Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad

8/12/2019 Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad

1/5

1 | P a g e M a r k e t i n g S t r a t e g y a n d M a n a g e m e n t - A s i f S h a h z a d

University of Central Punjab, Khayaban-e-Jinnah, Avenue-1, Johar Town, Lahore, Pakistan.Tel: +92-42-35880007, Fax +92-42-35880007

[MKTG 5003] Marketing Strategy and Management

The students enrolling in this course should possess the basic knowledge of marketing. As such,

they may have completed principles of marketing or fundamentals ofmarketing courses.

Marketing strategy and management course demonstrates the benefits of undertaking

marketing actions from a strategic context. In this course, we will study a series of topicalstrategic marketing issues. The course explores marketing strategies in diverse organizational

types. In each class session, we will focus on topics of importance to the successful

implementation of complex marketing strategies and management. This course extends the

core-marketing course, providing strategic direction for marketing efforts. It also links

marketing to corporate strategy and other managerial functions in the organization.

After studying this course the students should be able to:

Use frameworks to undertake the situation analysis underpinning the design of marketing

strategies and their translation into marketing management programs.

Understand a series of marketing analytical tools collectively and in an integrated manner

to analyze real-world marketing strategy and management issues.

Learn from case studies of leading global organizations who are highly regarded in terms of

their best-in-class marketing practices

Develop skills that will enable them to better understand the complexities and ability to

develop more strategic marketing plans to understand the pitfalls and practical difficulties

companies often experienced in trying to develop such plans.

Gain experience of an organizations marketing strategy though participation in the case

sessions and through the analysis and development of a Marketing report on new business.
http://www.thetowertech.com/http://www.thetowertech.com/http://www.thetowertech.com/http://www.thetowertech.com/http://www.thetowertech.com/http://www.thetowertech.com/


2/5



My teaching philosophy is guided by the following quote from Benjamin Franklin: Tell me and I forget.

Teach me and I remember. Involve me and I learn. Such as, you will be encouraged to contribute your

knowledge and experience, in a manner that enhances the learning of the class. Following methods will

be used for learning:

Lectures & Slides

Recommended Text / Supplementary Texts

Reading Materials

Handouts

Guest Speakers from industry

Documentaries / Skills Development Exercises

Case Studies

Project Presentation & Report / Term Paper

Aaker, David A., Strategic Market Management, 9th edition Wiley, 2011.

Strategic Marketing ProblemsCases and Comments by Roger A. Kerin & Robert A. Peterson,

12th Edition, Published by Pearson Education Inc., Copyright/Second Impression (2011)

Strategic Marketing ManagementCases by David W. Cravens, Charles W. Lamb Jr., Victoria L.Crittenden, 7th Edition, Published by McGraw-Hill Irwin, Copyright (2002)

Marketing Managementby Roger Philip Kotler, Kevin Keller, 14th Edition, South Asian

prospective Published by Prentice Hall Education Inc., Copyright / Second Impression (2011)

Different topics will be distributed through handouts.

http://www.nestle.pk/Pages/Nestle.aspx

http://www.unilever.pk/

http://engro.com/

http://www.marketingbenchmarking.com/

http://www.marketingpower.com/

http://www.ismm.co.uk/

http://www.marketingresearch.com
http://www.nestle.pk/Pages/Nestle.aspxhttp://www.unilever.pk/http://engro.com/http://www.marketingbenchmarking.com/http://www.marketingpower.com/http://www.ismm.co.uk/http://www.marketingresearch.com/http://www.marketingresearch.com/http://www.ismm.co.uk/http://www.marketingpower.com/http://www.marketingbenchmarking.com/http://engro.com/http://www.unilever.pk/http://www.nestle.pk/Pages/Nestle.aspx


3/5



RReellaatteeddRReesseeaarrcchhJJoouurrnnaallss,,PPeerriiooddiiccaallss,,RReeppoorrttssaannddOOnnlliinneeRReessoouurrcceess::

Harvard Business School - Case Studies

Melbourne Business SchoolCase Studies

Research papers from Harvard Business Review

Research papers from MIT Sloan Management Review

Research papers on marketing strategy and management issues etc.

Exam Type Percentage (%)

Quiz s 5

Assignments 5

Presentation & Project 20Mid Term 25

Final Term 40

Class Participation 5

GGrroouuppAAssssiiggnnmmeennttPPrreesseennttaattiioonn&&PPrroojjeecctt::Each group should consist of 4 / 5 [maximum] students. You should choose a company / product /

service, which has either achieved demonstrable market place success through developing and

executing an effective marketing strategy or alternatively, has or in your opinion is about to experience

comprehensive market failure due to the inadequacies of its strategy. The criteria for what constitute

success and failure is left to you to define and these must be made explicit in your written report.

So you provide some insight into what elements of their marketing strategy led to this success or

failure and whythis will form an important element of your report and your presentation.

Time for presentation is about 20 minutes, 5 minutes for Q&A, and 5 minutes for feedback. Written

report should not cross more than 2,500 words in total.

CCoouurrsseessttaaffffccoonnttaacctt--Asif Shahzad

Email:[email protected]

EExxaammss::MMiidd&&FFiinnaall::

MCQs / short subjective type questions with equal percentage
mailto:[email protected]:[email protected]:[email protected]:[email protected]


4/5



Week Contents Tasks/Activities

1

Introduction: Marketing Strategy: different perspectives, Marketing

strategy nature and definitions, purpose, advantages, marketingstrategy development, Marketing strategy orientation, competitive

marketing strategy, planning framework for the strategy-making

process, Competitive marketing strategy approaches

Introduction. Courseoutline to be discussed.

Handouts

2

The changing Market Environment: A framework for macro-

environmental analysis, the economic and political environment,

social and cultural environment, technological environment, the five

forces model of industry competition, competitiveness drivers,

strategic groups,

Case Studies, research

paper

3

Creating customer value, Creating an improved strategic focus , The

two faces of value, creation, Co-creation of value, The valueproposition, Value chains: how cost drivers and differentiators add

value, Customer Analysis: Understanding customers, marketing

research, process, organizing customer information

Harvard Business Review

Report, Quiz

4

Segmenting, Targeting and positioning strategies: Introduction,

foundation for effective segmentation, segmentation tools,

principles of marketing segmentation, choosing alternative market

segmentations. Targeting: different targeting strategies , suit

different opportunities, the positioning process

Analysis, Groups

Formation

5 Positioning and perceptual mapping, Positioning Strategies Research Paper

6

A strategic perspective on brand management and the growing

importance of the corporate brand as an asset in global markets. One of

the worlds most successful re-branding exercises for a professional

service firm will be examined.

Case StudyHarvard

Business School

7

Competing through innovation: Introduction, new product success

and failure, the new product development process, organizing for

new product development

Melbourne Business

School Articles / reports

8Marketing Channel strategy, Distribution Channel Management, role of

channels in value creationResearch Paper

9 Mid-tem and course review Mid-Term Exam

10Pricing Management, Role of pricing in Strategic marketing, price as a

signal of qualityAssignment / Handouts

11Integrated Marketing Communications, Advertising, Public Relations,

Sales Promotions, Direct Marketing,Case Study


5/5



12

Strategic Marketing applications, Business to Business Marketing, Services

Marketing, the extended marketing mix - people, processes, and

physical evidence, the nature of marketing control, implementation

of marketing strategy, managing competitive advantage as a

process: implications for the control and implementation of

marketing strategy

Research Paper, Quiz

13 Global Marketing Strategy, Marketing Strategy Reformulation Quiz / Video

14 Course roundup and Guest Presentation Guest Speakers

15 Group Presentations and Projects Project Presentations

16 FINAL EXAMINATION Final-Exams

Plagiarism and Intellectual Property Policy:

Reproduction of the writing or literary work or concepts or inventions of another person as one's own product without writing properacknowledgment to the actual author, willfully or unintentionally, is termed as plagiarism. The actual author has a right to bring alawsuit for unauthorized use of his/her work against the plagiarist. University of Central Punjab discourages plagiarism and warnsstudents to be careful while using someone else's work in their written work to meet requirements of a course or a degree. It maybe clarified that quotes which are brief or are acknowledged as quotes do not constitute plagiarism.

Be watchful - Every written material/assignment shall come under the careful scrutiny of others. Do ensure that published work ofothers is properly cited; source of unpublished material obtained from lectures, oral communication or interviews are dulyacknowledged. UCP's statutes 2004 - Clause 22 at Chapter 15 and UCP regulations 2005 - Clause 8.18 and Clause 13 at Chapter 13deal with plagiarism and intellectual property rights, which may be consulted by the UCP students and employees.

A fellow students, a Faculty member or member of the UCP Administration can report any instance of plagiarism to the Dean of theFaculty, who after ascertaining extant of Plagiarized material will determine penalty the against the student according to UCPRegulations, 2005.

Prepared By: Approved By:

Asif Shahzad Dr. Zulfikar Ali Khan

Lecturer H.O.D. Marketing

Faculty of Management Studies Subject Area Coordinator

Department of Marketing Faculty of Management Studies

Documents

Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad