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Effective Marketing Strategies

Source: www.business.salford.ac.uk
Topic: Marketing Strategy

Sort Desciption: What marketing strategy is and why it is important in delivering strategic objectives through ... The financial implications of marketing strategy ...

Content Inside: 2007 syllabus - Final version Dec 06.doc Effective Marketing Strategies Module aim This module provides an overview of the principles of marketing from the directors perspective. It demonstrates why a customer-focused approach to business is important to the continuing success of the company. It examines how competitive advantage can be achieved through the ability to deliver value for customers more effectively than the competition. It also highlights the importance of considering the impact of its activities ethically acting as a responsible organisation. Module syllabus 1. The role and responsibility of the board in determining marketing strategy What marketing strategy is and why it is important in delivering strategic objectives through the creation of value for customers. Outcomes of a well-managed value-based relationship The role of the marketing plan The financial implications of marketing strategy Implications of a customer-focused approach for how the business is managed Key legal and regulatory references 2. Situation appraisal - the position of the company with respect to its strategy for current markets performance and value creation. An understanding of the markets and segments that the organisation operates in and targets including the impact of broad-scale factors Customers needs/ problems influences on them and behaviour creating customer value and competitive advantage Marketing capability analysis Company performance analysis financial and non-financial assumptions Marketing information and market sensing 3. Marketing strategy formulation Determine the basis for marketing strategy Fundamental marketing strategy options Strategy for exploiting the opportunities differentiation positioning and branding The product/ market matrix Market entry (domestic and international) 4. Marketing tactics Overview of tactics and impact of IT Service and product marketing A customer-focused organisation Resources - monitoring and ...

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