STRATEGIC

MARKETING
MBA Day - Fall 2020
Instructor : Ayesha Latif Shaikh
 Session 1 - Agenda

INTRODUCTIONS COURSE OUTLINE TERM PROJECT

MARKETING IN
TODAY’S ECONOMY
Introductions
◦ First, orange card students
◦ Next, green card students
◦ Introductory questions:
◦ Name
◦ Current Occupation (Designation and Company) / Last held occupation
◦ BBA majors / preferred major
Course Outline
Class Details

Class Timing and Room 11:00 - 13:30  Room New 1 - 99 Campus

Session Day(s) Mondays

Credit Hours: 3/class hours(per week) | /lab hours(per week)

Course Prerequisites:  None

Consultation Time Monday 10.00 am - 11.00 am

Email ayesha.latif@szabist.edu.pk

Contact # 021-35821535
 Course Description

This higher-level marketing course builds on concepts introduced in previous marketing courses and focuses on
the development and application of value-enhancing strategies after a comprehensive environmental analysis.
This course outlines the process required to develop marketing strategies and describes the nature of key
strategic decisions in order to face the marketing challenges and exploit opportunities in the second decade of
the 21st century.

Course Objective
To enable students to apply marketing models for analysis and decision making. To understand the tools and
techniques used to develop a strategic marketing strategy and plan. To teach students how to make strategic
decisions in case-based scenarios.

Learning Outcomes
LO1: Comprehend the concept of marketing orientation, and role of distinctive capabilities in delivering value to
customers.
LO2: Learn how each component of the marketing mix can be leveraged via marketing strategies.
LO3: Gain knowledge about the marketing strategies of successful global companies.
LO4: Analyze marketing strategies of Pakistani companies and articulate alternate successful marketing strategies.
 Course Plan
Week Chapters Session Topic
1 1 Marketing in Today’s Economy
2 2 Strategic Marketing Planning
3 3 Collecting and Analyzing Marketing Information
4 4 Developing Competitive Advantage and Strategic Focus
5 5 Customers, Segmentation, and Target Marketing
6 6 The Marketing Program
7 7 Branding and Positioning
8 - Midterm Exam
9 8 Ethics and Social Responsibility in Marketing Strategy
10 9 Marketing Implementation and Control
11 10 Developing and Maintaining Long-Term Customer Relationships
12 Case 1 Mattel Confronts Its Marketing Challenges
13 Case 2 Pakwheels.com—The Next Challenge!
14 Case 3 Haleeb: Rejuvenating the Market Leader of the Past.
15 Case 4 HBR Casestudy- Almarai Company in Saudi Arabia-2018
16 - Final Exam
 Text Book
Marketing Strategy Text and Cases, O. C. Ferrell, Michael D. Hartline, 6th Edition, South-Western, Cengage
Learning,2014.

Reference Books
Strategic Marketing Problems – Cases and Comments, Roger Kerin and Robert Peterson, 12th Edition, Pearson
1
Education,2011.

Indigenous Material

Outbreak of break of COVID-19-Its impact on marketing  ( COVID-19 is expected to plunge around 11m people in
Asia to live into poverty, and it is deduced that the governments in this region are to face issues of rising crime,
1 [View]
political instability and social unrest (World Bank). In Southeast Asia, it is estimated that 1 in 3 workers earn US$2
per day for an informal work, the sheer volume of these worker )
 Marks Distribution

Marks Head Total Frequency Total Exempted Marks /Frequency Total Marks /Head

Quiz 2 0 5 10

Assignment 2 0 5 10

Term Project 1 0 15 15

Final Paper 1 0 40 40

Mid Term Paper 1 0 20 20

Class Participation 1 0 5 5

  Total Marks 100

 Term Project
◦ The whole class must select an online, ‘click only’ business that is currently a going concern, up and running for at least three years.
◦ The whole class will adopt this business for a period of 3 months from the date of project finalization and approval. Till mid January, 2021
(approximately).
◦ The purpose : To learn from a live project by getting hands-on experience of assessing the health of a business, understanding the
problems and issues its is facing and then using creative problem solving in selecting marketing strategies and tactics to overcome the
problems and enhance firm performance on multiple marketing dimensions.
◦ The objective: To conduct market intelligence and marketing audit of the strategies and tactics used by the business, then draw up an
effective plan to improve the performance of the business and then put the plan into action with the permission, approval and facilitation
from the business owners.
◦ An official Project solicitation letter will be provided to the students to give to the prospective business chosen for the project. The letter
will specify the nature, duration and scope of the project to the business owners. It will also specify that it is for academic learning and not
on payment basis.
◦ The students will be divided into teams such as i. Marketing research team, ii. Social media management team, iii. Content creation
(copyrighting and designing) team, iv. Product / service improvement and innovation team, v. Value delivery channels/order & payment
platforms improvement team etc.
◦ Follow ‘KAIZEN’ principle in this project, the principle of continuous improvement. Don’t need to have a failing or failed business nor
choose a successful business and then say it needs no improvement!

More details to follow soon!

 CHAPTER 1: Marketing in Today’s Economy
◦ What is Marketing?
• It is parallel to other business functions such as production, research, management, human
resources, and accounting. The goal of marketing is to connect the organization to its
customers.
• It is defined as the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
• It has changed in focus over the past 20 years. Today, marketing stresses value and
customer relationships, including relationships with all potential stakeholders.
• It is linked with our standard of living, not only in terms of enhanced consumption and
prosperity, but also in terms of society’s well being.
The challenges and opportunities of marketing in today’s economy include:
• A shift in power to customers caused by increased access to information.
• A massive increase in product selection due to line extensions and global sourcing.
• Greater audience and media fragmentation as customers spend more time with interactive
media and less time with traditional media.
• Changing customer perceptions of value and frugality.
• Shifting demand patterns for certain product categories, especially those delivered digitally.
• Increasing concerns over privacy, security, and ethics.
• Unclear legal jurisdictions, especially in global markets.
• COVID-19, a global pandemic caused some industries to flourish while others to go
bankrupt as consumer needs changed dramatically.
Basic marketing concepts include:
• Market—a collection of buyers and sellers.
• Marketplace—a physical location where buyers and sellers meet to conduct transactions.
• Marketspace—an electronic marketplace not bound by time or space.
• Metamarket—a cluster of closely related goods and services that centers on a specific consumption activity.
• Metamediary—a single access point where buyers can locate and contact many different sellers in the metamarket.
• Exchange—the process of obtaining something of value from someone by offering something in return; this usually involves
obtaining products for money. There are five conditions of exchange:
1. There must be at least two parties to the exchange. 2. Each party has something of value to the other party
3. Each party must be capable of communication and delivery. 4. Each party must be free to accept or reject the exchange.
5. Each party believes it is desirable to exchange with the other party.

• Product—something that can be acquired via exchange to satisfy a need or a want.

• Utility—the ability of a product to satisfy a customer’s needs and wants. The five types of utility provided through marketing
exchanges are form utility, time utility, place utility, possession utility, and psychological utility.
Major marketing activities and decisions include:
• Strategic and tactical planning.
• Research and analysis.
• Developing competitive advantages and a strategic focus for the marketing program.
• Marketing strategy decisions, including decisions related to market segmentation and
target marketing, the marketing program (i.e. Product, pricing, distribution, and
promotion) and branding/positioning.
• Social responsibility and ethics.
• Implementing and controlling marketing activities.
• Developing and maintaining long-term customer relationships, including a shift from
transactional marketing to relationship marketing.
Challenges in developing marketing strategy include:
◦ Unending change—customers change, competitors change, and even the marketing organization changes.
◦ The fact that marketing is inherently people-driven.
◦ The lack of rules for choosing appropriate marketing activities.
◦ The basic evolution of marketing and business practice in our society.
◦ The increasing demands of customers.
◦ An overall decline in brand loyalty and an increase in price sensitivity among customers.
◦ Increasing customer cynicism about business and marketing activities.
◦ Competing in mature markets with increasing commoditization and little real differentiation among product
offerings.
◦ Increasing expansion into foreign markets by U.S. And foreign firms.
◦ Aggressive cost-cutting measures in order to increase competitiveness.