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Title: Strategic Marketing Management - Introduction & Planning Processes
Description: Marketing MSc degree notes on Strategic Marketing Management module
Description: Marketing MSc degree notes on Strategic Marketing Management module
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Strategic Marketing Management
Notes
Lecture 1 - Introduction & Planning Process
(Researched Examples in blue)
Marketing Management consists of 4 Stages:
Analysis - of the market, competitors, company and customers
Planning - marketing objectives, segments, target consumers, strategies and marketing mix
Implementation - allocation of staff and resources, time-scales, responsibilities and delegation
Control - Accountability of activities, profitability and return on investment, customer feedback
Strategic Marketing Planning begins with
Corporate objectives -> Marketing Audit -> Marketing Objectives -> Marketing Strategies ->
Marketing Programmes -> Budgets -> finally Control and Evaluation
There are three levels of strategy which follow a hierarchy of development
Corporate Strategy describes a company’s overall direction in terms of its general attitude toward
growth and the management of its various businesses and product lines to achieve a balanced
portfolio of products and services
...
Business Strategy, sometimes called competitive strategy, is developed at divisional level and
emphasises improvement of the competitive position of a corporation’s products or services in the
specific industry or market segment served by that division
...
Functional Strategy is concerned with maximising resources productivity
...
Their functional strategy is to align all the departments in order to improve customer
service, delivery time and order accuracy
...
Where are we now?
2
...
How might we get there?
4
...
How can we ensure arrival?
Stage one is answered best with a Situational analysis
...
Analysing both the micro and macro
environment
...
Be a leader in environmental
innovation
...
Objectives are SMART as they are specific measurable attainable relevant and time based
- Reduce average tailpipe emissions by 25% by 2015
...
- Reduce waste to landfill from manufacturing operations to 4
...
- Support global communities by offsetting 5m tonnes of CO2 and improve 5m lives
around the world by 2020
Title: Strategic Marketing Management - Introduction & Planning Processes
Description: Marketing MSc degree notes on Strategic Marketing Management module
Description: Marketing MSc degree notes on Strategic Marketing Management module