(Podcast) Marketing Management and Strategy

Episode 4 examines the process of market segmentation, target marketing and positioning. The processes are crucial for any firm in order to select the "right" marketing strategy.

Episode 5 focuses on the business market and buying behaviour.

Episode 6 outlines the product strategy and describes what is meant by physical products and services that are offered by the firms. This topic also concentrates on the strategy for the products or services as they move along the product life cycle.

Episode 7 concentrates on developing a pricing strategy. It elaborates on the pricing strategy for each stage in the product life cycle. This chapter also describes the pricing strategy for services.

Episode 8 looks at the distribution and supply chain management which covers the "place" element in the marketing mix. Distribution and supply chain management will be the main focus of the firms when it comes to achieving a sustainable advantage and true differentiation in the marketplace. A poor distribution strategy will kill a firm's effort to market a superior product at a good value price using effective communication media.

Episode 9 outlines Integrated Marketing Communications (IMC) which refers to the "promotion" element in the marketing mix. Integrated marketing communications is a long term view of influencing customers through the coordinated strategic use of promotion elements available to marketing.

Episode 10 contains probably the most crucial element for the marketing strategy. This chapter focuses on marketing implementation, evaluation and control. These elements show how the "best" marketing strategy may fail in the marketplace if it is not properly implemented. A good strategy also requires evaluation to monitor its performance and control is needed to make sure the implementation does not deviate from the plan.

Episode 1 introduces the strategic marketing planning process and defines the terms and concepts used throughout the module.

Episode 2 concentrates on the process of developing the marketing plans by examining the major elements of situations analysis and illustrates how market data can be structured to assist in the formulation of marketing strategies.

Episode 3 focuses on the widely used framework for organising and utilising the bits and pieces of information gained from the situation which is known as SWOT Analysis.