SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION
Program: MBA Trimester: VI
Course: MARKETING STRATEGY Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ TutorialsCredit Continuous Term End Examination
Session Group Evaluation (TEE)
work
20 3 60% 40%
Course Rationale:
1. To design and understand marketing mix elements in context of strategy.
2. To design and execute each marketing mix elements strategy as Product ,pricing promotion and
distribution strategy
3. To interlink the Marketing strategy with business strategy
4. To implement the marketing mix decisions and reflect upon learning of thought plans /strategy.

Learning Outcomes:
1. Exemplify Marketing Strategies and their linkages with other organizational strategies –
Corporate, Business & Functional Strategies.
2. Describe the process of Marketing Strategy formulation / formation
3. Apply the concepts & tools of Marketing Strategy to real-life and simulated situations
4. Formulate & Execute Marketing Strategy over the long-term

Prerequisite:
 Marketing Management (Core Course)

Pedagogy:
 Lecture / Case Discussion
 Simulation –Markstrat

Textbook:
 Text Book - Marketing Strategy, A Decision-FocusedApproach, 8e, Orville Walker and John
Mullins, McGraw, 2013.

Reference Books:
 Marketing As Strategy,Nirmalya Kumar, Harvard Business Press, 2004.
 Students Manual- (MarkstratSimulation).

Journals:
 Journal of Marketing

Links to websites:
 www.warc.com
 Evaluation Scheme:
 Quizzes /Class Participation 20%
 Assignment 15%
 Markstrat Simulation 25%
 Term-End Examination 40%
Total 100%

Session Plan:
Session Topic Learning Outcomes Pedagogical Tool1 Textbook
Chapters&
Readings
1 Course Overview
2-3 Structure of Understand the Case: Textbook:
Strategy structure & substance Marvel Enterprises, Chapters-
 Corporate – of Marketing Strategy Inc. (Abridged) 1-3
Business- Product #511097-PDF-ENG
/ Market Strategy Published 24.01.11
 Marketing Revised 25.01.11
Strategy: HBS
Definition,
Structure &
Components
4-5 Marketing Strategy  Understand the Case: Textbook:
– Formulation & process of Goodyear: The Chapters
Formation Marketing Strategy Aquatred Launch 4 -5
 Rising Above the formulation / (Condensed)
Marketing-Mix formation #500039-PDF-ENG
 Opportunity  To Gain exposure Published 03.11.99
Analysis – STP to the most recent Revised 09.11.99
 Target Market theories and HBS
Strategies methods,
 Components of analytical
Marketing techniques and
Strategy current best
practices for
developing
marketing
strategies.
6-7  Building a  Analyze a Case: Textbook :
Market portfolio of Oscar Mayer: Chapters
Attractiveness – products / brands Strategic Marketing 6-7
Competitive  Demonstrate the Planning
Position Matrix & application of GE #597051-PDF-ENG
Portfolio Matrix Publication 1997
 Marketing Plan Revision 1998
HBS
8-9 Strategic Options Distinguish and Markstrat Textbook:
across PLC discuss the marketing Simulation (Stratx Chapters
 Markstrat strategy options along Simulations; 8-9
Simulation the various stages of INSEAD, France)
Introduction-I the product life cycle. This simulation
 An Overview of runs for 10 sessions
PLC-based taking marketing

1
 Strategies decisions.
10-11  Decision-Making  Apply the concepts Markstrat Textbook:
for Period- 7 to12 & tools of Simulation (Stratx Chapters
 Markstrat Marketing Strategy Simulations; 9 - 11
Simulation – to real-life and INSEAD, France)
Introduction-II simulated
situations
 Demonstrate the
decision-making
skills w.r.t
Marketing
Strategy over the
long-term in a
simulated
marketing function
12-13  New Market Evaluate the strategic Markstrat Textbook:
Strategies options for entry into a Simulation (Stratx Chapters 8
 Pioneer Strategies new segment / market Simulations;
 Follower as a Pioneer, as an INSEAD, France)
strategies Early Follower or as a
 Late follower Late Follower
strategies
14-15  Growth Market  Assess the Markstrat Textbook:
Strategies opportunities in Simulation (Stratx Chapters
 Offensive growth markets Simulations; 9 - 11
marketing  Analyze the INSEAD, France)
strategies strategic options as
 Leader strategies a Leader or
 Challenger Challenger
strategies

16-17  Mature Market Analyze the strategic Markstrat Textbook:

Strategies options for withdrawal Simulation (Stratx Chapters
 Defensive or be a profitable Simulations; 9 - 11
Marketing survivor INSEAD, France)
Strategies
 Leader strategies
 Challenger
strategies
18-19 Group Presentations Reviewing team results Interaction NA
and reflection upon Feedback for teams
each team marketing
strategy and learnings
20 Course Integration Recap of the Course Integration
Learning Outcomes