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1. Course Description:
The purpose of this course is to “Pull it altogether” and integrate what you have learnt in earlier courses including those in marketing and other disciplines – in making strategic marketing decisions.

The Course covers Business Horizon& Business Environment Analysis, Exploring new paradigms in market segmentation, How the customer focus forms the basis for marketing strategy, Differences in Product and Service Brand strategies, Leaders’, challengers’& followers’ strategies in matured, growth and declining markets &strategy implementation and control.

2. Students Learning Outcomes:

· Be able to: Understand principles dealing with the development of the marketing strategies and its linkage with corporate strategy.
· Be able to: Understand which industries and product markets to focus with the help of a through environment analysis, customer analysis, competitor analysis and market analysis.
· Be able to: Understand how different approaches are required in developing successful product and service brands.
· Be able to : Analyse how pioneers, challengers and followers develop appropriate strategies in matured, growth and declining markets
· Be able to: Understand how at the end, it is the execution and control that matter.
3. Required Text Books and Reading Material

Text Books

1. Marketing Strategy – A Decision-focused Approach, Authors – Walker, and Mullins – 7th Edition

Publisher : McGraw Hill

Publisher : McGraw Hill

· Besides the above, copies of the articles relating to strategic marketing from leading management journals like Harvard Bus. Review will be provided.

4. Tentative Session Plan

Session Number	Topics/Actives	Reading/Case list etc.
1&2	Environmental changes affecting the strategic role of marketing	Reading materials
3	Corporate and Business Strategies and their Marketing Implications	Marketing Strategy – A Decision-focused Approach – Chapter 1 to 3
4	Business Horizon and Environmental Analysis of Industry Competitors and Customers	Analysis for Marketing Planning Chapter 3, 4 & 5.
5	Strategic Market segmentation – Exploring new paradigms. Market Targeting and Positioning Decisions	Reading materials
6	Case analysis
7	Product and Service Brand Strategies – Similarities and Differences	Reading materials
8	Marketing Strategies for new market entries. Pioneers’ and Followers’ Strategies	Relevant chapters from Marketing Strategy – A Decision-focused Approach
9	Strategies for growth markets – Leaders’ and Challengers’ Strategies	Relevant chapters from Marketing Strategy – A Decision-focused Approach
10	Strategies for mature and declining markets	Relevant chapters from Marketing Strategy – A Decision-focused Approach
11	Case Discussion
12	Entry strategies for Global Markets	Reading materials
13	Marketing Audit, strategy execution and control	Class lecture

5.Evaluation:

Attendance : 10%
Quizzes (02) : 20%
Midterm : 30%
End–term : 40%

Total 100%

6. Academic Integrity:As per XIMB norms