Introduction

Module:
Instructor:

Strategic Marketing
Bilal Ahmad

LECTURE: Introduction
Aims and Objectives
Strategic Marketing
Role of Strategic
Marketing
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Contact details
bilal.ahmad@szabist-isb.edu.pk
MS Faculty hall 2nd Floor
Office: 051-4863363-510

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Be Productive
Physical and mental attendance is
mandatory
Learning & Good grades

-- Failure

Participation during discussion session

Extra Points

Mobile phone strictly Prohibited

--- Negative marking

Zero Tolerance to Plagiarism (Be yourself)

Consult Szabist Plagiarism Policy
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Teaching Methodology
Interactive lectures (lecture slide and
Videos)
Case studies
Discussion and team activities
Semester Project
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Aims and objectives

Aims
To become familiar with Strategic marketing processes
Able to integrate theory and practice of Strategic
Marketing
To understand the key factors of Strategic Marketing
To Understand effectiveness of Strategic marketing
processes (Modern world)
Experience-based learning to develop the necessary
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Strategic Marketing knowledge and skills among students

Aims and Objectives

Objectives are
To apply principles and concepts used for strategic
marketing
Aware of complex nature and environment for
strategic marketing
Understanding of conceptual and organizational
aspects of Strategic marketing
Connect and integrate Strategic Marketing concepts
to analyze and solve marketing issues (Decision
making)

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Learning Outcomes
Introduction with Strategic Marketing
Familiarity with challenges of market driven
strategy
Understanding of relation between
corporate, business and marketing strategy
Challenges of new era (Modern Business
world)

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Strategic Marketing
The term "Marketing" is widely
misunderstood. Producing TV
advertisements", "writing catch phrases",
"producing brochures", "a conspiracy to
make people buy more than they need",
"improving brand awareness", "fancy
packaging", or "sponsoring the Olympics".
In fact these are all part of Marketing, but
only a small part.
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Theoratical view
"Marketing is the management process responsible
for identifying, anticipating, and satisfying customers'
requirements, profitably." Chartered Institute of
Marketing.
The marketing guru Philip Kotler defines the
Marketing Concept as:

"The marketing concept holds that the key to

achieving organizational goals consists in determining
the needs and wants of target markets and delivering
the desired satisfactions more effectively and
efficiently than competitors"
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Theoratical view
Kotler breaks down into four components;
Market Focus, Customer Orientation,
Coordinated Marketing and, Profitability.
Some alternative definitions of the Marketing
Concept include:
"Your business will perform better, if you know
what people want in the first place." Anon.

(http://www.ingirum.co.uk/strategic_marketing.
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htm)

Modern World Challenges

Frequent Market changes

Demand Status
Intense Competition (Micro Environment)
Shift of Power (firms to Consumers)
Macro environment

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Market Driven Startegies

Examples include:
Dell Inc.
Southwest Airlines
Tesco
Tiffany & Co.
Wal-Mart
Zara

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Market Driven Strategy

Becoming Market Oriented

Becoming Market Driven
Cross functional Coordination
Performance implications
Competitor Intelligence
Distinctive Capabilities

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Capabilities Classification

Capabilities and customer value

Creating value for customer
Customer value
Providing value to customer

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Becoming customer driven

Market sensing capabilities
Customer linking capabilities
Aligning structure and process

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Market driven strategy

(http://visual.ly/market-driven-strategy)
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Corporate,business and marketing

strategy
Scope, Mission and
strategic intern
Corporate Objective
Strategy
Resource Allocation
Synergies

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Corporate, Business and Marketing Srategy

What is corporate strategy?
Corporate strategy framework

Deciding corporate vision

Objectives
Resources
Business composition
Structure, systems and processes

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CORPORATE STRATEGY COMPONENTS

Managements long-term vision for the
corporation
Objectives
Assets, skills, and capabilities
Businesses in which the corporation
competes
Structure, systems, and processes

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Business and Marketing Strategy

Business and marketing strategy

relationships
Understanding business scope, purpose ,
objectives, resources, and strategy.
Participation in Strategy formulation
Developing marketing strategy relevant to
business strategies

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Corporate, Business and Marketing Strategy

Strategic marketing
Analysis, strategic development and
implementation
Industry forecasting
Organizational performance

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Corporate, Business and Marketing Srategy

The marketing strategy process
Markets, segments and customer value

Markets and competitive space

Strategic market segmentation
Strategic customer relationship management
Capabilities for continuous learning about markets

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Corporate, Business and Marketing Strategy

Designing market-driven strategies
Market targeting and strategic positioning
Strategic relationships
Innovation and new product strategy

Market-driven program development

Strategic brand management

Value chain strategy
Pricing strategy
Promotion strategy
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Corporate, Business and Marketing Strateg

Market-driven program development
Designing market-driven organizations
Marketing strategy implementation and control

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Challenges in the modern market

environment

Escalating globalization
Technology diversity and uncertainty
Internet dynamics
Ethical behaviour and corporate social
responsiveness

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