Mohammad Ali Jinnah University Karachi

(COURSE OUTLINE)

Program BBA or MBA (P)

Semester Spring 2020
Course Strategic Negotiations
Course Code MG4270
Prerequisite(s) Principles of Marketing
Course Facilitator Syed Hassan
Class Day(s) & Timing Tuesdays and Thursdays – 11:30 AM
Book Recommended Negotiation Genius, by Deepak Malhotra, Harvard Business School
Course Description:
In this Course, students will transition from a typical bargainer to an intelligent negotiator by learning how
to build value for the parties involved. This course delves into strategic thinking and planning. Students
learn how to drive success as a negotiator, whether they are engaged in some high-stakes deal for their
company or are engaged in any bilateral or multiparty negotiations.

This learning experience includes negotiation basics, activities, analysis of recent local and international
business cases, and discussion of challenges the students may face at the negotiating table from one, some,
or all the stakeholders. The students will develop the acumen to acquire negotiating skills, learn how to
avoid common deal-making pitfalls, and emerge as aptly prepared to brace for unfairness, conflicts,
deadlocks, mistrusts, etc., with insightful composure and intelligent optimism.

Course Objectives: Upon successful completion of this course, the student will be able to:
1. Develop the necessary skills to negotiate in a practical or actionable manner
2. Prepare for a negotiation by applying intelligent methods and practices
3. Utilize the credible, valid and reliable tools and techniques used in negotiations
4. Know the Zone of Possible Agreement (ZOPA) of both or all sides to ascertain Value
5. Create the Best Alternative to a Negotiated Agreement or Worst-ATNA (BATNA or WATNA) for
her or his side
6. Build common ground and consensus in the negotiation strategies for both Bilateral or Multilateral
sides to agree in order to optimize the outcome
Learning Outcomes: In this course, the student will:
1. Understand the key players and principles of Advertising, with special focus on the Product (Brand) and
the Consumer (Target Market), and the Agency.
2. Distinguish among Advertising themes, concepts and ideas (including the WOW FACTOR), and
gradually develop Creative skills / sense and Analytical abilities in the light of Marshal Mcluhan’s “Medium
is the Message,” and David Ogilvy’s “If it does NOT SELL, it is NOT CREATIVE.”
3. Measure the effectiveness of Informative, Entertaining, and Thought Provoking Advertising Campaigns.
4. Practically develop an entire Campaign as a Brand / Agency, whether the Campaign is Influential or
Persuasive, by aligning the Communication, Design and Marketing Perspectives. The Agency may be In-
House, Affiliate or Independent.
5. Learn the skills / attributes of the Client Service Team, the Creative (Copy) Team, the Design (Art) Team,
and all centrally related Professionals, in the context of both Strategy and Execution.
 Mohammad Ali Jinnah University Karachi
(COURSE OUTLINE)

Student Assessment and Marks Distribution:

S. No. Assessments Value
1 Midterm Examination 20 %
2 Assignments, Quizzes, Projects, etc.
30%-40%
3 Final Exam 40%-50%

Session wise Course Breakdown

Lecture Topic Reading Assignments
(Per Week)
1 Importance of Negotiation in the Present Era – Internal and External Introduction
2 Claiming Value in Negotiation Chapter 1
3 Creating Value in Negotiation – Your Value Chapter 2
4 Creating Value in Negotiation – the Other Side’s Value Chapter 2
5 Fact Finding in Negotiation Chapter 3
6 Negotiation and Mental Biases Chapter 4
7 Negotiation and Emotional Biases Chapter 5
8 Negotiating Rationally in an Irrational World Chapter 6
Midterm Exams
9 Influence and Blind Spots in Negotiations Chapter 7 and Chapter 8
10 Confronting Lies, Deceptions and Traps Chapter 9
11 Recognizing and Resolving Ethical Dilemmas Chapter 10
12 Negotiating from a Position of Weakness Chapter 11
13 Bitter Negotiations, and When NOT to Negotiate Chapter 12 and Chapter 13
14 Review: Zone of Possible Agreement, Best Alternative to Negotiated Agreement Short Case Study
15 Review: Testing the Reservation Value Practical Examples
16 Presentations Session
Final Exam

Course Instructor: Syed Hassan

Email: hassan@jinnah.edu