24800 Managerial Marketing

Faculty of Business: Marketing
Credit points: 8 cp

Subject level: Postgraduate

Result Type: Grade and marks

Handbook description

Managerial Marketing allows students to develop and execute a marketing strategy for their simulated firm, including product and brand management, research and development, pricing, distribution, and sales force management. The setting for the simulation is a technology-based industry in which teams initiate operations for their firm and receive information on customer needs, customer satisfaction with brands, prices and products. Simulation participants learn to interpret competitors' tactics and how to adjust their firm's marketing strategy to stay ahead of the competition. The consequences of team actions on both brand profitability and firm profitability become apparent throughout the simulation.

Subject objectives/outcomes

Apply marketing planning and strategy concepts and principles to an organisational context.
Identify constituents of the competitive environment and core competencies of the organisation.
Understand how to identify and implement competitive positioning strategies for market offerings.
Analyse and synthesise complex market research, operational and financial information and develop tactical and strategic marketing decisions.

Contribution to graduate profile

Managerial Marketing provides a foundation and framework for understanding strategic marketing decision making and the consequences of such decisions for the firm. The subject introduces participants to strategic marketing principles and frameworks that are utilised in decision making, and requires students to apply these in a simulated dynamic market environment.

Teaching and learning strategies

The subject material is discussed using a combination of lectures, case analyses and in-class simulations and discussions. Participants will be required to work both individually and in small groups. The learning experience is enhanced by the active participation of students who can draw on a wide range of business experiences that will inform class discussions and decisions made during the course of the simulation.

Content

Introduction to marketing management
Market-led strategic management
Managing marketing information
Strategic marketing planning
Portfolio analysis
Competitive market analysis
Consumer behaviour and market segments
Identifying competitive positions
Positioning strategies

Assessment

Marketing Simulation (Group)	30%
Tests objectives 1-4.
Case Study Analysis (Individual)	30%
Tests objectives 1-4.
Final Examination (Individual)	40%
Tests objectives 1-3.

To pass the subject, students must achieve at least 50% of the final overall grade.

Recommended text(s)

Hooley, G.J., Saunders, J.A. and Piercy, N. (2004) "Marketing Strategy and Competitive Positioning" 3rd Edition, London: Prentice Hall/Financial Times ISBN 0273 65516 7

Larréché, J-C., Gatignon, H. and Triolet, R (2005) 'Markstrat Student Handbook and Software License' StratX International, Paris, ISBN: 0-9743063-0-4

Indicative references

Swiercz, P. M. (2007) SWIF Learning: A Guide to Student-Written, Instructor-Facilitated Case Writing, Houghton Mifflin Company Online at http://college.hmco.com/business/resources/casestudies/students/swif.pdf

Anon: What is Case Study Analysis available at: http://college.hmco.com/business/resources/casestudies/students/overview.htm Houghton Mifflin Company

Smith, J. B. and Colgate, M. (2007) Customer Value Creation: A Practical Framework, Journal of Marketing Theory & Practice, 15 (1), 7-23

Lee, S., Yoon, S-J., Kim, S and Kang, ,J-W. (2006) 'The integrated effects of market-oriented culture and marketing strategy on firm performance', Journal of Strategic Marketing, 14:3, 245 - 261