mkt+strategy

7/30/2019 Mkt+Strategy

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Module Descriptor

Module Title : Marketing Strategy

Programme : MBA

Term : I

Credits : 3

Time required in terms of Student Learning:

Learning Hours

Contact 35

Guided study 20

Assessment 20

Total 75

Aim and Objective:

The course develops insights into:a) Identification of the organizations, competitors, their objectives, strategies, strengths and

weaknesses and response profile.b) Development of competitive strategies including the competencies to be employed and

the marketing strategies to be adopted based on competitors and customer response pro-

files.

Teaching and Learning Approach:

Students will learn through a combination of face-to-face contact, Interactive Session, RelatedActivities and guided study. Personal contact sessions will include case study analysis, activities,

Live Projects and presentations. Guided study will include preliminary text readings (defined by

the tutor). Supporting material will be provided to the students as and when required.

Guided Study:

Guided study will include text readings, articles on contemporary issues in organization,

assignments, case analysis and power point presentations.

Assessment:

Assessment of the student will be based on mid-term and end term examination and continuous

assessment subject to class participation, assignments and presentations.

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Indicative Contents:

Topic Coverage No. of

Lectures

Presentations Case

Study

Marketing

Strategy: An

Introduction

Strategic windows to markets, what is

strategy, what is marketing strategy2 Yes

Analysis of the

Industry and the

Enterprise

Firms as subsets of markets, markets as

subsets of industry, Industry Structures and

Life Cycles, drivers of industry, objectives,strengths and capabilities of the firms,

approaches to self analysis of the firm,

marketing competencies and resource based

view, value chain analysis.

2 Yes

Analyzing

Market and

Competition

Market dynamics and key success factors,

market size, growth rates and profitpotential at various stages of growth,

measurement and forecasting, cost

structures and distribution systems,competitors and nature of competition, basis

for competition, core competency,

differential advantage, competitortypologies.

4 Yes

Analyzing

business

environment and

the customer

Dynamic environment, hostile or supportive

environment, SWOT, SAP, ETOP,influencing changes in environment,

markets as sets of customers, customer

environment interactions, customer firminteractions, causes and consequences of

customer behavior

5 Yes

Portfolio

analysis

Product life cycle and product portfolio,

portfolio model for analysis, BCG matrix,

product life cycle portfolio matrix, selection

of markets, GE/ Mckinsey Matrix,Directional Policy Matrix, Multi factor

matrix

3 Yes

Sustainable

competitive

advantages and

generic

strategies

Competitive advantages, sustaining the

advantage, market led advantage, core

competencies, and associated genericstrategies, low cost, focus, pre emptive

strategies, differentiation strategies, product

and service quality, customer focus andbrand differentiation

2 Yes

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Segmentation,

Targeting and

Positioning

strategies

Simplification of market complexity for

manageability, ad hoc segmentation,.Empirical segmentation, target selection to

align possibilities, objectives and

capabilities, competitive positioning,corporate positioning, brand positioning,

product line positioning

4 Yes

Marketing MixStrategy

Designing the marketing mix for strategicpositioning, product strategy, pricing

strategy, distribution and channel strategy,

integrated marketing communicationsstrategy, tactics and strategy, product

differentiation, cost reduction strategy

3 Yes

Growth

Strategies:

Product Market

Expansion

Ansoff Matrix and generic strategies for

growth, product development, integration

strategies, diversification, entry and exitstrategies, egans matrix

2 Yes

Planning andFacilitating the

implementation

of strategies

Strategic collaborations, partnerships andnetworks, from transactional management

to relationships management, putting plans

and strategy to implementation, barriers to

implementation, post implementation

2 Yes

Case studies Minimum 3 case studies related to

marketing strategy

6 Yes

TOTAL 35

Recommended Readings :

1. Aaker, David A., Strategic Market Management.2. Richard M.S. Wilson, (Viva) Strategic Marketing Management.3. London:Routledge Strategic Marketing An Introduction, 2000,

4. Marian Burk Wood, Essential Guide to Marketing Planning2010, Pearson

5. Education Philip Kotler, Marketing Managemnet 2010 Pearson Education.

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