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MASENO UNIVERSITY

SCHOOL OF BUSINESS AND ECONOMICS

DEPARTMENT OF MARKETING AND MANAGEMENT

ABA 423: STRATEGIC MARKETING

COURSE OUTLINE

LECTURER: CAINAN OJWANG

COURSE OBJECTIVES: At the end of this unit the learner should be able to:

1. Definestrategic marketing and describe the strategic marketing process2. Discuss the market driven strategy

3. Construct a strategic marketing plan

4. Do the market analysis using SWOT analysis and market research.

5. Explain the new product development strategy

6. Highlight marketing strategies at various stages of product life cycle.

Course Examination:

Sit in Class 20%

Class Presentations 10%

Final Examination 70%

TOTAL 100%

COURSE CONTENT

1. Introduction:

Definition of Strategic Marketing

Strategic Marketing Process

Marketing Mix.

2. Market Driven Strategy

Market Segmentation

Market Targeting

Market Positioning

Differentiation

3. Implementing strategic marketing plan

Vision, mission, objectives.

Definition of marketing plan

Elements of marketing plan

Importance of marketing plan

4. Market Analysis

SWOT analysis

Market Research Analysis

Matching Needs with Product Benefits,

BCG Matrix, Ansoffs Matrix, Porters Generic Strategies

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5. New product Development Strategy

Idea generation

Idea Screening

Concept development and testing

Marketing strategy development Business analysis

Product development

Test marketing

Commercialization

6. Developing Strategic Marketing Programmes

Pricing Strategy

Value Chain Strategy (Distribution Channels) Advertising

Promotion Strategies

Sales Force Strategies

7. Product Life Cycle (PLC)

Assumptions of the PLC

Stages in PLC

Marketing strategies at the various stages of PLC

8. Product decisions Product attributes

Product line

Product mix decisions

Product branding

Product packaging

Product labeling

Product warranties

Universal Product Codes(UPC)

REFERENCES:1.Drummond Graeme, Ensor, John & Ashford, Ruth(2008), Strategic Marketing Planningand Control.3rd edition Burling tone MA ,usa: Butterworth Heinemann.2. Gilligan C., & Wilson R.M.(2004),Strategic Marketing and Planning.3. Bradley, Frank (2002). International Marketing Strategy.

4. Kelley, Craig A. (1994), Marketing Management: Strategies and Programs.

5. Kumar, Nirmalya.(2004),Marketing as Strategy.

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6. Lee, Keifer(2005), Global Marketing Management: Changes, Challenges and New

Strategies.