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MASENO UNIVERSITY SCHOOL OF BUSINESS AND ECONOMICS DEPARTMENT OF MARKETING AND MANAGEMENT ABA 423: STRATEGIC MARKETING COURSE

OUTLINE
LECTURER: CAINAN OJWANG

COURSE OBJECTIVES: At the end of this unit the learner should be able to: 1. Define strategic marketing and describe the strategic marketing process 2. Discuss the market driven strategy 3. Construct a strategic marketing plan 4. Do the market analysis using SWOT analysis and market research. 5. Explain the new product development strategy 6. Highlight marketing strategies at various stages of product life cycle. Course Examination: Sit in Class Class Presentations Final Examination TOTAL COURSE CONTENT 1. Introduction: 20% 10% 70% 100%

Definition of Strategic Marketing Strategic Marketing Process Marketing Mix.

2. Market Driven Strategy

Market Segmentation Market Targeting Market Positioning Differentiation Vision, mission, objectives. Definition of marketing plan Elements of marketing plan Importance of marketing plan

3. Implementing strategic marketing plan

4. Market Analysis

SWOT analysis Market Research Analysis Matching Needs with Product Benefits, BCG Matrix, Ansoffs Matrix, Porters Generic Strategies

5. New product Development Strategy Idea generation Idea Screening Concept development and testing Marketing strategy development Business analysis Product development Test marketing Commercialization 6. Developing Strategic Marketing Programmes Pricing Strategy Value Chain Strategy (Distribution Channels) Advertising Promotion Strategies Sales Force Strategies

7. Product Life Cycle (PLC) Assumptions of the PLC Stages in PLC Marketing strategies at the various stages of PLC 8. Product decisions Product attributes Product line Product mix decisions Product branding Product packaging Product labeling Product warranties Universal Product Codes(UPC) REFERENCES: 1.Drummond Graeme, Ensor, John & Ashford, Ruth(2008), Strategic Marketing Planning and Control.3rd edition Burling tone MA ,usa: Butterworth Heinemann. 2. Gilligan C., & Wilson R.M.(2004),Strategic Marketing and Planning. 3. Bradley, Frank (2002). International Marketing Strategy. 4. Kelley, Craig A. (1994), Marketing Management: Strategies and Programs. 5. Kumar, Nirmalya.(2004),Marketing as Strategy.

6. Lee, Keifer(2005), Global Marketing Management: Changes, Challenges and New Strategies.

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