STRATEGIC MARKETING

Objective:
Being a capstone course of the Marketing Module, the key objectives of this course are:1.
To help students sharpen their analytical abilities in integrating strategic marketing
decisions in a comprehensive manner.
2.
To become familiar with the concepts and framework in marketing strategy, strategic
marketing planning, competition analysis and in creating competitive advantage.
3.
To relate marketing in the context of the whole organization with special emphasis on
strategic market management.
Topics:
1.

Introduction: An Overview of Strategic Market Mgt

(a)

(10 Hours)

Overview of strategic market management and its importance.

(Product market investment decisions,how to compete ?)

(3 Hours)

(b)

Conceptual recap of Demand, Offer, value and transaction

(1.0 Hours)

(c)

Value chain analysis

(1.0 Hours)

(d)

Strategic options of value, focus and innovation

(3 Hours)

(e)
Student presentations for one session: Value chain analysis, product market
investment Decisions
(2 Hours)
Learning objective: Understand the basic framework of strategic market management
Reference: Chapter 1 from recommended textbook
ASSIGNMENT I
CLASS TEST - I :(20 Marks): (It covers Chapter 1)
2.

Strategic Analysis, Segmentation Decision Analysis & Strategic Positioning

(9 Hours)
(a)

Segmentation attractiveness of a segment

(4 Hours)

(b)

Targeting and Strategic Positioning

(3 Hours)

(c)

Evaluating Positioning Decisions

(2 Hours)

Learning objectives: segmentation and customer analysis

Reference:
1.

Chapter 2: Core text book,Strategic Market Management , Aaker

2.
Chapter 8: Reference text book Marketing Management 12th / 14th edition Philip Kotler,
Kevin Lane Keller
ASSIGNMENT II
CLASS TEST - II :(20 Marks): (It covers Chapter 1&2)
3.

Strategic Analysis (External Analysis& Internal analysis)

(8.5 Hours)

(a)

Competitor analysis-competitive overcrowding effects

(1.5 Hours)

(b)

Customer Motivation Analysis

(1.5 Hours)

(c)

Student presentations on Porter 5 force model

(2 Hours)

(d)

Risks of high growth markets

(1.5 Hours)

(e)

Student Presentations on Environmental scanning & analysis (PEST)

(2 Hours)
Internal analysis and scenario analysis
(1.0 Hours)

(f)

Reference: Chapter 2, 3, 4 , 5 & 6 Core text book,Strategic Market Management , Aaker

ASSIGNMENT III
CLASS TEST - III : (Quiz) (20 Marks): (It covers Chapter 1,2&3)
4.

Strategic options

(8.0 Hours)

(a)

(2.5 Hours)

(b)

Student presentation on B.C.G, G.E matrix

The exit decision & exit barriers, Liquidation -Milking strategy, hold
(1.5 Hours)
(c)
Rural Market, Service product : Strategic inputs. Involvement of students
(4 Hours)
Reference: Chapter 14: Recommended Textbook

ASSIGNMENT IV
CLASS TEST - IV : (20 Marks): (It covers Chapter 1,2,3&4)
5.

Energizing the Business& strategic facets of functional area strategies

(9 Hours)
(a)
Branded Sponsorships-symbols and social programs-Increasing the usage of
existing customers-expanding the scope of offering.
(3.0 Hours)
(b)
Pricing tasks, factors affecting pricing objectives, pricing strategies
& techniques
(2.0 Hours)
(c)
Value addition by faculty on distribution and Student presentations:Latest trends
in Logistics : Containerization- Intermodal transport-Oceanic transportation
(2.0 Hours)
(d)
Student presentations: Integrated Marketing communications.
(2.0 Hours)

Reference: Chapter 10 Core text book, Strategic Market Management, Aaker

ASSIGNMENT V
Total

(44.5 Hours)

Text Book
1.
Strategic Market Management Global Perspectives Special Edition by David A Aaker &
Damien McLoughlin Pub by Wiley India Pvt Ltd
Reference Books:
1.

David A Aaker,Strategic Market Management,9th Edition,Wiley India Pvt Ltd

2.

Marketing Management by Philip Kotler, Koshy et al. 13th edPub. by Pearson Education

3.

Business Policy and strategic management Azhar Kazmi

4.
Strategic Marketing Planning by Collin, Richard Malcolm,Sano Wilson,ButterWorth
Heiniman Publications
5.

Doyle, P (1994) Marketing management and strategy, Hemel Hempstead: Prentice-Hall.

6.

Strategic Marketing by David Cravens and Nigel Piercy

7.

Strategic Marketing Management by Alexander Chernev and Philip Kotler

8.
The Strategic Marketing Process - How to Structure Your Marketing Activities to
Achieve Better Results by Moderandi Inc (Jan 4, 2013)