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Institute of Business Administration (IBA) University of Dhaka

BBA Program
COURSE OUTLINE

I - Course Title: M411 Strategic Marketing


II Course Instructor: Dr. Ehsanul Huda Chowdhury III - Nature of the Course: Marketing Major IV - Academic Term: SPRING 2013 V Credit Hours: 3 VI Class Room: # 219 VII - Class Time: Monday & Thursday 8:30 am 9:45 am. VIII Batch of Students: BBA 18 th IXCourse Description:

Strategic marketing uses a decision process perspective to examine the key concepts and issues involved in selecting strategies. In present world, it is necessary to develop strategies that extend beyond the traditional management focus on the marketing mix. The course is designed around the marketing strategy process with a clear emphasis on analysis, planning and implementation. So this course is considered to be an essential course to understand the inter-relationship between the business strategy and success of the organization in the market scenario. This course will definitely develop marketing skills, decision making capacity and expertise of the students.

X Objectives: 1. To provide understanding of the importance of marketing strategies in present world. 2. To provide understanding of the strategies and practices that rule present competitive marketing world. 3. To develop the understanding of the importance of co-ordination between the marketing strategy and the consumer perception to develop an effective relation nationally and globally.

XI Topics to be Covered TOPICS


Introduction to the

Specific Objective(s)

Time Suggested Frame Activities


Class 1

Teaching Strategy(s)

To provide understanding of the course and the topics course and the evaluation process.

Market Driven Strategy

To provide understanding of market driven strategies.

Class 2-3

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Markets & Competitive Space

To give an overview of markets and competitive space.

Class 4-5

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Strategic market Segmentation

To provide the clear picture of strategic market segmentation that will help the marketer to be successful.

Class 6-7

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Market Targeting and picture of the present Strategic Positioning market and industry
and developing techniques for target marketing and positioning.

Providing

the

exact

Class 8-9

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Strategic Relationship

Students will be notified how at present world marketers use the relationship techniques to position themselves in the mind of the target consumers.

Class 10-11

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Midterm Examination
Students will be taught the steps to be followed to develop a new product or service.

Class 12
Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Planning for New Products

Class 13-14

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Strategic Brand management

Students notified how world, strategically brands to consumers.

will be at present marketers manage influence

Class 15-16

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Value Chain Strategies

Students will be taught about the supply value chain and strategies to be used for products and services.

Class 17-18

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Pricing Strategy and Management

Students will be taught about pricing strategies to be used by the marketer.

Class 19-20

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

IMC Strategy

Students will be taught about IMC strategies to be used for becoming an affective marketer.

Class 21-22

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Marketing Strategy Implementation & Control

Students will be taught about the implementation and control process of marketing strategies to be successful.

Class 23-24

Providing Lecture on the topic, discussing real life case on the topic, solving real life problems.

Lecture through PPT citing real life examples, solving case in the classroom and at home individually by the students.

Term Paper Submission & Presentation Final Examination

The group Term Paper on Strategic Marketing needs to be submitted and group presentation needs to be done.

Class 25

Class 26

XII- Course Requirements: Exams:


2 Exams (Midterm and Final) will be taken individually. The exams will be OPEN-BOOK and will include short essay questions related to the topics discussed in the class and to be answered on specific situation mentioned in a case study.

Marketing Plan:
On the 25 th class, students will submit and present a group marketing plan report for a major organization. The organization may be for-profit or not-for-profit and may be one with which a student is associated with. By major it is meant an organization that can provide basic research tools such as an annual report, market research data, news releases, advertisements, articles and other required primary or and secondary data. This marketing plan can be for an existing marketer that will portray strategic development of the marketing efforts regarding their existing product or services or strategic marketing plan for new products or services. This marketing plan can also be for a new marketer and for their products or services or for their innovative idea and products or services. A proposal of the marketing plan needs to be submitted by the group by March 21, 2013. The outline of the proposal and the marketing plan will be provided on due time. The students need to also make a power point presentation on their marketing plan and all the group members need to participate in a 15 minutes presentation and a 5 minutes question answer session. The maximum group size will be 5(FIVE). It is essential that students select their group members carefully as group members performance will impact on the students overall grading.

Case study:
During the course, students will be required to submit analysis of 04 group case studies relevant to the topics discussed in the class. The students may be asked to both analyze the case and submit a home assignment or to analyze and submit a case study within the class.

Class Participation:
The text is the primary basis of class discussion. Students need to read the topics before coming to class. Knowledge of the reading will improve understanding of the lecture or discussion and prove useful in tackling case problems. Class participation will be observed and will be considered in the determination of the FINAL GRADE.

XIII Evaluation:
Students will be evaluated in the following basis: Evaluation Points

Evaluation Criteria
Class Participation Case Study (Group) (4x20) Marketing Plan (Group) Marketing Plan Presentation (Group) Mid-term Examination (individual) Final Examination (individual) Total
To be converted into for contribution to Final grade

25 Marks 80 Marks 65 Marks 30 Marks 50 Marks 50 Marks 300 Marks 100 Marks

*All marks will be added and the final score will be recorded in Letter-Grades according to IBA Grading System.

XIV - Computation of Letter Grade:

Letter Grade A B+ B C+ C D+ D F

Grade Points 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.00

Marks 90 -100 Marks 85-89.99 Marks 80-84.99 Marks 75-79.99 Marks 70-74.99 Marks 65-69.99Marks 55-64.99 Marks Below 55 Marks

XV Text & References:


Text: Strategic Marketing David W. Cravens and Nigel F. Piercy, Eighth Edition, Tata McGraw Hill, India, 2009.

References: Marketing Management- Philip Kotler and Kevin Lane Keller, 13 th Edition, Prentice Hall, USA, 2009. Marketing Practices in Developing Economy- Ruby Roy Dhalakia, Syed ferhat anwar, and Khalid Hasan, Prentice Hall, 2009. Strategic Brand Management Kevin Lane Keller, 2 nd Edition, 2004, Prentice Hall, USA. The New Strategic Brand Management - Jean- Noel Kapferer, 1 st Edition, 2004, Kogan Page Limited, USA. Belch, George, A. and Belch, Michael, A., Advertising and Promotion: An Integrated Marketing Communications Perspective, 6th Edition, 2005 McGraw Hill / Irwin, New York, NY, 1002

Clow, Kenneth E. and Baack, Donald, Integrated Advertising, Promotion, and Marketing Communication, 3 rd Edition, 2007, Pearson Education.

Fill, Chris, Marketing Communications: Contexts, contents and Strategies, 4 th Edition, 2004, Prentice Hall.

Marketing Strategy: A Decision Focused Approach - Walker, Boyd, Mullins and Larreche, 4 th Edition, 2004, McGraw Hill Irwin , USA. Analysis for Marketing Planning Lehmann & Winer, 5th Edition, 2003, McGraw Hill Irwin , USA.

Contact Details of the Instructor:


Course Instructor: Dr. Ehsanul Huda Chowdhury E-MAIL ADDRESS: ehsanul07@gmail.com Contact number: 01731500344 (Please only send sms) -END-