SUBJECT NAME Marketing Strategy for Competitive Advantage

SUBJECT CODE MGT-2035

SUBJECT CREDITS 3

The Subject builds on fundamental concepts introduced in the

Marketing Management and focuses on the development and
application of value-enhancing strategies utilized by marketing
managers. The Subject is of immense benefit to anyone who is or plans
to be involved in the product planning, market research, pricing,
communication, distribution, services delivery, and e-commerce of an
organization. The primary application of the Subject is to help firms
realize profits, but the concepts and models taught in the Subject can
easily be applied to even not-for-profit firms.
SUMMARY/
Students will learn the components and constructs of a strategic
OVERVIEW
marketing plan, and will gain considerable experience in the analysis
of complex marketing decisions. In addition, this Subject examines the
major trends in marketing including the integration of marketing
communications, radical changes in the selling function and sales force,
customer relationship management, and the broadening role of
marketing throughout organizations.

1
 Outline the process required to develop marketing strategies, and
describe the nature of key strategic decisions Make the students aware
of the major aspects of the planning and controlling of marketing
operations Demonstrate how some of the analytical models and
techniques be applied to marketing planning and control to produce
superior marketing performance Develop highly sensitive
AIMS environmental monitoring systems that are capable of identifying
trends, opportunities and threats at a very early stage Develop an
organizational structure and managerial mindset that leads the
organization to respond quickly and cleverly.

CORE LEARNING OUTCOMES

LEARNING OUTCOMES ASSESSMENT CRITERIA

SL.
On completion of this unit you should To achieve the learning outcome you must
NO
be able to: demonstrate the ability to:
Outline the process required to develop
Understand the basic concepts - evidenced
1 marketing strategies, and describe the
in class discussion
nature of key strategic decisions
Recollect of the major aspects of the Identify the right methods to plan and
2 planning and controlling of marketing control marketing operations- evidenced in
operations class discussion and case study
Demonstrate how some of the
analytical models and techniques be Develop a model-for marketing planning
3 applied to marketing planning and
control to produce superior marketing evidenced in class discussion
performance
Develop systems that are capable of
Critically evaluate early stage marketing
4 identifying trends, opportunities and
systems- evidenced in class discussion
threats at a very early stage
Frame an organizational structure and
Learn the organizational structure and
5 managerial mindset that leads the
managerial mindset concepts – evidenced in
organization to respond quickly and
class discussion and case study
cleverly.

2
 The pedagogy for this course includes:
• lectures on concepts in class
APPROACH TO
LEARNING • discussion of contemporary industry trends
• analysis of case studies to understand ‘best practices’ field
project(s) to develop problem-solving skills

ASSESSMENT STRATEGY

ASSESSMENT DESCRIPTION OF WEIGHT DURATION AND MARKS

NO
METHOD ASSESSMENT METHOD % OF EXAMINATION)
1 DSA Written examination 20 2 hours and 50 Marks
2 AT Class attendance 5 Throughout the course
Case study/ Assignments,
Presentation on various
CS / PR / OR /
3 topics, Viva- voce/ Quiz, 25 Throughout the course
CP
Participation in class
activities
4 Semester End Written 50 3 hours and 100 marks
Examination Examination

Outline Teaching Schedule

Unit Chapter in
Topic to be covered
Number the text book
Overview and Strategy Blueprint - Scenarios and
simple rules
I Marketing Strategy – analysis and perspectives 1&2
concept, definition, orientation and perspectives
Environmental and internal analysis : market information
and intelligence
II Strategic analysis of external and internal marketing 3
environment
‘Strategic fit’
Strategic marketing decisions, choices, and mistakes
Strategic choice and decisions at corporate level, SBU
III 4
level and functional level
Strategic mistakes and organizational failure
Strategic marketing decisions, choices, and mistakes
IV 5
Strategic choice and decisions at corporate level, SBU

3
 level and functional level
Strategic mistakes and organizational failure
Segmentation, targeting, and positioning strategies
Segmentation tools, measuring effectiveness of target segments and
V perceptual mapping
Emotional segmenting and price-benefit position maps
Branding strategies
VI Complex nature of brands, branding and functionality, brand equity
and brand architecture, the brand wheel, the latest brand thinking
Relational and sustainability strategies Relationship marketing in the
VII B2C context, CRM, competitive advantage, customer experience
management,
Product innovation and development strategies Disruptive business
VIII models – products and technologies, horizons of growth, innovation
models, customization
Service marketing strategies
IX Service experience and service quality, operational efficiency an
profitability, differentiation and competitive advantage
Pricing and distribution
Pricing and strategic options, online pricing, pricing strategy
X implementation
distribution, multi-channel marketing
meeting of price and distribution strategies
Marketing communications
XI Theoretical roots, MARCOMS Strategic process, media strategy,
operations and frequency
E – marketing strategies
XII E-markets,, navigation, IIDC Strategic process, Communities and
global issues
Social and ethical strategies
Firm and its role in society, environmental/green marketing, virtue
matrix, new social compact
XIII
Strategy implementation, control, and metrics Implementation,
budget, control, organization, metrics, financial measures, market share
and customer equity

Recommended Resources
Essential Textbook
West, Douglas; Ford John; Ibrahim Essam; Strategic Marketing : Creating Competitive
Advantage; Second Edition; India Edition; OXFORD University Press
Reference Books
5. Kotler, Keller, Koshy and Jha, Marketing Management, Pearson Publications
6. Subash C Jain, Marketing Strategy, Planning, Implementation, and Control, Cengage
Learning
7. Richard M S Wilson and Colin Gilligan (2011) Strategic Marketing Management: Planning,

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 Implementation and Control, 3rd Edition, Elsevier
8. Anderson & Vincze, Strategic Marketing, 2nd Edition, Biztantra Publications

Recommended Journals:
Journal of Marketing
Journal of Strategic Marketing
Journal of Relationship Marketing
Case Folio
Global Business Review
IIMB Management Review
Indian Journal of Marketing
Asian Journal of Management Cases
Useful research resources on internet:
www.mckinseyquartely.com
http://knowledge.wharton.upenn.edu/india/