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Course Specifications

Strategic Marketing

Fall -17/18

h t t p : / / w w w.g c u f. ed u .p k /
Basic Information
Course Title: Strategic Marketing
Course Code: MKT-701
Course credits/week: Theory: 03 Lab: Nil Total: 03
Pre-requisite(s): Nil
Co-requisite(s): Nil
Program(s) on which the course is given: MBA 1.5 (Years)
Is the course major or minor element of the program: Major: Minor:
Department offering the program: Marketing Division
Department offering the course: LYALLPUR BUSINESS SCHOOL (LBS)
Academic year/level: 1
Revision #:
Last revised on (date): 09/10/2017

Overall Aims of the Course

Course Description:

This course is focused on helping you become a strategic marketer, so that you can
create, gain support for and execute marketing plans that will build strong and enduring
businesses. There are three main course objectives. By the end of the quarter, you should
be able to:

1. -Think strategically about marketing

2. -Use key frameworks to analyze situations and make decisions
3. -Understand how to create a strong marketing plan

The course builds on the material covered in Marketing 430 and other marketing classes;
it reinforces the material and introduces new concepts.

Marketing Strategy is certainly valuable for people who are going into marketing. It is
also useful for people who are going into finance, strategy, operations and other
functions. The course takes a broad view; every function is involved in building a strong
business that succeeds in the market.

Course Objectives are:

The specific objectives for student learning under this broad goal are:

1. Be familiar with a strategy perspective that extends beyond the traditional focus
on managing the marketing mix;
2. Be able to understand and identify the issues that companies are facing in
delivering and creating value;
3. Acquire skills that will enable them to develop effective management processes
that help organizations achieve their objectives and sustain their value creation
and profits;
4. Be able to understand market and industry analysis, competitive positioning and
competitive advantage;
5. Be able to identify the information technology needed in order to support world-
class value creation;
6. Be able to build problem identification, problem analysis and critical thinking
skills and to us those skills to solve real business problems presented in case
study analyses and in assigned course projects; and
7. Develop skills to apply the theory and synthesize knowledge from other areas,
necessary to prepare a marketing plan for a product or a service.
Learning Outcomes:

On completion of this course, the student will be able to

After successfully completing this course students will:

1. Demonstrate understanding of marketing terminology and concepts.
2. Be aware of the volatile and changeable nature of the market place and be able to
apply marketing theories and knowledge accordingly.
3. Understand the central role of Shareholder Value creation in Marketing and
Marketing Strategy.
4. Prepare an integrated Marketing Plan and organise for successful strategy

Class Format & Weekly Work Plan:

To achieve the above these are the main course components:

Lectures/Class Discussions/Individual Class Participation

The lectures are devoted to discussion of the topics shown in the course outline.
You will be expected to come to class having completed the reading scheduled
and prepared to participate in class discussion.

Our weekly class Instructions and discussions will follow this format:
Week Module Intended Main Learning Objectives
Chapter 1: Market Orientation,
(Page 02 23 of Capabilities, Creating Value for
TEXT BOOK) Customers,
Becoming Market-Driven.
Introduction to
Strategic Marketing
Corporate Strategy,
Chapter 2: Business and Marketing Strategy,
(Page 48 71 of Marketing Strategy Process,
34 TEXT BOOK) Preparing the Marketing Plan in General.
Business and
Marketing Strategies
Mapping Product- Markets,
Describing and Analyzing End-Users,
Chapter 4:
(Page 83 109 of Analyzing Competition, Developing a
TEXT BOOK) Strategic Vision about the Future,
56 Market Size Estimation.
Situation Analysis & Identifying Market Segments;
Forming Segments; Micro-segmentation;
Segmenting Markets
Mass Customization; Variety Seeking;
Selecting the Segmentation Strategy.
Chapter 6:
(Page 113 126 of Pivotal Role of Customer Relationship
TEXT BOOK) Management
Developing a CRM Strategy
7-8 CRM and Strategic Marketing
Strategic Customer
Value Creation Process

Chapter 8: Market Targeting Strategy

(Page 183 202 of Targeting in Different Marketing
TEXT BOOK) Environments
Positioning Strategy
Developing the Positioning Strategy
10 11 Market Targeting and Determining Positioning Effectiveness

Chapter 8: Innovation as a Customer-Driven Process

12 13 (Page 253 277 of New-Product Planning
TEXT BOOK) Idea Generation
Screening, Evaluating, and Business
Innovation and New Analysis
Product Strategy Product and Process Development
Marketing Strategy and Market Testing
Chapter 12: Promotion Strategy
(Page 372 393 of The Composition of Promotion Strategy
TEXT BOOK) Advertising Strategy
Setting Advertising Objectives and
14 - 15 Promotion, Budgeting
Advertising, and Sales Promotion Strategy
Sales Advantages and Limitations of Sales
Promotion Strategies Promotion

Project /Revision
16 17

Required Learning Resources

Text Book(s): Strategic Marketing By David W. Cravens &
(Title, Author, Edition, Publisher) Nigel F. Piercy, (Ninth Ed./ 2009) McGraw-Hill
Irwin Publisher.
Reference Book(s): Strategic Marketing Management. By Wilson R.,
(Title, Author, Edition, Publisher) Gilligan C. and Pearson D., (Third Ed./ 2001)
Marketing Management (Analysis, Planning.
Implementation and Control) by Philip Kotler
(Twelfth Ed./ 2006)
Facilities Required for Teaching and Learning
-White Board

Assignments Schedule & Quiz

No. Week Assigned Week Due QUIZ TESTS
Three surprise quiz tests will be
1 3 4
conducted during the semester, best of
2 6 7 two will be counted for final grade. There
3 11 12 will be no makeup of these tests.
4 14 15
Examination / Weighting of Assessments & Quizzes
Quizzes + Assignments + Class Participation + Projects 20 %
Mid-semester examination 30 %
End-semester examination 50 %
Grading Criteria
Letter Grade Percentage Marks
B 65-79.99 GOOD
D 40-49.99 PASS
Dress Code:
Formal business attire only (Dress Trouser, Shirt, Tie, Dress Shoes) Jeans and
Not sure what this dress code means? Read When Job-Hunting: Dress for

Contact Details:
Dr. Rizwan Shabbir Assistant Professor
Marketing Division, LBS
Faculty of Economics & Management Sciences,
GC University, Faisalabad, Pakistan.
Office Hours Monday & Friday 10:00 AM to 03:00 PM
Phone(office): 041-9239330 E-Mail:
Course Specifications Developed By: Reviewed By (Dean FE & MS):
Dr. Rizwan Shabbir
Date: 9/10/2017
Learning Outcomes Verbs Sheet
Knowledge Comprehension Application Analysis Synthesis Evaluation
Cite Associate Apply Analyze Arrange Appraise
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Name Discuss Employ Debate Design Estimate
Point Distinguish Examine Diagram Formulate Evaluate
Quote Estimate Illustrate Differentiate Integrate Grade
Read Explain Interpret Distinguish Manage Judge
Recite Express Locate Examine Organize Measure
Record Extrapolate Operate Experiment Plan Rank
Repeat Interpolate Order Identify Prepare Rate
Select Locate Practice Inspect Prescribe Recommend
State Predict Report Inventory Produce Revise
Tabulate Report Restructure Question Propose Score
Tell Restate Schedule Separate Specify Select
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