Educational Establishment Belarusian State Economic University …edoc.bseu.by:8080/bitstream/edoc/79793/1/Strateg... · 2019. 10. 2. · Department of Belarusian State Economic University

Educational Establishment

"Belarusian State Economic University"

APPROVED

Rector of the Educational Establishment

tate Economic University"

"~ IS () " 2019 f;te 3rt:11-~g

Registration numberNQ /st.

STRATEGIC MARKETING

Syllabus for Master's Degree Program in the Specialty:

1-26 80 05 Marketing

2019

DRAFTSMAN:

S. V. Razumova, associate professor of the Marketing Department, the vice-dean of the Faculty of Marketing and Logistics of Belarusian State Economic University, associate professor, Ph.D. (Economics)

REVIEWERS:

0. V. Yarchak, the head of Department of Logistic and Pricing Police ofBelarusian State Economic University, associate professor, Ph.D. (Economics).

V.E. Belyatskaya, the head of the Chair of Management Department of Belarusian State University of Informatics and Radioelectronics, associate professor, Ph.D. (Economics).

The study program · is recommended to be affirmed by the Chair of Marketing Department of Belarusian State Economic University (protocol NQ !.._, 4'! Pl/.2019) and the Scientific and Methodological Council of Belarusian State Economic University (protocol NQ ~ s: a.2019).

EXPLANATORY NOTE

Orientation to the client's interests and formation of a high level of his loyalty are becoming important tasks of modem marketing. This approach allows to provide a company with better financial results and to show greater effectiveness and efficiency due to applied marketing tools. Such orientation requires building the appropriate management systems and business-models; the company's goals, strategies and tasks should be client-oriented. The Course of Strategic Marketing involves the post-graduate students to deeply understand the competitive advantages of a business, meanwhile it clarifies the issues of determining target markets and segments; the course helps to design the up-to-date marketing programs as well as acquire marketing methods and techniques.

The course "Strategic Marketing" introduces undergraduates with modem methods of the marketing environment observation and the company's competitive position evaluating. The course focuses on modem strategic and tactical marketing trends. It is aimed at good theoretical training and deep practical skills in the field of market segmentation, brand positioning, preparation and budgeting of marketing programs obtaining. Particular attention is paid to the analysis of consumer preferences, the evaluation of consumer loyalty. The course has a high analytical component.

The course will explore the theory and applications of marketing concepts through a mix of cases, discussions, individual assignments, analytical reports and projects.

Practical part of the course is carried out on the individual marketing projects designing, each stage of which is devoted to the subject matter and represents a strategic marketing plan for a new or existing company.

· ffe.>pµ1pose ~f to form the systematic knowledge and practical skills in the sphere of the cou '""' ·• strategic marketing and marketing planning in order to further , _' develop professional competences, to make high-tech specialists in

various marketing spheres and at all management levels.

to provide profound knowledge on the strategic marketing and strategic marketing planning; . - to develop skills of designing marketing strategic plans including the formulation and implementation the basic marketing objectives and strategies; - to broaden professional and communicative competencies in the marketing management sphere; - to give practical opportunities to compose business-models as well as strategic and tactic marketing plans;

· - to form the ability to apply quantitative and qualitative measurements to markets, products, brands and clients.

As a result of the discipline studying a post-graduate student for a master's degree should know: - modem approaches used in marketing planning; - the methods and techniques of marketing audit, targeting markets and brand positioning; - the explanation and tactical implementation of definite marketing strategies; - special marketing strategies and tactics depending on the company's competitiveness and market maturity.

de.sign executive summary, business models and balanced sc'ore:cards of the marketing project; conduct marketing research; .

- create positioning and competitive market maps; make up SWOT-analysis;

- use portfolio methods of GE, .·BCG; ·compose segmen.tatlon scliemes;

- budget marketing activities. - .

The study program for the discipline "Strategic marketing" consists of 198 hours -40 hours for lectures, 10 hours for tutorials, 14 hours laboratory classes. The assessment method is an examination.

l Strategic .Role of J\rlarketiug

2 Business Strategies and Their 1\!farketing .l.mplications

3 l\llanagement of Strategic J\·1.arketing

4 1\1arketing Audit: Opportunities Analysis

CONTENT

The scope of marketing. Marketing as an important part o{l the corporate strategy, marketing in defining long-term competitive I advantages. The concept of strategic marketing, its origin, and I development. The present-day understanding of strategic marketing. i The new marketing rea~ities and. impotent ~trategic mark~ting ; trends. Tasks of strategic marketmg. Strategic and operational ; marketing. The concept of marketing strategy, its elements. I

I

Strategic marketing as a process. Marketing at the levels of ! management: corporate, business, functional and operational. I Development models of marketing strategy. Examples of the I com anies which use strate ic marketin a roach in business. I

!

Assessing growth opportunities. Directions of company's i growth: integrative, diversification growth. The "product-market" i

matrix by I. Ansoff. The marketing instruments used in market I penetra~ion strategy implementation: price penetration, increasing J

promotions, reach and usage). The product development strategy: I improvement, modification, innovation; approaches to new product ' development. The possible ways of approaching I market development strategy. The market development strategy, the i prospects of entering new markets. GAP-analysis. Modem growth I strate ies cKinse surve results . _____ _]

Corporate and division strategic planning. Strategic I marketing planning and its stages. The defining the corporate I mission. Balanced score ~ystem (BSC) in marketing planning, its I elements and structure. Strategy mapping in BSC. Marketing key I performance indicators. I

Organization of strategic marketing, centralization and I decentralization: pros and cons of the approaches. The I organizational structure with leading marketing role. The concept of 1·

corporate marketing. Elements and problems of internal marketing, 1

types of interactions in marketing management. The directions of i strategic marketing control - annual plan control, profitability I control, efficienc control and strate ic control. _____ _ j

Marketing-audit system. The tasks of the marketing audit. j

The types and elements of the marketing audit. Assessments of the I macro-trends of the organization: PEST-analysis. The political- I legal environment, economic environment, sociocultural I environment, the technological environment. Forecasting and I demand measurement. Evaluation of the micro-environment .o~ the I company: the market analyses (key market character.1stics ), i customers, intermediaries and competitors observation. ABS and I sales funnel consumers' analysis. Porter's model of the five i com etitive forces. _I

5 Competitive Strategies and Advanta<Yes b

6 Customers understanding: Segmentation and Focusing

7 Branding a nd Positioning

8 'l\rlarketing Strategies in 1\1arket

Internal audit: the audit of the operations and resources ~f th; l company, the audit of the company 's marketing activities. : Measuring marketing productivity. Marketing metrics. Operations ! and resources Audit. The rules and ste s of SWOT-anal sis. 1

Systems of competitive analysis. Competitive intelligence and its tasks. Competitive intelligence sources and software. 1

Collecting marketing intelligence on the Internet. The practice of I benchmarking. The goal of benchmarking and its types. Marketing I processes and capabilities to benchmark. Benchmarking as a 1

process. I Michael Porter's theory of the competitive advantage. Factor 1

conditions being the inputs which affect competition in any industry. The three primary ways companies achieve a sustainable advantage: cost leadership, differentiation, and focus. The types of I competitive strategies. Competitive strategies in Jack Trout's I

I

concept. Offensive and defensive competitive strategies. 1

International and domestic practice of competitive strategies' ; implementation. The analysis of strategic I competitive groups of a I

articular indust . The com etitiveness of an ente rise. I Strategic (macro-) segmentation. The strategic theory of I

"blue oceans". Bases for segmenting consumer markets: I geographic, demographic, Behavioral and psychographic I segmentation. The V ALS segmentation system. Bases for : segmenting business markets. The market targeting, effective ! segmentation criteria. Evaluating and selecting the market segments , - market coverage strategies. The 'Long Tail' concept.

Customer satisfaction and customer loyalty. The attitudinal 1

and behavioral loyalty. Customer loyalty management, customer I profitability. Developing loyalty programs.Net Promoter Score. j Customer lifetime value. The concept of sales funnel (pipeline , mana ement . CRM and CEM. Customer ex erience ma ing. ______ j

Identifying optimal points-of-difference and Points-of-Parity· I Branding understanding. Brand' s value. Joint/ corporate branding. I Choosing brand elements. Establishing brand positioning: the i construction and interpretation of positioning maps. The concept I and the process of brand I product positioning. The trends of brand I I product positioning. Positioning levels: social and demographic, I rational, functional, emotional, value levels. Positioning blunders I i

errors. Repositioning reasons. Positioning and branding. Brand architecture, brand attributes in positioning. Cultural branding. The international and domestic ex erience of brand ositionin . _____ _

The conceptual essence of the sector I industry life cycle. The ! brief outline of the sector I industry life cycle stages. Strategic tasks I of the or anization de endin on the sector I indust life ~~cl~

N1aturity Phases . .Basics of Business J>ortfolio-a nalysis

9 N.1'arketing Strategies for the 1\tlarketing . mix

stages. Marketing strategies and tactics of the organization at th~ .. ! stage of new market creation. Marketing strategies and tactics of the : organization at the stage of market growth. Marketing strategies and I tactics on mature markets and market at the stage of slowdown. I

The fields of matrix methods usage in the process of strategic 1

marketing planning. BCG Matrix: the model parameters, the ! d~v.el~pment strat:gies recommen~ed, the model restrictions. and I cntlc1sm. GE matnx: market attractiveness parameters and busmess ! competitiveness, matrix quadrants characteristics and the strategies : recommended. Matrix method based on the life cycle concept: l mL. ,

Strategic decisions in brand and assortment. Brandf;;g-J Strategies: brand architecture. The company's assortment strategies. I The vertical and horizontal brand expansion. The company's innovative policy and strategies. The assessment of effectiveness of trade policy implementation.

Strategic decisions in price. Pricing while solving the problems of increasing competitiveness, market share, sales revenue maximization. Costs at different product life cycle' stages. The stages of pricing strategy. Pricing techniques for market novice goods: fast "skimming", slow "skimming", fast "market penetration", slow "market penetration". Mixed pricing techniques with quality level taken into account: bonus markup technique, profound market penetration, elevated value significance, overpricing, average level, high quality degree, predatory pricing policy, ostentatious gloss, low value significance. Active and passive pricing techniques.

Strategic decisions in distribution. Distribution system during solution strategic tasks of organization. Marketing channels while creating customer value. The assessment of effectiveness of organization distribution system. Building distribution strategy. The stages of building distribution strategy.

Factors influencing on distribution methods choice. Decisions concerning intensity of distribution: intensive, selective and exclusive distribution.

Strategic decisions in communications. Development of organization communication strategy. Communicative goal- andtask-setting, identification of the audience. Advertising strategies of the company: concentrated and distributed. Strategy decisions in promotion. Pull and push communication. Strategies of building effective system of personal sale. Strategy decisions of organization in PR-activity field. The assessment of the organization's communication policy effectiveness. The contemporary significance of mobile marketing, mobile marketing tasks, successful examples of modem marketing usage while

10 Business l\tlodcling and 1\1arketing Plans Designing

implementing marketing strategies. SMM in marketing strategie~-·l im lementation: SMM eculiarities and advantages, Sl\@:1 to~!~=-- H-- _ i

The definition and elements of business models. The types of I business models. Client-oriented business models. The stages of 1

strategic marketing plan: formulating the company's goals, I marketing audit, SWOT analysis, formulating general strategies of I the company's development, competitive and marketing strategies l designation, segmentation, choosing the concept of positioning, i designing detailed marketing software programs according to marketing mix elements; o utcome forecast; alt emative plans desi in ; marketin ro ram descri tion and bud etin .

!;·' - ~ .·.' * Strategic Role of 2 Marketing

2 Business Strategies and Their Marketing Im lications

3 Management of 2 Strategic Marketing

4 Marketing Audit: 2 Opportunities Analysis

5 Competitive 2 Strategies and Advantages

6 Customers 2 understanding: Segmentation and Focusin

7 Branding and 2 Positioning

8 Marketing 2 Strategies in Market Maturity Phases. Basics of Business Portfolio-anal sis

9 Marketing 2 Strategies for the Marketing mix

Curriculum map of the study cou rse (full-time education)

2 Presentations and handout

[ 1,2,3,4,5]


[ 1,2,3,4,5]


1,2,3,4,5 2 2 3 Presentations

and handout [ 1,2,3,4,5]

2 3 Presentations and handout [l,2,3,4,5,6,10

2 2 4 Presentations and handout [1,2,3,4,5,11]

2 2 2 Presentations and handout

[1,2,3,4,5]

2 2 Presentations and handout [l,2,3,4,5,7]


1,2,3,4,5

Individual presentation of marketing trends

and modern marketing ex erience

Individual presentation of business strategies

implementation

Individual marketing project, Step 1

Individual marketing project, Step2

PEST and market analyses, customers

survey

Individual marketing project,

Step 2 Competitive and SWOT-analyses


Step 3 segmentation and BCS er se ment Individual marketing

project, Step 3 positioning

statement


10 Business

2

3

4

5

6

Modeling and Marketing Plans Designing

1

'.~.

Business Strategies and Their Marketing Im lications Management of Strategic Marketing

Marketing Audit: Opportunities Analysis

Competitive Strategies and Advantages

Customers understanding: Segmentation and Focusing

l

1

l


[5,8,9]

Curriculum map of the study course (part-time ed uca tion)

Presentations and handout

1,2,3,4,5 Presentations and handout

[l,2,3,4,5]


1,2,3,4,5 1 Presentations

and handout [1,2,3,4,5]

1 Presentations and handout [1,2,3,4,5,6, 10

Presentations and handout [1,2,3,4,5,J 1]

- Branding and assortment strategy) - Price strategy and

tactics) - Distribution strategy

- Communication strate

Final marketing project presentation



PEST and market anal ses




Step 2 Customers survey;

Step 3 segmentation and BCS er se ment

10 Business

2

3

4

5

6

Modeling and Marketing Plans Designing

Business Strategies and Their Marketing Im lications Management of Strategic Marketing Marketing Audit: Opportunities Analysis

Competitive Strategies and Advantages

Customers understanding: Segmentation and Focusing

1

1

1

1

1


[5,8,9]

Curriculum ma p of the study course (part-t ime ed ucation)



[l,2,3,4,5]



[1,2,3,4,5]

Presentations and handout [l,2,3,4,5,6, 10

1 Presentations and handout [l,2,3,4,5,11]



- Communication strate

Final marketing project presentation



PEST and market anal ses




Step 2 Customers survey;

Step 3 segmentation and BCS er se ment

7 Branding and 1 1 - - - - Presentations Individual marketing Positioning and handout project,

[ 1,2,3,4,5] Step 3 positioning statement

8 Marketing 1 - - - - - Presentations -Strategies in and handout Market Maturity [l,2,3,4,5,7] Phases. Basics of Business Portfolio-analysis

9 Marketing 1 - - 1 - - Presentations Individual marketing Strategies for the and handout project, Marketing mix [l,2,3,4,5] Step 3



- Communication stratef!V

10 Business 1 1 - - - - Presentations Final marketing Modeling and and handout project presentation Marketing Plans [5,8,9] Designing

""'. ~ """ -~ -~~-- 1~~- 1~. •'''! ~ i~ '~;·,,.;s~,:IJIJ ~40~if' :-';.":,; :u~ ''~mm ...• . ~ iJitllJ~ . 1>"1K!!pt: . - . ' ' • . • -~ ' . ·"-~:-'

Jj; .<:-· ~~

INFORMATION AND METHODOLOGICAL PART

.Methodological reco111mendations on individual students ' wor/\ m anagement of the study course "S trategic 11'1arketi11g"

The independent students work is an important element of providing profound knowledge on the strategic marketing topics. The recommended time for independent student work totals to 2-2,5 hours per class study on average.

The directions of independent students' work are as follows: •first-hand view of study program; •first-hand view of literature recommended; •carrying on research on given by the lecturer material, reading additional

literature and searching for more information; •preparation for practical classes according to special study plans on the ground

of literature recommended; •preparation to distant forms of control (independent individual work,

presentations, business tasks solutions, tests and other tasks); •preparation for the examination.

Literature

primary: 1. Kotler, Ph. Marketing

Management I Ph. Kotler, K.L. Keller. - 14th ed. - Prentice Hall, 2012. - 816 pp.

2. Chernev, A. Strategic Marketing Management/ A.Chemev A., Ph. Kotler.- 8th ed. - Cerebellum Press, 2014. - 284 pp.

3. Lamben, J-J. Market-Driven Management: Strategic and Operational Marketing I J-J. Lamben, R. Chumpitaz, I. Schuiling. - Second ed. -Palgrave Macmillan, 2007. - 496 pp.

4. Kumar, N. Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation IN. Kumar. - Harvard Business Review Press, 2004. -288 pp.

5. McDonald, M Marketing Plans: How to Prepare Them, How to Use

- - ···1

secondary: I 1. Piercy N., Marketing budgeting.

A Political and Organisational Model. - London ; Sydney ; Dover : Croom Helm, 2015. -522 pp.

2. Chan Kim, W. Blue Ocean Strategy: How to Create Uncontested Market Space and 1

Make the c.ompetition Irrelevant/ I W. Chan Kim, R. Mauborgne. - , Expended ed. - Harvard Business ~

Review Press, 2015. - 287 pp. I 3. Porter, M On Competition/ M. t

Porter. - Updated and Expanded ed. - Harvard Business Review Press, 2008. - 576 pp.

4. Moore, G. Inside the Tornado: Strategies for Developing, Leveraging, and Surviving I Hypergrowth Markets/ G. Moore. ; - Harper Business, 2005. - 272 pp. . ...... _ !

Them I M. McDonald, Wilson H. - 7th ed.-John Wiley & Sons, 2011 . - 592 pp.

5. Osterwalder, A. Business Model ______ ji

Generation/ A. Osterwalder, Y. Pigneur. - Hoboken, Ney Jersey: John Wiley & Sons, 2010. - 288 pp.

6. Ries, A. Bottom-Up Marketing/ Marketing Warfare/ A. Ries, 1

I .Trout. - Plume. 2004. - 240 pp. I 7. Anderson, Ch. The Long Tail/ i

Ch. Anderson 2008. - 288 pp.

'----------------~~---------------·--··----··--·-····- --·

The study program coordination protocol to other study disciplines of the specialization

Suggestions of the The solution was taken

Study discipline for alterations in the by the Department

coordination Department

study program according to the study

contests program (data and protocol number)

Supplements and ~•lterations to the study program of the study discipline ln I studv vear ----- "' ~

Supplements and alterations Grounds

The study program is recommended to affirm by the Marketing Department of Bela rusian State Economic University (protocol N2 _ ,_._.20 _J

Head of the Marketing Department, professor, Sc.D. (Economics)

APPROVED Dean of the Faculty of Marketing and Logistics,

r l.L. Akulich

Associate professor, Ph.D. (Economics) ______ A.A. Zigankov

Documents

Educational Establishment Belarusian State Economic University …edoc.bseu.by:8080/bitstream/edoc/79793/1/Strateg... · 2019. 10. 2. · Department of Belarusian State Economic University