Strategic Market Management (SMAM)

Course description

Strategic marketing constitutes a pivotal management task for all organisations, whether commercial, government or not-for-profit. It seeks to define its relationship with various environments, to analyse its industry / sector, to understand its customers / stakeholders and to create competitive advantage in the global marketplace. The process begins with articulating the organisation’s vision and mission in the light of its own capacity and context, through evaluation of alternative market strategies and adoption of specific plans, and culminates with organising for implementation and control.

Core coverage of the course will thus include the topics:

• Environmental Scanning and Market Intelligence
• Internal Analysis, Planning Process and Competitive Advantage
• Social Responsibility and Business Sustainability
• Customer Focus, Demand Management and Strategic Positioning
• Product Innovation, Brand Management, and Diversification
• Organisational Design, Implementation and Control
• Strategic Partnerships and Relationship Management
• New/Growth Markets and Mature/Declining Markets.

Throughout, this course will highlight socio-ethical issues in managerial decision-making that have long-term consequences for the organisation and the societies in which it operates.  Participants will be facilitated to take a comprehensive perspective to devising marketing strategies in global contexts. 

Intended Learning Outcomes

On completion of this course, participants should be able to:

Knowledge and understanding:
1. Identify external issues facing the organisation and assess internal capacity competently for its optimal performance.
2. Comprehend and utilise contemporary concepts in such as relationship management, product innovation, branding, value-chains, etc.

Judgement and approach:
3. Review systematically and analyse critically the relevant environments in which any organisation operates.
4. Adopt inter-disciplinary perspectives to assess the long-term impact of various strategic alternatives and justify the most appropriate.

Skills and abilities:
5. Apply an integrated approach to decision-making on applicable approaches in new/growth and mature/declining market contexts.
6. Generate a market plan, including implementation and evaluation measures, for small-to-medium sized enterprises or divisions of larger organisations.

Change semester  

Course title:
Strategic Market Management
Semester: Spring term 2020
Study period: 3 4
Rate of studies: 50%
Level: Graduate level (second cycle)
Credits: 7.5
Language of instruction: English

Course code: fe5336



Course coordinator:
Gustav Innala
Head of course:
Astrid Moreno
Student services:
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