Subject Overview

Strategic Marketing Management examines how organizations analyze markets, select customers, create differentiated value, build competitive advantage, allocate resources, and implement accountable marketing strategies. It integrates established marketing theory with analytics, digital transformation, artificial intelligence, ethics, sustainability, and contemporary industry practice.

Learning Goal

Students will be able to conduct strategic market analysis, formulate evidence-based marketing strategies, design coordinated marketing programs, evaluate financial and customer outcomes, and govern implementation responsibly in dynamic domestic and international environments.

Syllabus

1. Foundations of Strategic Marketing Management

Learning Objective: Explain strategic marketing terminology, the evolution of marketing thought, market orientation, customer value, stakeholder orientation, and the relationship between corporate, business, and functional strategy.

Category: foundation

2. Strategic Marketing Planning and Decision Architecture

Learning Objective: Apply mission, vision, objectives, strategy hierarchies, the strategic planning cycle, SOSTAC, OGSM, scenario planning, assumptions, decision criteria, and marketing plan development.

Category: foundation

3. Environmental Analysis and Market Intelligence

Learning Objective: Conduct internal and external audits using PESTEL, SWOT/TOWS, Porter’s Five Forces, value-chain analysis, resource-based theory, VRIO, competitor intelligence, market sizing, and demand forecasting.

Category: core

4. Customer Insights, Buyer Behavior, and Marketing Research

Learning Objective: Analyze consumer and organizational buying behavior, customer journeys, decision processes, behavioral and cultural influences, and generate insights through qualitative, quantitative, observational, experimental, and social-listening research.

Category: core

5. Segmentation, Targeting, and Positioning

Learning Objective: Design consumer and business segmentation, assess segment attractiveness, select target-market strategies, develop personas and jobs-to-be-done insights, and create perceptual maps and defensible positioning statements.

Category: core

6. Value Propositions and Competitive Marketing Strategy

Learning Objective: Formulate customer value propositions and competitive strategies using generic strategies, differentiation, cost advantage, focus, Blue Ocean Strategy, strategic groups, game-theoretic reasoning, and sustainable competitive advantage.

Category: core

7. Growth, Portfolio, Innovation, and International Strategy

Learning Objective: Evaluate growth options using Ansoff, BCG, GE–McKinsey, product life-cycle, diffusion-of-innovation, and innovation portfolio models; assess market entry, partnerships, globalization, localization, and international market selection.

Category: strategic

8. Product, Service, and Brand Strategy

Learning Objective: Manage offerings, service design, product architecture, portfolios, new-product development, brand identity, brand equity, brand extension, co-branding, and customer experience across the offering life cycle.

Category: application

9. Strategic Pricing and Revenue Management

Learning Objective: Develop value-, cost-, competition-, and demand-based pricing; assess elasticity, willingness to pay, break-even economics, price discrimination, dynamic pricing, subscription models, promotions, and ethical pricing decisions.

Category: application

10. Channels, Sales, Retail, and Market Ecosystems

Learning Objective: Design direct, indirect, omnichannel, platform, retail, and B2B routes to market; manage intermediaries, channel conflict, sales alignment, partner ecosystems, logistics implications, and channel performance.

Category: application

11. Integrated Marketing Communications and Customer Engagement

Learning Objective: Plan integrated campaigns across advertising, public relations, sales promotion, personal selling, content, search, social media, influencers, mobile, and lifecycle communications using funnel, hierarchy-of-effects, and attribution concepts.

Category: application

12. Marketing Analytics, Metrics, and Financial Accountability

Learning Objective: Use dashboards, KPIs, customer acquisition cost, lifetime value, retention, churn, conversion, share of market, brand metrics, marketing ROI, attribution, experiments, predictive models, and optimization to support decisions and budgets.

Category: advanced

13. Strategy Implementation, Organization, and Change

Learning Objective: Translate strategy into programs, responsibilities, budgets, timelines, controls, and balanced scorecards; align structure, culture, capabilities, agencies, sales, operations, and leadership while managing risk and organizational change.

Category: strategic

14. Ethics, Governance, Sustainability, and Regulation

Learning Objective: Evaluate privacy, consent, data governance, consumer protection, inclusion, accessibility, deceptive practices, algorithmic bias, greenwashing, stakeholder impacts, ESG considerations, and responsible marketing governance.

Category: contemporary

15. Digital Transformation, AI, and the Future of Marketing

Learning Objective: Assess marketing technology stacks, CRM, automation, platforms, generative and predictive AI, personalization, recommendation systems, conversational interfaces, privacy-enhancing technologies, human oversight, emerging business models, and future strategic capabilities.

Category: contemporary