SYMBIOSIS INSTITUTE OF BUSINESS MANAGEMENT, BANGALORE

MBA– Semester II (2021-23 Batch)

Session Plan
Course Title: Marketing Strategy
Instructor: Dr. Semila Fernandes and Dr. Sathish M
Credit: 3

OBJECTIVES:

1. Understanding the relation between Marketing and Strategy

2. Explain the concept of value in the context of marketing along with understanding of
Consumer Behavior Models.
3. Experiment with out of the box thinking which will help them to develop innovative
marketing strategies.
4. Develop an understanding of competitive nature of marketing environment and pricing
strategies, thereby evaluate its implications on the Business.
5. Apply their knowledge and skills to devise and implement appropriate marketing
strategy.

COURSE OUTCOMES:

 To gain insights about marketing strategy-marketing environment, BCG and Ansoff

matrix and develop insights into linkages between marketing theories and applications.

 To develop the skills to apply concepts in blue ocean strategy, marketing research and
demand forecasting techniques.

 To gain skills in the areas of marketing plan, packaging and labeling.

 To be able to interpret the concepts into applications by using them for initiating pricing,
promotion and distribution strategies.

 To develop an ability to describe, apply and evaluate consumer behavior, calculate CLTV
and understanding about managing services marketing.

METHODOLOGY:

This course employs the following as tools of methodology

 Classroom Lectures
 Case Study Discussion
 Presentations
 Quizzes
 Project & Assignments
 Group Works

1
 SESSION PLAN:

Session Topic to be covered Materials Used/Case

No. Study/Presentation/Project
01 Why STP Analysis??? Class Room Discussion https://hbr.org/2014/07/what-you-
need-to-know-about-segmentation
Instructor: Dr. Sathish
Mahendran https://www.forbes.com/sites/forre
ster/2019/05/14/the-new-era-of-
marketing-strategy/?
sh=138ea0b95ddb

02 What Next to STP Case Study Discussion From Text Book (1)-Chapter 9
Analysis
Case Study: Nivea
https://profsamkulka.files.wordpre
Instructor: Dr. Sathish ss.com/2007/12/niviecase.pdf
Mahendran
03 Strategies to identify and Case Study Discussion Harvard Case: Reckitt Benckiser:
develop the new Developing a new laundry care
segmentation category in India

Instructor: Dr. Sathish

Mahendran

04 What Next to PESTEL Class Room Discussion https://www.managementstudygui

(Post PESTEL) de.com/environmental-
scanning.htm
Instructor: Dr. Sathish
Mahendran

05 When Marketing is Strategy Discussion, HBR Article https://hbr.org/2013/12/when-

marketing-is-strategy
Instructor: Dr. Semila
Fernandes

06 Strategic Marketing HBR Case Discussion Harvard Case: Oscar Mayer:

Planning Strategic Marketing Planning

Instructor: Dr. Semila

Fernandes

07 Strategic Models – Discussion, HBR Article “Not dead yet: the rise, fall and
Application of BCG, GE & persistence of the BCG Matrix” –
PLC https://www.researchgate.net/publicat
ion/317767606_Not_dead_yet_The_r
ise_fall_and_persistence_of_the_BC
Instructor: Dr. Semila G_Matrix
Fernandes

2
 https://hbr.org/2020/04/brand-
marketing-through-the-coronavirus-
crisis

08 Strategic Models – Plotting Use of Bubble charts https://hbr.org/2020/05/is-your-

of BCG & GE marketing-strategy-based-on-the-
right-data
Instructor: Dr. Semila
Fernandes

9 Strategic Models – Branding HBR Article and HBR Case https://hbr.org/2015/06/a-better-way-

Strategy Discussion to-map-brand-strategy

Instructor: Dr. Semila Harvard Case: Dove Real Beauty

Fernandes Sketches Campaign (Dove Branding
Strategy)

10 Growth Strategies to fashion HBR Article, HBR Case https://hbr.org/2013/03/the-best-

a path to Growth Discussion companies-combine-marketing-and-
strategy

Instructor: Dr. Semila Harvard Case: Mavi: Fashioning a

Fernandes Path to Brand Growth
11 Application of Ansoff Discussion and Case scenarios https://www.managementstudyguide.
Matrix com/ansoff-matrix.htm

https://hbr.org/1984/03/making-your-
Instructor: Dr. Semila marketing-strategy-work
Fernandes
https://doc.mbalib.com/view/5786693
2b51b0e6ca600e0946a3ddbe9.html
Marketing Strategy: How it Fits with
Business Strategy
12 What Next to PESTEL Case Study Discussion Case: McDonald Aloo Tikki
(Post PESTEL)
Instructor: Dr. Sathish https://cultureandbusiness.weebly.
Mahendran com/case-study.html

https://www.academia.edu/292138
64/Case_Study_11_Marketing_of
_Services_The_McDonalds_Way

13 Why Marketing Research? Class Room Discussion From Text Book (1)-Chapter 4 &
5
Instructor: Dr. Sathish Case Discussion
Mahendran Harvard Article: Is your
Marketing Strategy based on the
right data.

https://hbr.org/2020/05/is-your-

3
 marketing-strategy-based-on-the-
right-data
Case: Indian Case Study

14 Marketing Research Case Study Discussion Case: Dainik Bhaskar

Strategies
https://www.rediff.com/money/20
Instructor: Dr. Sathish 05/feb/18spec.htm
Mahendran
15 Product Development Class Room Discussion https://knowledge.wharton.upenn.
Expansion and PLC edu/article/starbucks-came-long-
Strategies way-customer-centricity/

Instructor: Dr. Sathish From Text Book (1)-Chapter 13

Mahendran Case: Indian Case Study
16 Developing a marketing plan Discussion https://www.forbes.com/sites/forbes-
- activity based discussion personal-shopper/2021/01/22/best-
language-learning-app-2021/?
sh=50ca0f572dfd

Instructor: Dr. Semila Harvard Review - Creating a

Fernandes marketing plan an overview
https://www.marketingmatters.co.za/
articles/1002-branding/149-creating-
a-marketing-plan-harvard-business-
review

17 Competition – Part 1 Flipped Session

(Posters five forces, generic https://www.youtube.com/watch?
strategies) v=EvvnoNAUPS0
Lecture by Michael Porter on
Strategy – creating and sustaining
Instructor: Dr. Semila competitive advantage
Fernandes
https://www.managementstudyguide.
com/competitor-analysis.htm

https://www.managementstudyguide.
com/porters-five-forces-analysis-of-
samsung.htm
18 Competition Part 2 Scenario Based Session using Flipped session,
(competitive Marketing examples, HBR Case Harvard Case: Coca-Cola India's
Strategy) Discussion Frozen Dessert Plan Heats Up
Instructor: Dr. Semila Competition
Fernandes

19 Product Development & Case Study Discussion

Growth and PLC https://sloanreview.mit.edu/video/
Strategies fostering-creativity-collaboration-
and-inclusivity/

4
 Instructor: Dr. Sathish
Mahendran Harvard Case: Boosting Boost:
Charting Growth Opportunities

20 Packaging and Labeling Student Activity-Competition Activity/Exercise

Strategies of Packaging & Labeling

Instructor: Dr. Sathish

Mahendran
21 Consumer Decision Article Discussion
Making Process -Post Consumer Decision Making
Sales Strategies Journey

Instructor: Dr. Sathish https://www.mckinsey.com/busine

Mahendran ss-functions/marketing-and-
sales/our-insights/the-consumer-
decision-journey#

22 Pricing Matrix and Pricing Class Room Discussion

Strategies Pricing Reading Material

Instructor: Dr. Sathish https://www.researchgate.net/publ

Mahendran ication/272352932_Pricing_Strate
gy

23 Consumer Behavior - part 1 Lecture and discussion using

– prospect theory scenarios

Instructor: Dr. Semila

Fernandes

24 Understanding consumer Lecture and discussion

behavior
Instructor: Dr. Semila
Fernandes

25 Group Consumer Behavior Lecture and discussion using Harvard Consumer Behavior
Exercises HBR Exercises Exercise: A to F

Instructor: Dr. Semila

Fernandes

26 Consumer Behavior – Harvard Case Exercise - Debrief

Understanding Motivational
Functions

Instructor: Dr. Semila

Fernandes

5
27 Pricing Matrix and Pricing Case Study Discussion From Text Book (1)-Chapter 16
Strategies Case: HCL
http://www.businessweek.com/sto
Instructor: Dr. Sathish ries/2008-01-22/a-pricing-
strategy-for-the-indian-
marketbusinessweek-business-
Mahendran
news-stock-market-and-financial-
advice
28 Distribution channels, Omni- https://sloanreview.mit.edu/article/ho
Channel Approach w-to-win-in-an-omnichannel-world/

Instructor: Dr. Semila

Fernandes

29 Service Marketing Case Study Discussion

Strategies Article-Fortune of BoP Article

Instructor: Dr. Sathish https://www.strategy-

Mahendran business.com/article/11518?
gko=9b3b4

Case Study: Low Cost Health

Care Services

30 Service Marketing Case Study Discussion Case Study: MTH

Strategies
https://www.researchgate.net/publ
Instructor: Dr. Sathish ication/225083670_A_Conceptual
Mahendran _Model_of_Service_Quality_and_
its_Implication_for_Future_Resea
rch_SERVQUAL

Note: Project Work would be allotted for the course equivalent to 6 sessions.

Suggested E-books:

1. Marketing management, global edition, 15th edition, Kotler and Keller,

2. Principles of marketing, global edition (Pearson education) - 16th edition, Kotler and
Armstrong

Suggested Readings/ References:

1. Kotler and Keller – Marketing Management – 15th Ed. – Pearson Education (Text Book).
2. Rajan Saxena, Marketing Management, Tata McGraw Hill

6
 3. Baines, Chris Fill, Kelly Page, adapted by P K Sinha, Marketing, asian edition, Oxford
4. Kotler Philip [ 2005 ] – Marketing Management – Analysis Planning and Implementation
and Control , 11th Ed. – Pearson Education
5. Kotler Philip / Armstrong Gray [ 2006 ] – Principles of Marketing - 11th Ed. – Pearson
Education .
6. CZINKOTA/Kotabe/Mercer [1997] – Marketing management Blackwell Business.
7. Boyd/Walker/Larreche [1995] – Marketing management -2nd Ed.- Irwin Pub.
8. Etzel/Walker/Stanton [2004] – Marketing – 13th Ed.-TMH
9. Fundamentals of Marketing (Mc Graw Hill) , Stanton William J
10. Marketing Management: Planning, implementation and Control, Ramaswamy V.S. and
Namakumari S

Internal Evaluation Scheme:

S. No. Parameter Marks Instructor

1 Assignment/ Exercise 30 Dr. Semila
(Group)
Mid Review Test 20 Dr. Semila/ Dr. Sathish
(Individual)
3 Quiz (Individual) 30 Dr. Sathish
4 Project (Group) 10 Dr. Sathish
TOTAL 90