8/12/2019 Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad
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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/8/12/2019 Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad
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2 | 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
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.aspx8/12/2019 Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad
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3 | 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
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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]
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MCQs / short subjective type questions with equal percentage
mailto:[email protected]:[email protected]:[email protected]:[email protected]8/12/2019 Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad
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4 | 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
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
8/12/2019 Marketing Strategy and Management [MKTG 5003] - Course Outline - Asif Shahzad
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5 | 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
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