Imperial College London

DrJohannesHattula

Business School

Assistant Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 7571j.hattula Website

 
 
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Location

 

389Business School BuildingSouth Kensington Campus

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Summary

 

Strategic Marketing - BUSI97247

Aims

The aim of the module is to facilitate understanding of how strategic marketing can enable an organisation to serve its customers and markets more effectively and profitably than its competitors. The module aims to introduce strategic marketing concepts, to apply key principles of strategic marketing analysis, and to enable students to understand the role of marketing as an essential element of strategic business planning.

Knowledge Objectives

Students will develop a sound understanding of the following concepts:

  • strategic marketing dynamics and orientation
  • market segmentation, targeting, and positioning
  • consumer / business buying behaviour and decision making
  • marketing research
  • strategic marketing mix - product development, promotion, pricing and distribution
  • relationship and services marketing
  • strategic brand management
  • digital marketing and new media

Skill Objectives

Students will learn:

  • how to develop necessary skills, tools and concepts to undertake strategic marketing analysis;
  • how to develop effective marketing strategies which provide strategic differentiation, and which result in sustainable competitive advantage / profitability.

The module is practical and managerial, and focuses on how strategic marketing criteria can influence customers to differentiate between competitive offerings and purchasing decisions. 

Role

Course Leader

Marketing Decisions - BUSI97107

Aims

Creating value for the customer and the company is key to any successful business and in most companies, marketing is the core function to connect the company with its customers. The module International Marketing discusses fundamental topics of marketing decision making to demonstrate how an international company can connect with and serve its customers better than its competitors and continue to do so over time.

The overall aim of the module will be on understanding the role of marketing in the value creation process. Module topics include organisational marketing decisions such as marketing strategy and marketing mix decisions as well as topics of human behaviour in the marketplace, including both consumer and managerial decision making.

The purpose of the module is not to provide a handbook or A-Z guide to marketing. The focus is to equip students with the analytical tools and a framework to evaluate marketing problems and suggest suitable modules of action. This will enable students to understand the marketing perspective in business, will enhance their skills as a ‘general manager,’ and advance their knowledge why consumers and marketing managers behave the way they do.
 

Role

Course Leader

Marketing for Entrepreneurship - BUSI97188

Aims

The aim of the module is to demonstrate that International Marketing is essentially about understanding the ways in which an international organisation can serve its customers better than its competitors, and continue to do so over time. More specifically the aim is to introduce key marketing concepts, to understand the principles of marketing analysis, and how marketing is an essential element of global business strategic planning.

Role

Course Leader

Marketing - BUSI96019

Aims

More than 90% of all new ideas fail in the marketplace. That is, they are not taken up by others. Often organisations spend significant amount of resources developing and marketing new products/services only to discover that consumer response is far less ecstatic than initially expected. The reality is that in most cases consumers are simply indifferent about various business’ offerings. To succeed business must make a more compelling case than it is today - in terms of consumer experience, deeper purpose, social value, and greater inspiration for consumers as well as employees. Effective marketing management requires a clear understanding of consumers and the market in general. The aims of this course are to help participants understand how marketing contributes to a business’ competitiveness and survival and to provide participants with critical marketing insights, tools, and techniques. 

Throughout the course students will gain an understanding of the contingent conditions under which various marketing techniques work most effectively. The course will also introduce new marketing concepts associated with brand management, marketing channels, and services marketing. Short case studies during lectures underscore the critical value of marketing strategies in creating successful and profitable customer relationships. Findings from current research will be part of and examined throughout the lectures.  

MODULE OBJECTIVES

Knowledge Objectives: The main knowledge objectives of the course are to help participants understand:

The role of marketing in creating value for consumers and organisations

How marketing contributes to the competitiveness and survival of (for profit as well as not-for profit) organisations

How marketing strategies can be implemented and augmented over time

Skill Objectives: The main skill objectives of the course are to enable participants to develop:

Diagnostic and analytical skills to critically analyse current business practices

Skills in defining problems and examining market opportunities in the context of different consumer markets

Technical skills to assess strategies that provide customer value and that result in sustainable competitive advantage for organisations

 

 

Role

Course Leader