The Islamia University of Bahawalpur

School of Business, Management and Administrative Sciences

Baghdad-Ul-Jadeed Campus, Bahawalpur

Course Outline

Course Strategic Marketing Instructor Dr. Muhammad Salman Azhar

Course Code DMS-21503 Email [email protected]
Credit Hours 03 Contact No. +92-300-8384481
Principles of Marketing,
Prerequisites Marketing Management, WhatsApp +92-300-8384481
Consumer Behavior
Program MBA Class MBA/MS

Lecture Days Saturday Lecture Time 05:00-06:30 PM

Course Description:

Strategic marketing is an advance level marketing course. The aim of the course is to develop a
strategic thinking approach to marketing. It aims to help students understand how companies
compete using marketing strategy and its correlates focusing on achieving a competitive
advantage for the firm by creating customer value and leveraging the firm’s marketing
resources in the most efficient and effective manners. It builds upon the basic concepts of
marketing, which the students have learned in their previous marketing courses and to prepare
students to grasp the complex issues of specialized courses like business policy, etc.
In this course students are exposed to a dynamic world of marketing activities using a number
of approaches and to enable the students to understand the practical issues that are critical to
develop performance orientation. Principles, concepts, and analytical tools are taught
employing real-life examples from both Pakistan’s and international corporate world. This will
enable the students to develop skills and competency to apply analytical tools and develop
appropriate strategic marketing plans and manage its implementations.
After taking this course students are better equipped, both mentally and academically; they
understand various terms and concepts and understand how and when to apply them. It
prepares them to take on the real-life challenges and to add value to the organization for which
they will work.

Recommended Books:

1. David W. Cravans & Nigel F. Piercy, Strategic Marketing, 9 th Edition.

2. Graham Hooley, Nigel F. Piercy , Brigitte Nicoulaud, John M. Rudd,
Marketing Strategy and Competitive Positioning, Latest Edition.
3. Orvillie C Walker, John W Mullin, Harper W Boyd., Marketing Strategy a
decision focused approach 5th Edition.

Course Learning Outcomes CLOs:

Domain
CLOs At the end of this course students will be able to: (see appendix1)

Identify and explain the current strategic marketing practices in a changing

CLO1 C-1,2
environment.
CLO2 Demonstrate and analyze the markets, segments, and customer value. C-3,4

Design market-driven strategies based on environmental opportunities and

CLO3 threats, the firm's resources, corporate and business-unit strategies, and the need C-4,6
to attain an enduring competitive edge
CLO4 Develop the market-driven program based on the components of product C-5,6
 planning, pricing, distribution methods and promotional activities.
Use knowledge of required activities for implementing and managing marketing
CLO5 C-3,5,6
strategy programs.

Program Learning Outcomes (PLOs)/CLOs Mapping

How the CLOs specifically relate to any program learning goals and objectives

PLOs CLOs Assessment Items

(Justification)
PLO1: Moral and Ethical CLO3 demonstrates the ethical Discussions and case
Reasoning issues in strategic marketing studies
PLO2: Communication Skills CLO4 strengthens the student’s Discussions,
communications skills by presentations,
designing the market driven assignments
program
PLO3: Application of Information CLO5 provides various uses of Discussions,
Technology IT in developing the marketing assignments
strategy
PLO4: Business/Subject Specific CLO1 gives the specific Discussions, case
Knowledge knowledge of strategic studies, course
marketing quizzes, and exam
papers
PLO5: Understanding Local and CLO2 provides the knowledge Discussions, case
International Business Environment of customer value, markets, and studies, and exam
segments locally and papers
internationally
PLO6: Critical/Analytical/Problem CLO2 and CLO4 describes the Case studies,
Solving/ Decision Making Skills markets and analyzes the assignments, course
different techniques and skills quizzes
in marketing strategy

Course Contents

Weeks Topics CLOs

Week 1 IMPERATIVES FOR MARKET-DRIVEN STRATEGY CLO1
Guiding Questions:
1. What is market-driven strategy?
2. What is the pivotal role of market-driven strategy in
designing and implementing business/marketing strategies?
3. What are the challenges in the modern environment ?

Video Links:
https://www.youtube.com/watch?v=gz5hoeQnuVU
https://www.youtube.com/watch?v=XhMVWzVXNNk
https://www.youtube.com/watch?v=nWtZkmidu9w
https://www.youtube.com/watch?v=i9Zu_xt1rZk
https://www.coursera.org/lecture/impact-of-
technology/capabilities-and-actions-u8z7g
https://www.youtube.com/watch?v=r_kejwvFRzU

Week 2 MARKETS AND COMPETITIVE SPACE CLO2

Guiding Questions:
1. What are markets and strategies?
2. Defining and analyzing product-markets.
3. Describing and analyzing end users.
4. How to analyze the competition?

Video Links:
https://www.youtube.com/watch?v=NM-WXbV_n9Y
 https://www.youtube.com/watch?
v=eZb8Q_fgSE0&list=PLcGTHb8vpU8gicZhZek2VGtwVjkC
FddNe&index=2
https://www.youtube.com/watch?v=6qvA_Ovb-t0

Week 3 STRATEGIC MARKET SEGMENTATION CLO2

Guiding Questions:
1. What are the levels and types of segmentation?
2. What is market-driven strategy and segmentation?
3. What are the activities and decisions in market
segmentation?
4. What are the perceptual maps?

Video Links:
https://www.coursera.org/lecture/positioning/2-0-what-is-a-
segment-TNPHs
https://www.coursera.org/lecture/positioning/2-2-
segmentation-levels-huTfK
https://www.coursera.org/lecture/positioning/2-3-why-
should-we-segment-NYPap
https://www.youtube.com/watch?v=-baSj8CKIfM
https://www.youtube.com/watch?v=luEQUFWJ6oY
https://www.youtube.com/watch?v=xJUrBylId7I

Week 4 STRATEGIC CUSTOMER RELATIONSHIP CLO1,

MANAGEMENT (CRM) CLO3
Guiding Questions:
1. What is the role of CRM?
2. How to develop CRM Strategy?
3. Define value creation process.
4. Describe CRM and strategic marketing.

Video Links:
https://www.youtube.com/watch?v=zkRWE-mOxG8
https://www.youtube.com/watch?v=NnL3OXZMm7U
https://www.youtube.com/watch?v=y0OtFpC7yag
https://www.youtube.com/watch?v=T4Nua5J_Sxs
https://www.youtube.com/watch?v=kcEZ8gp5gRQ
https://www.youtube.com/watch?v=L9CEXhRW51U

Week 5 MARKET TARGETING AND STRATEGIC POSIOTING CLO3

Guiding Questions:
1. What is market targeting strategy?
2. Describe targeting in different market environments.
3. How to develop the positioning strategy?
4. How to determine positioning effectiveness?

Video Links:
https://www.youtube.com/watch?v=0srjdRDh99Y&t=96s
https://www.coursera.org/lecture/positioning/4-1-what-is-
positioning-LQpFJ
https://www.coursera.org/lecture/positioning/4-3-positioning-
statement-GB459
https://www.coursera.org/lecture/positioning/4-5-how-to-
come-up-with-the-value-proposition-positioning-maps-N7dsM
https://www.coursera.org/lecture/positioning/4-7-alternative-
positioning-strategies-FIsvK

Week 6 STRATEGIC RELATIONSHIPS CLO3

Guiding Questions:
1. What is strategic relationship?
2. What are the forms of organizational relationships?
 3. How to develop effective relationships among
organizations?

Video Links:
https://www.youtube.com/watch?v=CgQu19ug4m0
https://www.youtube.com/watch?v=Ba9od2dcsDk
https://www.youtube.com/watch?v=kBNEvr9XNLs
https://www.youtube.com/watch?v=4NqVrn67k5k

Week 7 INNOVATION AND NEW PRODUCT STRATEGY CLO1,

Guiding Questions: CLO3
1. What challenges does company face in developing new
products and services?
2. What organizational structures and processes do managers
use to oversee new product development?
3. What are the main stages in developing new products?

Video Links:
https://www.youtube.com/watch?v=pes-FCF64Q4
https://www.youtube.com/watch?v=ZAej90lgyQI
https://www.youtube.com/watch?v=zAG33uGJ4wI

Week 8 Mid Term Examination

Week 9 STRATEGIC BRAND MANAGEMENT CLO4
Guiding Questions:
1. What is strategic brand management and process?
2. How to build strong brands?
3. What are the brand elements?
4. What is brand identity and brand leveraging strategy?

Video Links:
https://www.youtube.com/watch?v=0-h3FPr3-Lk
https://www.youtube.com/watch?v=Sgppn5vuaU8
https://www.youtube.com/watch?v=DPd5B5maH8g
https://www.youtube.com/watch?v=2dVrfyJpdY8
https://www.youtube.com/watch?v=Me3MLxGDpXc

Week VALUE CHAIN STRATEGY CLO4

10 Guiding Questions:
1. What is value chain strategy?
2. How to manage the channel strategy?
3. What are the international channels?

Video Links:
https://www.coursera.org/lecture/uva-darden-foundations-
business-strategy/value-chain-KEUPJ
https://www.youtube.com/watch?v=a9LWp9y2fMw
https://www.youtube.com/watch?v=wiu4mUbGaYs
https://www.youtube.com/watch?v=faq4Zs5vaCI

Week PRICING STRATEGY CLO4

11 Guiding Questions:
1. What are the new product pricing strategies?
2. What are the product mix pricing strategies?
3. What are the price adjustment strategies?
4. What is the role of price changes?

Video Links:
https://www.youtube.com/watch?v=sxHBbKpiJus
https://www.youtube.com/watch?v=foH4wE4TUN0
https://www.youtube.com/watch?v=gfvmGqiebcs
Week 12 DESIGNING MARKET-DRIVEN ORGANIZATIONS CLO5
Guiding Questions:
1. What are the trends in organization strategy?
2. How to organize market-driven strategy?
3. What are the marketing departments?
4. How to structure marketing resources?

Video Links:
https://www.youtube.com/watch?v=rVnopHM7_Hw
https://www.youtube.com/watch?v=xRD2g69cgY0

Week 13 MARKETING STRATEGY IMPLEMENTATION AND CLO5

CONTROL
Guiding Questions:
1. What is the strategic marketing planning process?
2. How to implementing the strategic marketing plan?
3. What is strategic marketing evaluation and control?
4. Describe the marketing performance measurement.

Video Links:
https://www.youtube.com/watch?v=iuga67NX5Zk
https://www.youtube.com/watch?v=7InM7vaz7-o
https://www.youtube.com/watch?v=Zyvqi69ZyLY
https://www.youtube.com/watch?v=BvmAhB_OLHk
Week 14, Group Presentations
15
Week 16 Final Term Examination

Grading Criteria

Assignment (s)/Quiz (s) 5%

Attendance 5%

Presentations 5%

Class Participation 5%

Mid Term 30%

Final Term 50%

Total 100%
Appendix A