Master of Management (MM)

Strategic Marketing

Module

Marketing is a managerial path to change in an organization. A properly planned and implemented strategy allows for the creation of special longterm relationships with various stakeholders. Marketing turns an organization's strategy into reality by solving the problems of different stakeholders - customers, suppliers, partners, employees - creating value for them and growing results.

Doc. dr. Lineta Ramonienė

Head of Module

Strategic Marketing

The objective of the module

The module aims to deepen marketing knowledge by discussing the latest marketing theories, applying modern techniques in practical situations and examining real-life cases.

Why should you choose this module?

The module is intended for managers responsible for the marketing area of the organization or planning to be responsible for it. Also for managers whose responsibility is related to the field of marketing

Module results

After completing the module, you will be able to plan the marketing function and relate it to the organization's strategy. This will increase the organization’s profitability and/or social impact.

Lithuanian

1 semester

2024 m. pavasaris

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About module

What will you learn?

Main topics

Lecturers

About module

Modern marketing is global and digital, and at the same time, it is more consumer-oriented than ever and responds to the most individual needs and desires of the consumer. Businesses operate in a special environment: new customers may come from any corner of the world, and new market participants may enter with more sustainable business models and cost structures. Even those organizations that focus only on one market and know their customer intimately must think globally and respond to the latest trends. In a rapidly changing environment, the marketing function in various organizations increasingly plays a strategic role in running the company, improving the user experience and growing the business as a whole. In order to meet customer expectations, it is necessary to effectively organize sales processes, understand customer wishes and needs, and successfully manage brands. Only a strategic approach to product, customer and business growth and cooperation can ensure sustainable business growth. This is an exciting and compelling challenge for everyone involved in marketing. The Strategic Marketing module uncovers these global trends, delves deep into them, turns them into opportunities and puts them into action through conceptual and practical strategic marketing models, methods and tools.

What will you learn?

After completing the module:

You will be able to plan the marketing function and link it to the organization's strategy. This will increase profitability and/or social impact.
You will understand how a consumer makes a purchase decision, delve into different types of consumers, and identify the most important stages and points of the consumer journey.
You will be able to position new products and services and evaluate the effectiveness of existing positioning.
You will understand the importance and value of the brand in the modern business environment, learn to evaluate the effectiveness of the brand and test the basic principles of creation.
You will be able to provide the most value to the customer by using experiential marketing tools.
You will be able to evaluate the value of the product basket and try your hand at creating new products.

Main topics

Main topics of the module:

The role of marketing in an organization. Strategic and tactical marketing interfaces and separation.
A picture of the modern consumer and the process of making a purchase decision
User journey
Data-driven marketing; research in marketing
Market distinctiveness: positioning and value maps
Business to Business Marketing: Reputation, Loyalty, Empathy and Other Aspects
Brand strategy
Product cart management
Product innovation
Pricing
Management of distribution channels
Digitization in marketing
Marketing and sales interfaces

Lecturers

Doc. Dr. Lineta Ramonienė

ISM Master's Degree in International Marketing and Management program manager
Specializes in strategic management and marketing and has been teaching for more than twenty years, creating and developing business programs
Actively advises companies on strategic management and marketing areas
Participates in international conferences and gives presentations in more than ten countries of the world
American Marketing Association (American Marketing association, AMA) member
Certified Management by Missions methodology consultant
Speaker at conferences

Dr. Darren Coleman

Founder of Wavelength Marketing
With more than 20 years of experience, consult globally for B2B and B2C brand organizations
Worked with such organizations as Orange, Maybank, Nikon, Standard Life, Pepsi, BUPA, Dubai Porperties and UK Trade & Investment
Author of the book “Building Brand Experiences: A Practical Guide to Retaining Brand Relevance"
Speaker at international conferences

Rūta Gaudešienė

20+ years of experience in marketing and market research
Marketing research and strategy leader
Partner of CIVITTA consulting company
Speaker at conferences

Radvilas Šeputis

Digital Marketing Strategist
Founder of Evolvery
Unconditional.agency partner and consultant
Member of LiMA A Association
Speaker at conferences
Baltic Sandox mentor

Doc. Dr. Eleonora Šeimienė

Doctor of Social Sciences in Marketing, consumer behavior expert 13 years of experience in market research, consulting and providing insights to grow brands and enhance consumer experience
Associate professor at ISM University and ISM Executive School, teaching marketing research and consulting on qualitative research issues
Neuromarketing research practitioner, professional member of the Neuromarketing Science and Business Association
Speaker of Lithuanian marketing conferences and international scientific conferences

Andrius Grigorjevas

Founder of brand management agency Be&Do
A practicing semiotician
Former head of strategy team at Idea group
Works with strategic brand projects in Lithuania and the Baltic countries
Gives lectures at Vilnius University and "The Atomic Garden" advertising school

Dr. Indrė Radavičienė

For 15 years, she has been conducting training on the topics of publicity, sponsorship, marketing, consumer behavior, marketing research, public relations, and team building for companies, communities, and students of Lithuanian and foreign universities
Certified coordinator of marketing research projects, member of the European Marketing Association
Business management consultant/trainer, moderator of strategic and creative sessions
Leads creative - innovation projects, advises organizations, communities in preparing publicity plans, projects

Benas Adomavičius

Head of ISM Executive School Strategic Management module
Has been consulting, teaching and conducting training for companies and students in Lithuania, Germany, Estonia and Belarus on business strategy topics for 8 years
Co-owner, advisor and consultant of several companies. Board member of of Creditinfo Lietuva, certified expert in business process management
MITA expert, member of Strategic Management Association (SMS)

Doc. Dr. Vatroslav Skare

Professor at the Marketing Department of the Faculty of
Economics & Business, University of Zagreb, Croatia
Fields of his teaching and research interest are digital marketing, product management, and services marketing
He regularly visits universities in Slovenia, Austria, Hungary,
Romania, and Lithuania in the capacity of a visiting professor and guest lecturer
His research is currently focused on location-based mobile
marketing, services innovation (e-services), and consumer
empowerment
He is one of the technical editors of the scientific marketing
journal „Market“, active reviewer for several scientific marketing journals, a member of the scientific board of marketing conferences, and a National representative for Croatia at European Marketing Academy (EMAC)

Dalia Bagdžiūnaitė

Has 8 years of work experience in academic, business and public sectors
Doctor of Science in the field of consumer neuroscience (Copenhagen Business School, Center for Decision Neuroscience, Denmark), who spent nine months on a research internship at the University of Southern California in America (Brain and Creativity Institute)
Worked in the fields of marketing, scientific research and public sector innovation (Copenhagen Business School, Neurons Inc., MoreNoise, Kurk Lietuvai)
Specializes in the fields of neuromarketing, neurodesign and neuroeconomics, teaches and consults on the principles of behavioral science and the application of neurotechnologies. Has presented her research at leading academic conferences (e.g. The Convention of Association for Psychological Science, USA, NeuroPsychoEconomics, EMAC). The doctoral project was nominated as one of the finalists of the Neurotalent 2015 competition, the results of the experiments were described in Forbes

Mantė Kvedarė

Partner and consultant at Implement Consulting Group in Oslo, Norway
10 metų konsultuoja tarptautines organizacijas pardavimų ir
įėjimo į rinką strategijos temomis
Global Lithuanian Leaders community mentor
Author of The Virtual Sales Handbook

Domantas Gailius

Founder of the KOG Institute
Partner of Inspired UM
Marketing communication strategist and practitioner with 20 years of experience, teacher, lecturer

WHAT OUR ALUMNI SAY

The strategic marketing module left an indelible impression. I want to repeat this experience so that when the second part of the module appears in the future, I will not hesitate for a moment and study again. Furthermore, I took away from this module much knowledge about marketing, its essential tools and the ability to determine what the company is focused on. Therefore, I recommend this module not only to marketing professionals but also to company managers - here, everyone will understand what marketing is, why it is needed and how to use it for the success of their organization.