Strategic Marketing
Code
2254
Teacher in charge
Jorge Velosa
Teaching language
Objectives
This course aims to introduce the key marketing and competitive strategy concepts to students coming from diverse backgrounds. The course will follow the logic depicted in the schematic below: Marketing is the process via which a firm creates value for its chosen customers by meeting their needs. Having created value, the firm is then entitled to capture a portion of it via pricing. To sustain this value creation, the firm needs a Marketing Strategy. This Strategy involves:
(i) selecting a target market and determining the desired positioning of the product in target customer´s minds;
(ii) specifying the plan for the Marketing activities to achieve the desired positioning. All this process starts by the analysis of the 5 C s: Customers, Company, Competitors, Collaborators and Context;
There is however, no good strategy without adequate implementation. So, the course is divided in two blocks: Background and Implementation.
Prerequisites
Subject matter
Bibliography
Teaching method
Evaluation method
-30% Marketing coursework (group) includes a peer evaluation component (20% of grade)
-30% Final Exam
-20% Assignments/write ups (individual) reports on several topics
-20% Class participation (individual) we will select students to discuss cases during several sessions.
Unjustified absence to any case discussion will mean a zero grade for that class participation. The individual written assignments/write ups are strictly individual. Any plagiarism will be handled strictly and offenders will be punished according with the University rules. Class participation grades will be based on your input and positive contribution to the discussion in the sessions with grades from A(=17), B (=14), C (=8) to D (=0).