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,
- seminar project,
- individual critical study of materials and cases,
- teamwork.
Intended learning outcomes - knowledge and understanding
Students in this course:
1. Upgrade the existing knowledge in the field of fundamentals of marketing with specific knowledge in the field of strategic marketing and is able to connect them with the knowledge in the field of tactical and operational marketing.
2. Understand and knowshow to integrate specific business models in the field of strategic marketing (e.g. portfolio models of growth, models for diagnosing strategic market position of the products etc.) (PILO 2a).
3. Know and understand a wide range of methods and technics of strategic analysis and diagnosis as well as how to obtain data for the purposes of the process of strategic marketing (PILO 1a, PILO 2a).
4. Can critically synthesize information obtained from various sources in a way that can be innovative and see the useful value of knowledge or processes from the strategic marketing view point in connection with practice (PILO 1a).
5. Mastered the knowledge of strategic marketing which enable them to critically assess research, knowledge, and methodological approaches and justify different approaches in the research field of strategic marketing (PILO 1a).
6. Based on theoretical knowledge, demonstrate independance and originality in solving practical problems in the field of strategic marketing (PILO 1a).
7. Understand and can make ethical decisions in the field of sgtrategic marketing (e.g. in obtaining information about competitors, in creating imitation strategies from competitors, in creati ng price and communication sgtrategies) (PILO 4a).
8. Understand the importance of digitalization, automation, and robotisation in the field of sgtrategic marketing.
9. Understand and know how to apply the principles of sustainable marketing in such a way as to be able to adequately include aspects of socially responsible, ethical, and sustainable activities in marketing strategies, which, in addition to the needs of customers, also take into account the needs of wider society and the environment (PILO 4b).
10. Are able to work independently and in the group, as leaders or as members, and have developed appropriate communication skills that enable them to present the results of their work effectively (PILO 3b, PILO 3c).
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Intended learning outcomes - transferable/key skills and other attributes
Students in this course:
1. Upgrade the existing knowledge in the field of fundamentals of marketing with specific knowledge in the field of strategic marketing and is able to connect them with the knowledge in the field of tactical and operational marketing.
2. Understand and knowshow to integrate specific business models in the field of strategic marketing (e.g. portfolio models of growth, models for diagnosing strategic market position of the products etc.) (PILO 2a).
3. Know and understand a wide range of methods and technics of strategic analysis and diagnosis as well as how to obtain data for the purposes of the process of strategic marketing (PILO 1a, PILO 2a).
4. Can critically synthesize information obtained from various sources in a way that can be innovative and see the useful value of knowledge or processes from the strategic marketing view point in connection with practice (PILO 1a).
5. Mastered the knowledge of strategic marketing which enable them to critically assess research, knowledge, and methodological approaches and justify different approaches in the research field of strategic marketing (PILO 1a).
6. Based on theoretical knowledge, demonstrate independance and originality in solving practical problems in the field of strategic marketing (PILO 1a).
7. Understand and can make ethical decisions in the field of sgtrategic marketing (e.g. in obtaining information about competitors, in creating imitation strategies from competitors, in creati ng price and communication sgtrategies) (PILO 4a).
8. Understand the importance of digitalization, automation, and robotisation in the field of sgtrategic marketing.
9. Understand and know how to apply the principles of sustainable marketing in such a way as to be able to adequately include aspects of socially responsible, ethical, and sustainable activities in marketing strategies, which, in addition to the needs of customers, also take into account the needs of wider society and the environment (PILO 4b).
10. Are able to work independently and in the group, as leaders or as members, and have developed appropriate communication skills that enable them to present the results of their work effectively (PILO 3b, PILO 3c).
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
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 seminar project;
written exam.
According to the instructions given by the lecturer, students prepare individual seminar projects.
A written exam is covering all major topics. Students have to achieve 56 % of all points to pass.
