MKTG 4461: Marketing Strategy
Students examine how to effectively analyze marketing problems and opportunities in a rapidly changing environment, and then develop appropriate strategies. Emphasis is placed on building long-term customer relationships and adopting a strong customer orientation through imagination, vision and courage. Topics include segmentation, targeting and positioning (STP); creating competitive advantage; marketing program development; implementation of the marketing plan; and developing and maintaining long-term customer relationships. A marketing strategy simulation, marketing project, or marketing audit is used to reinforce course concepts.
Learning outcomes
- Describe the state-of-the art of strategic marketing practices in a changing environment.
- Formulate a marketing strategy based on environmental opportunities and threats, the firm's resources, corporate and business-unit strategies, and the need to attain an enduring competitive edge.
- Compose a marketing strategy entailing the definition of the market (product/market or generic market),segmentation, target market selection, and positioning components.
- Conduct portfolio analysis of various strategic business units or product groups of a firm.
- Compose a marketing plan based on the components of product planning, pricing, distribution methods and promotional activities.
- Demonstrate and implement customer satisfaction programs.
- Demonstrate the capability to create and use strategic marketing tools such as conjoint analysis, semantic scales.
- Construct knowledge of required activities for implementing, monitoring and controlling marketing strategy programs
- Analyze and solve marketing problems and evaluate their implications for the overall organization.
- Demonstrate advanced teamwork and interpersonal skills.
Course topics
- Module 1: Market Orientation for All Strategy Levels
- Module 2: Corporate Strategy
- Module 3: Business-Level Strategy
- Module 4: Understanding Market Opportunities
- Module 5: Developing Marketing Strategy
- Module 6: The Marketing Program
- Module 7: Differentiation and Brand Positioning
- Module 8: Marketing Strategies for New Market Entries
- Module 9: Strategies for Growth Markets
- Module 10: Strategies for Mature and Declining Markets
- Module 11: Marketing Strategies for a Digitally Networked World
- Module 12: Marketing Strategy Implementation and Assessment
Required text and materials
The following materials is required for this course:
- Walker, Jr. O.C., & Mullins, J.W. (2014). Marketing strategy: A decision-focused approach. (8th ed.). New York: McGraw-Hill.
Type: Textbook ISBN: 978-0-07-802894-6.
Assessments
Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact exams@tru.ca with any questions about this.
To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.
| Assignment 1: Create a Video Presentation (Module 3) | 15% |
| Assignment 2: Case Analysis, Unilever Canada (Module 6) | 15% |
| Assignment 3: Marketing Plan Analysis (Module 9) | 15% |
| Assignment 4: Reflection Posts (Module 12) | 10% |
| Quizzes (Best of 12) | 10% |
| Final Exam (mandatory) | 35% |
| Total | 100% |
Open Learning Faculty Member Information
An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.
