Objectives and competences
In this course, students are systematically trained in understanding a role of strategic marketing in the context of management of organizations, and in understanding extension and the meaning of strategic analysis and diagnosis, creating strategic marketing objectives and strategies.
Students will have skills in using integrated knowledge to create appropriate strategic marketing plan.
Content (Syllabus outline)
1. INTRODUCTION TO STRATEGIC MARKETING
- Fundamental starting-points in studiing marketing in 21st century
- Strategic marketing and its relation with strategic management of organizations
2. STRATEGIC ANALYSIS AND DIAGNOSIS
- Analysis of organizational internal environment
- Analysis of organizational external environment
- Strategic diagnosis
3. STRATEGIC MARKETING PLANNING
- Market segmentation and determining target markets
- Creating strategic marketing objectives
- Creating generic strategies and fundamental marketing strategies
- Stragegic positioning
- Creating instrumental marketing strategies
- Formulation of strategic marketing plan
Learning and teaching methods
- ex-cathedra lecturing,
- interactive lecturing,
- case studies,
- individual critical study of materials and cases,
- teamwork.
Intended learning outcomes - knowledge and understanding
Students in this course:
1. Recognize existing knowledge in the field of basic marketing and connect it with specific knowledge in the field of strategic marketing and operational marketing (PILO 1a).
2. Understand and know how to apply specific models in the field of strategic marketing (e.g., growth portfolio models, models for diagnosing the strategic position of products, etc.) (PILO 2a).
3. Understand and know how to evaluate a wide range of methods and techniques within the framework of strategic analysis and diagnosis, as well as data collection for the needs of the strategic marketing process (PILO 1a, PILO 2a).
4. Know how to critically analyze and synthesize information obtained from various sources in a way that can be innovative and recognizes the practical value of knowledge or processes from the perspective of strategic marketing in connection with practice (PILO 1a).
5. Critically assess content in the field of strategic marketing, which enables them to properly use research, knowledge, and methodological approaches, as well as justify different approaches in the research field of strategic marketing (PILO 1a).
6. Based on theoretical knowledge, they know how to argue, evaluate, and draw conclusions about the suitability of solutions to practical problems in the field of strategic marketing (PILO 1a).
7. Understand and are able to assess ethical decisions in the field of strategic marketing (e.g., in acquiring information about competitors, in developing imitation strategies, in pricing strategies, and in communication) (PILO 4a).
8. Understand and know how to explain the importance of digitalization, automation, and robotization in the field of strategic marketing (PILO 4a).
9. Understand and know how to apply the principles of sustainable marketing in such a way that they can appropriately incorporate aspects of socially responsible, ethical, and sustainable practices into marketing strategies, which take into account not only customer needs but also the needs of society and the environment at large (PILO 4b).
10. Organize and lead independent work and teamwork, either as leaders or as members, and develop appropriate communication skills that enable them to effectively present work results (PILO 3b, PILO 3c).
Intended learning outcomes - transferable/key skills and other attributes
Students in this course:
1. Recognize existing knowledge in the field of basic marketing and connect it with specific knowledge in the field of strategic marketing and operational marketing (PILO 1a).
2. Understand and know how to apply specific models in the field of strategic marketing (e.g., growth portfolio models, models for diagnosing the strategic position of products, etc.) (PILO 2a).
3. Understand and know how to evaluate a wide range of methods and techniques within the framework of strategic analysis and diagnosis, as well as data collection for the needs of the strategic marketing process (PILO 1a, PILO 2a).
4. Know how to critically analyze and synthesize information obtained from various sources in a way that can be innovative and recognizes the practical value of knowledge or processes from the perspective of strategic marketing in connection with practice (PILO 1a).
5. Critically assess content in the field of strategic marketing, which enables them to properly use research, knowledge, and methodological approaches, as well as justify different approaches in the research field of strategic marketing (PILO 1a).
6. Based on theoretical knowledge, they know how to argue, evaluate, and draw conclusions about the suitability of solutions to practical problems in the field of strategic marketing (PILO 1a).
7. Understand and are able to assess ethical decisions in the field of strategic marketing (e.g., in acquiring information about competitors, in developing imitation strategies, in pricing strategies, and in communication) (PILO 4a).
8. Understand and know how to explain the importance of digitalization, automation, and robotization in the field of strategic marketing (PILO 4a).
9. Understand and know how to apply the principles of sustainable marketing in such a way that they can appropriately incorporate aspects of socially responsible, ethical, and sustainable practices into marketing strategies, which take into account not only customer needs but also the needs of society and the environment at large (PILO 4b).
10. Organize and lead independent work and teamwork, either as leaders or as members, and develop appropriate communication skills that enable them to effectively present work results (PILO 3b, PILO 3c).
Readings
Obvezna:
Iršič, M. 2024. Strateški marketing - temeljni koncepti, metodologija in uporaba. Maribor: Univerzitetna založba.
Iršič, M. 2024. Strateški marketing - zbirka nalog in primerov. Maribor: Ekonomsko-poslovna fakulteta.
Dodatna:
Mooradian, T. A., Matzler, K., Ring, L. J. 2012. Strategic Marketing. Pearson Education, Inc.
Prerequisits
The students have to write seminar work in order to write the exam.
Additional information on implementation and assessment Midterm exam covers a part of major topics.A written exam is covering all major topics.
