Institute of Business and Health Management,

Dow University of Health Sciences

1. Name of Course: Strategic Marketing

2. Course Code: MKT
3. Class: MBA-111
4. Semester: Spring 2020
5. Instructor: Dr Ejaz Ahmed Mian
6. Class Timing: 6 to 9 pm, Saturday
7. Instructor E-mail: ejazahmed.main@duhs.edu.pk
8. Program Aims
The business program aims to provide relevant, applicable and employable graduates,
driven by technology and innovation to create value for business and society through
ethical, entrepreneurial and entrepreneurial leadership.
9. Rationale for the inclusion of Strategic Marketing course in the program:
To impart complex decision making skills and knowledge for advanced role of marketing
practice and academics
10. Semester and Year offered: spring 2020
11. Total Student Learning Face to Face Total Guided and Independent
Time (SLT) Learning
L = Lecture L T P O See appendix
T = Tutorial
P = Practical
O= Others
12. Credit Value: 3*16=48 Hours
13. Prerequisite (if any): Marketing Management

Course Description
This course is about giving direction to the marketing function of the firm. Competing in the
market needs all of one’s intelligence, visualisation, imagination, curiosity and creativity. All
of these at once come into play in this course. The course is useful for the student and the
practitioner alike. All marketing concepts will be used in the course. The course should give
insights into how management must view its market, customer, competition and micro and
macro environment to devise plans to meet objectives their light. Edge is obtained though
delivery of superior offers with unique advantage compared to rivals, in a creative way to
capture the imagination of the prospect and in the process add value to the customer and the
firm alike. In the process various suitable attack and defence strategies are applied and results
monitored and weaknesses fixed.
 MBA PROGRAM LEARNING OUTCOMES)
1. Critical & reflective thinking: Graduates possess necessary cognitive skills to
critically analyze a situation and identify viable options that can create short-term and
long-term value for organizations and their stakeholders.
2. Effective decision making: Graduates demonstrate ability to perform necessary
analysis, diagnose problems, evaluate alternatives and make effective decisions as a
result of our case based pedagogy.
3. Leadership skills: Graduates possess the desired knowledge and tools to become
successful leaders within their domain and learn to steer their team to collective
excellence.
4. Entrepreneurship & Innovation: Graduates possess fundamentals skills of creating
and managing innovation, new business development, and high-growth potential
entities in a highly competitive environment.
5. Social & Ethical awareness: Graduates exhibit ethical consciousness and understand
implications of decisions on society and environment.

Strategic Marketing Course Learning Outcomes

After completing the course, the student should be able to:
1. Do strategic marketing planning with due sensitivity to the environment?
2. Analyze competitor and organizational resource base
3. Be able to do effective segmentation, targeting and positioning
4. Create sustainable competitive advantage
5. Compete through innovation, superior value and relationships

Transferable Skills

1. Critical & reflective thinking

2. Effective decision making
3. Leadership skills
4. Diversity management
5. Entrepreneurship & Innovation
6. Social & Ethical awareness

1
 Teaching and Learning Methodology
- Discussion of concepts and their application
- Case analyses
- Extensive self-study approx. 200 hours in total
- Research articles
- Home and class assignments and readings
- Term project
-

Course Learning Outcomes mapped to Program Goals

Social
Critical
Effective Entrepreneu and
and Leadershi
Decision rship and Ethical
Reflective p Skills
Program Goals Making Innovation Awaren
Thinking
ess
Course
Learnin
g
Outcom
es
1 X X
2 X X X

3 X X X X

4 X X X X X

Mapping to
Sessions Course Learning Session Topic
Outcomes

Marketing concept
Different phases of marketing
Organizational stakeholders
1 CLO 1 & 2
Marketing fundamentals
Role of marketing in leading strategic management
Case study: Lego

2
 Business purpose or mission
Marketing strategy process
2 CLO 1, 2 & 5
Competitive positioning
Case Study: Amazon
Changing marketing environment
Macro-environmental analysis
3 CLO 1, 2 & 5 Five forces model of industry competition
Product life cycle
Space analysis
Case study: Food Group
Customer analysis
What we need to know about customer
4 CLO 2 & 4 Market research
Organizing customer Information
Case study: Balderton
Competitor Analysis
The Dimensions of competitor analysis
5 CLO 2 & 3
Choosing good competitors
Case Study: Adidas
Organizational resource base
6 CLO 2 & 5 Resource based view of the firm
Marketing assets, capabilities and resource portfolios
Segmentation and positioning
Underlying premises of market segmentation
7 CLO 2 & 3 Bases for segmenting markets
Segmenting business markets
Case study: Nestle
Segmentation and positioning research
Qualitative and quantitative approaches to positioning
8 CLO 2 & 3 Selecting market targets based on attractiveness
Benefits of segmenting markets
Case study: Ryan Air
Creating sustainable competitive advantage
Achieving cost leadership
9 CLO 1, 2, 3 & 4 Achieving differentiation
Offensive and defensive competitive strategies
Case study: Volvo
Competing through the new marketing mix
Pricing and communication strategies
10 CLO 2 & 5
New business and business models
Competition through innovation

3
 Case study: Scent of marketing

Competing though superior service and customer

relationships
11 CLO 2, 3, 4 & 5 Measuring and monitoring customer satisfaction
Strategic alliances
Internal marketing
12 CLO 4 & 5 Corporate social responsibility
13 CLO 1, 2, 3, 4 & 5 Conclusions
14 CLO 1, 2, 3, 4 & 5 Presentations of term projects

Text Book and Pre Course Reading Material, Important Dates.

Required Text:
Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud & John M. Rudd. Marketing Strategy &
Competitive Positioning (2017). 6th Edition. Pearson

Reference texts:
O. C. Ferrell, Michael D. Hartline - Marketing Strategy -South-Western College Pub (2010)
Graeme Drummond, John Ensor, Ruth Ashford - Strategic Marketing_ Planning and Control,
Third Edition (2008)