at GIBT
Introduction
This marketing unit is designed to develop your overall skill in strategic marketing. A marketing manager, as a
planner-coordinator-controller of marketing activities, must be analytical and skilled in decision-making.
Therefore, emphasis is placed on the analytical and decision-making functions of managers in the planning and
implementation of marketing strategies at all levels of an organisation. This unit is comprehensive and covers
the following sections in depth: (a) external and internal analyses (b) application of popular strategic models &
concepts, and (c) planning for market-orientation and strategy implementation. The unit is heavily case-
oriented, and you will be expected to be well versed in the case method.
Unit Objectives
Demonstrate the ability to analyse and evaluate business strategies and marketing opportunities.
Demonstrate the ability to solve problems by formulating sound and practical marketing strategies.
Understand the major strategic marketing concepts including situation analyses, strategic
models/options and planning for market-orientation.
Lecturer Information
Name
Phone
Recommended textbook:
Aaker, David A. (2008). Strategic Market Management (8th.ed). New York: John Wiley
1 Introduction
2 Situation Analysis:
Case Test I
This component of the unit is designed to address the managerial concepts, theories & practices as they apply
to given strategic marketing problems. The case method shall be used to develop and test your analytical and
problem-solving skills pertaining to realistic business problems and issues. Throughout the semester, several
cases will be discussed in class (practice cases), at the same time setting the standard expected of you in case
analysis. The case-study tests will be held in Week 6 and Week 9.
Marking Criteria
For the case-study tests, marks will be allocated for:
The final examination aims to assess that position, and will consist of a case-study worth 20% and essay-type
questions worth 40%. Questions will be drawn from the material covered in the Lecture Notes and textbook.
plagiarism;
unauthorised collaboration;
cheating in examinations;
A staff member, who has reasonable grounds to believe that a student has committed some form of academic
misconduct, will discuss the matter with the student. If some form of academic misconduct has been committed
then an appropriate penalty will be applied as outlined in Statute 22 and Rule 40 of the ECU Handbook.”