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.
- 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
- 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
- Demonstrate advanced teamwork and interpersonal skills.
- Market Orientation for All Strategy Levels
- Corporate Strategy
- Business-Level Strategy
- Understanding Market Opportunities
- Developing Marketing Strategy
- The Marketing Program
- Differentiation and Brand Positioning
- Marketing Strategies for New Market Entries
- Strategies for Growth Markets
- Strategies for Mature and Declining Markets
- Marketing Strategies for a Digitally Networked World
- Marketing Strategy Implementation and Assessment
Required text and materials
The following materials are 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:
- Johnson, A., & Assenza, L. (2016, December 23). Unilever Canada: Redefining the AXE
brand. Retrieved from https://www.iveycases.com/ProductView.aspx?id=82898
Note: Students are responsible for purchasing this Case Study from the link that is
provided above for an approximate cost of $15.00 CAD. Details can also be found within the course
Please be aware that due to COVID-19 safety guidelines all in-person exams have been suspended. As such, all final exams are currently being delivered through ProctorU, which has an approximate fee of $35 involved. There will be more information in your course shell, on how to apply, if your course has a final exam.
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)
|Assignment 2: Case Analysis, Unilever Canada (Module 6)
|Assignment 3: Marketing Plan Analysis (Module 9)
|Assignment 4: Reflection Posts (Module 12)
|Quizzes (Best of 12)
|Final Exam (mandatory)
Open Learning Faculty Member
An Open Learning Faculty Member is available to assist students. Primary communication is
through the Learning Environment's "Mail" tool or by phone. Students will receive the necessary
contact information at the start of the course.