Administrative Information Course Name: Course Code: Credit Hours: Course Prerequisites: 1.

Course Description: The present day strategic orientation to marketing has evolved through multiple stages. In strategic marketing the dynamism can only be maintained by proactive approach to strategic thinking. This calls for using systems and methods, which can enhance the responsiveness of the firm to its stakeholders. The crux of effective marketing action is contingent upon continuous and real-time planning, analysis, implementation and control. The hallmark of strategic marketing, therefore, is proactive and future oriented strategic stance. This module attempts to sensitize participants towards the proactive thinking, dynamism and action orientation of strategic marketing. It will provide insights into the models and methods employed by organizations worldwide to generate sustainable competitive advantage. This module examines key theories within the field 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 various organisational perspectives. 2. Course Objectives: a. To develop an understanding of and skill in the development of marketing strategy. b. To provide students the opportunity to monitor and evaluate the changing problems that face both private-sector and public-sector marketing organizations. c. To provide the students the opportunity to develop and improve his/her marketing decision-making skills. d. To provide the students the opportunity to develop and improve his/her oral communication skills. e. To provide the student the opportunity to confront substantive ethical issues pertinent 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 Strategic Marketing Management MKT407 3 Credit hours MKT201

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LO1. Examine critically the definition and role of marketing management within an organizational context. LO2. Evaluate critically potential marketing opportunities with regard to strategic objectives. 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 various marketing programmes. 4. Text Book Doyle P. (2003), Marketing Management and Strategy, Prentice-Hall Europe 3rd Edition. 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, 3rd Edition. Rao, V. and Steckel, J. (1998), Analysis for Strategic Marketing, AddisonWesley. Hooley, G., Saunders, J. and Piercy, N. (2004), Marketing Strategy and Competitive Positioning, FT-Prentice Hall, 3rd Ed. 6. Topics/Chapters: Introductory Modules Introduction to Case Analysis Writing Case Analysis Strategic Marketing Environment Scanning (SWOT Analysis) Target Marketing Business Strategy Market Dominance Strategy Promotion Strategy Mid Term Distribution Strategy Pricing Strategy Marketing Warfare Strategy Market Segmentation The Marketing Process Marketing Positioning Marketing Research 7. Teaching and Learning Methodology:
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The teaching methodology will comprise of presentations via multi-media, lab work, case studies guest speaker sessions, practical demonstration of literature review and referencing style. In order to facilitate the students in writing a well drafted report, 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 be provided. 9. Grading Policy/Student Assessment: Assessment Instruments Quiz (3 of 5 mark each) n-1 Assignment/Presentation/Project Attendance/Participation Midterm Exam Final Exam 10. Attendance Policy: Prompt arrival and regular attendance are extremely important. Refer to student handbook for policies on late entry, maximum absences allowed, leave application etc. 11. Expected Class Conduct: Students are expected to be interactive and class participation is essential for learning. Class code of ethics should be followed like no eating, usage of mobile phones are not acceptable, late arrivals should not be made a habit unless a genuine problem..Class disturbance will not be tolerated. Since the assignments are project based so they should be submitted on time, in order to complete the term project diligently. Percentage 10 % 15 % 5% 20 % 50 % LO Covered LO 1,2, 3 LO1 2,3, 4, (Awarded by the Examination dept.) LO 1, 2, 3 LO 1, 2, 3, 4

12. Weekly Course Outline: Session 1 2 Session Topic Introductory Modules Introduction to Case Analysis Writing Case Analysis Strategic Marketing
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Assessments*

Percentage**

3 4 5 6 7 8 9 10 11 12 13 14 15 16

Environment Scanning (SWOT Analysis) Target Marketing / Quiz I Business Strategy Market Dominance Strategy Promotion Strategy Mid Term Distribution Strategy Pricing Strategy Marketing Warfare Strategy Market Segmentation / Quiz II The Marketing Process Marketing Positioning Marketing Research Presentation/Revision Final Exam Final Exam Quiz Mid-Term Quiz

Additional assignments, tests and quiz can be conducted. ** Appropriate allocation of marks can be introduced here depending on the number of assessments. 13. Students with Physical or Educational Challenges: Students with educational and/or physical challenges are entitled to extra attention and time from the instructor. Therefore students are advised to notify the course instructor at the beginning of the course. Special arrangement may also be made on prior request based on specific challenges. 14. Academic Integrity This 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 personal satisfaction and a sense of accomplishment. Plagiarism and cheating subvert these goals and will be treated according to the policy stated in the Student Handbook. The instructor reserves the right to utilize electronic means to help prevent plagiarism.

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