Module 1

Module 1: Able to define the course expectation (7.5 hours)

1. Introduction – Market driven Organization.
2. Market – Customer – Competition frameworks in strategy.
3. Customer Analysis – I: Buyer choice behaviour.

Module 2

Module 2: Able to evaluate and analyze the situation. (7.5 hours)

1. Segmentation Analysis – purpose and objectives.
2. Market Analysis – Types of Markets – Types of competition
3. Business Choice Analysis.

Module 3

Module 3: Able to understand the basic concepts of business (7.5 hours)

1. Business models for competitive marketing.
2. Product/ price based strategies.
3. Segmentation based strategies.
4. Channel based strategies.

Module 4

Module 4: Communication and strategies (7.5 hours)

1. Communication based strategies – roles(s) of advertisement and promotion strategies.
2. The various aspects of ethics in strategic marketing management.
3. Conclusion.

Course Description

Strategic Marketing is an elective course for those seeking to develop special skills in developing and implementing Marketing Strategies for a corporate concern. This course tries to delineate the analytical and action dimensions and help rebuild market – oriented approach for a growth – oriented approach in a dynamic market.

The analytical dimension is concerned with the needs analysis; attractiveness analysis; competitiveness analysis; and portfolio analysis to use the resulting understanding and knowledge to design a marketing strategy. The action dimension of the marketing process is concerned with development of a marketing strategy. The action dimension of the marketing process is concerned with development of a marketing plan; fine tuning of product; distribution; pricing and communication choices and implementation and control.

The course offers insights into the concepts and their application tools needed for analytical dimension. It further offers methods and means to integrate concepts and principles with operations. The course underlines the need and importance of long term planning in developing and executing marketing programs with clear cut mandate of meeting the demands of consumer and thus ensuring the sustainability and longevity of the organization. This would be attempted by training students in crafting and executing marketing strategies in a competitive and dynamic organization.

Course Outcomes& Learning levels

As stated in the above paragraph, this course is designed with the objective of equipping students with the objective of equipping students with the core skills and knowledge of developing and implementing marketing strategies for organizational sustenance and growth in a dynamic global environment. At the end of the course, the students will be able to:

1. Analyze marketing strategy formation and identify its different elements (Analyze).
2. Identify the analytical and action dimensions, tools and methods of marketing strategy formulation (Analyze).
3. Identify situations that present ethical dilemmas in strategic marketing management (Evaluate).

Evaluation Pattern

*Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

Course readings:

1. Marketing Management – Text and Cases – Rajiv Lal, John Quelch and V Rangan. McGraw Hill Education; 1st edition (2005).
2. Harvard Manage Mentor: Strategic Thinking.
3. Harvard Manage-Mentor: Strategy Planning and Execution

Reference cases:

1. Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers.
2. Disney at the Crossroads of Disruptive Trends.
3. Kookaburra Cricket Bats: Dealing with Cannibalization.
4. Colgate-Palmolive: Cleopatra.