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1、Syllabus of Strategic MarketingCourse Code: STM4001MTotal Teaching Hours: 48Total Credits: 3Pre-required Courses: Marketing, ManagementCourse DescriptionThis course deals with the process of developing and implementing a marketing strategy. Marketing strategy focuses on in-depth discussion of the pr
2、ocesses used in marketing to achieve competitive advantage. This course is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation the identification of target markets and the creation of a differential a
3、dvantage. In doing that, we recognize the emergence of new potential target markets born of the recession and increased concern for climate change; and we can examine the ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.TextbookGraham
4、 J.Hooley Brigitte Nicoulaud , Nigel Piercy. Marketing Strategy and CompetitivePositioning. Financial Times Prentice Hall. 5th Revised edition (2011.07)Course ScheduleWeekTopics1-2Market-led strategic management and Strategic marketing planning3The Changing Market Environment4-5Customer and Competit
5、or analysis6-7Understanding the Organisational Resource, Forecasting future demand and market requirements8-9the principles and research of Segmentation and positioning10-12Creating Sustainable Competitive Advantage, include: Competing through the New Marketing Mix, Competing through innovation, Com
6、peting through superior service and customer relationships13-14The Strategic of customer management, alliances and networks , implementation and internal marketing15Twenty-first Century Marketing and Corporate Social Responsibility16ReviewGradingHomework Assignments, Research Paper, Quizzes and Clas
7、s Participation, etc. 50%Final Exam50%The grades will be assigned as follows: 90-100 80-89 70-79 60-69 0-59AssessmentsHomework Assignments - There will be homework assignments every section. You may discuss homework questions with your classmates and do the presentation after you are notified. Bette
8、r presentation will contribute promotion of the grade.Research Paper - The students are also required to submit a research paper which is regarding marketing theory and/or its applications, one current and real case analysis and so on. The purpose of this paper is to improve the ability of judgment.
9、 The topic of the paper can either be chosen by the students themselves based on discussion with the teacher or be given by the teacher directly. The final version of team paper should be submitted no later than 16th week of the semester. Late submission will cause penalty on the grade.Final Exam -
10、The written, close-textbook final exam will be given at end of the semester. The exam duration is 2 hours. The final exams will focus on the text, lectures and homework assignments. It will consist of 10 true and false questions, 15 multiple-choice questions, 4-5 short answers and 4-5 application qu
11、estions. A sample of the final exam will be posted for your reference before the exam.Class AttendanceSchool policy dictates that attendance is mandatory. You should come to every class on time, stay for the entire class, and be attentive during the class unless you have a family or health related e
12、mergency. If you do miss a class it is your responsibility to get lecture notes and assignments from another student. If you miss more than three classes the Instructor reserves the right to drop you from the course.Class PreparationAs a guideline, you should expect to spend at least 3 hours per week preparing for class. I will let you know what we will study next week. Do not get behind. You need to spend significant time on class preparation before every class rather than letting work pile up.