This week’s topics
Strategic Marketing Foundations and Processes
- Corporate strategy alignment
- Market-oriented vs product-oriented paradigms
- Strategic marketing planning cycles
- Customer value creation frameworks
- Marketing Planning and Strategic Planning
- Marketing Strategy: Market led strategic change
- Lecture 36: Strategy for Value Creation
What you will be able to do
- 1.1 Critically evaluate the nature and purpose of strategic marketing in an organisation.
- 1.2 Critically analyse and apply different marketing concepts in a range of organisational contexts.
- 1.3 Explain the processes involved in strategic marketing.
Activity
Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: critically evaluate the nature and purpose of strategic marketing in an organisation.
Study materials
Videos
- Marketing Planning and Strategic Planning · YouTube · Galton College · 41 min · for registered students
- Marketing Strategy: Market led strategic change · YouTube · Galton College · 64 min · for registered students
Further resources
- MIT OpenCourseWare 15.904 Strategic Management II (Fall 2005) · Reading · MIT OpenCourseWare, course · for registered students
- Principles of Marketing, ch. 2: Strategic Planning in Marketing · PDF · OpenStax, textbook chapter; pp. 61–106 · for registered students
- Principles of Marketing, ch. 2: Strategic Planning · PDF · Saylor Academy, textbook chapter; pp. 29–61 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
