Module Descriptor

Module Title Programme Term Credits : : : : Marketing Strategy MBA I 3

Time required in terms of Student Learning: Learning Contact Guided study Assessment Total Aim and Objective: The course develops insights into: a) Identification of the organizations, competitors, their objectives, strategies, strengths and weaknesses and response profile. b) Development of competitive strategies including the competencies to be employed and the marketing strategies to be adopted based on competitors and customer response profiles. Teaching and Learning Approach: Students will learn through a combination of face-to-face contact, Interactive Session, Related Activities and guided study. Personal contact sessions will include case study analysis, activities, Live Projects and presentations. Guided study will include preliminary text readings (defined by the tutor). Supporting material will be provided to the students as and when required. Guided Study: Guided study will include text readings, articles on contemporary issues in organization, assignments, case analysis and power point presentations. Assessment: Assessment of the student will be based on mid-term and end term examination and continuous assessment subject to class participation, assignments and presentations. Hours 35 20 20 75

Page 1 of 3

Indicative Contents: Topic Marketing Strategy: An Introduction Analysis of the Industry and the Enterprise Coverage Strategic windows to markets, what is strategy, what is marketing strategy No. of Lectures 2 Presentations Case Study Yes

Firms as subsets of markets, markets as subsets of industry, Industry Structures and Life Cycles, drivers of industry, objectives, strengths and capabilities of the firms, approaches to self analysis of the firm, marketing competencies and resource based view, value chain analysis. Analyzing Market dynamics and key success factors, Market and market size, growth rates and profit Competition potential at various stages of growth, measurement and forecasting, cost structures and distribution systems, competitors and nature of competition, basis for competition, core competency, differential advantage, competitor typologies. Analyzing Dynamic environment, hostile or supportive business environment, SWOT, SAP, ETOP, environment and influencing changes in environment, the customer markets as sets of customers, customer environment interactions, customer firm interactions, causes and consequences of customer behavior Portfolio Product life cycle and product portfolio, analysis portfolio model for analysis, BCG matrix, product life cycle portfolio matrix, selection of markets, GE/ Mckinsey Matrix, Directional Policy Matrix, Multi factor matrix Sustainable Competitive advantages, sustaining the competitive advantage, market led advantage, core advantages and competencies, and associated generic generic strategies, low cost, focus, pre emptive strategies strategies, differentiation strategies, product and service quality, customer focus and brand differentiation

Yes

Yes

Yes

Yes

Yes

Page 2 of 3

Segmentation, Targeting and Positioning strategies

Marketing Mix Strategy

Growth Strategies: Product Market Expansion Planning and Facilitating the implementation of strategies Case studies

Simplification of market complexity for manageability, ad hoc segmentation,. Empirical segmentation, target selection to align possibilities, objectives and capabilities, competitive positioning, corporate positioning, brand positioning, product line positioning Designing the marketing mix for strategic positioning, product strategy, pricing strategy, distribution and channel strategy, integrated marketing communications strategy, tactics and strategy, product differentiation, cost reduction strategy Ansoff Matrix and generic strategies for growth, product development, integration strategies, diversification, entry and exit strategies, egans matrix Strategic collaborations, partnerships and networks, from transactional management to relationships management, putting plans and strategy to implementation, barriers to implementation, post implementation Minimum 3 case studies related to marketing strategy

Yes

Yes

Yes

Yes

Yes

TOTAL

35

Recommended Readings : 1. 2. 3. 4. 5. Aaker, David A., Strategic Market Management. Richard M.S. Wilson, (Viva) Strategic Marketing Management. London:Routledge Strategic Marketing An Introduction, 2000, Marian Burk Wood, Essential Guide to Marketing Planning 2010, Pearson Education Philip Kotler, Marketing Managemnet 2010 Pearson Education.

Page 3 of 3