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Revised - Strategic Marketing BBA PDF
Revised - Strategic Marketing BBA PDF
2019-20
Strategic Marketing
(Course Code)
Spring, 2020
Strategic Marketing encompasses marketing strategy elements and their integration. This course focuses upon
applying various marketing principles and theories to specific problems. This course introduces competitive marketing
strategies and theories related to market orientation. By encouraging a practical approach to strategy, students engage
in interactive problem solving, research, and contemporary case analysis.
COURSE OBJECTIVES
This class will explore concepts and practices related to Strategic Marketing. Students of this course will appreciate
LEARNING GOALS
In addition to the specific course related objectives, this course is designed to achieve the following learning goals
1. Critical and Integrative thinking: Each student will be able to identify key issues in strategic marketing, develop
a perspective that is supported with relevant information and integrative thinking, to draw and assess
conclusions. This learning goal will be measured through assignments and submissions.
2. Awareness of Global Issues affecting strategic marketing Decisions: Each student will be able to identify key
relevant global issues and analyze the impact of the global environment on strategic marketing decisions, as
compared with domestic market related issues. This learning goal will be assessed through class discussion
on the impact of globalization on strategic marketing decisions.
3. Interpersonal Awareness and Working in Teams: Each student shall demonstrate an ability to work effectively
in a team, exhibiting behavior that reflects an understanding of the importance of individual roles and tasks
and the ability to manage conflict and compromise so that team goals are achieved. (e.g. The team-based
case presentation in the class and group assignment will be a major component for measurement of this
learning goal).
4. Effective Presentation Skill: Each student shall be able to communicate verbally in an organized, clear,
persuasive manner and be a responsive listener. (e.g. I will expect you to use case presentations to develop
your presentations skills. I also expect you to be active listeners when your classmates are presenting and to
give specific feedback and contribute to the overall learning of the class).
TEACHING METHOD
The course will be conducted in a highly collaborative manner. So, this course will be a combination of lectures, class
discussions, case presentations, and take-home assignments. For most sessions, students will have a list of pre-
readings, preassigned case studies, and a self-selected group of 4-5 students will initiate the case discussion. I believe
that the instructor’s role is to facilitate an active classroom learning environment. Hence, the onus of learning will be
with the student. Each student is expected to come to class prepared to learn, to participate, to be intellectually curious,
to act with high integrity, and to work collaboratively with the team.
ATTENDANCE POLICY
GRADING
Assessment: 1
The deadly coronavirus worsened quickly this month, roiling the financial markets as investors fled risk assets amid
concerns the outbreak would disrupt the global economy. Meanwhile, a number of biotech companies have ramped
up vaccine or drug programs to battle the disease, causing investors to bid up their shares amid the market rout1,2.
“At least a dozen companies have informally or formally announced vaccine or drug development initiatives to address”
the virus, Needham’s analyst Alan Carr said in a note. “It appears at least a few programs will have moved into clinical
testing within a few months.”
One new company (XYZ) in the drug development process is a group of researchers and are completely unaware of
strategic marketing process. You are hired as a Strategic marketing consultant to help this group of researchers. You
1
https://www.cnbc.com/2020/02/01/heres-your-guide-to-biotech-companies-working-on-coronavirus.html
2
https://www.clinicaltrialsarena.com/analysis/coronavirus-mers-cov-drugs/
are requested to explain the marketing strategy process to the group so that they can develop, produce and market
this drug in the most efficient manner. You are required to submit a written report mentioning the strategic marketing
process for the new drug.
Assessment: 2
Once you have submitted the strategic marketing process for XYZ, this group of researchers want to know more about
the marketing strategy. Specifically, they want you to examine the nature and scope of the strategic relationships
among various stakeholders. As they are a startup and have expertise only in the research and development, they
want you to examine the potential for collaborative relationships. You are assigned the responsibility of shortlisting
important partners for prospering in the complex and rapidly changing business environment. Submit a detailed report
by 20th May 2020 for initial discussions. Your report** must include the following:
Assessment: 3
Being overly optimistic about the success of the new drug invention, CEO of XYZ wants a company specific
identification of XYZ’s drugs for treating Covid-19. In a company meeting he stated “The road ahead is neither smooth
nor certain. But we must follow it and so we shall go for strategic brand management”.
You are requested to identify the challenges in building a strong pharma brand and develop a strategic brand
management plan. Submit a detailed report for final discussion by 5th June 2020.
Cravens, David W., & Piercy, Nigel F. (Tenth reprint 2016) Strategic Marketing. Indian Edition. New Delhi:
McGraw Hill.
Chapters from this book are assigned as required readings in the class schedule below. Please read the chapters
before coming to class for an engaging classroom discussion. Cases and any other reading material assigned for
reading will be shared as the class progresses.
Session No-1 Introduction and the course overview; Market Driven Strategy
Objective of the session Characteristics of Market-driven strategies
Becoming market-driven
Creating value for customers
Readings Chapter 1
Readings Day, G. S. (1994). The capabilities of market-driven organizations. Journal of
marketing, 58(4), 37-52.
Day, G. S. (1999). Creating a market-driven organization. MIT Sloan Management
Review, 41(1), 11.
Case Title and Number -
Pedagogy Lecture and class discussion