Strategic Marketing Management

Course Code: MKT 662

Prerequisite: Marketing Management
Instructor: Mohammad Ahsan Ullah Durrani
Introduction:
Strategic marketing is imperative to companys survival and growth in the rapidly changing business environment of
the 21st century. This course assumes that students have developed a basic understanding of marketing concepts and
techniques and have had some exposure to some of the specialized areas of marketing. Hence, this applied course
strengthens marketing students ability to perform strategic analysis and develop marketing programs, plans, and
strategies in todays competitive market environments. To facilitate the learning process, students will undertake
case study analysis and develop marketing plans
Aims and Objecives

This is an integrative course in marketing planning and strategy. The course is applications-oriented, focusing on
strategic analysis and creating, adapting and implementing strategy. Students are expected to bring the theory and
concepts they have learned in the areas of marketing, management, economics, and finance to bear on the marketing
planning process
Learning Objectives/Outcomes

The course will help students with the following analytical skills in marketing:
1. To identify and evaluate the strategic choices confronting organizations in the marketplace;
2. To undertake situational analysis to identify and assess the market environment and consumer
forces that affect marketing planning and strategy development
3. To develop consumer-centered marketing strategies including analysis, planning, organization,
implementation, and control activities
4. To assess how strategic marketing planning may interface with other core business functions
and how they together affect business performance as a whole;
5. To appreciate and understand the value and importance of business ethics and social
responsibility issues involved in marketing decision making
Case Methodology:
Your text book has five Sections namely:
1. Strategic marketing
2. Market segments, and customer value
3. Designing Market-Driven Strategies
4. Market Driven Program Investment
5. Implementing and managing Market-Driven Strategies
The cases assigned to you belong to these sections. So the identification of problem(s) and your
recommendations should take into consideration the concepts discussed in these sections. Your analysis should
consist of following sections
1. Identification of symptoms: Please note that the most apparent problem in the case is not the real problem.
It is because of certain other weaknesses that is giving rise to this issue. For example decline in sales or
profit is not the real issue. This is the result of certain other variables,
2. Analysis of the situation: this is the most important part of your analysis. Here you should identify and
analyze the concepts discussed in the pertinent section of the book. Identify the weaknesses shown by the
company under consideration in using these concepts, Based on your analysis identify the root cause or
causes giving rise to the issue.
3. Problem Identification: The analysis will highlight the issue(S) that are to be handled in order to improve/
resolve the issue(S)
4. Recommendation: A detailed description of what the company should do in order improve
Grading Scheme:
Cases : 15%
Hourly Test : 20%
Midterm Exam : 25%
Final Exam : 40%

Class Schedule
Session
#
Topics to be covered Remarks
1 Chapter 1: New challenges for Market-Driven Strategy Coca-Cola Company (A) to be
presented and submitted in 3
rd

session
2, Chapter 2: Markets and Competitive Space
3. Case Presentation
4. Chapter 3: Strategic Market Segmentation
5. Chapter 4: Strategic Customer Relationship and chapter
5: Capabilities for learning about Customers and Markets
Pfizer, Inc. to be presented and
submitted in session 7
6. Comprehensive Test 1 (first four chapters)
7. Case presentation
8. Chapter 6: . Market Targeting and Strategic Positioning


9. Chapter 7: Strategic Relationship
10.
Chapter 9: Strategic Brand Management
Case 3: Nike. Inc. Submission
session 15
11. 2
nd
Comprehensive Test ( Chapters (5, 6, 7, and 9)
12. Chapter 10: Value Chain Strategy


13. Chapter 11: Pricing Strategy
14. Chapter 12: Promotion, Advertising and Sales Promotion
Strategy

15 34d Comprehensive Test
Text Book: Strategic Marketing by David W. Cravens and Nigel K. Piercy. !0
th
McGraw. Hill
International Edition