Introduction

Module: Strategic Marketing

Instructor: Bilal Ahmad

LECTURE: Introduction
Aims and Objectives
Strategic Marketing
Role of Strategic
Marketing
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Contact details

bilal.ahmad@szabist-isb.edu.pk

MS Faculty hall 2nd Floor

Office: 051-4863363-510

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Be Productive

Physical and mental attendance is

mandatory
Learning & Good grades -- Failure
Participation during discussion session
Extra Points
Mobile phone strictly Prohibited
--- Negative marking
Zero Tolerance to Plagiarism (Be yourself)
Consult Szabist Plagiarism Policy

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Teaching Methodology

Interactive lectures (lecture slide and

Videos)

Case studies

Discussion and team activities

Semester Project

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Aims and objectives
Aims

To become familiar with Strategic marketing processes

Able to integrate theory and practice of Strategic

Marketing

To understand the key factors of Strategic Marketing

To Understand effectiveness of Strategic marketing

processes (Modern world)

Experience-based learning to develop the necessary

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Strategic Marketing knowledge and skills among students
 Aims and Objectives
Objectives are
To apply principles and concepts used for strategic
marketing
Aware of complex nature and environment for
strategic marketing
Understanding of conceptual and organizational
aspects of Strategic marketing
Connect and integrate Strategic Marketing concepts
to analyze and solve marketing issues (Decision
making)

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Learning Outcomes

Introduction with Strategic Marketing

Familiarity with challenges of market driven
strategy
Understanding of relation between
corporate, business and marketing strategy
Challenges of new era (Modern Business
world)

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Strategic Marketing

The term "Marketing" is widely

misunderstood. Producing TV
advertisements", "writing catch phrases",
"producing brochures", "a conspiracy to
make people buy more than they need",
"improving brand awareness", "fancy
packaging", or "sponsoring the Olympics".
In fact these are all part of Marketing, but
only a small part.

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Theoratical view

"Marketing is the management process responsible

for identifying, anticipating, and satisfying customers'
requirements, profitably." Chartered Institute of
Marketing.

The marketing guru Philip Kotler defines the

Marketing Concept as:

"The marketing concept holds that the key to

achieving organizational goals consists in determining
the needs and wants of target markets and delivering
the desired satisfactions more effectively and
efficiently than competitors"
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Theoratical view

Kotler breaks down into four components;

Market Focus, Customer Orientation,
Coordinated Marketing and, Profitability.

Some alternative definitions of the Marketing

Concept include:
"Your business will perform better, if you know
what people want in the first place." Anon.

(http://www.ingirum.co.uk/strategic_marketing.
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htm)
Modern World Challenges

Frequent Market changes

Demand Status
Intense Competition (Micro Environment)
Shift of Power (firms to Consumers)
Macro environment

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Market Driven Startegies

Examples include:
Dell Inc.
Southwest Airlines
Tesco
Tiffany & Co.
Wal-Mart
Zara

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Market Driven Strategy

Becoming Market Oriented

Becoming Market Driven
Cross functional Coordination
Performance implications
Competitor Intelligence
Distinctive Capabilities

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Capabilities Classification

Capabilities and customer value

Creating value for customer

Customer value

Providing value to customer

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Becoming customer driven

Market sensing capabilities

Customer linking capabilities

Aligning structure and process

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Market driven strategy

(http://visual.ly/market-driven-strategy)
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Corporate,business and marketing
strategy
Scope, Mission and
strategic intern
Corporate Objective
Strategy
Resource Allocation
Synergies

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Corporate, Business and Marketing Srategy

What is corporate strategy?

Corporate strategy framework
Deciding corporate vision
Objectives
Resources
Business composition
Structure, systems and processes

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CORPORATE STRATEGY COMPONENTS

Managements long-term vision for the

corporation
Objectives
Assets, skills, and capabilities
Businesses in which the corporation
competes
Structure, systems, and processes

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Business and Marketing Strategy

Business and marketing strategy

relationships
Understanding business scope, purpose ,
objectives, resources, and strategy.
Participation in Strategy formulation
Developing marketing strategy relevant to
business strategies

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Corporate, Business and Marketing Strategy

Strategic marketing
Analysis, strategic development and
implementation
Industry forecasting
Organizational performance

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Corporate, Business and Marketing Srategy

The marketing strategy process

Markets, segments and customer value
Markets and competitive space
Strategic market segmentation
Strategic customer relationship management
Capabilities for continuous learning about markets

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Corporate, Business and Marketing Strategy

Designing market-driven strategies

Market targeting and strategic positioning
Strategic relationships
Innovation and new product strategy
Market-driven program development
Strategic brand management
Value chain strategy
Pricing strategy
Promotion strategy

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Corporate, Business and Marketing Strateg

Market-driven program development

Designing market-driven organizations
Marketing strategy implementation and control

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Challenges in the modern market
environment
Escalating globalization
Technology diversity and uncertainty
Internet dynamics
Ethical behaviour and corporate social
responsiveness

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