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Strategic Marketing

Week 1: Lecture A

Strategic Marketing

Agenda

Course Outline
Groups Article Presentation Format Case Analysis Blind and Brand Taste Testing and Developing a Marketing Strategy Midterm and Final Exam

Strategic Marketing

Course Outline

Nature and Purpose of the Course

Main focus on understanding the importance of marketing in terms of strategic orientation of an organization Develop analytical abilities to resolve Marketing related issues and problems through real time case analysis Develop strong presentation skills by presenting Peer-Reviewed and other articles on a weekly basis

Strategic Marketing

Course Outline

contd

Recommended Books

Strategic Marketing, David Cravens 8/e, McGraw Hill Marketing Management. A Strategic Decision Making Approach 4/e, McGraw Hill. Research Articles (Peer Reviewed and others) Journal of Marketing Journal of Industrial Marketing Management Harvard Business Review

Magazines and Papers

AURORA, Business Recorder, Business Week, Fortune, Forbes, Newsweek

Strategic Marketing

Course Outline

contd

Websites

www.AMA.com www.map.org.pk www.marketingprofs.com www.brandchannel.com www.btobonline.com www.marketingtoday.com www.mailchimp.com www.marketingvox.com www.advertising.com Social news/content sites: Digg, Propeller, Reddit, Mixx, StumbleUpon, Wikipedia, Knol, Orkut

Strategic Marketing

Student Groups

Groups shall be formed by the Instructor Tips for group success:


Forming, storming, norming and performing?!!! Appoint a Monitor or a Coordinator (you could be ur own!) Discuss and choose your role: MBO Set deadlines, milestones and deliverables Acknowledge and praise others efforts frequently Mutually sort out grievances: always talk it out Avoid letting anyone being a free rider You will need to submit peer evaluation Recommended Reading: Management Challenges for the 21st Century: Managing Oneself Peter Drucker

Strategic Marketing

Article Presentation

Article Presentation Format


The Research Article Purpose of the paper Summary of results Evaluation Implications to marketers The How To Article Purpose of the paper Key themes Presented Evaluation Implications to marketers 10 Minute Presentation

5 min Q&A

Strategic Marketing

Marketing Strategy

Marketing Strategy

Topics

Each group shall discuss with me their topic Topics must be finalized by next week!

Strategic Marketing

Marketing Strategy Guidelines


Please Note: Students are REQUIRED to follow the template EXACTLY as it is!

Strategic Marketing

Marketing Strategy

Market Assessment Tool (pre-requisite)


Series of Worksheets (6) Fill them (Handwritten)

Each group to discuss all the sheets with the instructor prior to the submission
Worksheets must be submitted before the midterm (No exceptions). Carry marks

Strategic Marketing

Marketing Strategy

Executive Summary Table of Contents Introduction

Size up
History, nature, field of concentration, customers, product portfolio, market share, competitors, industry situation, future endeavors. Please
make it quite short.

What is the current situation of the company and/or the brand?

Strategic Marketing

Marketing Plan

External Analysis

Market size, growth, sales forecast and demand estimation, market share etc.
Porters Five Forces to gauge Industry attractiveness

Internal Analysis (core Competencies)

Internal Capabilities

SWOT (come up with some objectives w.r.t external & internal analyses!

Strategic Marketing

Marketing Plan

Taste Test

The Blind Side


BRAND TIM BRAND MIN 5 5 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 1 1 1 1 2 2 2 2 BRAND KIN 3 3 3 3 4 4 4 4 5 5 5 5

Taste Fizz Aroma Quality Total

1 1 1 1

2 2 2 2

3 3 3 3

4 4 4 4

RATING SCALE: DATE: 1= Excellent 2= Good 3= Neutral 4= Fair 5= Poor

Strategic Marketing

Marketing Plan

Taste Test

The Brand Side


COKE PEPSI 4 4 4 4 5 5 5 5 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 1 1 1 1 2 2 2 2 PAKOLA 3 3 3 3 4 4 4 4 5 5 5 5

Taste Fizz Aroma Quality Total

1 1 1 1

2 2 2 2

3 3 3 3

RATING SCALE: DATE: 1= Excellent 2= Good 3= Neutral 4= Fair 5= Poor

Strategic Marketing

Marketing Plan

Blind and Brand Taste Testing

Compare the Means of Blind and Brand Instrument Differences will indicate possible brand advantages and disadvantages Some Instructions:

A total of 60 responses are required All groups are to discuss the arrangement with me prior to conducting the test. V.imp!

Strategic Marketing

Marketing Plan

Marketing Strategy
Objectives, mission and vision

Clear and Concise May include societal objectives as well Formulate a Mission/Vision statement

Segmentation, Targeting and Positioning

Slice the market (Provide bases) Target Market (Prove attractiveness and present clear profile) Positioning (Provide Bases)

Strategic Marketing

Marketing Plan

Product (Value Proposition)

Product and Branding strategy (v.imp) Product Life-Cycle Management

Price

Pricing Technique (Provide rationale) Price/Demand Elasticity

Strategic Marketing

Marketing Plan

Place

Channels of distribution Outlet location Sales territories Warehousing system etc.

Promotion

Advertising (Model and Means) Sales promotion (When and why?) Publicity and PR (Tactics?) Web (Website, blogging, social media etc.) Direct Marketing

Strategic Marketing

Marketing Plan

Budget and Finance

Total cost of Marketing plan

you will need to provide data and evidence to backup your costing

Sources of funds

where is the money? Check company annual reports

Profitability and Break-even analysis NPV and IRR analysis etc.

Strategic Marketing

Marketing Plan

Operation Plan (Tactical plan)

Step-by-Step approach

When to launch which activity? Why? Do u need test marketing? How? Milestones are dependent on previous activities Independent events! Gantt Chart

Strategic Marketing

Marketing Plan

Marketing Control

Quarterly Audits (How?)


Sales Profits Customer base and Customer profiling Awareness to Brand Resonance Sales management

Strategic Marketing

Marketing Plan

Template and Citation

Always cite sources (provides credibility)

plagiarism can be caught easily.

Gives a compliment to the researcher


Use APA or Chicago format (v.imp)

Strategic Marketing

Marketing Plan

Market Assessment Worksheet

must be filled and attached with the marketing plan as a part of annexure

Shall be e-mailed to you!

Strategic Marketing

Marketing Plan

Things to be CAREFUL about!


Stick to the format Font size: 12, Para: Single line Alignment: Left, 10 pages plus 10 pages for exhibits

No Fancy fonts, images of colored papers

No Copy pasting from the web or anywhere else No Assumptions! Provide backup data No fudging of information! No lies No grammatical mistakes or spelling errors. Citation: Re-check the guidelines Hard copy; properly bound plus Soft copy sent via e-mail

Strategic Marketing

Oral Presentation Guidelines


MUST read the handout Evaluations are made accordingly

Strategic Marketing

Mid-Term and Final Exam

Mid term Exam and Final Exam

Case study/MCQs/Theoretical
Cases: LUMS, Ivey, HBS or from recommended books

Strategic Marketing

Reaching Me!

Qaiser Janjua (Assistant Professer Mktg)

Ext: 9262557-9, 266 qaiser.janjua@mail.au.edu.pk qrj786@gmail.com

Your e-mail should mention: name and course title

2nd Floor, Admin Sciences Building Office Hours: By appointment