DETAILED SESSION PLAN

Course Code : MKE662 Course : Strategic Marketing Management

Semester : IV
Objective: i) To appreciate the characteristics and planning needs of organizations in a variety of sectors
so that the marketing mix can be tailored in its detail to meet the wants/needs of identified market
segments and to achieve specified strategic and tactical objective.
i) To have an understanding of the issues associated with the effective implementation and control of
marketing plans and how the principal barriers to implementation might possibly be overcome.
To appreciate the needs to understand dimensions of the international environment within which
marketing decisions are increasingly made
Text Book Author/Publication
Strategic Marketing Management The Icfai University Press
Reference Books Author/Publication
Richard M S Wilson, Coliin Gilliginam & David
Strategic Marketing
Pearson/ Butterworth Heinemann
Strategic Marketing, 5e David W Cravens / Irwin Inc
Strategic Marketing David Aaker / John Wiley & Sons
Market Driven Strategy George S Day / Free Press
Marketing Management Strategies and Programs Guiltinan /Tata Mcgraw- Hill
John Atkinson & Ian Wilson / Addison – Wesley
Strategic Marketing : Cases & Concepts
Longman
lectur Reference
e Learning
Chapter Name Topic
Objectives
No
PRE-MID SEM
Marketing-Concepts of marketing, Role T-I
of marketing in business. Definition of
1
strategy- Components of strategy, Levels
Strategic of strategy.
To understand Marketing
Strategic Management- Evolution of strategic management-
Marketing An Phase-I, phase-II, phase-III, phase-IV,
Introduction components of strategic marketing.
2
Strategic marketing- advantage of
strategic marketing, strategic marketing
process.
To understand Marketing Deciding how to compete- vision, T-I
Marketing Strategy and identifying the competitive advantage.
3 Strategy and Planning Market-Orientation- component of
Planning market-orientation. Business strategy
and marketing.
4 Marketing situational analysis- analyzing
markets and competitors, segmenting
markets, continuous learning about
 markets. Designing marketing strategy-
Targeting and positioning strategy,
Implementing a marketing strategy.
Marketing planning and marketing
plans- Strategic marketing planning and
tactical marketing planning, Marketing
planning, Marketing plan.
(Case study: Sony Ericsson’s Mobile
Music Strategy)
Organizational change- Business T-I
strategy, Organizational restructuring.
Competitive advantage- Obtaining
5 competitive advantage, Analysis of
competitive advantage, Developing a
To understand sustainable competitive advantage,
Business Market entry barriers.
Business Strategy and
Strategy and Competitive Business strategy- Corporate mission,
Competitive Advantage Core competence, Corporate
Advantage development alternatives, Composition
of a business, Strategy analysis and
6 choice, Strategic analysis in an SBU.
(Case study: State Bank of India:
Competitive Strategies of a Market
Leader)
Marketing audit- Benefits of marketing T-I
audit, Variables of marketing audit.
Evolution of marketing audit- First stage,
Second stage, Third stage, Fourth stage,
Fifth stage, Marketing audit in 21 st
century. Components of marketing audit-
To understand
Marketing Marketing environment audit, Marketing
Marketing Audit and strategy audit, Marketing organization
Audit and SWOT audit, Marketing systems audit,
7
SWOT Analysis- Marketing productivity audit, Marketing
Analysis- function audit, Problems and pitfalls in
marketing audit. SWOT analysis-
Purpose and use of SWOT analysis,
Developing a SWOT analysis.
(Case study: Monster Inc: Strategic
Growth in India)
Analyzing marketing costs- Marketing T-I
costs, Importance of analyzing
marketing costs, types of costs, Steps
To understand involved in marketing cost analysis,
Marketing
Marketing Challenges in marketing cost analysis,
Costs and
8 Costs and Measuring marketing productivity,
Financial
Financial Customer profitability analysis- Process
Analysis
Analysis of customer profitability analysis,
Financial situation analysis- Key
financial ratios, Contribution analysis,
Financial analysis model. Productivity.
 The nature and structure of marketing T-I
environment- Structure of marketing
environment. Environment scanning and
analysis- Process of environment
scanning. Evolution of environment
To understand
Market and scanning- Environment scanning models.
9 Market and Environmental Pest framework- Political (and legal)
Environmental Analysis factors, Economic factors, Social factors,
Analysis Technological factors. Benefits of
environment scanning- Barriers to
effective scanning.
(Case study: Starbucks: selling an
experience)
Competitive forces- Threats from new T-I
entrants, Bargaining power of the
suppliers, Bargaining power of the
buyers, Threat of substitute products,
Rivalry among competitors, Types of
competition. Competitor analysis-
To understand Importance of competitor analysis,
Competitor Components of competitor analysis.
10 Competitive Analysis Information gathering- Observation,
forces Secondary data, Primary data. Analyzing
the competition- Identifying the
competitor’s objectives, Types of
competitors, Process of competitor
analysis. Competitive information
system- Pitfalls in the use of competitive
intelligence.
11 To understand Customer Buyer behavior model – The buying T-I
Customer Analysis decision process- Identifying the
Analysis problem, Searching for information,
Evaluating the alternatives, Purchase
process and post purchase analysis,
Roles in the consumer buying decision
process, Types of buying behavior,
Understanding buying behavior, Factors
influencing consumer buying decision
process. Organizational buying behavior-
Buying centre, Stages of buying decision
process, Factors influencing
organizational buying behavior.
Dimensions of organizational buying
behavior- Characteristics of
organizational transactions, Major
concerns of organizational buyers,
Methods of organizational purchase,
types of organizational buying. Influence
of the product on marketing strategy.
Relationship marketing- Importance of
 relationship marketing, Developing
relationship marketing.
(Case study: Six Sigma- A Tool to
Increase Customer Satisfaction at Bank
of America.)
Learning process about markets- Open T-I
approach to learning, Organization’s
information network, Information
evaluation and interpretation,
Information storage, Right knowledge of
the markets. The learning organization-
Types of organizational learning,
Organizational learning process. Source
To understand
Learning in of information and its analysis-
12 Learning in Marketing Marketing research, Information system,
Marketing Organization competitor intelligence system.
Organization
Marketing information system- Purpose
of marketing information system,
Elements of marketing information
system. Marketing research information.
Computerized information systems-
Management information system,
Database system, Decision support
system.
Markets and marketing approaches- T-I
Segmentation, targeting and positioning.
Market segmentation- Approaches for
segmenting markets, Requirements for
effective segmentation, Development of
segments. Niche marketing. Bases for
segmentation- Geographic and Geo-
To understand demographic segmentation,
Segmenting Demographic segmentation, Behavioral
13 Segmenting Markets
Markets segmentation, Psychographic
segmentation. Multi-attribute
segmentation- Segmenting industrial
markets. Strategic analysis of market
segments- Customer analysis,
Competitor analysis, Positioning
analysis.
(Case study: The Nirma Story)
14 To understand Targeting and Market targeting strategy- Targeting T-I
Targeting and Positioning strategies, Factors affecting targeting
Positioning Strategies decisions, Ethics in targeting. Deciding
Strategies on segments to enter- Emerging markets,
Growth markets, mature and declining
 markets, Global markets. Positioning-
Positioning concept, Types of
positioning strategies. Choosing the
positioning strategy- Positioning process,
Selecting a positioning strategy,
Determining positioning effectiveness,
Problems in positioning.
(Case study: Bausch & Lomb- Effective
Positioning.)
Interorganizational relationships- T-I
Diverse and turbulent environment,
Skills and resource disparities,
Interorganizational arrangements, Basics
for entering into collaborative
relationships. Types of
interorganizational relationships-
15
Distribution channel relationships, End-
user/ customer relationships,
To understand
Relationship Relationships within the organization,
Relationship Collaborative learning.
Strategies
Strategies
(Case study: TCL- Thomson
Electronics Corporation: A failed Joint
Venture.)
Strategic alliances- End results of
alliances, Making strategic alliance
work. Joint ventures. Global
16
relationships among organizations-
Hollow corporation, Trading company,
Host govt. intervention in MNCs.
POST – MID SEM
17 To understand Generic Porter’s five competitive forces- T-I
Generic Strategies Potential entry of new competitors,
Strategies Threat from substitutes, Bargaining
power of suppliers, Competition between
already existing firms. Porter’s generic
competitive strategies- Cost leadership
strategy, Differentiation strategy, Focus
strategy, Risk associated with generic
strategies, Deciding on the most suitable
generic strategy, Some criticism against
Porter’s generic strategies.
 Identifying potential competitive
advantages- Value chain analysis,
Sustaining the competitive advantage.
Influence of market position on strategy-
18
Market leader strategy, market
challenger strategy, Market follower
strategy, market nicher strategy, Market
pioneer strategies. Strategic wear-out.
New product development- types of new T-I
products, Approaches to new product
development, Prerequisite for effective
new product development. Need for new
product development- Reduction in the
span of product life cycle, Opportunity
to increase profit, Gain competitive
advantage. Risks in the new product
development. Reasons for success of
new products- Unique and better quality
19
product, Adequate knowledge about the
market, Capability of the firm. Reasons
for failure of new products-Determine
the market readiness of the product, Rely
less on test marketing results, Ensure
right packaging, Access to number of
To understand suppliers.
Planning for
Planning for New Products (Case study: Merck's New Product
New Products Development and Launch Strategy for
Januvia)
Product planning as a customer
satisfaction process- New product
strategies, Developing a new product
strategy. The new product development
process- Idea generation, Idea screening,
Concept development and testing,
Business analysis, Product development,
20
Test marketing, commercialization.
Other issues in new product
development- Technology transfer,
Organizational structure for NPD, New
product adoption.
(Case study: Launch of Amaron
Automotives Batteries)
21 To understand Product Nature of product- the generic product, T-I
Product Branding and the expected product, the augmented
Branding and Customer product, the potential product.
Customer Service Developing product strategies- Product
Service Strategies differentiation, Product positioning,
Strategies Product line expansion and contraction,
Trading up and trading down, Product
 brand strategy. Managing existing
products- Product decisions, Product life
cycle and marketing strategy.
(Case study: Li Ning- Brand Growth
and Excellence in China.)
Branding strategy- Product line
branding, Corporate branding, Mixed
branding, House of brands.
Responsibility for making product
22
decisions. Product quality management.
Total quality management, customer
service strategy- Branding strategy and
customer service.
Role and significance of price. T-I
Approaches to price setting- Cost of
production, Product life cycle, Govt.
regulations in pricing, Nature of
competition, Pricing objectives. Pricing
23 strategy- Differential pricing strategies,
Competitive pricing strategies, Product
line pricing strategies.
To understand
Pricing (Case study: Price Optimization at
Pricing North Group Retail.)
Strategy
Strategy
Methods of pricing- Cost plus pricing,
Target return pricing, Early cash
recovery pricing, Value based pricing.
Other consideration in pricing- Study of
24
consumers, Study of competitors. Using
price as a tactical weapon- selective
pricing, Non-price measures, Preemptive
measures, Fight straight on.
Promotion strategy- components of T-I
promotion, developing a promotion
strategy, Budgeting approaches.
Advertising strategy- Developing an
advertising strategy, Advertising
To understand
Advertising objectives, Creative strategy, Media
Advertising strategy, role of advertising agency.
and Sales
25 and Sales
Promotion Sales promotion strategies- Nature and
Promotion scope of sales promotion, Planning and
Strategies
Strategies managing sales promotion, Sales
promotion activities, Evaluating the
effectiveness of sales promotions.
(Case study: Promotional Strategies of
Cellular Service Providers in India.)
26 To understand Public Public relations- Public relations T-I
Public Relations and objectives, Public relations strategies,
 Public relations planning, Public
relations in times of crisis, Internet and
Public relations, Public relations
techniques, Public relations- evaluation
Direct
Relations and and control. Direct marketing- Direct
Marketing
Direct marketing objectives, Considerations in
Strategies the use of direct marketing, Database:
the key to direct marketing, Direct
marketing- evaluation and control.
(Case study: Harrah’s CRM Strategy.)
Developing and implementing sales T-I
force strategy- Role of sales force,
Defending the selling process. Sales
channels- Mail order or catalogs, Tele-
marketing, Tele-shopping, Direct
response through media. Designing the
sales organization- Line organization,
Line and staff organization, Functional
organization, Horizontal organization,
To understand
Sales Force Product-based sales force specialization,
27 Sales Force Geographic sales force specialization;
Strategies
Strategies Market based sales force specialization,
Role of sales force in sales organization.
Managing the sales force- Selection,
Training, Performance measurement,
Motivation, Evaluating the sales force
performance. Personal selling- Personal
selling objectives.
(Case study: The GE way on e-
Business)
To understand Distribution Strategic issues in distribution- Issues T-I
Distribution Strategy related to marketing decisions, Product
Strategy issues, Issues related to channel
relations. Types of distribution channels-
reverse channel of distribution, Flexible
28 distribution channels. Consideration in
distribution channels- Middlemen
consideration, Customer consideration,
Product consideration, Price
consideration, Setting up a distribution
channel.
29 Distribution intensity- Exclusive
coverage, Selective coverage, Intensive
coverage, Determinants of distribution
intensity. Conflict and control in
distribution channels- Identifying
channel conflict, Avoidance of a channel
collapse. Managing the channel-
Functions associated with distribution
management, Management of the
distribution channel. International
 channels- Problems with local channels
partners.
Organizational pressures- Increasing T-I
international pressures, Fast paced
innovations, Organizational restructuring
and mergers and acquisitions, Increased
quality consciousness, Lack of skilled
work force, Changing demographics of
consumers. Corporate sustainability-
Sustainable development, Corporate
30 social responsibility, Stakeholder theory,
Corporate accountability. Problems in
the marketing department- Human
relations problems, Marketing
performance assessment problems,
Coordination problems.
To understand (Case study: Sabri Holdings: The Quest
Strategic for New Business Models)
Strategic
Issues in
Issues in Problems in obtaining marketing
Marketing
Marketing feedback. Problems in information
handling. Issues related to marketing
cost- Management issues associated with
marketing cost. Marketing- orientation-
Organization-specific characteristics of
marketing-orientation, Market-specific
31 characteristics of market-orientation,
Planning orientation – Marketing
planning objectives, Marketing planning
process. Organizational issues-
Functional and business level marketing
issues in network organizations,
Corporate and enterprise level marketing
issues in network organizations.
Considerations in organization design- T-I
Internal and external organization,
Vertical structure, Horizontal
relationships, Speed response, Managing
the operating environment.
To understand Organizational design options-
Designing An
Designing An Traditional marketing organizations,
Effective
32 Effective New forms of marketing organizations.
Marketing
Marketing Selecting an organization a design-
Organization
Organization Organizing marketing activities and
structure, Marketing environment and
structure, Innovativeness and structure.
Global dimensions of organizations-
Considerations in global organizations,
Types of global organization structures.
33 To understand Marketing Marketing plan- Lack of adequate T-I
 support from top management, Lack of
support from line management, Isolating
marketing planning from corporate
planning, Perceived as once-a-year
activity. Marketing strategy
implementation- Prerequisite for
Marketing
Strategy effective implementation, Barrier to the
Strategy
implementatio implantation of marketing strategy.
implementatio
n and control Strategic evaluation and control-
n and control Strategic marketing audit. Marketing
control- Types of control, Corrective
measures
(Case study: Lifebuoy "Swasthya
Chetna": Unilever’s Social Marketing
Campaign)