EMM 312: Strategic Marketing (9 credits)

1.0Course Description

This course emphasizes strategic aspects of planning, implementing and controlling

marketing activities. With tutorial guidance, student will select an entrepreneurial idea
and develop it into written business plan. In the final week of the course, they will make
a formal presentation of the plan in the form of a funding request. Specific skills such as
market research, spreadsheet and development of financial statements will be
developed. All aspects of the business must be thoroughly researched and the written
plan must include three years financial projections. Learning will be facilitated through
tutorials lectures and guest speakers.

2.0Course Objectives

The main objective of this course is to provide students the available analytical
techniques for marketing planning and control and demonstrate how they can be
applied to produce superior marketing performance. The course will enable students to
develop the practical and integrative skills necessary for the preparation of business
plans.

Pre–Requisites: EMM 111; MG 121

3.0Course Learning Outcomes

At the end of this course students should be able to:

1. Discuss the goals of marketing strategy as they pertain to strengthening brands.
2. Identify strategic issues and alternative approaches to addressing these issues.
3. Analyze how marketing decisions are influenced by forces in the external
environment.
4. Identify the core competencies and weakness of firms in the context of the strategic
issue.
5. Evaluate alternative solutions to marketing problems.
6. Recommend marketing strategies

4.0Course Contents

4.01 The nature of marketing, the management Process, a modeling Approach,

4.02 Strategic decisions and the nature of strategy.
4.03 Marketing auditing and SWOT Analysis. The role of SWOT analysis, Segmental
Productivity and Ratio analysis, Approaches to competitor Analysis, approaches
to customer analysis. Strategic Direction and strategy formulation. Mission and
objectives structural, market and Environmental Analysis,
4.04 Market segmentation, targeting and positioning, analyzing the product portfolio,
generic strategies. Strategic Choice.
4.05 Product and new product strategies, pricing policies and strategies, the
promotional plan, the distribution plan.
4.06 Strategic Evaluation and Control. Criteria of choice, modeling approaches,
strategic Implementation, Management Control. Also, the role of business plan in
large, medium and SME management, the planning process and elements of
Business plan.
4.07 Idea generation, screening and selection; industry analysis; demand
measurement and sales forecasting; the marketing plan; operations plan;
management and organization; finance and accounting plan; financial
projections; risk and sensitivity analysis; and exit routes, business plan
presentations and submission.

5.0Course Delivery Mode

The course will be taught in a weekly lecture and seminar format. The lectures carry 30
contact hours while seminars carry 15 contact hours.

Credit Rating
Learning Lectures Practic Semin Independe Assign Total Course
Activity al ars nt studies ments Credit
Hrs/Week 2 0 1 1 2 6
9.0
Hrs/Semester 30 0 15 15 30 90

Course Assessment Mode

In order to pass this course, a student has to achieve at least 40 percent of the total
marks which is composed of a coursework (40%) and a University Exam (60%). The
coursework includes assignments, quizzes, seminar presentations, and tests.

References

1. Hisrich, R. and Peters, M. (1995). Entrepreneurship: Starting, Developing and

Managing a new Enterprise Irwin NY
2. Blackwell, E. (1993). How to Prepare a Business Plan. Kogan Page. NJ
3. SCARBOUGH n. and Zimmere (1999) Effective small business Management,
Prentice-Hall London
4. David W. Cravens (1997)strategic marketing Irwin McGraw- Hill NY