Marketing Strategies and Plans notes – University notes

MARKETING STRATEGIES AND PLANS

Subject content

INTRODUCTION

  • Levels of Planning
  • Marketing Strategy and Planning
  • Market Segmentation, Targeting and Positioning
  • Basis for Segmenting Consumer Markets
  • Basis of Segmenting Business Markets

ENVIRONMENTAL VARIABLES

  • The Business Environment
  • SWOT Analysis
  • External Environmental Factors
  • Micro Environment/Internal Factors

PRODUCT POSITIONING AND TARGETING

  • Product Positioning and Targeting
  • Product Positioning Strategies
  • Product Differentiation Strategy
  • Developing Growth Strategies

COMPETITIVE STRATEGIES

  • Questions about the level of competition
  • Michael Porter’s Competitive Strategies

MANAGEMENT OF THE MARKETING MIX ELEMENTS

  • Product Decisions
  • Pricing Decisions
  • Distribution Decisions
  • Promotion Mix Decisions
  • Effective Communication Campaign
  • Deciding the Communication Media
  • Deciding the Communication Budget
  • Evaluating Communication Effectiveness
  • Promotion Mix Strategies

MARKETING ORGANIZATIONAL STRUCTURES

  • Functional Organization

EVALUATION, IMPLEMENTATION AND CONTROL

  • Evaluation and Selection of a strategy
  • Criteria for Strategy Evaluation
  • Strategy Implementation
  • Strategy Control
  • Types of controls

REFERENCES

Arthur, A., Thompson Jr. and Strickland III, (1989) Strategy, Formulation and Implementation: Tasks of a General Manager, 4th Ed.

Cravens, D.W. and Piercy, N. F. (2003) Strategic Marketing, International Edition, McGraw- Hill, 7th Ed., Boston.

Hill and Jones (2001) Strategic Management Theory: An Integrated Approach, New York.

Kotler, P. (2002) Marketing Management, Pearson Education Asia, Millennium Ed..

Pearce, R. and Robinson Jr. (1991) Strategic Management; Formulation, Implementation and Control, 4th Ed..

Pearce II, Richard and Robinson Jr. (2002) Strategic Management: Strategy, Formulation and Implementation, 3rd Ed., India.

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