MM4751 Course Outline 2015 01 Marketing Strategy
MM4751 MARKETING STRATEGY
Lecture LTL001: Monday, BC311 8:30am~11:30am LTL002: Thursday, M106 8:30am~11:30am LTL003: Friday, M106 15:30pm~18:30pm
LEVEL 3 CREDITS 3
Lecturer: Sherman Lam
Office/Tel/email: M809, 2766-4020, sherman.lam@polyu.edu.hk
Office Hours: by appointment
COMPONENT WEIGHTING:
1. Examination 50%, (Min passing grade D)
2. Course work 50%. (Min passing grade D)
Components of Continuous Course Work Assessment (CA)
% of Total
I. Group Project Presentation
20%
II. Individual Report
15%
III. In Class presentation/group works
5%
IV. Seminar
5%
V. Individual attendance and participation in lectures and seminars
5%
OBJECTIVES This course aims to help students learn how to develop effective strategies for businesses in the real world, which include:
i. Critically evaluate and analyze relevant information, ii. Size up the situation, internally & externally, and have a good grab of the rules of the game, iii. Building clear and sound rationale and lines of arguments in support of the strategic recommendations.
The following are activities covered in the strategic development process:
1. to develop an understanding of the forces driving competition in a competitive market,
2. to review the effectiveness of marketing theories/models in solving marketing problems.
3. to review the concept of analytical tools and their implementation in the strategic development process,
4. to develop skills for analyzing corporate strategies and tactics from a marketing perspective,
5. to provide a framework for the development of marketing strategy,
6. to formulate marketing strategies and its implications on marketing mix,
7. to integrate lower level marketing mix decisions (product, pricing, channels of distribution and promotion) with that of higher level market-driven decisions (targeting, segmentation, positioning and differentiation).
In summary, this module aims to help students learn how to manage the process of applying relevant
Lecture LTL001: Monday, BC311 8:30am~11:30am LTL002: Thursday, M106 8:30am~11:30am LTL003: Friday, M106 15:30pm~18:30pm
LEVEL 3 CREDITS 3
Lecturer: Sherman Lam
Office/Tel/email: M809, 2766-4020, sherman.lam@polyu.edu.hk
Office Hours: by appointment
COMPONENT WEIGHTING:
1. Examination 50%, (Min passing grade D)
2. Course work 50%. (Min passing grade D)
Components of Continuous Course Work Assessment (CA)
% of Total
I. Group Project Presentation
20%
II. Individual Report
15%
III. In Class presentation/group works
5%
IV. Seminar
5%
V. Individual attendance and participation in lectures and seminars
5%
OBJECTIVES This course aims to help students learn how to develop effective strategies for businesses in the real world, which include:
i. Critically evaluate and analyze relevant information, ii. Size up the situation, internally & externally, and have a good grab of the rules of the game, iii. Building clear and sound rationale and lines of arguments in support of the strategic recommendations.
The following are activities covered in the strategic development process:
1. to develop an understanding of the forces driving competition in a competitive market,
2. to review the effectiveness of marketing theories/models in solving marketing problems.
3. to review the concept of analytical tools and their implementation in the strategic development process,
4. to develop skills for analyzing corporate strategies and tactics from a marketing perspective,
5. to provide a framework for the development of marketing strategy,
6. to formulate marketing strategies and its implications on marketing mix,
7. to integrate lower level marketing mix decisions (product, pricing, channels of distribution and promotion) with that of higher level market-driven decisions (targeting, segmentation, positioning and differentiation).
In summary, this module aims to help students learn how to manage the process of applying relevant
References: 1. Walker, Mullins, Boyd and Larreche, (2008), Marketing Strategy, a decision-focused approach, 6th edition. McGraw-Hill. 2. Healy, Genevieve (2004), Strategic Marketing Analysis, Thomson Learning 3 6. Proctor, Tony, (2000) Strategic marketing: an introduction, London ; NY : Routledge,. 14. Jain, Subhash C. (2003). Marketing Planning and Strategy, 5th ed, South-Western Publishing. 15 16. Boone, Louis E. and Kurtz, David L. (2000), Contemporary Marketing, 10th ed, Fort Worth: Harcourt College Publishers 17 18. Mercer, D. (1998). Marketing Strategy: The Challenge of the External Environment, London: Sage Publications.