24800 Managerial Marketing

Subject level: Postgraduate

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

On successful completion of this subject, students should be able to:

1. apply marketing planning and strategy concepts and principles to an organisational context
2. identify constituents of the competitive environment and core competencies of the organisation
3. understand how to identify and implement competitive positioning strategies for market offerings
4. 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

Assessment item 1: Marketing Simulation (Group)

Assessment item 2: Case Study Analysis (Individual)

Assessment item 3: Final Examination (Individual)

Required text(s)

Aaker, DA, Strategic Market Management, 7th edn

Larreche, JC and Gatignon, H and Triolet, R, Markstrat Online Student Handbook, StratX International, ISBN 0974306 3 04

Burke, S, 'Linking Competitive Positions, Success Requirements and Capabilities' (http://SSRN.com/abstract=938374)

Burke, S, 'Fuzzy-Needs Based Competitive Sets: Stucture and Use' (http://ssrn.com/abstract=955711)