I have covered many ideas relevant to strategic marketing in my blog over the last eight years, see here. I also teach this topic at Terry College, University of Georgia where I work, see here. There is, I believe, a lot of opportunity to improve the teaching of marketing especially on the strategy side. (Given many ideas link to business practice and not necessarily research they often aren’t perfectly thought through). It is important not to treat this as a military endeavor despite the origins of the name. It is also important to challenge many of the basic ideas in marketing strategy teaching. Some of them are pretty dubious.
My Advice Is A Work In Progress
Over time I will add a few tools here to help people consider the discussion of strategy in marketing. These are all works in progress so please do critique. If what I am saying does not make sense you would be doing me a great favor by telling me this. I do not think I am perfect. (Although sometimes I act like I believe this — teachers sometimes have to do that).
I am hoping these will be useful to teachers looking for ideas for the classroom. Ideally, marketing students will also find the topics worth a look. Managers might recall their studying days and may find some new ideas.
Marketing Strategy Topics to Cover
The first topic I have covered is the classic idea of segmentation, targeting and positioning. These ideas are linked but can be challenging to put together. I have tried to produce a clear visual explanation that links them all into the same picture. I have added in research. (Because that seemed to work pretty well in the picture. As well as it helping to place research in the process).
I also address measurement of national culture. This gives my (relatively robust) view on the usefulness (or otherwise) of measures of national culture. Okay, I think they are really silly. They allow users to embrace the simplicty of bigotry without the unpleasant feeling that they are bad people.