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COMSATS Institute of Information Technology

Academic Block – II, Park Road,


Chak Shehzad, Islamabad

MODULE HANDBOOK

APPLIED MARKETING STRATEGIES


Course Code: MGT 411
MBA (Semester 2) Section A and B

FALL 2010

INSTRUCTOR
Tahir Mumtaz Awan
Lecturer
Department of Management Sciences
email: tahir_mumtaz@comsats.edu.pk,
mumtaz.tahir@yahoo.com
Cell: +92-300-5283204, +92-333-5001377
Course Title: Applied Marketing Strategies
Course Code: MGT-411
Credit Hours: 3
Semester: 2
Course Group: Course group for the exchange of notes
material and other announcements etc. is CIIT_AMS_FALL10.
You can find this group on the link
http://www.groups.yahoo.com/group/ CIIT_AMS_FALL10

Course Overview
Applied Marketing is a business function that identifies current unfilled needs and wants, defines and measures
their magnitude, determines which target markets the organization can best serve, and decides on appropriate
products, services, and programs to serve these markets. Marketing serves as the link between a society's
needs and its pattern of industrial response.
The purpose of this course is to focus on Marketing strategies and the process that are associated with it. The
different philosophies which become the guiding efforts of marketing & integrate what you have learned in
other marketing courses into one coherent body of knowledge and skills.

Course Objectives
The course is designed to enable students to meet the following objectives:
1. Be familiar with basic theories, concepts, methods, variables, problems, practices, processes, and
terminology of contemporary marketing.
2. Begin to develop and utilize analytical, decision-making, and problem-solving skills that approximate
"real world" marketing.
3. Be aware of the breadth of possible applications of marketing, and to gain as much of a professional's
perspective of marketing as may be feasible.
4. Develop a consciousness about the importance of ethics in the marketing discipline.

Learning Outcomes
Upon the successful completion of this unit, you will be able to:
1. Understand the importance in business practice of being marketing oriented.
2. Describe a range of common strategies for use with each of the various marketing mix tools: product,
pricing, promotion, and distribution.
3. Recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a
given marketing task or situation.
4. Use examples from current events, as well as more formal case studies, to apply, illustrate, and discuss
different marketing strategies.
5. Discuss key trends impacting on the current practice of marketing.
6. Critically think about the importance of effective business communications in all aspects of marketing
management.
The focus of the lectures, tutorials and assessments is to help students attain these specific objectives.

Teaching Methodology
This class will be taught using a lecture, case / article and discussion approach, with the emphasis on
discussion, which is designed to clarify the material in the textbook, and to apply that material to real world
situations. Overhead transparencies, PowerPoint presentations, and other audiovisual materials may be used
to supplement the lectures -- do not expect, however, that only the material that shows up in the lectures or on
the projection screen is important. Your grade will be based, in part, on your performance on examinations
which will cover all material presented in class and which appears in the textbook and any other assigned
readings. You are expected to come to class prepared to discuss the relevant issues. That means, at the
minimum, that you will have read all material assigned for the day. Your participation in the discussions may be
voluntary, or you may be called upon by name to answer questions and comment on the material of the day.
Classroom Expectations
This course is taught for those who want to learn as much as they can. Come to class and participate but
respect your instructor's right to teach and your classmate's right to learn. This includes adhering to the
following rules:
1. Class will begin on time. Please be in your seat and ready to begin at the designated start time. When
the class begins, everyone should stop talking, stop reading newspapers and other non-class materials,
and pay attention.
2. A 100% attendance is required, as most classes will involve extensive discussions. You must come to
class fully prepared, i.e. having read the assigned chapter/materials and fully participate in the class
discussions. Class attendance and participation will affect final grades.
3. The class is over when your instructor says it's over. Please do not begin shuffling papers, loading
backpacks, etc. until class has been dismissed. Expect the classes to run for the entire scheduled
time.
4. Don't interfere with the rights of your classmates to maximize their learning experience. Be courteous
and do not engage in conversation or other disruptive activities while the class is being conducted. You
are encouraged; of course, to make comments that are relevant to the course -- just be sure you make
them at the appropriate time and address them to the class.
5. The Mobile Phones are to be switched off before you enter the class and will remain switched off during
the class. You will be marked absent for two consecutive classes if found in breach of this rule.

Assignments and Quizzes


There is no limitation of assignments and quizzes. The usual practice will be non-scheduled (surprise) quizzes.
Frequent assignments (individual as well as group) will be given with one or two weeks submission time.

Term Project
There is an ongoing project and presentation for the students so as they will be able to understand the
important role, this course occupies in the overall scheme of studies of business administration.

Student Evaluation
Your final grade will be strictly determined on your performance in the following areas:
 Exams
○ First Sessionals 10 Marks
○ Second Sessionals 15 Marks
○ Final 50 Marks
 Term Project 15 Marks
 Quizzes, Assignments and Class Participation 10 Marks

Grading:
Your final grades will be based as per University rules

Make-Up & Final Exams:


No make-up exams will be given. The sessional exams will/can consist of a combination of multiple choice,
true – false, short answer, problem and essay questions. The exams will cover all assigned materials including
textbook and other readings, lecture, case discussions, etc. Do not assume that material included in the
reading assignments, but not specifically discussed in the class will be excluded from the exams. The final
exam will be comprehensive, covering all material assigned during the course of the semester.
TENTATIVE LECTURE SCHEDULE

WEEK ONE ○ Learning and Memory


• Introduction of students and Instructor ○ Motivation, Values and Involvement
• Introduction to the course ○ Attitudes
• Class expectations ○ The Self
• Discussion on course outline
• A review of the basic terms WEEK SEVEN
○ What is market? • Understanding Consumer Markets
○ What is marketing? ○ Influences on Buying Behavior
○ What is planning? ○ Buyer Decision Making
○ What is strategy?
○ What is strategic planning? WEEK EIGHT
○ What is strategic marketing? • Understanding Business Markets
• Strategic Marketing Planning Process ○ How Business & Consumer Markets
Differ
WEEK TWO ○ Organizational Buying Situations
• Customer Need ○ Participants in the Business Buying
• Concept of Need Process
• Introduction of students and Instructor ○ Major Influences on Organizational
• Environmental Scanning Buyers
○ Importance of Environmental Scanning ○ Business Buyer Decision Making
○ What Scanning can accomplish? ○ Institutional & Government Buying
○ The Concept of Environment
• Environmental Scanning and Marketing Strategy WEEK NINE
• Environmental Scanning Procedure • Product planning for goods and services
• Conducting Environmental Scanning: An • Product strategies
Example ○ Dimensions of Product Strategies
• Scanning Techniques  Product Positioning Strategy
 Product-repositioning Strategy
WEEK THREE  Product Overlap Strategy
• Marketing Management  Product Scope Strategy
• What is a Strategy?  Product Design Strategy
• Strategy Principles  Product Elimination Strategy
○ Speed  New- Product Strategy
○ Concentration  Diversification Strategy
○ Alternative Objectives  Value-Marketing Strategy
○ Indirect Approach
○ Unbalancing Competition WEEK TEN
• Case Example: SONY • Review of Pricing Factors
• Pricing Strategies
WEEK FOUR ○ Pricing Strategies for New Products
• Gathering Marketing Information ○ Pricing Strategies for Established
• Managing Marketing Information Products
• Steps in Marketing Research ○ Price-Flexibility Strategy
WEEK FIVE ○ Product Line Pricing Strategy
• Market Segmentation, Targeting and Positioning ○ Leasing Strategy
• Market Strategies ○ Bundling-Pricing Strategy
○ Dimensions of Market Strategies ○ Price-Leadership Strategy
 Market Scope Strategy • Pricing Strategy to Build Market Share
 Market Geography Strategy
 Market Entry Strategy WEEK ELEVEN
 Market Commitment Strategy • Selecting and Managing Distribution Channels
 Market Dilution Strategy • Distribution Strategies
○ Channel Structure Strategy
WEEK SIX ○ Distribution Scope Strategy
• Consumer Behavior
○ Multiple Channel Strategy
○ Perception
○ Channel Modification Strategy WEEK FOURTEEN
○ Channel Control Strategy • Global Market Strategies
○ Conflict Management Strategy ○ Identifying Target Markets
○ Entry Strategies
○ Global Market Environment
○ Strategy for Global Marketing Programs
WEEK TWELVE ○ Marketing in Global Business Strategy
• The Promotional program • Developing Global Market Strategy: An Example
• Managing the promotional mix • Trade Issues
• Promotion Strategies ○ Intellectual Property Rights (IPR)
○ Promotion Expenditure Strategy
○ Promotion Mix Strategy WEEK FIFTEEN
• Checklists for Developing Competitive
WEEK THIRTEEN Strategies
• Advertising Strategies • Project Presentations
○ Media Selection Strategy
○ Advertising Copy strategy WEEK SIXTEEN
• Personal Selling Strategies • Checklists for Developing Competitive
○ Selling Strategy Strategies
○ Sales Motivation and Supervision • Project Presentations
Strategy

Recommended Readings:

Textbooks: -
1. Marketing Management
Analysis, Planning, Implementation, and Control
Ninth Edition
Author: Philip Kotler

2. Marketing Concepts & Strategies


Author: William M. Pride, O. C. Ferrell

Reference Books: -

1. Marketing Concepts and Strategies


Fourth European Edition
Authors: Sally Dibb, Lyndon Simkin, William M. Pride, O. C. Ferrell

2. Marketing Strategy
Second Edition
Authors: O. C. Ferrell, Michael D. Hartline, George H. Lucas, Jr.

3. Strategic Marketing Management


A Means-End Approach
The McGraw-Hill Executive MBA Series
Author: Mark E. Parry

4. Cases in Strategic Marketing Management


Authors: Julian W. Vincze, Carol H. Anderson

5. Marketing Management
Authors: Helen Meek & Richard Meek