Strategic Marketing Management

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Strategic Marketing Management

• Irene Ng
• Personal Website http//www.ireneng.com/
• Email i.c.l.ng_at_exeter.ac.uk
• Room 109
• Tel [phone]

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Module Commitment

• MSc International Mgt (20 credit module)
• 8 x 3 24 hours of lectures
• 7 hours tutorials (Ms Jeannie Forbes)
• 169 hours independent 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

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Assessment

• MSc International Mgt (20 credit module)
• 100 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 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 sheets of notes but no books)
• 2 hours exam usually 4 questions 30
• Group project

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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 available in my office, if you
  are interested)

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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
  area
• Cumulative literature (research) in the area

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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 decision making
  skills
• Reflects the increasing complex nature of
  analysis and decision making as the discipline
  matures

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Effective Knowledge in Marketing

• BUT you need to use the information and the
  skills to obtain
• Problem Solving Skills (COMPETENCE)
• Meeting the 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
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Developmental Framework of Competence
Development of Competence
Analytic Skills
Ladder of Abstraction
To assess your competence, your exam will be Case
based
Level III
Level II
Level I
INFORMATION
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Ladder of abstraction (Reynolds 1976)  

• Build recognition of a broad range of problems
  (facts in the abstraction 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 judgments) 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

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How do you move up the Ladder of abstraction i.e.
How to do well on 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!

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Learning Outcomes

• 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 the impact of the competitor on the
  firms strategy

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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 habit of mind that takes into
  account competitive interactions when planning or
  implementing marketing decisions

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Course Outline

• Part A Fundamentals of Marketing
• Concept of Marketing, Marketing Orientation
• Marketing Environment, Information and Research
• Marketing 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
• Promotions Strategy, Marketing Communications
• Services Marketing NOT COVERED

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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 question
  instead of rules and tables
• Use of photoessays and videos to complement your
  learning
• Note
• Not all slides may be covered, I may dwell longer
  on some concepts so that you can understand them
  better
• White arrows indicate changes from the slides
  shown and your handouts