Course Title: Strategic Marketing

Course Code: MKT-411

Credit Hours: 3+0
Course Instructor:

PREREQUISITS:
1. “Principle of Marketing “A South Asian Perspective - by Philip K. & Ehsan ul Huq.
2. “Marketing Management” International Edition – by Philip Kotler & Gary Armstrong

COURSE DESCRIPTION:
The course allows students to develop skills in dealing with strategic marketing problems found
in both profit and nonprofit settings. The focus is on a developing a framework for strategic
marketing plans with emphasis on consumer and environmental analysis.
Market segmentation, product positioning, marketing responsiveness, and competitive reaction
will be explored. Exercises and activities involving various aspects of marketing such as pricing,
outsourcing, and promotion will also be used to enliven text material.
COURSE OBJECTIVES:
The objectives of this course include that you become familiar with the application of marketing
concepts. The primary objective is to develop the capabilities necessary to apply marketing
theories and concepts to actual situations and current events.
COURSE OUTCOMES:
 To explain the need to develop market-oriented cultures and processes in order to deliver
superior customer value
 To demonstrate the significance of marketing in key business activities such as new product
development, customer management, and establishing value chain advantages.
 To emphasize the importance of marketing strategically and of marketing planning in operating
a successful business
Textbooks (or Course Materials) with Edition:
 “Strategic Marketing” by David W. Cravens, 10th Edition, McGraw-Hill.
 Further readings/notes/handouts and case studies will be provided by the instructor when
and where deemed necessary.
ASSESSMENT INSTRUMENT WITH WEIGHTS
SNR ITEMS MARKS
1 Mid Term Exam 30
2 End Term Exam 50
3 Internal Evaluation Breakdown
Assignements(s) 9
Class Participation 5
Présentations 6
Any Other
Total 20 20
GRAND TOTAL 100
 COURSE CONTENT
Week Lecture TOPICS TO BE COVERED
1. 1. Strategic Marketing , The marketing Strategy process
Market-Driven Strategy
Characteristics of MD Strategies
2. Market-Driven Strategy characteristics: 1. Becoming Market Oriented 2.
Distinctive capabilities 3. Matching customer values 4. Creating value for
customer
2. 3. Corporate and business and marketing strategies and Component
Strategic marketing new era challenges
4. Business and Marketing Strategies, Strategic Plan
Strategic situation analysis 
Marketing size estimation
3. 5. Developing and Implementing Market Driven program
Strategic Brand Management ,
Value chain, price and promotion strategies
6. Market Vision, Structure, and Analysis and competitive space
Analyzing completion, building customer profiles, forecasting
4. 7. Strategic marketing segmentation
Market Driven strategy, segmentation and process
8. Segmentation and value opportunities, and capabilities
creating new market space, Targeting and strategic positioning
5. 9. Requirements of segmentation
Response differences, Identifiable, Actionable ………
10. Approaches for finer segmentation strategy. And
Targeting and positioning strategies.
6. 11. Strategic customer management: Systems, Ethics, and social responsibility
Developing CRM Strategy, customer lifetime value
Corporate Reputation…..
12. Marketing Information and Intelligence systems, and
Ethical issues
7. 13. Innovation and New products strategy
Types of Innovation
Developing an Innovation culture
14. Case study “Google”.
MID TERM EXAMS
MID TERM BREAK
8. 15 Conti: New product planning……
Value – chain strategy
16 Roles and functions and consideration of Distribution….
Channel management and SCM.
9. 17 Distribution selection strategy
Pricing strategy, Pricing objectives
Strategic role of price……….
18 Advertising ,Promotion and sales strategies
 Promotion strategy
10. 19 The Composition of sales promotion strategy
Communication objectives
20 Advertising strategy
Setting objectives and budgeting
11. 21 Sales promotion strategy and its scope and nature
Activities, Advantages and Limitations
22 Case study
12. 23 Sales, Digital and Direct marketing strategy
Sales force strategy
24 Types of sales jobs……….
Internet Marketing strategy
13. 25 Direct Marketing strategies
Reasons using Direct Marketing
26 Direct marketing methods and limitations……
14. 27 Presentation
28 Recap
END TERM EXAMS