THE OPEN UNIVERSITY OF TANZANIA

FACULTY OF BUSINESS MANAGEMENT

DEPARTMENT OF MARKETING AND ENTREPRENEURSHIP

COURSE OUTLINE

OME 221: MARKETING STRATEGY, PLANNING AND CONTROL

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INTRODUCTION

This course introduces different strategies used by business firms to attain their intended goals.
The primary goal of the firm is to maximize profit and it is impossible for a firm to achieve
higher profits without having clear strategies. The strategies are classified into operation, grand,
competitive, market dominance and growth. In order to apply the strategies successful, the firm
must have comprehensible strategic planning and marketing analysis. Market control is also
essential to make sure that strategies are implemented successfully.

COURSE OBJECTIVES

The main objective of this course is to furnish students with a clear understanding of marketing
strategies.

At the end of this course the student should able to:

 To discuss nature and scope of marketing strategies

 Describe the strategic marketing process

 To analyse the importance of marketing audit

 To explain the concept of strategic direction

 Discuss how to create the strategic advantage

 To explain how to develop a market plan

 To discuss the importance of marketing forecasting

 To illustrate the strategic planning process

 To discuss market dominance, growth, competitive, operational and grand strategies

 To discuss the concept of marketing implementation and control

LECTURE ONE: NATURE AND SCOPE OF MARKETING STRATEGY

1.1 Overview

The lecture examines the emerging trends in the marketing environment where there are
significant changes in customers and competition. The lecture aims at introducing you to the
concepts of market strategies, strategies for entering blocked/new market and the grand
strategies.

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1.2 Learning objectives

At the end of this lecture you should be able to:

 Define the concept of marketing and marketing strategy

 Describe the relationship between marketing concept and marketing strategies
 Describe the strategic marketing management and its orientations
 Explain the role of marketing in strategy
 Describe the strategic decision and the nature of strategy

1.3 Sub topics

 The concept of marketing and marketing strategy

 The relationship between marketing concept and marketing strategies
 The strategic marketing management
 Marketing Management orientations
 Marketing and its role in strategy
 Strategic decision and the nature of strategy

LECTURE TWO: MARKETING SEGEMENTATION, TARGETING AND

POSITIONING

2.1 Overview

This lecture aims at introducing you to the concept of marketing segmentation, targeting and
positioning. In this lecture you will learn the nature, types and factors that affect the marketing
segmentation, targeting and positioning.

2.2 Learning objectives

At the end of this lecture you should be able to:

 Describe the Nature and purpose of segmentation

 Describe the approaches and bases for Market segmentation

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  Discuss the factors affecting the feasibility of segmentation

 Describe the types of marketing segmentation

 Analyse the marketing targeting

 Discuss the Market positioning and reposition strategies

2.3 Sub topics

 Nature and purpose of segmentation

 The approaches and bases for Market segmentation

 Factors affecting the feasibility of segmentation

 The types of marketing segmentation

 Marketing targeting

 The Market positioning and reposition strategies

LECTURE THREE: MARKETING PLAN

3.1 Overview

This lecture demonstrates to you how to prepare the marketing plan. In this lecture you will learn
the components and steps in developing the marketing plan. These lectures introduce you to the
importance of the marketing plan since the marketing plan helps to create the sustainable
competitive advantages for the business and develop loyalty to customers.

3.2 Learning objectives

At the end of this lecture you should be able to:

 Define the term marketing plan

 List the components/structure of the marketing plan

 Describe budgeting as a planning tool

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  Explain the dimensions of marketing planning

 Discuss the benefits and challenges of the marketing planning

3.3 Sub topics

 The term marketing plan

 The components/structures of the marketing plan

 Budgeting as a planning tool

 The dimensions of marketing planning

 The benefits and challenges of the marketing planning

LECTURE FOUR: STRATEGIC MARKETING PLANNING

4.1 Overview

This lecture expounds the nature of strategic marketing plan. In this lecture you will learn the
school of strategic thinking and the dimensions of marketing and its advantages.

4.2 Learning objectives

At the end of a lecture you should be able to:

 Define the strategic marketing planning

 Discuss the perspectives of strategic thinking

 Differentiate between Strategic planning and marketing planning

 Illustrate the strategic marketing process

 Discuss the influence of the drivers of changes in strategic marketing planning

 Describe the use and benefits of strategic marketing planning

4.3 Sub topics

 The strategic marketing planning defined

 The perspectives of strategic thinking

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  Difference between Strategic planning and marketing planning

 Managing the strategic planning process

 The influence of the drivers of changes in strategic marketing planning

 the use and benefits of strategic marketing planning

LECTURE FIVE: MARKET RESEARCH AND INFORMATION SYSTEM

5.1 Overview

In this lecture you will learn how market research collects necessary information for formation of
business strategies. Through market research information are collected, analyzed and interpreted
for decision making. The lecture also propounds the role which is played by information system
in enhancing strategic sustainable competitive advantage for the business firms.

5.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the concept of market research

 Discuss the steps of market research

 Explain the importance of market research

 Classify the marketing information systems

 Explain the role of the internet in business

 Identify the functional components of Marketing Information System

 Analyse the Customer management systems and marketing information systems

 Describe the components of Customer relationship management

5.3 Sub topics

 The concept of market research

 Steps of market research

 The importance of market research

 Types of marketing information system

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  Classes of marketing information systems

 The Role of the Internet in business

 Functional Components of Marketing Information System

 Customer management systems and marketing information systems

 Customer relationship Management

LECTURE SIX: MARKETING FORECASTING

6.1 Overview

In this lecture you will learn that forecasting is one aspect of marketing planning. This lecture
will introduce to you the concepts of uncertainty and risks and how to forecast markets by using
different techniques.

6.2 Learning objectives

At the end of this lecture you should be able to:

 Define the term forecasting

 Different between risk and uncertainties

 Discuss different forecasting techniques

 Difference between short and long range forecasting

 Explain the importance of forecasting

6.3 Sub topics

 Defining the term forecasting

 Difference between risk and uncertainties

 Forecasting techniques

 Difference between short and long range forecasting

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  The importance of forecasting

LECTURE SEVEN: MEGAMARKETING

6.1 Overview

This lecture introduces to you the topic of megamarketing as one of strategies for entering and
operating in obstructed or protected markets. The concept of megamarketing emphasizes the
mastering and coordination of economic, psychological, political and public relation skills and
suggests that organizations can take a proactive stance in shaping macro-environmental
conditions.

6.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the term megamarketing

 Discusses the megamarketing skills

 Explain the megamarketing strategies

 Discuss the implications of megamarketing for the business performance

6.3 Sub topics

 The meaning of megamarketing

 The mega marketing skills

 The megamarketing strategies

 The implications of megamarketing for the business performance

LECTURE EIGHT: CREATING STRATEGIC ADVANTAGE

8.1 Overview

In order a business organization to achieve its goals, objectives and targets it has to create a
successive strategic advantage. In this lecture you will learn issues that enhance strategic

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advantage which are alliances and networks. You will also be introduced to the strategies for
declining and hostile markets, defensive, offensive and wear out the strategies.

8.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the terms strategic advantage

 Explain the Key success factors

 Describe the sustainable competitive advantage

 Analyze the competitor strengths and weaknesses

 Describe the marketing organizational capabilities

 Discuss the importance of alliance and network strategies

 Explain the features of declining markets

 Differentiate between defensive and offensive markets

 Analyse the wear out strategies

 Describe the Internet marketing strategies

 The strategies for entering into new/blocked markets

 Discuss the grand strategies

8.3 Sub topics

 Defining the term strategic advantage

 The Key success factors

 The sustainable competitive advantage

 The competitor strengths and weaknesses

 Building organizational marketing organizational capabilities

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  Alliance and network strategies

 Explain the features of declining markets

 Differences between defensive and offensive markets

 The wear out strategies

 Internet Marketing Strategies

LECTURE NINE: STRATEGIC DIRECTION AND STRATEGY FORMULATION

9.1 Overview

In this lecture you will learn that it is important to have the strategic direction of your business.
The lecture explains the importance of formulating organizational goals, vision, mission and
objectives by involving different stakeholders.

9.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the term goals, mission, vision, objectives and strategic direction

 Outline the approaches to developing strategic advantage

 Identify the business stakeholders

 Discuss the factors that influence formation of goals, mission, vision and objectives

 Assess the importance of strategic direction

9.3 Sub topics

 The concepts of goals, mission, vision, objectives and strategic direction

 The approaches to developing strategic advantage

 The business stakeholders

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  Factors that influence formation of goals, mission, vision and objectives

 The importance of strategic direction

LECTURE TEN: MARKETING SCENARIO ANALYSIS

10.1 Overview

In this lecture you will learn how to use marketing scenarios to plan and control the marketing
strategies. This lecture introduces you to advantages of scenario analysis and stages of the
scenario planning.

10.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the concept of scenario analysis

 Differentiate scenario analysis from forecasting techniques

 Explain the practical development of scenarios

 Discuss the advantages of using simpler scenario approach

 Outline stages in scenario planning

 Discuss the uses of scenarios

10.3 Sub topics

The meaning scenario analysis

 Difference between scenario analyses compared to forecasting techniques

 The practical development of scenarios

 The advantages of using simpler scenario approach

 Stages in scenario planning

 Discuss the uses of scenarios

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LECTURE ELEVEN: MARKETING INDUSTRY ATTRACTIVENESS ANALYSIS

11.1 Overview

In this lecture you will learn how to assess the market industry attractiveness by using aggregate
market factors, industrial factors, environmental and situational analysis.

11.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the meaning of industry attractiveness

 Discuss Aggregate market analysis

 Explain the industrial factors

 Discuss environmental factors

 Discuss the situational analysis

11.3 Sub topics

 The meaning of industry attractiveness

 Aggregate market analysis

 The industrial factors

 Environmental factors

 Situational analysis

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 LECTURE TWELVE: FINANCIAL ANALYSIS TECHNIQUE FOR DEVELOPING A
VIEW OF FUTURE

12.1 Overview

This lecture examines the role of financial analysis in revealing the business situation and traces
the business trends. The lecture demonstrates to you the power of financial analysis by
integrating it with other techniques.

12.1 Learning objectives

At the end of this lecture you should be able to:

 Explain the application of financial auditing tools

 Discuss the application of productivity analysis

 Explain the segmental analysis

 Explain the application of trend analysis

 Discuss the application of scenario analysis

 Explain the sensing techniques.

12.3 Sub topics

 The meaning of the financial auditing tools

 Application of productivity analysis

 The segmental analysis

 The application of trend analysis

 Application of scenario analysis

 The sensing techniques

LECTURE THIRTEEN:
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MARKETING AUDIT AND ANALYSIS OF ORGANIZATIONAL CAPABILITY

13.1 Overview

Marketing audit is a fundamental part of the planning process. However, in some organization is
underutilized. In this lecture you will learn about the marketing audit, its nature and structure.
Also you will learn how to apply SWOT analysis to conduct the marketing audit.

13.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the nature and structure of the marketing audit

 Discuss the concept of marketing effectiveness

 Argue for and against the use of SWOT analysis in scanning marketing environment

 Discuss the importance of marketing audit

13.3 Sub topics

 Nature and structure of the marketing audit

 Marketing effectiveness

 The use of SWOT analysis in scanning marketing environment

 Importance of marketing audit

LECTURE FOURTEEN: OPERATIONAL STRATEGEIS

14.1 Overview

In this lecture you will learn how the strategies from the 4P’s of marketing mix are used to
enhance customers’ satisfaction. These are called operational strategies. Operational strategies
involve product, price, place (distribution) and promotion strategies.

14.2 Learning objectives

At the end of this lecture you should be able to:

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  Explain the concept of operational strategies

 Analyze the product strategies

 Assess the price strategies

 Evaluate the distribution strategies

 Apply the promotion strategies in different marketing scenarios

14.3 Sub topics

The meaning of operational strategies


Product strategies


Price strategies


Distribution strategies


Promotion strategies

LECTURE FIFTEEN: ROBUST STRATEGIES

15.1 Overview

This lecture looks at some traditional investments mainly intangible which underscore the long
term survival of the organization regardless of future uncertainties. The lecture addresses these
generic robust strategies and their importance in enhancing good performance of the business
firms.

15.2 Learning objectives

At the end of this lecture you should be able to:


Explain the concept of customer franchise


Analyze the power of banding

 Examine customers behaviour and its impact on the firm investment

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  Assess the conviction marketing as an ideology strategy

15.3 Sub topics

 Meaning of customer franchise

 Power of branding

 Customers’ behaviour and its impact on the firm’s investment

 Conviction marketing

LECTURE SIXTEEN: STRATEGIES BASED ON MARKET DOMINANCE

16.1 Overview

This lecture introduces to you strategies based on the market dominance. These are market
leader, challenger, follower, nicher, pre-emption and synergism.

16.2 Learning objectives

At the end of this lecture you should be able to:

Explain the concept of market dominance strategies
Discuss the market leader strategies

 Apply the market challenger strategies

 Apply the market follower strategies

 Apply the market nicher strategies

 Apply the Preemption strategies

 Apply the synergism strategies

16.3 Sub topics

Meaning of market dominance strategies

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  Market leader strategies

 Market challenger strategies

 Market follower strategies

 Market leader strategies

 Market nicher strategies

 Preemption strategies

 Synergism strategies

LECTURE SEVENTEEN: GENERIC STRATEGIES AND THE SIGNIFICANCE OF

COMPETITIVE ADVANTAGE

17.1 Overview

This lecture introduces to you one of the key approaches to developing strategic advantages
which are known as Porter’s generic strategies. Porter (1980) strategies include cost leadership,
product differentiation and focus. The lecture explains the importance of strategic advantage for
enhancing business performance.

17.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the concept of porter’s generic strategies

 Describe the cost leadership strategy

 Explain the differentiation strategies

 Discuss the focus strategies

 Describe the importance of competitive advantage

17.3 Sub topics

 Introduction to porter’s generic strategies

 Cost leadership strategy

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  Differentiation strategies

 Focus strategies

 Importance of competitive advantage

LECTURE EIGHTEEN: GROWTH STRATEGIES

18.1 Overview

This lecture introduces to you the growth strategies which are parts of corporate strategies.
Growth strategies facilitate the growth of any business firm. The growth strategies consist of
horizontal, vertical integration, intensification and diversification.

18.2 Learning objectives

At the end of this lecture you should be able to:

 Give details on the concept of growth strategies

 Describe the horizontal integration strategies

 Explain the vertical integration strategies

 Apply the diversification strategies in business environment

18.3 Sub topics

 Meaning of growth strategies

 Horizontal integration

 Vertical integration

 Diversification

LECTURE NINETEEN: STRATEGIC IMPLEMENTATION

19.1 Overview
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In this lecture you will learn the factors to consider when implementing strategies. One of the
tools used to assess strategies implementation of these strategies is the balanced scorecard which
transforms an organization’s strategic plan from an attractive document for the organization daily
basis. This lecture explains to you how the balanced scorecard (BSC) is used to keep track the
marketing activities executed in marketing organization. The lecture also explains the causes of
success and failure of strategic implementation and discusses the factors to consider when
implementing strategies.

19.2 Learning objectives

At the end of this lecture you should be able to:

 Describe the importance of strategic implementation

 Discuss the causes of success and failure in strategic implementation

 Assess factors to consider when implementing strategies

 Discuss the influence of power in organizational politics

 Discuss the importance of applying project management techniques

 Explain the meaning of balanced scorecard

 Identify the characteristics of a balanced score card

 Discuss the criticisms of the using the balanced scorecard

19.3 Sub topics

The importance of strategic implementation

 The causes of success and failure of strategies

 Factors to consider when implementing strategies

 The influence of power in strategies implementation

 The importance of applying project management techniques

 The meaning of balanced scorecard

 The characteristics of a balanced score card

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  Discuss the criticisms of using the balanced score card

LECTURE TWENTY: MARKETING CONTROL

20.1 Overview

In this lecture you will learn how the Marketing control tells you if you are on the right route or
if you have arrived at your destination. The lecture introduces to you the planning process and
outlines control approaches and techniques.

20.2 Learning objectives

At the end of this lecture you should be able to:

 Explain the term marketing control

 Discuss various types, tools and approaches of marketing control

 Explain the types of marketing standards

 Analyzes the marketing risks and control measures

 Discuss the importance of marketing control

20.3 Sub topics

 The meaning of marketing control

 Types, tools and approaches of marketing control

 Types of marketing standards

 Marketing risks and control

 The importance of marketing control

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Course Assessment

The Course will be evaluated as follows:

1 Timed Test 30%

1 Final/ Annual Examination 70%

Total = 100%

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