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Sun 18 Feb 2024 (12:33 AM)

Main Campus
Faculty of Management Sciences

Course Title: Strategic Marketing Managment (3 CH)

Pre-requisites: Not Required
Instructor:

Course Objectives
Course Objectives Marketing provides the interface between the customer and the firm in which the customer has become pivotal to
the success of business activities. The marketer's role is to develop an understanding of the customer and then use a variety of tools
to design, promote, and deliver sustainable marketing strategies. New media i.e. digital is influencing consumers and businesses.
Relationship building has become a major commitment for many organizations to retain customer loyalty. This course introduces
marketing concepts/terminologies and strategic issues to the students from various perspectives. An opportunity to study several
situations in which effective marketing strategies can be developed is provided through group discussion and case studies. The
course is focused on equipping students with ethical marketing concepts with applications in both Pakistani and global contexts.

Course Topics / Major Contents

Define the role of marketing in the business context.
Identify the evolving influence of digital media on consumer behavior and business strategies.
Explain the concept of relationship building and its importance for customer loyalty.
Apply marketing tools and strategies to design effective marketing plans.
Analyze marketing case studies and real-world situations to develop solutions.
Evaluate the ethical considerations of marketing practices in both local and global contexts.
Synthesize marketing concepts from various perspectives to propose innovative strategies.

Recomended Books
Recommended Books
1. Strategic Marketing (International Edition) by David C. Cravens & Nigel F. Piercy
Reference Books:
1. Strategic Marketing By Cravens & Piercy (Latest edition)
2. Marketing Strategy and Competitive Advantage By Hooley, Piercy & Nicoulaud, (Latest edition)
3. Marketing: Best Practices by Czinkota et al. (Latest edition)
4. Helpful sites: http://www.quickmba.com/, http://www.atkinson.yorku.ca/~lripley/imsyllabus.htm#x

Course Learning Outcomes (CLOs)

CLOs CLO Description PLOs

Delivery Methods
lectures, presentations, case studies, projects

CLOs Assessment Mechanism & Grading Policy

Assessment Method Marks (%) CLO-1 (%) CLO-2 (%) CLO-3 (%) CLO-4 (% CLO-5 (%) CLO-6 (%) CLO-7 (%) CLO-8 (%)

Lecture Breakdown
Week Topic
1 What is Strategy? Identify the responsibilities of management and the role of marketing
2 Market Driven Strategies Becoming Market Oriented/Driven
3 Business & Marketing Strategies Understanding the different marketing strategy processes
4 Situation Analysis Appreciate why channels are structured in different ways
5 Market Vision Structure & Analysis from local to international
Understanding the key economic terms relating to local and international trade
6 Working on Your Business Model
Understand Your Current Business Model by using CVP
7 Knowledge Café 1 Understand the role of Mentoring
8 mid term
9 Using 5 C’s Analysis
 Page 2 of 2
Sun 18 Feb 2024 (12:33 AM)
Main Campus
Faculty of Management Sciences

Course Title: Strategic Marketing Managment (3 CH)

Pre-requisites: Not Required
Instructor:

Lecture Breakdown
Week Topic
Distinguish the various phases by using 5 C’s analysis
10 Pricing Strategy Strategic role of Pricing and Policies
11 Promotion, Advertising and Sales Promotion Strategies Understanding the promotion, advertising and sales promotion
intermingle with each other as strategy
12 Blue Ocean Strategy Understanding certain factors involved in implementing Blue Ocean Strategy
13 Blue Ocean Strategy Understanding certain factors involved in implementing Blue Ocean Strategy
14 Knowledge Café 2 Understand the role of Mentoring
15 Project Presentations
16 16 Final Examination