This week’s topics
The Strategic Marketing Concept
- Evolution of strategic marketing
- Market-led vs product-led strategies
- Strategic intent and competitive advantage
- Academic literature retrieval and critical evaluation
- Marketing Strategy: Market led strategic change
- The Evolution of Marketing: What You Need to Know
- Lec-1 Strategy:Philosophy;Competition;Competitive Advantage-Part-I
What you will be able to do
- 1.1 Appraise the strategic marketing concept.
- 4.1 Research academic sources to identify appropriate theories and models of strategic marketing.
Activity
Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: appraise the strategic marketing concept.
Study materials
Videos
- Marketing Strategy: Market led strategic change · YouTube · Galton College · 64 min · for registered students
- The Evolution of Marketing: What You Need to Know · YouTube · Galton College · 17 min · for registered students
- Gaining Competitive Advantage in the Business World · YouTube · Galton College · 26 min · for registered students
- What is Competitive Advantage? (With Real-World Examples) | From A Business Professor · YouTube · Business School 101 · 7 min · for registered students
Further resources
- Principles of Marketing, ch. 2: Strategic Planning in Marketing · PDF · OpenStax, textbook chapter; pp. 61–106 · for registered students
- How to perform a literature review with free and open source software · PDF · ERIC, article · for registered students
- Principles of Management, ch. 9: The Strategic Management Process: Achieving and Sustaining Competitive Advantage · PDF · OpenStax, textbook chapter; pp. 261–284 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
