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Mohammad Ali Jinnah University Karachi

(COURSE OUTLINE)

:
Program MBA
Semester Fall 2024
Course Strategic Marketing
Course Code MG5270
Prerequisite Marketing Management
Teams Class Code 0tljf1d
Class Link Strategic Marketing AW-BW-CW | General | Microsoft Teams

Instructor Dr. Muhammad Zahid


Email: [email protected]
Phone: 03002326691
Class Day & Timing Sunday, 8:30 am to 11:30 am
Books Reference Books:
●
Karel Jan Alsem; Strategic Marketing Planning: A Step by
Step Approach; Routledge; 2nd Edition

Course Description
This course will provide students with a comprehensive introduction to and understanding of
Strategic Marketing and the planning process that underlies all aspects of marketing. The course
provides an in-depth understanding of strategic marketing concepts and tools relevant in today’s
dynamic business environment. It is designed to develop critical thinking and analytical skills
needed to make key strategic marketing decisions. At the end of the course, the students will

1. Understand the role of strategic marketing in an organization and its contribution to


achieving business objectives.
2. Be able to develop a comprehensive marketing strategy based on market research,
competitive analysis, customer behavior and business capabilities.
3. Learn to leverage marketing mix elements effectively to create value for customers and
achieve competitive advantage.
4. Develop skills for managing brand equity, customer relationships and marketing
communications effectively.

Course Learning Outcomes


A student who successfully fulfills the course requirements will have demonstrated the ability to:

S. Course Learning Outcomes (CLOs) Bloom’s Corresponding


No. Taxonomy PLOs
Level
1. CLO1: Understand and explain the key concepts in Understanding PLO 1
Strategic Marketing.
Mohammad Ali Jinnah University Karachi
(COURSE OUTLINE)

2. CLO2: Apply Strategic Marketing concepts to real


world business scenarios. PLO 2
Application
PLO 3

3 CLO3: Analyze market trends and customer PLO 3


behavior to inform strategic marketing decisions Analysis
PLO 4

4. CLO4: Develop a comprehensive strategic PLO 3


marketing plan for a product or business. Synthesis
PLO 4
5 CLO5: Evaluate the effectiveness of strategic PLO 5
marketing plans and make suggestions for
Evaluation
improvements.
Session-wise Course Breakdown

Reading
CLOs
Week Contents Material/Source
Covered
s
1. Introduction to Strategic Marketing
●
Introduction
●
What is marketing?
●
Changing Landscape of Marketing Chapter 1 CLO 1
●
Marketing in organizations

2 The Strategic Marketing planning process


●
Levels and types of decision in a
company CLO 1
Chapter 2
●
The strategic marketing planning CLO 2
process

3 Situation Analysis: Mission, Customer


Values & Market Definition
●
Developing a customer-oriented vision
CLO 2
& mission Chapter 3
●
CLO 3
Customer values
●
Market definition

4 Internal Analysis
●
CLO 2
Balanced scorecard Chapter 4 CLO 3
●
Internal analysis at company level
Mohammad Ali Jinnah University Karachi
(COURSE OUTLINE)

5 Customer Analysis
●
Goals of customer analysis
●
Segmentation
Chapter 5 CLO 3
●
Models of consumer behavior
●
Measuring brand strength

6 Customer Analysis
●
Goals of customer analysis
●
Segmentation
Chapter 5 CLO 3
●
Models of consumer behavior
●
Measuring brand strength

7 Industry Analysis
●
Purpose and structure
●
Macro environment analysis CLO 2
Chapter 6
●
Aggregate market factors CLO 3
●
Industry structure

8 Industry Analysis
●
Purpose and structure
●
Macro environment analysis CLO 2
Chapter 6
●
Aggregate market factors CLO 3
●
Industry structure

Midterm
9 Competitor analysis
●
Identification of competitors
●
Objectives and strategies of
competitors CLO 3
Chapter 7
●
Success factors CLO 4
●
Competitive strengths & weaknesses
●
Expected strategies of competitors

10 Competitor analysis Chapter 7 CLO 2


● CLO 3
Identification of competitors
CLO 4
●
Objectives and strategies of
competitors
●
Success factors
●
Competitive strengths & weaknesses
Mohammad Ali Jinnah University Karachi
(COURSE OUTLINE)

●
Expected strategies of competitors

11 Corporate Objectives & Strategies


●
Company vision
●
Portfolio analysis Chapter 10 CLO 4
●
Choice of markets

12 Marketing Objectives & Strategies


●
Marketing objectives
●
Target group selection
●
Brand positioning Chapter 11 CLO 4
●
Brand architecture
●
Managing brands

13 Marketing Objectives & Strategies


●
Marketing objectives
●
Target group selection
●
Brand positioning Chapter 11 CLO 4
●
Brand architecture
●
Managing brands

14 Implementation
●
Choice of marketing mix
●
Product decisions CLO 4
Chapter 12
●
Pricing decisions CLO 5
●
Distribution decisions

15 Implementation
●
Choice of marketing mix
●
Product decisions CLO 4
Chapter 12
●
Pricing decisions CLO 5
●
Distribution decisions

16 Implementation
●
Choice of marketing mix
●
Product decisions CLO 4
Chapter 12
●
CLO 5
Pricing decisions
●
Distribution decisions
Final Exams
Mohammad Ali Jinnah University Karachi
(COURSE OUTLINE)

Student Assessment and Marks Distribution:


S. No. Assessments Marks Distribution
1 Midterm Examination 20%
2 Quizzes 10%
3 Assignments 10%
5 Projects 20%
6 Final Exam 40%

Teaching Methodology
1. Classroom Lectures
2. Case Study / Research Papers discussions
3. Industry based assignments.
4. Students Presentations
5. Industry based Students Projects
6. Articles Presentations

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