HOLY ANGEL UNIVERSITY

COLLEGE OF BUSINESS AND ACCOUNTANCY

Course Title: Strategic Marketing Management Subject Code: YPROSTRAT

Course Credit 3 Units Year level: 4th Year

Pre-requisites Senior Standing

Course Description:
Strategic Marketing Management is a terminal course in marketing strategy. It presents a menu of effective approaches in analyzing, planning, and implementing marketing strategies
and exploring the strategic linkages with other functional areas of the enterprise such as accounting, financial management and control, and production/operations management

Major Competency:
The student will gain competence on design, implementation and control of marketing strategies
Course Objectives:
At the end of the course, the students must have been able to analyze the total environment facing a company, formulate strategies to maximize opportunities, research product
opportunities , and develop and present a complete Marketing strategic plan

Values Objectives:
1. Demonstrate fair and honest competition in the business environment.
2. Exhibit socially responsible marketing.
3. Shows respect for diverse culture in marketing.
TABLE OF EQUIVALENT:

GRADE EQUIVALENT
97-100 1.00
VARIABLES PRELIMS MIDTERM FINALS
94-96 1.25
A. Class Standing 60% 60% 60%
91-93 1.50
Quizzes
88-90 1.75
Recitation
85-87 2.00 Assignments
82-84 2.25 Attendance
79-81 2.50 Self-Learning
76-78 2.75 Other Activities
75 3.00 B. Major Examination 40% 40% 40%
FAILED 5.00 TOTAL 100% 100% 100%
F.A. 6.00
U.W. 8.00
Course Requirements

Grading System % Transmuted % Transmuted % Transmuted % Transmuted

Grade Grade Grade Grade Grade Grade Grade Grade
100 100 75 88 50 75 25 38
99 100 74 87 49 74 24 36
98 99 73 87 48 72 23 35
97 99 72 86 47 71 22 33
96 98 71 86 46 69 21 32
95 98 70 85 45 68 20 30
94 97 69 85 44 66 19 29
93 97 68 84 43 65 18 27
92 96 67 84 42 63 17 26
91 96 66 83 41 62 16 24
90 95 65 83 40 60 15 23
89 95 64 82 39 59 14 21
88 94 63 82 38 57 13 20
87 94 62 81 37 56 12 18
86 93 61 81 36 54 11 17
85 93 60 80 35 53 10 15
84 92 59 80 34 51 9 14
83 92 58 79 33 50 8 12
82 91 57 79 32 48 7 11
81 91 56 78 31 47 6 9
80 90 55 78 30 45 5 8
79 90 54 77 29 44 4 6
78 89 53 77 28 42 3 5
77 89 52 76 27 41 2 3
76 88 51 76 26 39 1 2
0 0

Course References
A. Basic Readings: Drummond, G, Ensor, j. & Ashford, R. Strategic Marketing: Planning and Control: Butterworth-Heinemann 2001

B. Extended Readings ( Books, Journals):

Bradley, Frank Strategic Marketing in the Customer Driven Organization, Wiley, 2003
Smith, Brian D. Making Marketing Happen: Elsevier, 2005
Cravens, David W & Piercy, Nigel F. Strategic Marketing, 8th edition, McGraw Hill International Edition, 2006

Course Policies: Cheating in all test and plagiarism is not allowed

 Course Calendar:
Time Content Outline Teaching-Learning Assessment Tools Instructional Resources
Frame Strategies
3 hours I. The Strategic Perspective Formal lecture Rubric on class Textbook
Media Presentation participation References
• What is strategy Class participation Quizzes Websites
• Strategic management mindset Critique on media
• Change and strategy presentation
• The Balanced scorecard approach
• The Role of Marketing within strategu

3 hours II. Strategic Analysis –External Audit Formal lecture Rubric on class Textbook
Media Presentation participation References
• Environmental Scanning Class participation Quizzes Websites
• Macro-environmental analysis Critique on media
• Industry Analysis presentation
• Competitor Analysis
• Market analysis
• Competitive Intelligence cycle
• Sources of competitive intelligence

3 hours III. Strategic Analysis –Internal Assessment Formal lecture Rubric on class Textbook
Media Presentation participation References
• Organizational capabilities Class participation Quizzes Websites
• Organizational assets Critique on media
• Organizational competencies presentation
• Initial corporate-wide internal audit
• The internal marketing audit
• The innovation audit
• Auditing tools

3 hours IV. Segmentation Formal lecture Rubric on class Textbook

Media Presentation participation References
• The segmentation process Class participation Quizzes Websites
• Consumer buyer behavior Critique on media
• Consumer segmentation criteria presentation
• Profile variables
 • Behavioral variables
• Psychographic variables
• Organizational/industrial segmentation techniques
• Organizational buyer behavior
• The Webster-Wind framework
• The Sheth framework
• Approaches to organizational market segmentation
PRELIMINARY
3 hours V. Strategic Intent Formal lecture Rubric on class Textbook
• Mission statement Media Presentation participation References
• Statement of strategic intent Class participation Quizzes Websites
• Nature of support for the mission statement Critique on media
• Goals and objectives presentation
• Long-term versus short-term goals
• The Balanced scorecard again
• Gap analysis

3 hours VI. Strategy formulation Formal lecture Rubric on class Textbook

• Overview of strategy formulation Media Presentation participation References
• Competitive advantage Class participation Quizzes Websites
• Identifying sources of competitive advantage Critique on media
• Experience and value effects presentation
• Industry position
• Product and market strategies
• Strategic wear-out
• Difficult market situations

6 hours VII. Targeting, positioning, and brand strategy Formal lecture Rubric on class Textbook
• Evaluating market segments Media Presentation participation References
• Establishing organizational capability Class participation Quizzes Websites
• Strategic alignment of assets and competencies Critique on media
• Strategic nature of market target segment choices presentation
• Positioning
• Perceptual mapping
• Positioning alternatives
• Creating brand equity
• Brand valuation
• Strategic brand management
• Brand name strategy
 • Combined brand strategies
• Brand extension
• Brand stretching
• Brand revisioning
• Brand repositioning
• Brand extinction

3 hours VIII. Product Development and innovation Formal lecture Rubric on class Textbook
• The strategic agenda Media Presentation participation References
• The nature of products and product development Class participation Quizzes Websites
• Product failure Critique on media
• Managing innovation presentation
• Risk and the innovation dilemma
MIDTERM
4.5 IX. Alliances and Relationships Formal lecture Rubric on class Textbook
hours • Alliances Media Presentation participation References
• Relationship marketing Class participation Quizzes Websites
• Developing relationships Critique on media
presentation
3 hours X. Strategic implementation Formal lecture Rubric on class Textbook
• The importance of implementation Media Presentation participation References
• Success versus failure Class participation Quizzes Websites
• Fundamental principles in strategic implementation Critique on media
• Assessing ease of implementation presentation
• People, power and politics
• Internal marketing
• Project management techniques

3 hours XI. Control Formal lecture Rubric on class Textbook

• Basic principles of control Media Presentation participation References
• Features of an effective control system Class participation Quizzes Websites
• Management control Critique on media
• Financial controls presentation
• Performance appraisal
• Benchmarking
• Controlling marketing performance
FINALS