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INITAO COLLEGE Course Code: ELECTIVE 4

Jampason , Initao, Misamis Oriental Course Title: Strategic Marketing

Management
2nd Semester, S.Y. 2021 – 2022
Units: 3 (Lecture)

Name of Instructor: Chona L.Gelay

Mobile Number: 09169834304

Email Address: [email protected]

Facebook Page: “STRATEGIC MARKETING MANAGEMENT”(MM-ELECTIVE4 G1-G4)

Class Schedule: Monday and Thursday -9:30AM-10:30AM

Module 2 and 3

Topics: Desired Learning Outcomes:

 Strategic Marketing Management  Analysed the importance of strategic marketing

 Customer focused-Management process in the organization

 Analysed the importance of creating strategic

Duration: 3 hours marketing advantage

 Analysed the importance of Customer-focused

Management.

 Analysed the importance of developing customer

relationship in the organization.

GENERAL INSTRUCTION:
 Do not forget to write your complete name, year and group number, contact number and Localized Learning Hub.
 Please don’t forget to visit our Facebook Page, Messenger Group Chat, for some announcement and for
important matters that posted in our Facebook Page
 and Messenger Group chat.
 There will be additional 10 points for on time module submission and deduction of points for those not on time
submission of module.
 Please answer the assessment that found on the last page of the module.

INTRODUCTION
This course is designed to help you understand and learn advanced principles of marketing and is aimed at marketing
managers, or professionals who are working in business or commerce. Who have perhaps a qualification in marketing
and several years’ experience of working in a marketing role, or managers who would like to increase their marketing
knowledge.

Part of the course’s assessment of learning will involve you in undertaking an assignment based on a marketing strategy
plan carried out in your own company/organisation. You will be given detailed guidance and advice about this element of
assessment later in this Workbook.

Analysis
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What is strategy? The term strategy is probably one of the most used and often misunderstood terms in business. There
is no universal definition of strategy and yet it is used extensively. Strategy has the same meaning whether we are
discussing corporate, marketing, promotional or even advertising strategy

The main role of marketing strategy is to differentiate products/services from those of competitors by meeting the needs
of customers more effectively. Therefore, according to Drummond and Ensor (2001) marketing strategy can be
characterized by:

1. Analyzing the business environment and defining customer needs

2. Matching activities to customer needs

3. Implementing programmer to achieve a competitive position relative to competitors

Strategic management consists of three elements:

• Strategic analysis - concerned with answering the question ’where are we now?’ This involves analyzing the external
environment, internal resources and capabilities and stakeholder expectations • Strategic choice - what are the options
available and which is the most attractive? • Strategic implementation - often the most overlooked of strategy. It is
concerned with allocating resources and turning the plans into action.

Marketing strategy- is concerned with three elements - customers, competitors and internal corporate issues as illustrated
in Figure 1.2. Strategic marketing management has three major phases:

Customers -a person or organization that buys goods or services from a store or business.

Competitors-is a person, business, team, or organization that competes against you or your company. If somebody is
trying to beat you in a race, that person is your competitor.

Internal corporate issue- internal issues are about things inside of the company. I.e. things that you have control over.
They can be anything that is relevant to the intended outcome or purpose of your management system. Here is a list of
considerations to get you started, as suggested in ISO 9002:2016

Overall performance of the organization

Resource factors, such as infrastructure, environment, or organizational knowledge

Human aspects, such as competency, behavior, and culture

Operational factors, such as process or production and service provision capabilities, management system
performance, and feedback from interested parties
Factors in the governance of the organization, such as rules and procedures for decision-making or
organizational structure

This will include external analysis of customers, competitors and the macro environment and internal analysis of
corporate capabilities; secondly formulation of strategy in terms of creating and evaluating options and thirdly
implementation where the strategies are translated into action. The three stages are not mutually exclusive and are not
necessarily linear. In fact it is expected that there will be some feedback and amendments as the process progresses.

strategic management involves planning, implementation, and evaluation  implies ongoing revision of the marketing
program, based upon feedback  consistent with the firm’s mission statement and based upon clear goals and objectives
strategies suggest how firm will reach its goals  tactics relate to how strategies will be implemented  policies guide how
the firm does business strategic planning is based upon what is happening in the firm’s environment  matches
resources with the opportunities, changes, and characteristics of the marketplace must be consistent with the firm’s
mission  objectives must be actionable and measurable  formulation of objectives is often based upon an analysis of
strengths, weaknesses, opportunities, and threats (SWOT-to TOWS)

The Planning Process involves carrying out a situational analysis; often including a SWOT analysis setting realistic
marketing objectives  determining strategies for positioning and for gaining a differential advantage on competitor’s
selection of appropriate target market segments and an assessment of market demand  identifying a strategic marketing
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mix that will appeal to the target segments.

Strategy can be defined as the determination of the basic long-term goals and objectives of an enterprise, and the
adoption of courses of action and the allocation of resources necessary for carrying out those goals.”

Module 3

Customer-focused management- is a concept that goes far beyond just smiling, answering queries, and
communicating with buyers. It transcends customer service training. Companies must change their focus from
products and processes to the values they share with customers.

Customer-focused management goes beyond just the dynamics of service and quality. Everyone with whom you
conduct business is a customer or referral source of someone else. The service we get from some people, we
pass along to others. Customer service is a continuum of human behaviors…shared with those we meet.

Customer focus means - putting your customers' needs first. ... While customer service skills are key to
customer focus, customer-focused companies’ show that the customer experience matters across the
organization, at every step of the customer journey. This includes: The honesty of their marketing campaigns.

Tips for building an effective customer focus strategy

There are two levels to building an effective customer focus strategy: an emotional level and an operational level.
A great customer focus strategy enables you to form real, honest, and transparent relationships with your
customers. It also guides you in setting the right tools and processes in place to do so. Here are six tips to help
keep both relationship management and process improvement top of mind:

1.) Encourage collaboration

Becoming a customer-focused organization requires teams to work together to create a consistent, overall better
experience. In fact, more than 70 percent of customers expect companies to collaborate on their behalf.

Support teams and sales teams might collaborate so:

 An agent can flag sales when a customer is interested in learning about a new product
 A sales rep can redirect a more technical question to an agent who specializes in that area

And collaboration pays off—according to Benchmark research, sales and support teams that collaborate have:

 More leads
 More deals created
 More deals won

2.) Make your customers feel heard

Behind every customer is a story. But customers don’t want to have to repeat that story every time they interact
with your brand. And if customers feel ignored because they have to repeat themselves, they won’t be likely to
remember your company as customer-focused.
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“Making the customer feel heard is a huge part of customer focus,” says Brummel. “And when they don’t feel
heard, that’s when the experience can quickly go south.”

Imagine having to reintroduce yourself to a coworker every time you see them in the office kitchen and remind
them of what you last spoke about. It’s neither personal nor customer-focused, but that’s often how businesses
communicate with their customers.

To ensure satisfied customers that feel heard, companies will need that same connective layer of tissue. This
gives them the full story on the customer, such as:

 Their name
 Account information
 When they last reached out

This arm teams with the relevant context and conversation history they need to give customers the personalized
experiences they expect.

3.) Meet your customers where they are

It might seem easier to focus on a single communication channel and providing a great experience there. But
communicating according to your customers’ channels of choice is a powerful driver of loyalty,  according to
recent Zendesk research.

The data is clear: A great customer experience is one that’s easy. Customers don’t want to have to put effort into
reaching your brand, and nor should they. That’s why customer-focused companies meet their customers where
they are. This allows customers to reach out however and whenever they want.

Looking into the demographics of your customers and considering the types of questions you see most often
can be eye-opening. Industry best practices might tell you to offer a particular channel. But you might find that a
significant amount of your customers prefer a mobile-first option. You might consider adding in What’s App,
SMS, or another mobile messaging channel because that’s where your customers are.

Again, that 360 view of the customer will be important for connecting conversations across channels. It ensures
context moves with the customer. This helps your business to provide fast and personal responses no matter
when or how they reach out.

4.) Use feedback to get better

Knowing how to handle customer feedback is another important factor in becoming a customer-focused

company. Instead of approaching customer complaints as a game of dodgeball, customer-focused companies:

 Amplify the voice of the customer

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 Use their feedback to create a better experience

This might include:

 Sending your customers surveys

 Opening an online community where customers can share their experiences with your product or service
or vote on new feature requests

Creating a feedback loop with your customers is important. Your relationship with them, like any healthy
relationship, should be two-sided.

“Treating customers like partners and collaborators as opposed to consumers of your good is one of the first
steps to creating a customer-focused culture,” says Brummel.

5.) Combine data with empathy

With the increasing amount of data available, companies no longer have to guess what their customers want or
decide for them. Instead, they can look to the trends.

But taking a customer-focused approach to data doesn’t mean using data blindly. Rather, it involves combining
data with empathy. This means:

 Adding context to data

 Applying data compassionately
 Using data to enhance customer intimacy—developing insights into who is using your product and what
they are looking for.

6.) Leverage AI to proactively meet customers’ needs

Customer-focused businesses aren’t just reactive to what their customers need; they also proactively meet their
expectations. And with the help of AI, proactive experiences don't have to be complicated or costly. For instance,
support teams might use machine learning to predict customer satisfaction to proactively reduce customer
complaints. Or, sales teams might deploy a chat box to proactively welcome customers, before they abandon
their cart or demo request form due to lingering questions.

Customer Value- Customer value is the phenomenon that keeps companies from teetering over the brink of
bankruptcy and instead, maintaining long-term relationships with existing customers and earning repeat
business by providing an excellent customer experience.

The Importance of Customer Value

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There are multiple reasons to build customer value, but a few stand out as especially critical.

Retaining Customers

Customer loyalty- is the result of excellence and attention to detail – neither of which are small feats for a
company to incorporate into its daily operations. However, even small improvements in customer retention can
have a major impact on profitability.

Customer Advocacy

Satisfying customers to the point that recommending your company over others comes naturally to them can
bring about lasting changes in your market position. Customers who become advocates for your company do
the work of your marketing team free of charge. Their enthusiasm for your organization helps tremendously in
attracting additional leads, which contributes to your business’s growth over the long term.

Customer satisfaction is defined as a measurement that determines how happy customers are with a company’s
products, services, and capabilities. Customer satisfaction information, including surveys and ratings, can help
a company determine how to best improve or changes its products and services.

Customer satisfaction plays an important role within your business. Not only is it the  leading indicator to
measure customer loyalty, identify unhappy customers, reduce churn and increase revenue; it is also a key point
of differentiation that helps you to attract new customers in competitive business environments.

Creating Customer Focused Processes

Sometimes within organizations, the internal processes that support the creation of a product or a service can
become the barrier to achieving the best customer service. The key is to create customer focused processes that
make transactions easy for your customers and staff to understand, operate and refer to when needed.

You can create customer focused processes by:

1. Experiencing the product or service yourself

Identify the processes that reduced your customer experience and identify what needs to be done to improve the
process.

2. Stepping into the shoes of your employees

Serve your customers directly and see first-hand how your systems and processes affect the customer.

Assessment of Module 2:

Name: Date:
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Year and Group: Learning Hub:

Contact number:

Direction: Write your answer on a one whole yellow paper. This is 10 points each item. Don’t forget to write down
the assessment module number.

1. Why is it Strategic Marketing is important in an Organization

2. Choose only one Tip for building an effective customer focus strategy and explain it in your own
opinion?
3. Research at least one company and find what SWOT Analysis is there?

Assessment of Module 3

Direction: Write your answer in a separate yellow paper and don’t forget to write the module assessment
number. This is also 10 points each items.

1. Why it is customer satisfaction is important in a certain business?

2. Explain the quote” Customer is always right”?
3. Is it important in an organization the retention of the customer? Yes or No? Why?
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