Unit 1161: Strategic Marketing Management

1. Introduction to Strategic Marketing Management

• Definition and scope of strategic marketing management
• Importance in achieving organizational goals
• Role in creating and sustaining competitive advantage
• Relationship between strategic marketing and overall business strategy

2. Market Analysis and Segmentation

2.1 Conducting Market Analysis

• Environmental scanning (PESTEL analysis)
• Industry analysis (Porter's Five Forces)
• Customer insight and market trends

2.2 Market Segmentation

• Definition and purpose of segmentation
• Bases for segmentation:
  • Demographic (age, gender, income, education)
  • Psychographic (lifestyle, personality, values)
  • Behavioral (purchase behavior, usage rate, loyalty)
• Evaluating and selecting target markets
• Positioning and differentiation based on segmentation

3. Marketing Mix (4Ps) and Extended Marketing Mix (7Ps)

3.1 Traditional Marketing Mix (4Ps)

• Product: product life cycle, product strategies, innovation
• Price: pricing strategies, price elasticity, psychological pricing
• Place: distribution channels, logistics, supply chain management
• Promotion: advertising, sales promotion, public relations, personal selling

3.2 Extended Marketing Mix (7Ps)

• People: role of employees and customer service
• Process: service delivery, customer experience management
• Physical Evidence: tangible cues, environment, branding elements
• Integration of 7Ps in strategic marketing planning

4. Competitive Analysis and Positioning

• Identifying competitors and competitive landscape
• SWOT analysis of competitors
• Competitive advantage and core competencies
• Positioning strategies to differentiate product/service
• Perceptual mapping and value proposition development

5. Strategic Planning in Marketing

• Aligning marketing strategies with organizational goals
• Setting SMART marketing objectives
• Development of marketing strategies (cost leadership, differentiation, focus)
• Tactical vs strategic planning
• Action plans and resource allocation

6. Brand Management and Building Brand Equity

• Definition and components of brand equity
• Brand identity vs brand image
• Strategies for brand building and brand positioning
• Brand loyalty and customer relationship management
• Managing brand equity over time

7. Marketing Communication and Integrated Marketing Campaigns

• Communication process and barriers
• Marketing communication mix: advertising, sales promotion, PR, direct marketing, personal selling
• Integrated Marketing Communications (IMC) concept and benefits
• Designing and implementing IMC campaigns
• Evaluating communication effectiveness

8. Digital Marketing Strategies

• Role and impact of digital marketing in strategic marketing
• Key digital channels: social media, SEO, SEM, email marketing, content marketing
• Online customer engagement and relationship building
• Measuring digital marketing effectiveness
• Emerging trends in digital marketing (AI, automation, influencer marketing)

9. Marketing Metrics and Performance Measurement

• Importance of marketing metrics in strategic management
• Key Performance Indicators (KPIs) for marketing effectiveness
• Metrics for sales, customer acquisition, retention, ROI on campaigns
• Data analytics tools and techniques for marketing
• Making data-driven decisions to optimize marketing strategies