SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT MBA Course Outline Course Title: Strategic Marketing Instructor: Sivapriya Krishnan E-Mail:

sivapriyakrishnan@gmail.com Telephone No: 98409 50635 Address: New 3, Old 2A, Lakshmipuram Main St., Royapettah, Chennai-14 OBJECTIVES: To Instruct, Impart and Evaluate the students in Strategic marketing within the time allotted : four months. METHODOLOGY: Basic approach of lectures through ppt., with cases, tests, quizzes, assignments and evaluation to assess student comprehension SESSION PLAN: Session No. 1 Session No. 2 Topic Exercise Topic Exercise Session No. 3 Session No. 4 Topic Exercise Topic Exercise Session No. 5 Topic Exercise Session No. 6 Topic Exercise Session No. 7 Topic Exercise Session No. 8 Topic Exercise Segmental, Productivity, and ratio Analysis Quiz, Reflective Notes Strategic and Marketing Analysis Segmental, Productivity, and ratio Analysis Quiz, Reflective Notes Strategic and Marketing Analysis Approaches to Customer Analysis Quiz, Reflective Notes Strategic and Marketing Analysis Approaches to Customer Analysis Quiz, Reflective Notes Strategic and Marketing Analysis Approaches to Competitor Analysis Quiz, Reflective Notes An Overview of Strategic Marketing Management Quiz, Reflective Notes Strategic and Marketing Analysis a. Marketing Audit and SWOT Analysis Quiz, Reflective Notes An Overview of Strategic Marketing Management Quiz, Reflective Notes

Session No. 9

Topic Exercise

Strategic and Marketing Analysis Approaches to Competitor Analysis Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Missions and Objectives Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation Strategic Direction and Strategy Formulation Structural, Market and Environmental Analysis Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Structural, Market and Environmental Analysis Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Opportunity Analysis and Market Segmentation, Targeting, and Positioning Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Opportunity Analysis and Market Segmentation, Targeting, and Positioning Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Opportunity Analysis and Market Segmentation, Targeting, and Positioning Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Analyzing the Product Portfolio Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Generic Strategy for Leaders, Followers, Challengers and Nichers including Growth Strategy, Competitive Strategy and Turn-around Strategy Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation.

Session No. 10

Topic Exercise

Session No. 11

Topic Exercise

Session No. 12

Topic Exercise

Session No. 13

Topic Exercise

Session No. 14

Topic Exercise

Session No. 15

Topic Exercise

Session No. 16

Topic Exercise

Session No. 17

Topic

Exercise

Session No. 18

Topic

Exercise Session No. 19 Topic

Strategic Direction and Strategy Formulat Generic Strategy for Leaders, Followers, Challengers and Nichers including Growth Strategy, Competitive Strategy and Turn-around Strategy Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulat Generic Strategy for Leaders, Followers, Challengers and Nichers including Growth Strategy, Competitive Strategy and Turn-around Strategy Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Innovative Strategies Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Direction and Strategy Formulation Innovative Strategies Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice Product / Service and New Product / Service Strategies Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice Product / Service and New Product / Service Strategies Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice Pricing Policies and Strategies Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice Pricing Policies and Strategies Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation.

Exercise Session No. 20 Topic Exercise Session No. 21 Topic Exercise Session No. 22 Topic Exercise

Session No. 23

Topic Exercise

Session No. 24

Topic Exercise

Session No. 25

Topic Exercise

Session No. 26

Topic Exercise

Strategic Choice The Promotional Plan Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice The Promotional Plan Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice The Distribution Plan Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Choice The Distribution Plan Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Evaluation Criteria of Choice Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Evaluation Modelling Approaches Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Implementation and Control Problems Encountered Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Strategic Implementation and Control Management Control Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. CRM: A Strategic Enabler Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation.

Session No. 27

Topic Exercise

Session No. 28

Topic Exercise

Session No. 29

Topic Exercise

Session No. 30

Topic Exercise

Session No. 31

Topic Exercise

Session No. 32

Topic Exercise

Session No. 33

Topic Exercise

Session No. 34

Topic Exercise

Session No. 35

Topic Exercise

CRM: A Strategic Enabler Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation. Overall Revision Quiz, Reflective Notes, Complete Revision of all sessions. Evaluation.

Session No. 36

Topic Exercise

Essential Readings: David Aaker, Wilson- Gilligan Optional Readings: Nigel Piercy Suggested Readings/ References: Evaluation Plan Total internal marks: 90 Components of Internal Evaluation 1. 2. 3. 4. 5. 6. Reflective Notes on key learning Quizzes Cases Assignments Group Work / Project / Presentation Class Test : 5% : 10-20% : 10-20% : 20% : 20-30% : 23-30%