixteen foundational premises of marketing strategy complement each other in securing. They participated in extensive interviews and provided documentation from their own strategic management efforts. An allpurpose approach to strategic marketing management. Developing marketing strategies for enhancing the use of solar energy products anupamaa s chavan 74 chapter 5 marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. A marketing strategy that is well articulated will enable one to focus on marketing activities to. Freely browse and use ocw materials at your own pace. Selecting market target strategies for the productmarkets in each business unit, establishing marketing objectives as well as developing. In this article, we explore, 1 the definition and purpose of strategic marketing, 2 the three phases of the strategic marketing. Strategic surprisingly, here there is ready agreement. Lecture notes strategic marketing measurement sloan. Mnm3709201410e1 mnm370920156e1 mnm370920176e1 mnm370920186e mnm3709questions and answers mnm3709selfassessmentquestions response strategies.
Develop detailed knowledge of strategic marketing management through the study of the. This knowledge base will provide a foundation for the concepts presented in marketbased management, 6th edition introduction to marketing and marketbased management dr. The strategic marketing delineates 3rs emphasizing the right products for right growth markets at right time. Note on marketing strategy background note harvard. Strategic management is the process by which top management determines the longterm direction of the organization by ensuring that careful formulation, implementation and continuous evaluation of strategy take place. A strategic marketing plan is an outline of the methods and resources required to achieve organizational goals within a specific target markets. It is ranked 5th in the uk and 16th in the world by qs world university rankings. Strategic marketing management lecture notes mark3082 week. Originally used at the grapefruit economic workshop, this material was. Sudharsan 1995 marketing strategy creates pathways to a desirable future.
Planning is about the results, and our plan must be measured by the results it produces. Lecture notes complete revision introduction to marketing management. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. A marketing plan deals primarily with implementing the market strategy as it relates to target markets and the marketing mix. Strategic market management, helps managers identify, implement, prioritize, and adapt marketdriven business strategies in dynamic markets. Table 1 shows how kotlers work on strategic marketing explicitly addresses the need to tailor strategy to the environment in which it will be implemented. Get complete strategic management books, ppt, courses, case study, mcq, syllabus, question paper, questions and answers. Strategic marketing is incorporated in many different marketing and business careers to help organizations make the most profit by understanding what the consumer wants. Notes are placed in the room from the chambermaid who. Building a foundation for your future 4 customer characteristics and purchasing hot buttons provide the information needed to decide whether the firm can and should attempt to gain or maintain a sustainable competitive advantage for marketing to a particular market segment lehmann and winer 1994. Marketing strategy mba notes 2010 dr amit rangnekar. Aspects of that environment include internal factors such as market position, measured by market share and external ones such as macro economic conditions, and the nature of markets.
A strategic plan is an overall defined course of organizational action for a set period of time that guides daytoday decisionmaking and activity. Strategic thinking and subsequent management must result in action. The process of strategic market planning yeilds a marketing strategy s that is the framework and the development of the marketing plan. In order to define strategic marketing, you must also consider how this strategy applies to concepts like marketing research, social media. Strategy refers to a general plan of action for achieving ones goals and objectives. Traditional approaches that have worked for decades, or even centuries, are being swept away. Strategic marketing management there are at least four goals of strategic marketing management that need to be understood by those wishing to use strategic marketing management to craft profitable strategies. Download strategic management notes pdf for mba 2020. The marketing concept, a crucial change in management philosophy, can be explained best by the shift from a sellers market one with a shortage of goods and services to a buyers market one with an abundance of goods and services. The presenters of this workshop challenged producers to consider what their individual firms marketing strategy was and to identify alternative strategies. Strategic planning capacity building for local ngos. Lecture notes complete revision introduction to marketing. They have some specific mission towards which all efforts are directed. Strategic management full notes linkedin slideshare.
Learning objectives i knowledge and understanding concepts, paradigms and processes of marketing strategic marketing theories, models and concepts organisationwide nature of marketing strategic marketing planning process and techniques in the context of globalisation information technology. Here we define strategic marketing and explore some marketing degrees and careers. International marketing exam notes marketing and marketing management marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways. Research and ict in market researchand ict in market research marketing notesmarketing notes strategic marketing planning. Mba strategic management lecture notes pdf download mba 3rd. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a. And while most companies do great marketing, only a few have created brand attachment and customer loyalty through their marketing practices and tactics. This process is referred to as the swot analysisso named be cause it examines the strengths and. Chapter one introduction to strategic marketing learning objective after completing this chapter, the student will be able to. These issues are also highlighted in the marketing management but from a different perspective. Itiittitincludes both direct includes both direct response marketing and indirect. Developing a marketing plan is your group project assignment. Notes from 11 lectures in strategic marketing management module for examination in marketing msc degree. A well defined and feasible marketing strategy makes meeting customer needs a likely and attainable goal.
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