Marketing (MKTG) 440

Overview

Marketing 440: Marketing Strategy introduces important concepts in strategy formulation and implementation. The notion that organizations should strive to satisfy customer needs while achieving their own objectives is embodied in a business philosophy known as the marketing concept, the most fundamental precept in the marketing discipline. Despite the fact that many successful organizations now embrace the marketing concept as a way of doing business, creating long-term, mutually beneficial exchange relationships with customers is seldom easy, even when buyer needs are known and the external environment is stable and predictable. Rapid and unpredictable change implies that marketing managers need to understand the forces of strategic change, analyze the implications of these changes for the competitive position of their organizations, and respond quickly with effective marketing strategies. Integrating the analysis of complex strategic situations with knowledge about target market and positioning strategies permits marketing managers to anticipate and exploit changes that are largely beyond the control of any single organization. This is accomplished by matching organizational strengths with market, industry, and competitive opportunities to create and sustain mutually beneficial customer relationships.

Outline

Unit 1: Marketing Strategy and Financial Aspects of Marketing Management

• Lesson 1: Introduction to Marketing Strategy
• Lesson 2: Financial Aspects of Marketing Management

Unit 2: Strategic Situation Analysis Overview

• Lesson 3: Market Structure, Market Opportunity, and Customer Orientation
• Lesson 4: Competitor Orientation and Competitive Analysis
• Lesson 5: Competitive Advantage and SWOT Analysis as an Integrative Framework

Unit 3: Market Segmentation, Target Marketing, and Positioning

• Lesson 6: Market Segmentation and Target Market Strategy
• Lesson 7: Positioning Strategy

Unit 4: Making Marketing Strategy Decisions

• Lesson 8: Product/Service Strategy
• Lesson 9: Pricing Strategy
• Lesson 10: Marketing Channel Strategy
• Lesson 11: Integrated Marketing Communications

Unit 5: Marketing Programs and Control

• Lesson 12: Marketing Programs and Strategy Reformulation

Evaluation

To receive credit for MKTG 440, you must pass the Final Examination and achieve an overall course grade of “D” (50 percent) or better. The passing grade for the Final Examination is also “D”. The following table indicates the credit activities and their weighting toward the final grade.

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.