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Course Specifications
Strategic Marketing
MKT-701
Fall -17/18
h t t p : / / w w w.g c u f. ed u .p k /
COURSE SPECIFICATIONS
Basic Information
Course Title: Strategic Marketing
Course Code: MKT-701
Course credits/week: Theory: 03 Lab: Nil Total: 03
Pre-requisite(s): Nil
Co-requisite(s): Nil
Program(s) on which the course is given: MBA 1.5 (Years)
Is the course major or minor element of the program: Major: Minor:
Department offering the program: Marketing Division
Department offering the course: LYALLPUR BUSINESS SCHOOL (LBS)
Academic year/level: 1
Revision #:
Last revised on (date): 09/10/2017
Course Description:
This course is focused on helping you become a strategic marketer, so that you can
create, gain support for and execute marketing plans that will build strong and enduring
businesses. There are three main course objectives. By the end of the quarter, you should
be able to:
The course builds on the material covered in Marketing 430 and other marketing classes;
it reinforces the material and introduces new concepts.
Marketing Strategy is certainly valuable for people who are going into marketing. It is
also useful for people who are going into finance, strategy, operations and other
functions. The course takes a broad view; every function is involved in building a strong
business that succeeds in the market.
1. Be familiar with a strategy perspective that extends beyond the traditional focus
on managing the marketing mix;
2. Be able to understand and identify the issues that companies are facing in
delivering and creating value;
3. Acquire skills that will enable them to develop effective management processes
that help organizations achieve their objectives and sustain their value creation
and profits;
4. Be able to understand market and industry analysis, competitive positioning and
competitive advantage;
5. Be able to identify the information technology needed in order to support world-
class value creation;
6. Be able to build problem identification, problem analysis and critical thinking
skills and to us those skills to solve real business problems presented in case
study analyses and in assigned course projects; and
7. Develop skills to apply the theory and synthesize knowledge from other areas,
necessary to prepare a marketing plan for a product or a service.
Learning Outcomes:
Our weekly class Instructions and discussions will follow this format:
Week Module Intended Main Learning Objectives
Chapter 1: Market Orientation,
(Page 02 23 of Capabilities, Creating Value for
TEXT BOOK) Customers,
12
Becoming Market-Driven.
Introduction to
Strategic Marketing
Corporate Strategy,
Chapter 2: Business and Marketing Strategy,
(Page 48 71 of Marketing Strategy Process,
34 TEXT BOOK) Preparing the Marketing Plan in General.
Business and
Marketing Strategies
Mapping Product- Markets,
Describing and Analyzing End-Users,
Chapter 4:
(Page 83 109 of Analyzing Competition, Developing a
TEXT BOOK) Strategic Vision about the Future,
56 Market Size Estimation.
Situation Analysis & Identifying Market Segments;
Forming Segments; Micro-segmentation;
Segmenting Markets
Mass Customization; Variety Seeking;
Selecting the Segmentation Strategy.
Chapter 6:
(Page 113 126 of Pivotal Role of Customer Relationship
TEXT BOOK) Management
Developing a CRM Strategy
7-8 CRM and Strategic Marketing
Strategic Customer
Value Creation Process
Relationship
Management
Project /Revision
16 17
Contact Details:
Dr. Rizwan Shabbir Assistant Professor
Marketing Division, LBS
Faculty of Economics & Management Sciences,
GC University, Faisalabad, Pakistan.
Office Hours Monday & Friday 10:00 AM to 03:00 PM
Phone(office): 041-9239330 E-Mail: rizwanshabbir@gcuf.edu.pk
Course Specifications Developed By: Reviewed By (Dean FE & MS):
Dr. Rizwan Shabbir
Date: 9/10/2017
Learning Outcomes Verbs Sheet
Knowledge Comprehension Application Analysis Synthesis Evaluation
Cite Associate Apply Analyze Arrange Appraise
Count Classify Calculate Appraise Assemble Assess
Define Compare Classify Calculate Collect Choose
Draw Compute Demonstrate Categorize Compose Compare
Identify Contrast Determine Classify Construct Criticize
List Differentiate Dramatize Compare Create Determine
Name Discuss Employ Debate Design Estimate
Point Distinguish Examine Diagram Formulate Evaluate
Quote Estimate Illustrate Differentiate Integrate Grade
Read Explain Interpret Distinguish Manage Judge
Recite Express Locate Examine Organize Measure
Record Extrapolate Operate Experiment Plan Rank
Repeat Interpolate Order Identify Prepare Rate
Select Locate Practice Inspect Prescribe Recommend
State Predict Report Inventory Produce Revise
Tabulate Report Restructure Question Propose Score
Tell Restate Schedule Separate Specify Select
Trace Review Sketch Summarize Synthesize Standardize
Underline Tell Solve Test Write Test
Translate Translate Validate