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Advanced Strategic & International Marketing (EBMI402)
This module is presented as follows in 2024:
- SUMMERSTRAND CAMPUS SOUTH: Full-Time (A1)
Can be used as a major: No
Offered in: Term 3+4
Credit value: 20
Estimated fees: R5010
Lecturer: ROOTMAN, C
- SUMMERSTRAND CAMPUS SOUTH: Part-Time (A2)
Can be used as a major: No
Offered in: Term 3+4
Credit value: 20
Estimated fees: R5010
Lecturer: ROOTMAN, C
Syllabus
PURPOSE
The overall module objective is to equip students to understand the importance of marketing in the strategic process and the role of the strategic marketing manager as well as the application possibilities of marketing strategies in a firm.
LEARNING OUTCOMES
• Understand the strategic marketing and its importance and process in creating value both internally and externally to the firm.
• Understand the importance of market specific dynamics within various marketing environment and to identify information that can be used for environmental scanning.
• Understand concepts and analytical tools for conducting a situation analysis to identify opportunities and threats as well as analysing the internal strengths and weaknesses of the business.
• Evaluate market potential and opportunities as well as identifying the driving force behind market share.
• Understand how product life cycle influences the marketing strategy planning in a firm.
• Understand the complexities and processes involved in strategic marketing process with specific reference to the importance of segmentation, targeting and positioning.
• Understand the role of brand and how to develop a comprehensive brand management framework in a firm.
• Understand the role of positioning in differentiating an organization from its competitors as well as how to apply positioning techniques to develop value offers.
• Demonstrate insight into capital market history of South Africa and risk-return trade-off facing South African investors and financial managers.
• Develop a viable marketing plan and strategies to execute it.
• Understand the role and impact of leadership and culture in successful implementation of marketing strategies.
• Develop systems and structures and indicate ways to address the challenges of implementing marketing strategies.
• Understand the evolution of marketing metrics and categorise marketing metrics.
• Design an integrated system of marketing metrics that can measure performance in a company.
CORE CONTENT
• The nature of strategic marketing.
• The Southern African marketing environment.
• Identifying market opportunities.
• Developing market opportunities.
• Identifying and targeting attractive market segments.
• Marketing strategies in the product life cycle.
• Branding and positioning.
• The marketing plan.
• Implementation of marketing strategies.
• Marketing metrics.
• Current issues in marketing.
Evaluation criteria
100% Continuous assessment:
The weights of the various continuous assessments done for this module throughout the semester are indicated in the study guide.
MODERATION
External.
Prerequisites
None.
Evaluation criteria
Evaluation criteria
100% Continuous assessment:
The weights of the various continuous assessments done for this module throughout the semester are indicated in the study guide.
Prerequisites
None