Strategic Marketing Management:Analysis and Decision

Rationale

The culmination of the diploma course ia an Integrative Case Study designed to ensure that those who hold the Diploma qualification have not only achieved a certain level of marketing knowledge, but also have the competence to use that knwedge in addressing actual marketing management problems in a live situation.

• To extend the practice of the delegate in the quantitive and qualitive analysis of marketing situations.

• To develop powers of diagnosis and create a firm basis in decision making.

Learning Objectives

On successful completion of this module, delegates will be able to:

• Apply their accumulated knowledge and techniques to real world setting.

• Conduct detailed and comprehensive analyses of complex marketing situations.

• Assess critically marketing data of both a qualitive and quantitive nature.

• Comprehend and resolve a wide variety of marketing problems.

• Decide priorities and appropriate marketing objectives, strategies and tactics.

• Draw up a pomprehensive and convincing marketing plan with accompanying costs and schedules.

• Suggest appropriate control mechanisms and contingency plans.

• Identify, define and rank the problem(s) contained in marketing case studies.

• Formulate working hypotheses regarding the solution(s) to problems identified in marketing case studies.

• Assemble, order, analyse and interpret both qualitative and quantitative data relating to a marketing case, using appropriate analytical procedures and models.

• Describe and substantiate all working assumptions made regarding the case problem(s) working hypotheses and data.

• Generate and evaluate the expected outcomes of alternative solutions to case problem(s).

• Formulate recommendations for action and feedback on case problem(s) including their financial and human resource implications.

• Prepare and present appropriate marketing case reports.

Indicative Content

Preparation for this module will be undertaken after Strategic Marketing Management: Planning and Control, allowing the various models and techniques introduced wihtn P&C to be practiced on various integrative case studies.

Although there is no additional syllabus, the module is designed to cover learning from all three previous modules and to be a practical test of the delegate's apply to apply his/her knowledge (including delegates prior learning, work experience and Diploma work).

The following elements of analysis and decision will be particularly pertinent.

• The Marketing audit/situation analysis

• Environmental Analysis (PEST)

• Competitor Analysis (Porter's Models)

• Customer Analysis (Segmentation, positioning, buying behaviour)

• Financial Analysis - P & L and balance sheet, cash flow, ratio analysis

• Review of the marketing planning processes of marketing mix

• The SWOT analysis

• Company Mission and Corporate Setting

• Corporate Vision and Mission

• Future marketplace (leading industrialists views)

• Marketing Organisation

• Structure follows strategy

• Marketing Orientation

• Internal marketing and TQM

• Mergers and joint ventures

• Marketing Planning and Control Decisions

• Marketing Strategies (Ansoff, Boston, Porter etc

• The comprehensive marleting plan, including the mix, budgets, action schedules and contingency planning

• Marketing Research Decisions

• Types of marketing research

• Information specifications and justifications

• Methods of data collection

• The market research plan

• The marketing information system

• Financial Implications of the Marketing Plan

• Costs, cash flow, working capital investment risk, ROCE etc

Implementation Strategy

The module is a notional 60 hours of study with a pre workshop self study programme of at least 24 hrs and a workshop programme of 36 hours. The workshop will be delivered over 4 days with minimal formal lecture input. The early part of the learning experience is geared towards action learning in small groups.

Action Learning Programme:

• Analyse a case study covering the major areas of marketing activity in small groups, drawing on the learning from pre-block work.

• Identify appropriate textbook chapter readings or other reading materials relevant to the case being dealt with.

• Use a range of techniques eg from statistics of finance to guid decision making; develop successively.

• Brainstorm creative ideas; brand name, advertising headlines, unique selling propositions for examples to practice thinking creatively. On each problem identified try to put forward at least three alternative solutions and justify each one.

• Prepare a written report on how the selected solution should be implemented wihtn a given time scale.

• Present a clear statement of the proposed strategy and what the actions will cost the organisation in real terms.

• Decision making must start early and delegates will be developed to plan, organisae, direct, control and evaluate such decisions by the end of the module.

• Practice report format and structured answers, using past CIM examination questions.

• Present and executive summary of the case analysed and solutions recommended to other groups, and respond to feedback from peers and tutor.

• Observe presentations of other groups and not key learning points. Ask questions and give the presenters constructive feedback.

The middle of the workshop will contain some formal lecture input. This will cover any interesting developments and insights into marketing in practice. Participants will be encouraged and indeed are expected to discuss how various topics impact pn them as managers and to contrast marketing theory with practice.

Assessment Strategy

Towards the end of the workshop there will be a formal assessment undertaken on an individual basis under time constraint, based on the 'live case'. The questions will be similar to the past CIM examination questions practised earlier in the workshop but applied to the 'live case'. The assessment will be carried out on an 'open book' basis, giving delegates the opportunity to draw on work they did earlier in the Diploma course ie work based assignment(s), the Critical Review, the pre-block study and the action learning experience.
Reading

Special Resources
Speakers from the region will be invited to contribute to the lecture input, to buildn the 'live case'.

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