Strategic Marketing Management
Informacje ogólne
Kod przedmiotu: | 2600-ERSM1SMM |
Kod Erasmus / ISCED: | (brak danych) / (brak danych) |
Nazwa przedmiotu: | Strategic Marketing Management |
Jednostka: | Wydział Zarządzania |
Grupy: |
Przedmioty dla studentów ERSAMUS na Wydziale Zarządzania UW w semestrze letnim |
Punkty ECTS i inne: |
(brak)
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Język prowadzenia: | angielski |
Rodzaj przedmiotu: | fakultatywne |
Skrócony opis: |
(tylko po angielsku) Course objectives: to locate marketing in a strategic context and to demonstrate how the available range of theoretical models can be applied at different levels of strategic marketing decisions |
Pełny opis: |
(tylko po angielsku) Topics Readings 1. Strategic Marketing vs. Marketing Planning - Introduction P.Kotler - Ch. 1 & 4 2. Mission & Objectives • establishing the corporate mission • influences on objectives and strategy • guidelines for establishing objectives and setting goals R. Wilson- Ch. 6 3. & 4. Analysing the Product Portfolio • models of portfolio analysis • market attractiveness and business position assessment • criticism of portfolio analysis R. Wilson- Ch. 9 5. & 6. & 7. Strategic Gap Analysis and Growth&Consolidation Strategies • types of the strategic gap • growth strategies • consolidation strategies Case 1 8. Allocation Strategies • growth • fast growth • selective growth • aliance • optimalization • market position defence • market exit strategies Case 2 9. Demand Growth Strategies • strategies based on the number of buyers • strategies based on the level of consumption • selective demand growth strategies Case 3 10. Strategies for Market Leaders • position defence • flanking defence • preemptive defence • counteroffensive defence • mobile defence • contraction defence P.Kotler - Ch. 11 11. Strategies for Market-Challengers • frontal attack • flank attack • encirclement attack • bypass attack • guerilla attack P.Kotler - Ch. 11 12. Strategies for Market-Followers& Nichers • following closely • following at a distance • following selectively P.Kotler - Ch. 11 13. & 14. Strategies for different PLC stages • strategies in the introduction stage • strategies in the growth stage • strategies in the maturity stage • strategies in the decline stage P.Kotler - Ch. 12 15. Final Exam |
Literatura: |
(tylko po angielsku) P. Kotler: Marketing Management, Prentice-Hall, Englewood Cliffs. R. Wilson, C. Giligan: Strategic Marketing Management, Butterworth Heinemann, |
Metody i kryteria oceniania: |
(tylko po angielsku) Course Grading: • 70% final exam (seven open-ended questions, each worth 10%) • 30% case studies (written preparation: 2-5 pages, case is to be done in groups: 2-3 persons during the class or at home as a homework) Final grades: • 100 – 91% - 5 • 90 – 81% - 4+ • 80 – 71% - 4 • 70 – 61% - 3+ • 60 – 51% - 3 • 50% or less - 2 |
Właścicielem praw autorskich jest Uniwersytet Warszawski, Wydział Nauk Ekonomicznych.