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Strategic
Marketing
Dr. George Balabanis
ii
Contents
Course Syllabus………………………………………………………………….…1 Course Schedule……………………………………………………………….…....2 Coursework ……………………………………………… …………………………8
LECTURE NOTES
Session 1. Introduction to Marketing …………………… …………………………12
Session 2.General Approaches to Strategy Making and Planning … ……….……15
Session 3.Marketing Decision Making and Planning………………………………19
Session 4. Analysing the Organisation and Competitors……………………………24
Session 5.Analysing Channels……………………… ...………………………..…30
Session 6. Analysing Consumers- Market Segmentation.…..…….…………………33
Session 7. Market Research and Market Intelligence……………..…………………38
Session 8.Targeting, Positioning, Developing and Managing Offers - Product
Differentiation and Branding……………………… ………..………………………39
READINGS
Torment your customers (they'll love it).; By: Brown, Stephen.,…………….…..…47
Should Strategy Makers Become Dream Weavers?; By: Stopford, John.…….……..53
Is Something Rotten In Segmentation?; By: Gibson, Lawrence……………………58
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