8/13/2019 MKT407

1/4

Page 1 of 4

Administrative Information

Course Name: Strategic Marketing Management

Course Code: MKT407

Credit Hours: 3 Credit hours

Course Prerequisites: MKT201

1. Course Description:

The present day strategic orientation to marketing has evolved through multiplestages. In strategic marketing the dynamism can only be maintained by proactiveapproach to strategic thinking. This calls for using systems and methods, which canenhance the responsiveness of

the firm to its stakeholders. The crux of effective marketing action is contingent uponcontinuous and real-time planning, analysis, implementation and control. Thehallmark of strategic marketing, therefore, is proactive and future oriented strategicstance. This module attempts to sensitize participants towards the proactive thinking,dynamism and action orientation of strategic marketing. It will provide insights intothe models and methods employed by organizations worldwide to generatesustainable competitive advantage. This module examines key theories within thefield of marketing management. Issues such as analysing marketing opportunities,developing marketing strategies, enhancing marketing decision making process,managing and delivering marketing programmes will be analysed from variousorganisational perspectives.

2. Course Objectives:

a. To develop an understanding of and skill in the development of marketingstrategy.

b. To provide students the opportunity to monitor and evaluate the changingproblems that face both private-sector and public-sector marketingorganizations.

c. To provide the students the opportunity to develop and improve his/hermarketing decision-making skills.

d. To provide the students the opportunity to develop and improve his/her oralcommunication skills.

e. To provide the student the opportunity to confront substantive ethical issuespertinent to marketing and develop a framework of analysis for these issues.

3. Learning Outcomes:.

On completion of the module participants will be better able to

8/13/2019 MKT407

2/4

Page 2 of 4

LO1. Examine critically the definition and role of marketing management within anorganizational context.LO2.Evaluate critically potential marketing opportunities with regard to strategicobjectives.LO 3. Critically examine and evaluate various international and global marketing

strategies.LO 3.Critically evaluate the elements and role of marketing decision making.LO 4.Evaluate critically information available to manage and deliver variousmarketing programmes.

4. Text Book

Doyle P. (2003), Marketing Management and Strategy, Prentice-Hall Europe 3rdEdition. West, D. C., J. B. Ford, and E. Ibrahim (2006), Strategic marketing:creating competitive advantage: Oxford University Press.

5. Reference Book/Journals:

Aaker, D.A. and D. McLoughlin (2007), Strategic Market Management(European ed.).

Chichester: Wiley. Piercy N. (2001) Market-Led Strategic Change:Transforming the process of going to market, Butterworth Heinemann, 3rdEdition.

Rao, V. and Steckel, J. (1998), Analysis for Strategic Marketing, Addison-Wesley.

Hooley, G., Saunders, J. and Piercy, N. (2004), Marketing Strategy andCompetitive Positioning, FT-Prentice Hall, 3rd Ed.

6. Topics/Chapters:

Introductory ModulesIntroduction to Case AnalysisWriting Case AnalysisStrategic MarketingEnvironment Scanning (SWOT Analysis)Target MarketingBusiness StrategyMarket Dominance StrategyPromotion StrategyMid TermDistribution StrategyPricing StrategyMarketing Warfare StrategyMarket SegmentationThe Marketing ProcessMarketing PositioningMarketing Research

7. Teaching and Learning Methodology:

8/13/2019 MKT407

3/4

Page 3 of 4

The teaching methodology will comprise of presentations via multi-media, lab work,case studies guest speaker sessions, practical demonstration of literature reviewand referencing style. In order to facilitate the students in writing a well draftedreport, 15 minutes will be allocated in every class for the project discussion.

8. Materials and Supplies:

Students should have note books and calculators. Case Studies and handout will beprovided.

9. Grading Policy/Student Assessment:

Assessment Instruments Percentage LO Covered

Quiz (3 of 5 mark each) n-1 10 % LO 1,2, 3

Assignment/Presentation/Project 15 % LO1 2,3, 4,

Attendance/Participation 5 % (Awarded by theExamination dept.)

Midterm Exam 20 % LO 1, 2, 3

Final Exam 50 % LO 1, 2, 3, 4

10. Attendance Policy:

Prompt arrival and regular attendance are extremely important. Refer to studenthandbook for policies on late entry, maximum absences allowed, leave applicationetc.

11. Expected Class Conduct:

Students are expected to be interactive and class participation is essential forlearning. Class code of ethics should be followed like no eating, usage of mobilephones are not acceptable, late arrivals should not be made a habit unless agenuine problem..Class disturbance will not be tolerated. Since the assignments areproject based so they should be submitted on time, in order to complete the termproject diligently.

12. Weekly Course Outline:

Session Session Topic Assessments* Percentage**

1Introductory ModulesIntroduction to Case AnalysisWriting Case Analysis

2 Strategic Marketing

8/13/2019 MKT407

4/4

Page 4 of 4

3 Environment Scanning (SWOT Analysis)

4 Target Marketing / Quiz I Quiz

5 Business Strategy

6 Market Dominance Strategy

7 Promotion Strategy

8 Mid Term Mid-Term

9 Distribution Strategy

10 Pricing Strategy

11 Marketing Warfare Strategy

12 Market Segmentation / Quiz II Quiz

13 The Marketing Process

14Marketing PositioningMarketing Research

15 Presentation/Revision

16 Final Exam Final Exam

Additional assignments, tests and quiz can be conducted.** Appropriate allocation of marks can be introduced here depending on thenumber of assessments.

13. Students with Physical or Educational Challenges:

Students with educational and/or physical challenges are entitled to extra attentionand time from the instructor. Therefore students are advised to notify the courseinstructor at the beginning of the course. Special arrangement may also be made onprior request based on specific challenges.

14. Academic IntegrityThis course seeks to empower students for independent learning, resourcefulness,clear thinking, and perception. All submitted work and activities should be genuine

reflections of individual achievement from which the student should derive personalsatisfaction and a sense of accomplishment. Plagiarism and cheating subvert thesegoals and will be treated according to the policy stated in the Student Handbook.The instructor reserves the right to utilize electronic means to help preventplagiarism.