Download MARKETING STRATEGY

MARKETING PLANNING & STRATEGY
Department of Marketing
College of Social Science and Management
National ChungHsing University
Spring, 2006
Instructor: Dr. Hwang-Jaw Lee
Office : Room 303
Department of Marketing
Texts:
1. Aaker, D.,(2005), Strategic Market Management, 7th Edition, John Wiley & Sons,
Inc.
2. Jain, S. C., (2005), Marketing Planning & Strategy, 7th Edition, South-Western
Publishing Co.
References:
1. Cravens, D. W., (2000), Strategic Marketing, 6th Edition, McGraw-Hill Book Co.
2. Kerin, R. A. and R. A. Peterson, (1993), Strategic Marketing Problems: Cases and
Comments, Sixth Edition, Allyn and Bacon.
3. Leong, S. M., S. H. Ang and C. T. Tan, (2001), Marketing in the New Asia,
McGarw-Hill Book Co.
4. Walker, O. C., H. W. Boyd, J. Mullins, and J-C Larreche, (2003), Marketing
Strategy: A Decision–Focused Approach, 4th Edition, McGraw Hill/ Irwin.
* Reading Materials will be assigned.
Course Description:
The goal of this course is to provide students with the insights and skills necessary to
formulate and implement sound marketing planning and strategies through both the
learning of marketing paradigms and the use of case analyses. The framework
employed in this course follows a recommended process of strategy formulation, and
consists of three stage: (1) strategy analysis, (2) strategic decision making, and (3)
implementation and control of strategies.
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COURSE CONTENTS
Part I : Introduction
- Concepts of marketing, planning and strategy
- Strategic marketing
Part II : Strategic Analysis
- Corporate appraisal
- Scanning the environment
- Focusing on the customer
- Understanding competition
Part III: Strategic Capabilities and Direction
- Measuring strengths and weaknesses
- Developing marketing objectives and goals
Part IV : Strategy Formulation
- Strategy selection
- Portfolio analysis
Part V : Strategy Implementation and Control
- Organization structure
- Strategic tools
Part VI : Marketing Strategies
- Product strategies
- Pricing strategies
- Distribution strategies
- Promotion strategies
- Global marketing strategies
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Schedule for Marketing Planning and Strategy
Spring 2006
Date
Topics
2/22
Introduction
3/1
• The Concept of Marketing, Planning and Strategy
3/8
• Strategic Marketing
• Case Analysis Approach
3/15
Case Discussion – UPS vs. FedEx
3/22
External Analysis (I)
- Environmental Analysis
3/29
External Analysis (II)
• Customer Analysis
• Competitor Analysis
4/12
Case Discussion - Dell Computer Corporation
4/19
Internal Analysis
• Performance Analysis
• Strengths and Weaknesses
4/26
Case Discussion - KFC Corporation
5/3
Strategic Direction
- Setting Goals and Objectives
5/10
Strategic Formulation
• Strategy Selection
• Portfolio Tools
5/17
Case Discussion - Sony Corporation
5/24
Strategy Implementation and Control
5/31
Case Discussion - Loreal Nederland B.V
6/7
Case Discussion – Wal-Mart, Inc.
6/14
Case Discussion - Procter & Gamble - Scope
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