The scholarly article which I selected to review addressed the strategic implementation of marketing initiatives within international higher education entities (Naidoo & Woo, 2011). This article was of particular interest to me due to its specific focus on marketing within higher education entities (HEI’s). The authors focused their research on 10 universities which recruit international students; specifically, on 570 questionnaires from mid-level marketing managers responsible for strategic implementation of marketing initiatives. (Naidoo & Woo, 2011, p. 1117) The authors note the disparity in success between HEI’s in addressing the international student market, and raise the implied question of whether differences in successful strategic implementation could be contributory. This study focuses on strategic implementation, as contrasted with strategic formulation, as a driver for marketing success. The premise of the authors is that by focusing on the factors which influence successful strategic implementation, HEI’s can enhance marketing program success. In addition to highlighting strategic implementation as a marketing success factor, they emphasize the value of a higher education focus in their research. Although this business category has achieved prolific growth in recent years, most marketing research has been focused on a general business environment.
The research found that strategic implementation is viewed by marketing management as operations-driven in nature. The authors uncovered 4 primary constructs from their data: implementation related outcome variables, dimensions of commitment, strategy factors and role factors. (Naidoo & Woo, 2011, p. 1122) Put in simpler terms, the authors identified strategy commi...
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...ting program success. They have demonstrated that mid-level marketing managers within Higher Education view individual commitment to the selected strategy, as well as the perceived significance of their role in implementation, as critical factors to role performance, and ultimately program success. Suggestions for follow up may include a closer analysis of successful and less successful HEI’s, to further understand how these factors influence the success or failure of these organizations’ marketing programs.
Works Cited
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27(11/12), 1117-1141. doi:10.1080/0267257X.2011.609132
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Marketing is a core pillar of an organization and contribute significantly in its prosperity through attaining the laid down targets as well as scope of development. The position of an organization is hugely based on its competitiveness and capacity to capture a significant portion of the market in relation to the prevailing needs of consumers. Interaction of the organization with the consumers and the potential consumer in the market arena is attained through the marketing wing of the organization (Ferrell& Hartline, 2012). The preferences of the consumer and avenues of satisfaction are aligned to the established marketing frameworks. However, the success of organization marketing is highly inclined to the marketing strategies formulated and adapted towards coping with competition and eventually enhancing firm competitiveness.
During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...
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Marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. The Marketing strategy consist 4Ps that is place, product, price, and promotion. This 4Ps is used to market the product to the people and to make the product being famous in the country or international. The size of market segment for this product include geograpic, demographic, behavioural, and psychorgrapic.
The major premises or the foundational issues of marketing strategy are (Smith, Blazovich & Smith, 2013; Varadarajan, 2010). 1- The purposes of marketing strategy : A- To enable organizations to achieve and sustain a competitive advantage in the marketplace. B- To create both market-based relational and intellectual assets. C- To enable organizations to build beneficial exchange relationships with customers. D- To modify, influence and shape the behaviors of customers. E- To identify and increase new paths of differentiation, and F- To enhance the importance of non-price criteria relative to price in the brand choice decision process of buyers 2- The last objective can be achieved through by segmenting market into subgroups and offer based on customer’s needs for each segment 3- Differentiation means heterogeneity in supply 4- A sustainable competitive advantage is important condition for a business to compete over the long-run.5- In an industry, there will be more than one path or marketing strategy to attain the desired performance. industries can attain superior performance by applying different marketing strategies such as promotional strategies ( ...
The objectives of this report will examine how different industries’ implement plans to achieve the goal, and suggests the examinations of marketing strategy such as business goal and target market segments in different industries, and this report will discuss the marketing strategies for restaurant operators (McDonald), education provider (Taylor) and technology giant (Apple).
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Strategic implementation entails the application of deliberate management processes to achieve the desired results. Predominantly, the process is achieved through the selection of implementation approaches that are related to an organization’s structure, management of human resources, developing, decision-making and information processes, allocating resources, determining desirable ...
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