Contemporary Issues in Strategic Marketing
Gain a sound understanding of a number of strategic contemporary issues that marketers are facing today and perhaps even tomorrow, issues for which there are no tested and tried solutions yet. The market landscape is rapidly changing and companies these days need to be on top of these changes, if they are to survive and thrive; Big Data analytics, a social business strategy, an engaging omni-channel customer experience, augmented reality and customer enablement and gamification are just a few buzz words that are part of an ongoing conversation, a journey to a better understanding of what these really mean. This course is about joining that conversation in five interactive and reflective three-hour sessions in which project work is undertaken on a real life case.
- Market analysis and Segmentation
- Big Data-based Segmentation
- Personalisaton and Consumer Privacy
- Virality and Content Marketing
- The Power of Customer Reviews
- Augmented reality and the Customer XP
- The GAP Model of Service Management
- Virtual Communities Value Propositions
- Online Service Support
- Service-sales Conversion
- Customer enablement and engagement
- Value from fit
- Gamification and Social Badging.
Enhance your ability to develop and execute better strategy. This module is concerned with strategic decision-making and the long term successful direction of the organisation. It takes the perspective of the general manager who is responsible for a whole unit. It is also the perspective most often required of an MBA graduate since MBAs are among the few professionals in an organisation who can handle a business situation from a wide range of perspectives and not only from the viewpoint of one specialist discipline.
- What is strategy? What strategy is not?
- Strategic decision making and strategic leadership
- Theories of Industry Evolution, Sources of Competitive Advantage, Positioning view of the Firm, Resource Based view of the Firm, Competencies and knowledge management, Organisation Forms
- Data analysis and presenting argument learned through the exercises
- Linking strategy and execution
This module builds on content introduced in the Strategy course to discuss central themes in corporate strategy and management, with a particular focus on the intangible resources (culture, identity, brand and reputation) that affect value creation and hold together large multi-business corporations. These resources are fundamental
cornerstones of the competitive advantage of large corporations and central concerns for corporate leaders. The course will combine traditional lectures and readings, case analysis, group discussions, and other in-class exercises to familiarize you and encourage you to apply fundamental concepts and tools to analyze the corporate
phenomena discussed in the course.
- Corporate strategy (horizontal diversification, vertical integration, managing a business portfolio, corporate management)
- Corporate reputation (formation, measurement and management)
- Organizational culture (formation, measurement and management)
- Managing corporate change (visioning and identity management)