Department of Business Administration

Leads Business School

Lahore Leads University

I. Course Code and Course Title

MGT-5102

II. Course Composition

Program Semester Fall

Credit Hours 03 Duration 15 Weeks
Pre requisites (if any)
Resource Person Mr. Bilal Saeed
Bilalsaeed.edu@yahoo.co
Contact number: 03084248802 e-mail m

III. Course Description(max 175 words)

1
IV. Recommended books
1. Marketing Strategy and competitive positioning, 4th edition by Graham Hooley, Nigel
F.Piercy

2. Assessment Plan

ARTIFACT WEIGHT (%)

Assignments / Case Studies 15%

Quizzes 5%
Mid Term Exam 30%
Presentation / Class Participation 10%
Final Exam 40%
Total 100%

3. Major Topics to be covered in the Class

Weeks Topics Teaching hours

Introduction 3
The Challenges and Opportunities of Marketing in Today’s
Economy
1 Basic Marketing Concepts
Major Marketing Activities and Decisions
Taking on the Challenges of Marketing Strategy

Strategic Marketing Planning 3

Introduction
2 The Strategic Planning Process
The Marketing Plan
Maintaining Customer Focus and Balance in Strategic Planning

Marketing Ethics and Social Responsibility in Strategic Planning 3

Introduction
3 The Role of Ethics and Social Responsibility in Marketing Strategy
Deceptive Practices in Marketing
Organizational Determinants of Marketing Ethics and Social
2
 Responsibility
Stakeholders, Market Orientation, and Marketing Performance
Incorporating Ethics and Social Responsibility into Strategic
Planning

Collecting and Analyzing Marketing Information 3

Introduction
Conducting a Situation Analysis
4 The Internal Environment
The Customer Environment
The External Environment
Collecting Marketing Data and Information

Developing Competitive .Advantage and Strategic Focus 3

Introduction
Making SWOT Analysis Productive
5 SWOT-Driven Strategic Planning. Developing and Leveraging
Competitive Advantages
Establishing a Strategic Focus
Developing Marketing Goals and Objectives

Customers, Segmentation, and Target Marketing 3

Introduction
Buyer Behavior in Consumer Markets
6 Buyer Behavior in Business Markets
Market Segmentation
Identifying Market Segments
Target Marketing Strategies

Product Strategy 3
Introduction
The Product Portfolio
The Challenges of Service Products
7 New Product Development
Branding Strategy
Differentiating and Positioning the Product Offering
Managing Products and Brands Over Time

Pricing Strategy 3
Introduction
8 The Role of Pricing in Marketing Strategy
Key Issues in Pricing Strategy
Pricing Service Products
Price Elasticity of Demand

3
 Pricing Strategies
Fixed Versus Dynamic Pricing
Legal and Ethical Issues in Pricing

9 Mid Term Exam 3

Distribution and Supply Chain Management 3

Introduction
Distribution and Supply Chain Concepts
Strategic Issues in Distribution and Supply
10
Chain Management
Conflict and Collaboration in the Supply Chain
Trends in Marketing Channels

Integrated Marketing Communications 3

Introduction
Strategic Issues in Integrated Marketing Communications
11 Advertising
Public Relations
Personal Selling and Sales Management
Sales Promotion

Marketing Implementation and Control 3

Introduction
12 Strategic Issues in Marketing Implementation
Approaches to Marketing Implementation
Internal Marketing and Marketing Implementation
Evaluating and Controlling Marketing Activities
Developing and Maintaining Long-Term Customer 3
Relationships
Introduction
Managing Customer Relationships
13
Quality and Value: The Keys to Developing
Customer Relationships
Customer Satisfaction: The Key to Customer Retention

14 Revision and Case studies 3

15 Case Studies 3

4. Learning Outcomes

4
After taking this course students are better equipped, both mentally and academically;
they understand various terms and concepts and understand how and when to apply
them. It prepares them to take on the real life challenges and to add value to the
organization for which they will work.