Marketing Strategy

Subject

This course emphasises on how marketing creates value for the company’s shareholders. It is an amalgam of all the marketing elements for a successful strategic marketing plan and highlights areas of great importance that affect and relate to marketing policies.

Content:

Students should be able to comprehend and apply the following:

• The notion of marketing strategy
• Strategic and tactical marketing planning
• Sustainable competitive advantage.
• SWOT and PEST analysis.
• Business resource allocation.
• Situational analysis & evaluation of market potential.
• Competitor and customer analysis
• Product Portfolio Analysis
• Alternative & Effective marketing strategies.

Educational Aims

At the completion of this course, students should be able to:

• Use the key elements in developing marketing strategy and planning a marketing program.
• Enhance problem-solving abilities in operational areas of marketing.
• Present examples of how firms organize their marketing efforts across a broad range of business settings to develop sales and/or share.
• Bridge the disciplines of marketing and strategic management.

Student Evaluation

It is based on the marks achieved in the written exams taken at the end of the term. However students can gain extra points by working on assignments given to them during semester. This is not compulsory, but can significantly contribute to the finally achieved degree.

Bibliography

1. Γεώργιος Ι. Σιώμκος (2013), Στρατηγικό Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα.
2. Γεώργιος Ι. Αυλωνίτης,(2010), MarketingPlans,  Εκδόσεις Σταμούλη, Αθήνα.
3. Γεώργιος Ι. Σιώμκος (2007), Ανταγωνιστική Στρατηγική Μάρκετινγκ, Εκδόσεις Σταμούλη, Αθήνα.
4. David W. Cravens, Nigel  Piercy, (2013), Strategic Marketing, (10^th edition), McGraw-Hill.
5. Orville C Walker, John  Mullins, Harper W Boyd, Jr. (2011), Marketing Strategy: A Decision Focused Approach, (7th  Edition), McGraw-Hill.