Course Name: Course Status: Credits: Course Code

Strategic Marketing Elective 2

020346402

Course Description: Strategic marketings role is to effectively allocate and coordinate marketing resources and activities to accomplish the firms objectives. It is proactive and future oriented. Managers need to have a clear and shared understanding of how the industry may be different in 10 years and a strategy for competing in that world. Course Content: Business strategy: The concept & trends in its management Marketings role in formulating & implementing strategies External & customer analysis Competitor analysis Opportunity analysis Measuring market opportunities Market analysis External analysis & strategic uncertainty Internal analysis Obtaining a sustainable competitive advantage Differentiation strategies Strategic positioning Strategies in declining & hostile markets Global strategies Case studies in Strategic marketing

Method of Instruction: The course will be presented using a variety of methods, such as lectures, case studies, live examples, class discussions & student presentations

Learning Outcomes: Upon successful completion of this course, students will: Understand the concepts of marketing strategy Learn to differentiate between a short-term & long-term objectives of an organisation Understand the optimum resource allocation for a business Understand & learn to balance the internal and the external competitive forces Learn to cope and manage change Course Textbooks: Strategic Market Management by David A. Aaker References: Marketing Strategy by Walker Boyd Mullins larreche

Method of Evaluation: Students will be evaluated through a mix of presentations, regular assignments, involvement in class activities and examinations. Total evaluation 100 Marks.