View
35
Download
0
Category
Preview:
Citation preview
Strategic Marketing
North South University
BBA
Session 1
1Slides by Bobby Hajjaj
Your Lecturer
Bobby Hajjaj
Office :
NAC 756
Contact:
Email: bobby.hajjaj@gmail.com
2Slides by Bobby Hajjaj
Class format
• Starts on time
– Please try to be here on time.
• Please make sure that you have
your name plate
– This will affect cold-calling
incentives…
• No laptops, cell-phones in class,
please
• Expect to participate3Slides by Bobby Hajjaj
Form groups
-- total number of groups must be 6 --
4Slides by Bobby Hajjaj
Advice for groups
1. Pick group leader or project leader
2. Give group your total commitment – it
might not pay to be the slacker!
3. View other groups as market competitors
5Slides by Bobby Hajjaj
Course Assessment
Group:
1. Two assigned case submissions, 1000 words (max); 20% of grade
2. Presentation on 1 of the weekly assigned cases, 20 minutes; 20% of
grade (cases assigned by group number)
Individual:
1. Midterm based on concepts –15% of grade
2. Final – comprehensive - 25% of grade
3. Class participation – 20% of grade
6Slides by Bobby Hajjaj
Your group assignments should:- offer a clear point of view that addresses the question
- draw on relevant concepts and techniques
- draw on the case evidence and your analysis of this evidence
- justify their conclusions in the light of alternatives,
uncertainties, trade-offs or contingencies.
We do not believe there is one correct view, only well-supported views. We recognise the
constraints imposed by the word limit and the timing of submission.
7Slides by Bobby Hajjaj
Course Organization
All sessions will be interactive, with Tuesday sessions devoted to an
applied case analysis. Students should expect to contribute to class
discussions, and to prepare accordingly. Slides of every lecture will be
put on the intranet after class.
The course will span over 21 classes, with 2 classes per week; the first
10 weeks we will cover all relevant study issues and in the last class we
shall summarize our learning throughout the ten weeks and prepare for
the final exam
8Slides by Bobby Hajjaj
Week 1: Defining Strategic Marketing
Week 2: Analytical tools & Principles
Week 3: Creating Customer Value
Week 4: Understanding Customer Behaviour
Week 5: Marketing Communications
Week 6: Channels to Market
Week 7: Product Policy and Innovation
Week 8: Pricing Policy
Week 9: CRM and Branding
Week 10: Segmentation and Positioning
Week 11: Review
Course Structure
9Slides by Bobby Hajjaj
Case Preparation
There are no set assignment questions for the case studies. This is because
(i) problem diagnosis is part of the skill set we are practicing; (ii) these real-
life marketing situations are open to more than one interpretation of the
underlying issues. At a simple level, the assignment is always the same:
“What should these managers do?” In almost all cases, in the introduction
to the case you will find a description of how the managers think about the
problem (and this is often re-stated at the end of the case text). But you
should look carefully at the evidence presented in the case and feel free to
arrive at your own more subtle diagnosis of the key issues facing the
managers involved.
10Slides by Bobby Hajjaj
Class Discussion
Your analysis of the case study should be the basis for your
contributions to the class discussion of the case.
Great comments are characterized by:
1. Depth of insight
2. Logical and disciplined use of both qualitative and
quantitative case information
3. Consistency
4. Realism
11Slides by Bobby Hajjaj
Recommended