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Strategic Marketing Management
Winter Term 2006/2007
Prof. Dr. Lutz Hildebrandt Dr. Dirk Temme
Institute of Marketing - Strategic Marketing
Management
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Introduction
Introduction
Organizational topics
Overview
Literature
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Institute of Marketing - Strategic Marketing
Management
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Introduction
Organizational topics

• Lecture 11/17/2006 (Friday) 0400 p.m. 07.30
  p.m. (R. 202)
• 11/18/2006 (Saturday) 0900 a.m. 00.30 p.m.
  (R. 125)
• 12/08/2006 (Friday) 0400 p.m. 07.30 p.m.
  (R. 202)
• 12/09/2006 (Saturday) 0900 a.m. 00.30 p.m.
  (R. 125)
• 12/15/2006 (Friday) 0400 p.m. 07.30 p.m.
  (R. 202)
• 12/16/2006 (Saturday) 0900 a.m. 00.30 p.m.
  (R. 125)
• 01/12/2006 (Friday) 0400 p.m. 07.30 p.m.
  (R. 202)
• 01/13/2006 (Saturday) 0900 a.m. 00.30 p.
  (R. 125)

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Institute of Marketing - Strategic Marketing
Management
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Introduction
Organizational topics

• Final exam 01/20/2007 (Saturday) 1000 a.m.
  11.00 a.m. (R. 202)
• Slides www.wiwi.hu-berlin.de/marketing

User name mktstud Password smm_4u
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Institute of Marketing - Strategic Marketing
Management
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Introduction
Organizational topics

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Institute of Marketing - Strategic Marketing
Management
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Introduction
Overview (preliminary)
1. Introduction to strategic marketing 1.1. The
concept of strategic marketing planning 1.2.
Theoretical foundations of strategic planning
2. The classical process of strategic marketing
planning 2.1. Approaches for defining strategic
planning units 2.1.1. Concept of the relevant
market 2.1.2. Definition of the business 2.1.3.
Definition of strategic business units 2.1.4.
Excursus Strategic market segmentation
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Institute of Marketing - Strategic Marketing
Management
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Introduction
2.2. Analyzing strategic business units 2.2.1.
Analysis of strengths and weaknesses 2.2.3.
Analysis of opportunities and threats 2.2.3.
Forecasting and strategic intelligence 2.3.
Development of strategic alternatives 2.3.1.
Strategic laws 2.3.2. Portfolio
strategies 2.3.3. Marketing strategies 2.4. Goal
and resource planning 2.5. Strategic controlling
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Management
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Introduction
3. Economic perspectives for a theoretical
foundation of strategic marketing
management 3.1. Overview of economic
perspectives 3.2. Classic industrial organization
and Porters transfer to strategic
management 3.3. New industrial organization and
game theory 3.4. Resource based view 4.
Development of competitive strategies 4.1. Basic
dimensions of competitive strategies 4.1.1
Porters generic strategies 4.1.2 Time-oriented
strategies 4.2. Strategic brand management
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Management
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Introduction
Literature (I)

• Collis Montgomery (1997), Corporate Strategy -
  Resources and the Scope of the Firm, Chicago
  Irwin.
• Porter (1980), Competitive Strategy - Techniques
  for Analyzing Industries and Competitors, New
  York Free Press.
• Besanko et al. (2004), Economics of Strategy, 3rd
  ed., Hoboken, NJ Wiley.
• Welge Al-Laham (2003), Strategisches
  Management, 4th ed., Wiesbaden Gabler.

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Management
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Introduction
Literature (II)
A package of selected articles will soon be
available at
Copy Clara Dorotheenstr. 90 10117 Berlin Tel.
226 792 63 Opening hours Mo - Fr 9.00 a.m. -
6.00 p.m. http//www.copyclara.de/
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Management
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Introduction
Literature (III)

• Important journals
• Strategic Management Journal
• http//www3.interscience.wiley.com/cgi-bin/jhome
  /2144
• Journal of Management Studies
• Academy of Management Review
• California Management Review
• Harvard Business Review (or Harvard Manager)
• ZfB
• ZfbF/Schmalenbach Business Review
• DBW
• Further sources The Economist, Fortune, Wall
  Street Journal,
• Handelsblatt, etc.

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Institute of Marketing - Strategic Marketing
Management