Subject 2: Opportunity Analysis and Market Targeting

Transcription

1 Course program and reading list Semester 1 Year 2015 School: Arison School of Business B.A Principles Of Marketing Management Lecturer: Dr. Tamir Gedo Teaching Assistant: Dr. Tamir Gedo gedo.tamir@idc.ac.il gedo.tamir@idc.ac.il Course No.: 9032 Course Type : Lecture Course Requirements : Exam Weekly Hours : 3 Group Code : Language: Hebrew Credit: 3 Course Description Course Content and Objectives The course content starts with the introduction of the past, present and future trend of Marketing. Within this context, you will then gain an overall understanding of current Competitive Strategies School of thoughts. Other schools of thoughts within Marketing filed will be highlighted as well to encourage future independent learning as you develop professionally in your career. The overall objective is to help student integrate their knowledge and thinking and enhance their abilities to make decisions in highly competitive marketing environment. Course Outline Subject 1: Overview of the Past, Present and Future of Marketing General Introduction Overview of the marketing and key concepts Key influencing factors of today s business environment Building strategic capabilities and adaptive firm Chapter 2: p 36-41, Subject 2: Opportunity Analysis and Market Targeting The structural analysis of industries A framework for competitor analysis

2 Chapter 2: all Analyzing market needs Marketing signals Selecting a target audience Determining how decisions are made SWOT analysis Value chain analysis Porter 5 forces Subject 3: Chapter 4: p conducting Marketing research The Marketing research process Define the problem Develop the research plan Collect the information Analyze the information Subject 4: Analyzing Consumer Markets What influences consumer behavior Key psychological processes The buying decision process Chapter 6: p Subject 5: identifying market segments and crafting brand positioning Segmenting consumer markets Bases for segmenting Market targeting Developing a positioning strategy Differentiation strategies Chapter 8: p , , chapter 10: p

3 Subject 6: Product and Service Strategy and Brand Management Managing the brand life cycle Chapter 12: p Positioning and Differentiation Brand awareness and attitude Building and Measuring brand Equity Brand portfolio considerations Branding strategies Corporate identity, image and reputation Subject 7: Integrated Marketing Communication Strategy and Management What is IMC? Chapter 17 all The role of IMC in building brands Identifying IMC opportunities IMC Strategic planning The strategic planning process Pricing strategies Marketing Channel strategy and management Interactive marketing and electronic commerce Subject 8: communications Developing an advertising program Chapter 18 all Media decisions Message decisions Allocating budget Managing mass Subject 9: markets Market entry decisions Tapping into global

4 Chapter 21 all Market entry strategies Marketing program decisions Marketing organization decisions Course Goals Course Content and Objectives The course content starts with the introduction of the past, present and future trend of Marketing. Within this context, you will then gain an overall understanding of current Competitive Strategies School of thoughts. Other schools of thoughts within Marketing filed will be highlighted as well to encourage future independent learning as you develop professionally in your career. The overall objective is to help student integrate their knowledge and thinking and enhance their abilities to make decisions in highly competitive marketing environment. Careers Opportunities This course is designed for students, who expect to be involved in making decisions that involving strategic interactions. It should be of particular interest to students, who want to become future consultants, Brand/Marketing Managers and strategic planners. The objective of this course is to assist students to develop critical ability, and to sharpen their thinking approaches. Grading Teaching Methods This is a combination of lectures, case studies, classroom discussion. Recommended readings, including textbooks and academic articles, should provide students with a broad spectrum of rich information about Marketing. Cases studies are the primary vehicle for learning and consolidating students understanding about key theories. A mixture of local and international cases studies have been chosen. These cases studies will enable students to broaden practical and analytical skills. Grading and Requirements Final Exam, which will count for 100% of the final grade. Reading List Reading Material The class uses a collective range of materials including textbooks, academic journals, and the popular press, to provide a broad spectrum of rich information. The course book: Marketing Management (14th Edition)/Kotler and Keller Reading List 1. Jain, Subhash C., Marketing planning & strategy, Cincinnati, Ohio: South-Western College Publishing, c Jean-Jacques Lambin, Strategic marketing management / London : McGraw-Hill, Peter Doyle and Philip Stern. Harlow, Marketing management and strategy, Financial Times Prentice Hall, Goldenberg J.Mazursky D. (2002), Creativity in Product Innovation. Cambridge Press. 5. Jeffrey Pfeffer: Managing with Power. HBS Press Book, 1992, 1 edition 6. Sun-Tzu: The Art of War. Penguin Book, 2003, Second Revised Edition

5 6. Sun-Tzu: The Art of War. Penguin Book, 2003, Second Revised Edition 7. Arnold David: Seven Rules of international Distribution. Harvard Business Review, November December, 2000, 8. K J Nicholson, N.: How to Motivate Your Problem People. Harvard Business Review, January, Henry Mintzberg, Strategy Safari, Free Prss, The Ernst & Young Business Plan Guide 11. Gary Hamel, Leading the Revolution, Harvard Business School, Rita Gunther Mcgrath & Ian C. Macmillan, Market Busters, H.B.S 13. Clayton M. Christensen, Seeing What's Next, H.B.S 14. Robert S. Kaplan & David P. Norton, The Strategy Focused Organization, H.B.S 15. Peter F. Drucker, the Discipline of Innovation. H.B.R 16. Theodore Levitt, Creativity is not enough. H.B.R 17. Dorothy Leonard, Putting Your Company Whole Brain to Work, H.B.R 18. Michael E. Porter, What Is Strategy, H.B.R 19. Michael E. Porter, Strategy and the Internet, H.B.R 20. Henry Mintzberg, The Fall and Rise of Strategic Planning, H.B.R 21. Teresa M. Amabile, Creativity under The Gun. H.B.R 22. Theodore Levitt, Creativity is not enough. H.B.R 23. Dorothy Leonard, Putting Your Company Whole Brain to Work, H.B.R 24. Teresa M. Amabile, How To Kill Creativity, H.B.R 25. Douglas, Susan P., C. Samuel Craig & Warren J. Keegan Approaches to assessing international marketing opportunities for small and medium-sized companies. Columbia Journal of World Business, 17(3): Papadopoulos, Nicolas Approaches to international market selection for small-and medium-sized enterprises. In Stan D. Reid & Philip J. Rosson, editors, Managing export entry and expansion. New York: Praeger.