Strategic Marketing Management. Module Syllabus

Transcription

1 Module description Module Syllabus The aim of the module is to develop knowledge and understanding of the marketing function of an organisation, how it interconnects with other functions and its impact as a way of doing business on the evolution of corporate strategy. Students will develop their strategic thinking skills while still appreciating the operational role marketing has in terms of meeting corporate objectives. Learning outcomes By the end of the module the student will be able to: Participate in and contribute to an academic community through online discussion Apply conventions of a writing style and academic integrity to academic writing Understand the nature and purpose of marketing Identify the changing nature of the marketing environment and its potential impact on marketing and corporate strategy Analyse the factors that make marketing a key strategic element in organisational performance Assess the importance of marketing in the implementation of corporate strategy Evaluate alternative philosophies to the marketing philosophy as a way of strategically driving the organisation Required Texts Kotler, P. & Keller, K. (2012) Marketing management. 14th ed., New York: Pearson. Schedule Note that the week starts with Thursday. Day Thu Fri Sat Sun Mon Tue Wed Day #

2 Week Deadline Day Assignment Formally Graded 1 - What is strategic marketing? Part I 4 Collaboration: initial response 7 Collaboration: participation 7 Key Concept Exercise 2 - What is strategic marketing? Part II 4 Collaboration: initial response 7 Collaboration: participation 7 Individual Assignment 3 - Understanding strategy in a marketing context 3 Key Concept Exercise 4 Collaboration: initial response 7 Collaboration: participation 4 - Applying management strategy to marketing decision making 4 Collaboration: initial response 7 Collaboration: participation 7 Personal Development Portfolio 5 - How do organisations increase market share? 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation in week What is the impact of market research? 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation X 7 - How do consumers make purchasing decisions? 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation in week 8 7 Individual Assignment: Market orientation x 8 - How do you build a marketing mix? 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation X 7 Personal Development Portfolio 9 - Considering cultures and ethics in marketing 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation in week Planning marketing operations 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation X images and any additional material is copyrighted by Laureate Online Education B.V. Last update: 2 August 2014

3 1 - How does digital marketing impact organisations? 3 Key Concept Exercise X 4 Collaboration: initial response 7 Collaboration: participation X in week 12 7 Individual Assignment X 1 - How will the marketing profession evolve? 4 Collaboration: initial response 7 Collaboration: participation X 7 Personal Development Portfolio X Note that while all activities and assignments in this module are required, some are formally graded while others are submitted for feedback only. This is intended to give you the opportunity to learn from feedback and improve your work, further developing your knowledge and skills and helping you get the most from the module. Please take advantage of this opportunity to learn from your Instructor s feedback give each assignment your full effort an ask for clarification o any feedback you do not understand. Syllabus by week Week 1: What is strategic marketing? Part I Learning objectives Students will: Analyse the relationship between consumer behaviours and strategic marketing practices Analyse strategic marketing concepts Analyse alignment of personal goals with programme aims and school missions Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 1, Defining marketing for the 21st century (pp. 5-20) o Chapter 6, Analyzing consumer markets (pp ) Achrol, R. & Kotler, P. (2012) 'Frontiers of the marketing paradigm in the third millennium', Journal of the Academy of Marketing Science, 40 (1), pp

4 Kang, B., Oh, S. & Sivadas, E. (2013) 'Beyond relationship quality: examining relationship management effectiveness', Journal of Marketing Theory & Practice, 21 (3), pp Media Keelson, S.A. (2012) 'The evolution of the marketing concepts: theoretically different roads leading to practically same destination!, Global Conference on Business & Finance Proceedings, 7 (1), pp Kimery, K.M. & Rinehart, S. M. (1998) 'Markets and constituencies: an alternative view of the marketing concept', Journal of Business Research, 43 (3), pp Wan, A.Y.Y. & Ng, K.T.L. (2013) 'The significance of Guanxi in relationship marketing: perspectives of foreign banks in China', International Journal of China Marketing, 3 (2), pp Webster, F.E., Jr. & Lusch, R.F. (2013) 'Elevating marketing: marketing is dead! Long live marketing!, Journal of the Academy of Marketing Science, 41 (4), pp Kaplan, J. (2009) Business relationships are personal relationships [Video, Online]. (Accessed: 07 August 2014). Laureate Education (2013) Student Readiness Course: how to submit through Turnitin [Multimedia, Online]. (Accessed: 16 June 2014). Laureate Education (2013) Welcome to Liverpool [Video, Online]. (Accessed: 29 October 2013). Laureate Education (2014) Programme Welcome [Video, Online]. (Accessed: 3 March 2014). University of Liverpool (n.d.) Liverpool s Management School [Online]. Available from: (Accessed: 29 October 2013). Documents Document: Weeks 1 2 Key Concept Overview (PDF) Document: Masters Study Cycle (PDF) Document: Student Guide for Integrating Media in the Classroom (PDF) Document: Sample Online Collaboration Interaction (PDF)

5 Key Concept Due Wednesday (Day 7) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

6 Week 2: What is strategic marketing? Part II Learning objectives Students will: Analyse key strategic marketing concepts Paraphrase a peer-reviewed article Required resources Media Laureate Education (2013) Student Readiness Course: how to submit through Turnitin [Multimedia, Online]. (Accessed: 23 August 2014). Websites Purdue Online Writing Lab (n.d.) Quoting, paraphrasing, and summarizing [Online]. Available from: (Accessed: 16 June 2014). University of Liverpool (n.d.) LibGuides: library for online programs: referencing [Online]. Available from: (Accessed: 16 June 2014). University of Liverpool (n.d.) Plagiarism using the work of others as your own writing [Online]. Available from: (Accessed: 16 June 2014). Documents Document: About the Turnitin Draft Link (PDF) Document: Interpretation of the Originality Report (PDF) Document: Tips for Avoiding Plagiarism (PDF) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7) Individual Assignment Due Wednesday (Day 7)

7 Week 3: Understanding strategy in a marketing context Learning objectives Students will: Appraise the value of brands in strategic marketing Evaluate applications of strategic marketing concepts Evaluate luxury brand strategies Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 2, Developing marketing strategies (pp ) o Chapter 9, Creating brand equity (pp ) Dawar, N. (2013) 'When marketing is strategy', Harvard Business Review, 91 (12), December, pp [Online]. Available from: fb483667e8c24 (Accessed: 16 June 2014). Fischer, M., Völckner, F. & Sattler, H. (2010), 'How important are brands? A cross-category, cross-country study', Journal of Marketing Research, 47 (5), pp Kapferer, J.-N. & Tabatoni, O. (2012) 'The LVMH--Bulgari agreement: changes in the luxury market that lead family companies to sell up', Journal of Brand Strategy, 1 (4), pp University of Liverpool (n.d.) Liverpool s Management School [Online]. Available from: (Accessed: 23 August 2014). Documents Document: Weeks 3 4 Key Concept Overview (PDF) Document: Registering for the University of Liverpool s Online Library (PDF) Media

8 Johnson, R. (2007) Creating value through brand equity [Video, Online]. (Accessed: 07 August 2014). Varney, D. (2004) Building a brand [Video, Online]. (Accessed: 07 August 2014). Optional resources Majic, O.J. & Majic, H. (2011) 'Case study of Gucci vs. Guess the failure of brand strategies that rely on Veblen's conspicuous consumption', International Journal of Management Cases, 13 (4), pp Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

9 Week 4: Applying management strategy to marketing decision making Learning objectives Students will: Analyse environmental analysis frameworks for strategic marketing Conduct career development SWOT analyses Required resources Readings Helms, M.M. & Nixon, J. (2010) 'Exploring SWOT analysis where are we now?: a review of academic research from the last decade', Journal of Strategy and Management, 3 (3), pp Media Bilimoria, K. (2004) Turning a threat into an opportunity [Video, Online]. (Accessed: 07 August 2014). Oxford Learning Lab (n.d.) PESTLE Macro Environmental Analysis [Online]. Available from: Macro-Environmental-Analysis_11_31 (Accessed: 16 June 2014). Optional resources Sheahan, P. (2014) Flip: counterintuitive strategies for turning challenge into opportunity, and change into competitive advantage [Video, Online]. Available from: (Accessed: 16 June 2014). Peters, T. (1997) The brand called you [Online]. Available from: (Accessed: 16 June 2014). Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7) Personal Development Portfolio Due Wednesday (Day 7)

10 Week 5: How do organisations increase market share? Learning objectives Students will: Critically evaluate elements of the segmentation, targeting and positioning framework Evaluate applications of strategic marketing concepts Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 8, Identifying market segments and targets (pp ) Bruggeman, J., Grunow, D., Leenders, M.A.A.M., Vermeulen, I. & Kuilman, J.G. (2012) Market positioning: the shifting effects of niche overlap, Industrial & Corporate Change, 21 (6), pp MarketLine (2012) Software & Services Industry Profile: Global, pp Documents Document: Week 5 Key Concept Overview (PDF) Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

11 Week 6: What is the impact of market research? Learning objectives Students will: Evaluate market research processes Evaluate impact of market research on product demand and marketing communications Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 3, Collecting information and forecasting demand (pp ) o Chapter 4, Conducting marketing research, (pp ) Cavusgil, T., Knight, G., Riesenberger, J. & Yaprak, A. (2009) Conducting market research for international business. In: Fundamentals of international market research, pp [Online]. Available from: e2c5789e53941 (Accessed: 16 June 2014). Documents Media Document: Week 6 Key Concept Overview (PDF) Fisk, P. (2008) Customer insights that redefine markets [Video, Online]. (Accessed: 07 August 2014). Foster, P. (2009) Making business ethics part of your DNA [Video, Online]. (Accessed: 07 August 2014). Laureate Education (2013) Anthony s orchard [Multimedia, Online]. (Accessed: 07 August 2014). Key Concept Exercise Due Saturday (Day 3) Collaboration

12 Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

13 Week 7: How do consumers make purchasing decisions? Learning objectives Students will: Analyse consumer purchasing behaviours Evaluate customer-orientation strategies Evaluate responses to customer-orientation strategies Analyse the relationship between market orientation and business performance Analyse the impact of market orientation on competitive advantage Evaluate market orientation strategies Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 6, Analyzing consumer markets, (pp ) Anker, T., Kappel, K. & Sandøe, P. (2010) 'The liberating power of commercial marketing', Journal of Business Ethics, 93 (4), pp Biswas, D., Labrecque, L.I., Lehmann, D.R., & Markos, E. (2014) Making choices while smelling, tasting, and listening: the role of sensory (dis)similarity when sequentially sampling products, Journal of Marketing, 78 (1), pp Hershfield, H. (2013) You make better decisions if you "see" your senior self, Harvard Business Review [Online]. Available from: b (Accessed: 14 June 2014). Documents Document: Week 7 Key Concept Overview (PDF) Case studies Elberse, A., Gourville, J. & Narayandas, D. (2005) Angels and devils: Best Buy's new customer approach (A)', Harvard Business Publishing [Online]. Available from: bc (Accessed: 14 June 2014).

14 Elberse, A., Gourville, J. & Narayandas, D. (2005) Angels and devils: Best Buy's new customer approach (B) (2005)', Harvard Business Publishing [Online]. Available from: 47f97bd5af55b (Accessed: 14 June 2014). Singh, S. (2008) Sat & Co.: market orientation, Harvard Business Publishing [Online]. Available from: 326dcbf2e7a52 (Accessed: 14 June 2014). Individual Assignment Due Wednesday (Day 7) Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

15 Week 8: How do you build a marketing mix? Learning objectives Students will: Analyse the evolution of marketing mix models Evaluate marketing mixes for sustainable growth Analyse the strategies related to product life cycles Develop personal missions, visions and goals Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 11, Competitive dynamics (pp ) Chen, S.-T. & Chang, B.-G. (2013) The effects of product innovation on product life cycle patterns in Taiwanese motors: views of consumer preferences, Journal of Business & Retail Management Research, 8 (1), pp Ettenson, R., Conrado, E. & Knowles, J. (2013) 'Rethinking the 4 P's', Harvard Business Review, 91 (1/2), p.26 [Online]. Available from: 90b f85 (Accessed: 16 June 2014). Maruyama, M. & Zennyo, Y. (2013) Compatibility and the product life cycle in two-sided markets, Review of Network Economics, 12 (2), pp Mehra, A., Seidmann, A. & Mojumder, P. (2014) Product life-cycle management of packaged software, Production and Operations Management, 23 (3), pp Quelch, J.A., & Jocz, K.E. (2009) How to market in a downturn, Harvard Business Review, 87 (4) [Online]. Available from: db0663 (Accessed: 16 June 2014). Documents Document: Week 8 Key Concept Overview (PDF)

16 Media Abraham, K. (2012) Identify your personal goals [Video, Online]. (Accessed: 07 August 2014). Kotler, P. (2010) Brands are the glue to the marketing mix [Video, Online]. (Accessed: 07 August 2014). Optional resources Santavaara, I. & Paronen, N. (2013) Nokia s product life cycle assessment over the years, including challenges and key findings [Online]. Gothenborg: The 6th International Conference on Life Cycle Management. Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7) Personal Development Portfolio Due Wednesday (Day 7)

17 Week 9: Considering culture and ethics in marketing Learning objectives Students will: Critically evaluate the strategic role of culture and ethics in marketing Analyse socially responsible strategies to enhance competitive advantage Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 21, Tapping into global markets (pp ) Bloom, P.N., Hoeffner, S., Keller, K.L. & Meza, C.E.B. (2006) 'How socialcause marketing affects consumer perceptions', MIT Sloan Management Review, 47 (2) [Online]. Available from: (Accessed: 16 June 2014). Deshpandé, R. (2014) Global marketing, Harvard Business Publishing [Online]. Available from: 375ede37401c6 (Accessed: 16 June 2014). Hackley, C., Tiwsakul, R.A. & Preuss, L. (2008) 'An ethical evaluation of product placement: a deceptive practice?', Business Ethics: A European Review, 17 (2), pp Documents Document: Week 9 Key Concept Overview (PDF) Case study Paine, L.S., Hsieh, N.-H. & Adamsons, L. (2013) 'Governance and sustainability at Nike (A), Harvard Business School, 9, June, pp Available from: f160ee6b2fd75 (Accessed: 16 April 2014). Media

18 Back, P.F. (2009) Making business ethics part of your DNA [Video, Online]. (Accessed: 07 August 2014). Levy, M. (2004) Local vs. global [Video, Online]. (Accessed: 07 August 2014). Optional resources Porter, M.E. & Kramer, M.R. (2006) Strategy and society: the link between competitive advantage and corporate social responsibility, Harvard Business Review, December [Online]. Available from: (Accessed: 16 April 2014). Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

19 Week 10: Planning marketing operations Learning objectives Students will: Critically evaluate the strategic value of marketing planning Evaluate strategies for marketing planning Evaluate applications of marketing planning Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 20, Introducing new market offerings (pp ) Lane, S. & Clewes, D. (2000) The implementation of marketing planning: a case study in gaining commitment at 3M (UK) Abrasives, Journal of Strategic Marketing, 8 (3), pp Luke, K. (2013) 5 steps to a new marketing plan, Journal of Financial Planning, 26 (12), pp Mangram, M.E. (2012) The globalization of Tesla Motors: a strategic marketing plan analysis, Journal of Strategic Marketing, 20 (4), pp Documents Document: Week 10 Key Concept Overview (PDF) Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7)

20 Week 11: How does digital marketing impact organisations? Learning objectives Students will: Critically evaluate the benefits and challenges of digital marketing Evaluate digital marketing strategies Analyse social media strategies for marketing Assess personal readiness for change Analyse the role of marketing professionals in change management Required resources Readings Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 22, Managing holistic marketing organization for the long run (pp ) Fulgoni, G.G. & Lipsman, A. (2014) Numbers, please: digital game changers: how social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement, Journal of Advertising Research, 54 (1), pp Füller, J. (2010) 'Refining virtual co-creation from a consumer perspective', California Management Review, 52 (2), pp Powers, T., Advincula, D., Austin, M.S., Graiko, S. & Snyder, J. (2012) 'Digital and social media in the purchase decision process: a special report from the Advertising Research Foundation', Journal of Advertising Research, 52 (4), pp Thoring, A. (2011) Corporate tweeting: analysing the use of Twitter as a marketing tool by UK trade publishers, Publishing Research Quarterly, 27 (2), pp Documents Media Document: Week 11 Key Concept Overview (PDF)

21 Owen, J. (2011) The importance of change [Video, Online]. (Accessed: 07 August 2014). Riches, A. (2012) The role of the amygdala: the almond effect [Video, Online]. (Accessed: 07 August 2014). Optional resources Carter-Scott, C. (2004) Managing personal change: if life is a game, these are the rules [Video, Online]. Available from: (Accessed: 16 June 2014). Key Concept Exercise Due Saturday (Day 3) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7) Individual Assignment Due Wednesday (Day 7)

22 Week 12: How will the marketing profession evolve? Learning objectives Students will: Critically analyse perspectives on the marketing profession Develop Personal Development Portfolio Required resources Reading Kotler, P. & Keller, K. (2012) Marketing management. 14th ed. New York: Pearson. o Chapter 12, Setting product strategy (pp ) Chukwu, B. & Eluka, J. (2013) Applications of leadership theories in Nigerian business organizations, European Journal of Business & Management, 5 (17), pp Hankinson, G. (2012) The measurement of brand orientation, its performance impact, and the role of leadership in the context of destination branding: an exploratory study, Journal of Marketing Management, 28 (7/8), pp Montana, P.J., Petit, F. & McKenna, T.M. (2014) Marketing executive development in a changing world: the needed executive skills, Journal of Management Development, 33 (1), pp Documents Document: Week 12 Key Concept Overview (PDF) Document: Personal Development Portfolio Template (Word document) Document: Personal Development Portfolio Action Plan Exemplar (PDF) Collaboration Initial Response due Sunday (Day 4) Response to classmates due Wednesday (Day 7) Personal Development Portfolio Due Wednesday (Day 7)

23 Assessment Element Weight Key Concept Exercises 35% Collaborations 25% Individual Assignments 30% Personal Development Portfolio 10% Total 100% For general information on assessment and grading, please consult the Student Handbook section pertaining to Grading at id=3691 General Information Learning in the University of Liverpool online programmes The University of Liverpool online programmes employ a unique learning model that is designed to provide a flexible, collaborative and meaningful learning experience. Your learning in this module is through self-study using the resources provided, library research and online interactions with other students and your Instructor. The wide variety of learning activities and assignments help you develop your understanding of theoretical concepts and practice skills required for success in your field. Each week consists of Learning Objectives, Learning Resources and learning activities, including collaboration activities and various types of assignments. The learning activities are designed to enable you to synthesise, evaluate and apply the principles covered in this module to your own field of interest. Key Concepts Each week, you will be introduced to a key concept overview in strategic marketing that, along with the learning resources, provides knowledge and frameworks for marketing decision making and analysis. Having the knowledge and the tools to deal with current global challenges and trends in marketing topics such as analysing the internal and external environments, looking at frameworks for marketing and knowing marketing techniques can provide necessary information to help make key decisions in areas such as planning, products and purchasing.

24 Collaborations Collaborations are simply extended assignments that contain both individual writing and group discussion of the assignment in the discussion forum. One of the strengths of an online learning programme such as this is the high level of student interaction, whereby students are encouraged to share their perspectives on module concepts, critical assessment of readings and resources, and their own experiences for the benefit of the others. Collaborations allow you to learn from and with your peers and your Instructor. Your contribution to the online learning community, primarily through Collaboration, represents a significant portion of your final module grade as the results of your Collaboration participation are paired with either your Individual Assignment or your Personal Development Portfolio. Participating in Collaboration You will have regular online interaction and collaboration with other students and the Instructor in order to help consolidate your understanding of theoretical concepts and to develop your skills through Collaboration and Individual Assignments. Collaboration allows you to learn from and with your peers and your Instructor. Your contribution to the online learning community, primarily through Collaboration, represents a significant portion of your final module grade as the results of your Collaboration participation are paired with either your Individual Assignment or your Personal Development Plan. Participation in Collaboration means several things, depending on the particular Collaboration format. If you are placed in a small working group and asked to work collectively to produce something for example, a business report participating means a shared responsibility and leadership for thinking through how a task will be approached, how labour may be divided and following through on your commitment to the group to a high standard of excellence. In the case of a Collaboration format that is a discussion, there will be two parts to the discussion required: posting your initial thoughts to the discussion question and responding to your colleagues postings. Learning in a collaborative environment is most effective when all participants provide creative, good-quality, well-thought-out and well-researched contributions rather than brief, superficial responses or those simply saying, I agree. You should therefore focus on offering new ideas in response to other students comments, extending the discussion into new areas and providing constructive feedback to colleagues. Some ground rules apply for participating in Collaboration include the following: Please only participate in the Collaboration area during the time period in which it appears. Please do not return to the Collaboration area from a previous week or post early to a Collaboration area in a later week unless you are instructed to do so.

25 Review the applicable rubrics for information on how your contributions to the Collaboration areas will be graded in this module; please see the Assessment Section above. Individual Assignments In this module, your initial individual assignment will focus on a readiness skill in academic writing. The assignment enables you to practice paraphrasing the work of others; a skill necessary as your work will increasingly rely on outside research and analysis. Two additional assignments will incorporate not only your academic writing skills, but also allow you to synthesise and apply the key strategic marketing concepts explored throughout the module. Personal Development Portfolio The Personal Development Portfolio is an on-going graded portfolio that is included in several weeks within a module. The portfolio is meant to help you reflect on your learning in relation to the module content as well as your evolving perspectives about your role and your potential future within your field of study. At times, the portfolio has specific prompts that integrate learning from readings, media, Seminars and Assignments. Communicating with your Instructor It is your responsibility to visit the classroom regularly to read messages, announcements and postings made by your Instructor and peers. You can communicate directly with your Instructor through the internal messaging system in the classroom. You should contact your Instructor immediately any time you are not sure of module requirements or expectations, or any time that you have questions about resources, activities and assignments.