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MNM3709 PAGE REF
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- University Of South Africa (Unisa)
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MNM3709PAGE REFERENCE GUIDE
SEMESTER 2 2018
TOPIC 1: INTRODUCTION TO STRATEGIC MARKETING
Study Unit 1 – The Nature of Strategic Marketing
Read entire Chapter 1 in conjunction with this unit.
TB Study Study
Topic pages from TB from SG
1.1 Strategy levels* 3-7
*Market strategy as outlined in the study guide will fall under business strategy as it is a strategy
formulated by a specific division or business unit of the organisation (marketing department)
1.2 The functioning of strategic business units (SBUs)* 11
*Study the definition of an SBU and the nature of SBUs.
1.3 Strategic marketing management and marketing management 12
TOPIC 2: STRATEGIC ANALYSIS
Study Unit 2 – Analysing the macro-environment
Read entire Chapter 2 in conjunction with this unit.
TB Study Study
Topic pages from TB from SG
2.1 The characteristics of the macro-environment* 16-17
*If you study this section in the TB you will see from the discussion, the characteristics outlined in the
TB differ from the SG.
These two sets of characteristics can be classified as follows:
SG TB
The wide expanse of the environment The impact of external forces on the external
Environmental signals environment.
The uncontrollable nature of environmental The ever-changing nature of the external
factors environment.
The diversity of expertise required The overwhelming state of external variables.
2.2 The dimensions of macro-environmental analysis* 17-23
*Stated as subdivisions of the external environment in the TB
2.3 Forecasting environmental trends and events* 24-25
*Four stage process briefly mentioned on page 24 in section 2.5 in TB (before Environmental
scanning).
Approaches to environmental scanning is the same in SG and TB.
Study Unit 3 – Market analysis
Read entire Chapter 4, 5 & 7 in conjunction with this unit.
TB Study Study
Topic pages from TB from SG
, 3.1 The competitive structure of an industry* 105
*This is determined by Porter’s Five Forces Model. Theory sufficiently covered in TB and practical
example provided in SG.
3.2 The dimensions of market analysis* 91-97
*Additional dimension indicated in TB - Current and emerging submarkets.
3.3 Portfolio analysis* 149-150
*Portfolio models are also outlined in Table 7.1, theory well covered in the SG.
Study Unit 4 – Customer management
Read entire Chapter 3 in conjunction with this unit.
TB Study Study
Topic pages from TB from SG
4.1 The 6W model of customer analysis*
*Use SG only for this model.
4.2 & 4.3 Customer knowledge & portfolio management* 52-61
37-48
*Customer knowledge and portfolio management is discussed in both the SG and TB respectively.
Perceived cost is sufficiently discussed in the SG, Please refer to BOTH the SG and TB for more
information on the following:
Customer value: The customer value creation process on page 55-61 in section 3.11.
Customer needs: getting to know current and future customers on page 37-40 in section 3.5
AND Understanding customers better through a focused customer analysis on page 40-41 in
section 3.6 AND Market information and knowledge resources about customers on page 52-54
in section 3.10.
Segmentation research: Customer segmentation on page 42-46 in section 3.7 AND evaluating
the attractiveness of a market segment on page 46-48 in section 3.8.
4.4 Systems, procedures and processes* 34-36
49-51
62-71
*Systems, procedures and processes are discussed in both the SG and TB respectively. Refer to the
TB for more information on the following:
Customer relationship management on page 34-36 in section 3.4.
Planning for better relationships on page 49-51 in section 3.9.
Customer Loyalty management on page 62-71 in section 3.12.
Study Unit 5 – Competitor analysis
Read entire Chapter 5 in conjunction with this unit.
TB Study Study
Topic pages from TB from SG
5.1 Competitor analysis* 104-111
*Steps of a competitor analysis in the SG is sufficient. Additional info on Step 1: Identifying competitors
also discussed in TB page 104 in section 5.3.2.
Porter’s Five forces model discussed in TB page 105 in section 5.4.1.
Key Success Factor (KSF) analysis discussed in TB page 107 in section 5.4.2.
Blue Ocean Strategy Canvas discussed in TB page 110 in section 5.4.4.
5.2 Competitor positions* 102-103
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