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Probably the most notable feature of Marketing Management course at the University of Strathclyde is its interactivity. Lectures are rapidly converted into video cases and subsequently followed by discussions. Every class ends with the case study homework and the next one begins with the presentations on the topic. Marketing Management course can also boast the abundance of guest lecturers from the variety of industries as Internet technologies, FMCG and others.

The course framework is built around the marketing mix model also known as 4 P’s and we came across the variety of case studies, theories and marketing models concerning all four components: product, price, place and promotion. Interestingly we analyzed not only classical examples of corporate marketing actions, which went down in history as the most notable and successful breakthroughs but the most recent approaches in managing customer value as viral marketing, SMM (social media marketing) and reputation management.

We could not fail to come across sales and pricing strategies where special attention was devoted to relatively new method known as dynamic pricing. Whereas this method is well known and proved to be successful in such industries as airline and hotel businesses for many years, we covered the other industries where dynamic pricing is brand new and not completely adopted.

The assignment was relatively unusual as it requested the analysis of marketing strategy of the organization from financial sector with an emphasis on CRM (customer relationship management) model used by chosen financial institution. Notably this did not imply the analysis of retail banking and some of us chose the B2B segment which made the assignment twice as interesting.

Marketing Management is undoubtedly a precious addition to Strathclyde MBA programme and the good final step of “Making the business work” section in the syllabus.