SHEM202 Проект: Стратегически маркетинг


This unit introduces students to the theoretical and practical aspects of strategic marketing and the importance of strategic decisions. Strategic marketing is confronted with unprecedented challenges, driven by demanding customers with complex value requirements, aggressive global competition, turbulent markets, rapid emergence of disruptive technologies and global expansion initiatives. The themes of planning, implementing and controlling marketing activities are discussed thoroughly as well as the structure of the marketing plan and the strategies involved.

This unit aims to introduce students to the major aspects of the planning and controlling of marketing operations. Additionally to locate marketing planning and control within a strategic content, to demonstrate how the available range of analytical models and techniques might be applied to marketing planning and control, to produce superior marketing performance.

прочети още
Дигитален маркетинг и социални медии (на английски език, съвместна програма с университета в Йорк)


 Христос Лиасидис  
гл. ас. Димитър Трендафилов  д-р
доц. Едуард Маринов  д-р

Описание на курса:


Students who complete this course:

1) will know:

• the importance of strategic marketing decisions

• the principal factors that influence marketing strategy

1) will be able to:

• distinguish between strategic and tactical marketing decisions

• assess the problems of planning in marketing

• critically evaluate and apply some of the main tools that are available to marketing managers and strategists in successfully producing a marketing plan (through the real-life project)

• appraise the issues concerning the implementation of a marketing plan

• critically analyze, evaluate and use own reasoning in dealing with strategic marketing issues

Предварителни изисквания:
Students are required to have the following knowledge and/or skills:

• Microeconomics

• Principles of marketing

Форми на провеждане:

Учебни форми:

Език, на който се води курса:

Теми, които се разглеждат в курса:

  1. Marketing in the digital age
  2. New product development
  3. Pricing strategies
  4. Marketing strategy development and implementation

Литература по темите:


• Cravens. D., and Piercy, N., (Latest edition) Strategic Marketing. 13th edition. London:McGraw-Hill

• Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. (2016). Digital and social media marketing: a results-driven approach. Routledge.

Additional reading:

• Lewnes, A., & Keller, K. L. (2019). 10 Principles of Modern Marketing. MIT Sloan Management Review, 60(3), 1-10.

• Porter, M. (2008) The five competitive forces that shape strategy. Harvard Business Review, 86 (1), p. 78-93

• Rust, R. T. (2019). The future of marketing. International Journal of Research in Marketing. Article in press.

• Quelch J. and Jocz, K. (2009) How to market in a downturn. Harvard Business Review, 87 (4), p. 52-62

• Cruz, A and Karatzas, S (2016) in Heinze, A., Fletcher, G., Rashid, T., & Cruz, A. eds. Digital and social media marketing: a results-driven approach. Chapter 3

• Dixon, M., Ponomareff, L., Turner, S., and DeLisi, R. (2017) Kick-ass customer service. Harvard Business Review, 95(1), p.110-117.

• Kim, Y., and Chandler, J. D. (2018). How social community and social publishing influence new product launch: The case of Twitter during the Playstation 4 and Xbox One launches. Journal of Marketing Theory and Practice, 26(1-2), 144-157.

• Grewal, D., Roggeveen, A. and Nordfalt, J. (2017) The Future of Retailing. Journal Of Retailing, 93(1), p.1-6

• Westjohn, S. A., Roschk, H., & Magnusson, P. (2017). Eastern versus western culture pricing strategy: Superstition, lucky numbers, and localization. Journal of International Marketing, 25(1), 72-90.