{"id":2523,"date":"2018-09-15T13:38:46","date_gmt":"2018-09-15T13:38:46","guid":{"rendered":"https:\/\/www.enginius.biz\/?page_id=2523"},"modified":"2019-06-14T09:49:48","modified_gmt":"2019-06-14T09:49:48","slug":"marketing-strategy","status":"publish","type":"page","link":"https:\/\/www.enginius.biz\/index.php\/instructors\/teaching\/marketing-strategy\/","title":{"rendered":"Marketing strategy"},"content":{"rendered":"\t\t
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Teaching marketing strategy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Marketing strategy is a long-term, forward-looking approach to planning for market growth and sustainable competitive advantage. Strategic planning involves the analysis of the company\u2019s strategic position, market analysis, and prioritization of marketing resource allocation. While most Enginius modules could be introduced in a marketing strategy course, some invite students to think more strategically than others\u2026<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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If you are teaching\u00a0marketing strategy<\/strong>
these are the Enginius models and case studies we recommend for you\u2026<\/h4>

Not familiar with Enginius yet? Click here<\/a> to discover
how Enginus can boost your teaching.<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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GE McKinsey matrix<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The GE McKinsey analysis is a technique used in brand marketing and product management to help a company decide what product to add to its product portfolio and which opportunities in the market they should continue to invest in. It is conceptually similar to BCG analysis, but with a richer and more fine-grained approach. Once students have learned to analyze a GE McKinsey matrix, they will be able to create one for their own projects or companies, which they often appreciate.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Resource allocation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Sizing and allocating limited resources toward the most strategic products, markets or segments, is one of the most fundamental strategic decisions a company can make. The resource allocation case studies very often to very interesting in-class discussions about decreasing returns, investment risks, limited focus, etc.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Segmentation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Since a company cannot please every customer with a single approach, marketing strategy is often first and foremost decided by which customers a company will go after, and which they will forego. To best guide that decision, segmentation will teach your students how to systematically use data to identify market segments, and evaluate their relative size, potential and attractiveness for the firm. A case study like D\u00fcrr is especially appropriate here.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Positioning<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A marketing manager may identify how her brand is different or unique compared to its competitors, and build the firm\u2019s marketing strategy around these differentiating factors. Great! But if customers do not see it that way, or do not care, the strategy is moot. Positioning analysis is a powerful tool to map customers\u2019 perceptions, and provide managers a more-than-needed reality check about how their brands are positioned within a given market. Case studies like Heineken are particularly revealing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Questions? Need help?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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If you are planning a course or need our help, please feel free to\u2026<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/i>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tcontact us<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Teaching marketing strategy Marketing strategy is a long-term, forward-looking approach to planning for market growth and sustainable competitive advantage. Strategic planning involves the analysis of the company\u2019s strategic position, market analysis, and prioritization of marketing resource allocation. While most Enginius modules could be introduced in a marketing strategy course, some invite students to think more … <\/p>\n

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