College Of Business Management Strategic Marketing & Planning COURSE OUTLINE

Course Code: MKT 501 Total Credit hours: 45 Duration: 15 sessions (weekend courses) / 30 sessions (weekday courses)

1. Overall aims of course:

This course provides an understanding and development of skills involved in the processes and concepts in designing and implementing marketing strategy & planning. It incorporates strategic marketing techniques developed from models for the corporate and Business Unit business planning process in the back drop of strategic management. .

2. Intended learning outcomes of course (ILOs)

This course will help the students to: 1. Long-term perspective that may help a business avoid weaknesses or problems caused by the dominance of short-term goals or operational problems. 2. Methods and structures to create entrepreneurial thrusts. 3. Proactive approach to Strategic Marketing where the strategic development process is driven by dynamic analysis of the market and the environment. 4. Development of on-line strategies, which involve gathering information, analyzing the strategic context, precipitating strategic decisions, and developing strategic implementation plans outside the annual planning cycle. 5. Concepts, models and methods that are or have promise of being useful to strategy development process.

3. Course Contents:
Sessi ons Chapters Learning Objectives

Introduction marketing

Strategic Develop an understanding of broader and strategic concept of marketing in the backdrop of strategic planning and management Evolution of strategic planning Develop an understanding of and strategic management in marketing planning tools like business organizations budget, long term planning, Core Competence by Gary strategic planning and Hamel strategic management as they What is Strategy by Michael evolved in the corporate Porter sector during the last two decades and where it stands in terms of competitive intensity Process of Business Process of strategic business Planning/strategic marketing, decision making or Business scope development of Reading: Slide business/marketing plan in presentation/David Aaker terms of analyses, strategic choices and strategic implementation. Developing an understanding of Business Scope and Industry analysis. Business scope which gives innovation to business strategies interpreting the consumers expectation from the eyes of the competition Industry analysis Developing an understanding Reading: Slide of industry analyses covering presentation/David Aaker market and market size and Case: Kenyan Cigar Industry assumption for growth, Product Life cycle in the industry compared with the company, key success factors, industry dominant trends etc., Mid term/ review of progress on business plan, the project work Internal analysis Analyzing the companys When companies internal situation like past underestimate low cost rivals performance both operational by Andrian Ryans and financial and strategic areas, SWOT analysis, customer and consumer buying criteria and improvement plans, value

to

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Internal analysis: The Fortune at the bottom of pyramid by CKP Vision, Mission, Objectives, Key Issues / strategic direction Mission & Values from Winning by Jack Welch Core Ideologies from Built to Last by Jim Collins

chain analyses and management etc., Continued as above

cost

Strategic product & pricing Mgmt. in line with Strategic Market segmentation How to do Customer Segment right by Alice Dragoon Customer is the Boss from Game Changer by AG Lefley & Ram Charan Mid Term Pricing New products by Michael V. Maru & colleagues The Power of Pricing by Michael V. Maru & colleagues Strategic Channel & Communication Management / positioning Case study: Unilever Pakistan The Trouble with Brand by John Gerzema & Ed Lebar

10

Developing an understanding of long term and short term objectives as a result of confrontation of external environment and internal factor analyses. Also determining key direction and strategies for achieving companys corporate and BU objectives and also overcoming the key obstacles Preparation of operational Marketing plan in the backdrop of strategic analyses and choices. Start with strategic market segmentation to understand innovative techniques for market segmentation, applying product management and pricing methods Pricing strategies focusing on shift from cost based to value based pricing model

11

12

Extending operational marketing plan to cover communication and channel strategies. Channel to address coverage and shelf share improvement plan in the back drop of competitive intensity in markets as well customers needs for convenience. Communication strategies in terms of positioning and re positioning strategies Business Balanced Scorecard Connecting strategy to by Kaplan & Norton execution by using modern Turning goals into results by tool of BBSC and input from Jim Collins research carried by Jim Collins.

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Business Plan Presentation

14 15

Business Plan Presentation Final Exam.

Project work as detail given below is presented by student group in the class for peer evaluation and guidance for improvements and finalization. The exercise continues for all groups till the plan is improved to an acceptable level Same as above

4. Teaching and learning methods

The course combines lectures, case study discussion, group activities, readings and short cases. The learning method requires participants to read the assigned material prior to attending class, and participate by expressing opinions and asking questions. Particular emphasis is placed on the practical application of concepts and theories. Applications of the concepts and strategy making exercises in the local environment in corporate and BU environment and its presentation and discussions are an integral part of the course, and should be carefully prepared side by side concepts are learned. Participants are required to present current case analysis, articles on strategy making and implementation, relevant chapters of books and research projects to improve their ability to communicate effectively, critically analyze and evaluate different concepts and information, and develop decision making and problem solving abilities. Preparation of a detailed Strategic marketing/business plan based on strategic marketing process for a product, category or business unit of a Pakistani or multi-national organization. The objective is to conduct a detailed analysis, examination of current marketing strategies and their impact on the organizational goals. Students are further required to develop future strategic direction and operational plan on various options for the marketing mix. The report preparation is suggested to be an group assignment and should be based on information collected from the organization concerned, market research and application of innovative and imaginative approaches for meaningful assumptions and future projections.

5. Student assessment methods

Final Exam 2 Mid-Terms (15 marks Each) Term Paper and class presentation Case/Article/Chapter Presentation 40% 30% 20% 10%

Total

100%

6. Recommended Texts: Essential Reading:

1. Strategic Marketing By David W Cravens & Nigel F Piercy, 8th Edition 2. Strategic Market Management By David A Aaker, 6th Edition 3. Articles on Strategic marketing from Harvard Business Review 4. Good to Great by Jim Collins 5. Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne 6. Built to Last by Jim Collins 7. Fortune at the Bottom of pyramid by CK Prahalad 8. Game Changer by AG Lefley & Ram Charan

Journals:

Business Week, Journal of Marketing, Fortune, Harvard Business Review, etc.