BMS: Strategic Marketing Management

Unit 1 Introduction to Strategic Marketing Management
Marketing: Nature of Marketing, marketing as an art, Science and Business discipline	VIEW
Marketing as a Value Creation process	VIEW
Strategic Decisions: Nature of Strategy, The Marketing Strategy interface	VIEW
Difference between Marketing planning and Strategic planning	VIEW
Identifying the market: The five C Framework: Customer, Company, Collaborator, Competitor, Context	VIEW
The 7 tactics of Marketing mix: Product, Service, Brand, Price, Incentives, Communication and Distribution	VIEW
Business Model and Strategic Marketing Planning	VIEW
Role of Business models in marketing management	VIEW
Strategies for Developing a Business Model: Top-down Business Model generation, Bottom-up Business Model Generation	VIEW
The G-STIC frame work for marketing planning: Goal-Strategy-Tactics-Implementation-control	VIEW

Unit 2 Segmenting, Targeting, Positioning and Creation of Value in the context of Strategic Marketing
Segmentation: Essence of segmentation	VIEW
Factors to be considered while Segmenting	VIEW
Key Segmenting Principles: Relevance, Similarity, Exclusivity	VIEW
Identifying Target Customers	VIEW
Factors to be Considered while Targeting	VIEW
Targeting Strategies: One for all strategy, one for each strategy	VIEW
Strategic Targeting Criteria: Target Attractiveness, Target Compatibility	VIEW
Essential Strategic assets for Target compatibility: Business infrastructure, Collaborator networks, Human capital, intellectual property, Strong brands, established customer base, synergistic offerings, access to scarce resources and capital	VIEW
Creating Customer Value through Positioning	VIEW
Role of Strategic positioning	VIEW
Strategic Positioning options: The Quality option, Value option, The Pioneer, A Narrow Product focus, Target Segment Focus	VIEW
Strategies for Creating Superior customer value	VIEW
Creating Company Value: Understanding Company Value: Monetary, functional and psychological value	VIEW
Strategically managing profits: Increasing sales revenue-through volume, optimizing price, Lowering costs	VIEW
Creating Collaboration Value: Meaning of Collaborators, Collaboration as Business process, Advantages and Drawbacks of Collaboration	VIEW
Levels of Strategic Collaboration: Explicit, Implicit	VIEW
Alternatives to Collaboration: Horizontal and Vertical integration, Managing collaborator relations	VIEW
Gaining Collaborator power: Offering Differentiation; Collaborator size, Strategic importance, Switching costs	VIEW