School of Business & Economics

Program MBA

Semester Fall 2012

Credit Hours 03

Prerequisites Marketing Management & Business Research

Resource Person Mobin ul Haque

Contact Information mobin@umt.edu.pk

Office timings

CAPSULE STATEMENT

Strategic Marketing Management is an advance level Marketing course. The aim of the course is to build the analytical and strategic thinking. It helps student understand how companies compete and achieve competitive advantage. It builds upon the basic concepts of Marketing, which the students have learned in their previous semester – and to prepare students to grasp the complex issues of specialized courses like Business policy, Brand Management etc.

In this course students are exposed to a dynamic world of marketing activities. Principles, terminology, tools and trick of trade are taught by giving real life examples from both Pakistan’s and international corporate world. It also addresses various issues and trends prevailing in the Pakistani industry.

The course is taught using books, articles and case-study method with stress upon practical application of the concepts. Various exercises, surveys and projects are given to help the students understand and apply what they have learned.

After taking this course students are better equipped, both mentally and academically; they understand various terms and concepts and understand how and when to apply them. It prepares them to take on the real life challenges and to add value to the organization for which they will work.

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Strategic Marketing Management

MK-585

LEARNING OBJECTIVES

This course is designed to develop the following abilities in the students:1) Analytical thinking2) Ability to integrate various Marketing concepts 3) Ability to develop a Marketing plan 4) Ability to analyze the impact of various Marketing activities on

sales and profitability of an organization

TRAINING INSTRUMENTS

Activities

Reading Material Seminar Briefing Guest Speaker/s

Lectures Focus Case Study &

Presentation

Skills Development Exercises

Handouts Educational Visits (if

required)

Project Reports

Weekend

Tutorial

Training Films Any Other

ASSESSMENT

Quizzes 15% Assignments 10%

Case presentation 25%

Project 20%

Final paper 30%

Total 100%

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RECOMMENDED BOOKS

1. Marketing Strategy and Competitive Advantage By Hooley, Piercy & Nicoulaud, 4th Edition

2. Marketing Planning and Strategy By Jain (Digital Book)

REFERENCE MATERIAL

1. Internet2. Harvard Business Review (HBR)3. Financial Times (‘Mastering Marketing’ series)4. Pakistan and Gulf Economist (PAGE)5. Mckinsey Quarterly (www.mckinsey.com)6. Knowledge Wharton (www.knowledgewharton.com)7. ‘Futurist’8. ‘Popular Science’ 9. ‘Marketing’10. www.creativethinking.com11. ‘Business and Strategy’12. Economic Survey of Pakistan 2004-2005

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Important Note for studentsIt is expected that you will be prepared for class and will contribute to discussions when called upon. Class contribution is very important to your own learning in this course, and to your associates’ learning. Good contributions to class discussions offer unique or relevant perspectives, move the discussion forward, build on others’ comments, and/or draw on course concepts (go beyond the “I feel” stage to "we can do it " stage).

Positive, healthy and constructive class participation will be monitored for each class. The manner in which the question is asked or answered will also be noted.

Calendar of Activities

MODULE I: Industry and Competitor Analysis

Objective: 1. To understand industry Dynamics2. To understand how to analyze the strategies of competitors and to

apply the frame work in a real life situation3. To develop ability to critically analyze multiple factors of

competition and external forces and to consolidate them into drivers of change

1 Intro to Strategic MarketingPEST

Final PROJECT due in 14th class

Read hand out: 1. Scanning the environment2. How to behave in economic

down turns

2 Porter Analysis Article: Note on Structural Analysis 3

Opportunity AnalysisMarket definition

Assignment 1

CASE 1: IMAX

Bring Written analysis of the case. Prepare to discuss it in the Class

Quiz 1

4 Competitor Analysis Read Chapter 5 of Hooley Read Article Strategic Map

5 Leader Follower and Challenger Strategies

Read Chapter 11 of Hooley

Quiz 2: Opportunity and Competitor analysis

6 Case: Cat Fight in PET FOOD Industry MID TERM case: Group Competition in Case analysis: bring your analysis in the class

Module 2: Creating Competitive AdvantageObjective:

1. To understand the nature and sources of CA2. To understand reasons of performance difference among

companies7 Analyzing company and its performance

The concept of RBV

Assignment 2:

Chapter 6 & 111. Assessing advantage2. Capabilities of a Market

driven organization8 Marketing Strategies & frame works Read Hand out:

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1. marketing strategies 2. Marketing analysis tool kit3. 5 strategies for rapid firm

growthPresentation of report extra class

Module 3: Developing Marketing StrategyObjective:

1.To learn various marketing strategies2. To understand pros and cons of various strategies3. To be able to integrate all strategies

9 Segmentation targeting and Positioning Read article: 1. Market segmentation

targeting and positioningCASE 3: Dr Pepper Snapple

Group 1 & 2 To present the case

10 Product, branding and Growth Strategies

Assignment 3: Choose a product category write a small report on product and STP strategy for any two companies offerings.

Submit in 13th class

Read hand out: 1. Product policy decisions2. Strategies for low market

share businesses3. PLC4. Product strategies (chapter)

11 Product strategies Case 4: Case presentation

Group 3&4 to present CaseQuiz 5:

12 Distribution strategies Read chapterGuest Speaker

13 Pricing Strategies Read|:1. note on pricing2. Low tech maths

CASE:

14 Presentation of Projects 15 Guest Speaker

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Assignment 1Perform PEST, Porter and Competitor Analysis

Choose one product category and Perform the following analysis:

1. Identify major trends of the industry a. Technological changesb. Major social changes that are driving this industry salesc. What is government policy regarding this sectord. What is the industry demand and supply situatione. What is the industry growth ratef. Any other trend

2. Porter five forces analysis: (30 marks)a. What is the current industry structure and how is it changingb. Using the given format analyze each force independentlyc. Discuss you overall understanding of the industry dynamics. Which force

is the most dominant? How it is changing the industry? Is there impact of any other environmental factor?

d. Can you forecast the followingi. Number of companies five years down the road

ii. Basis of competitioniii. Growth rate of the categoryiv. Emergence of new type of competitionv. Which force will become the most important

vi. How the value is being divided among the players? Who eats the maximum share of the total value created?

vii. Generate a demand function (regression of dependent and independent factors)

viii. What opportunities and threats do you see in this industry. ix. Identify most critical opportunities and most critical threats.x. On a scale of 1-10 , where 10 being the most attractive, rate the

overall industry attractiveness.

3. Competitor analysis (30 marks)a. Calculate the concentration index. What does it signify?b. Give a brief profile of top three companies and one emerging companyc. Using the format analyze each competitor in depthd. What is the strategy of each? Develop competitor profile matrix (CPM)e. What is source or basis of competitive advantage in this industry?

4. Identify KSFs of the industry. (20)

5. In light of the Porter model how do you think the competition will change? How should leader compete? Should he change his strategy?(20)

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Submission and presentation: In the 7th Class (extra class will be held)

Late submission will not be accepted

Cut Copy paste (other than tables and data) is not allowed. Wrong English will result in deduction of 10% marksReport must contain Executive Summary.Additional Data can be presented in appendix.

Group Size: Four.

Assignment 2Critically evaluate the strategy and performance of any company wirh respect to the industry the company is serving. Give recommendations

Submission in 9th class

Late submission will result in 20% deduction per day.

Group size 4

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Final Project

Develop new Marketing Strategy for your comapny

Requirements

A)Write an Industry ReportPerform PEST, Porter and Competitor analysis.

B)Identify three opportunities / gap that you will analyze. Analyze each and recommend one.

C)Provide product concept and define your market (MUST)Develop STP (also Provide market size and customer

profile)

D)Identify what would be your CA and How would you compete?

E)Develop your five year objective that you want to achieve

F) Provide strategy for each P

NOTE: If you miss point E and F you will lose 50% marks

G)Using Marketing Plan Format Develop marketing plan for your product.

Report should not be more than 30 pages long. Report must contain Executive summary not longer than two pages.

Group Size: Four.

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