SMKTG EM-16

SMKTG EM-16
1yr MBA-Executive 2016-17 T-III

STRATEGIC MARKETING

Credits : 2

Faculty : ShashiBhusanMohanty

Programme : EMBA

Academic Year : Term III, 2016 -2017

& term

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’ Challenges’&Followers’ strategies in matured, growth and declining markets &Strategy implementation and control.

2. Students Learning Outcomes :
Ų Be able to : Understand principles dealing with the development of the marketing strategies and its linkage with corporate strategy
Ų 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.
Ų Be able to : Understand how different approaches are required in developing successful product and service brands.
Ų Be able to : Analyse how pioneers, challengers and followers develop appropriate strategies in matured, growth and declining markets
Ų Be able to :Understand how at the end, it is the execution and control that matter.
3. Text Books and Reading Material

1. Marketing Strategy - A decision – focused Approach,

2. a. Secrets of Indigo’s Profits

b. T. Plan

c. The Mystry way

e. Market Bursting strategies

f. How to fight low cost rivals

g. Mc Kinsey – Winning $30 trillion in Emerging Markets

The above articles will be given to you from time to time as the course progresses.

4. Session Plan

Session No Topics/Activities Reading

1 & 2 Environmental changes affecting the Strategic role of Marketing Reading materials

3 &4 Corporate &Business Strategies and their marketing implications Ch. 1,2& 3 from the prescribed book

5 & 6 Making the brandscome alive – Brand & Line Extension Strategies, Brand Revitalization &
Migration Strategies Reading materials

7 Case Analysis – Pricing as an element of Marketing Strategy Pricing case

8 Bridging the gaps in services Reading materials

9 Marketing Strategies for Newmarkets – Pioneer and Follower Strategies Ch.8

10 Strategies for growth markets – Leader and Challenger strategies Ch.9

11 Strategies for Mature and Declining Markets Ch.10

12 ( 2 hrs) Literature review of the articles provided a. Indigo
b. Mystry way
c. Low cost rivals
d. Defensive Marketing
e. Market Bursting Strategy

13 Strategy Audit and Control Reading materials

5. Evaluation

Quiz 20%

Group Case Analysis 20%

End Term Examination 40%

Total 100%

6. Academic Integrity
As per XIMB Norms

Created By: Alora Kar on 07/14/2016 at 10:45 AM
Category: MBA(Exe.)16-T-III Doctype: Document

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Session No	Topics/Activities	Reading
1 & 2	Environmental changes affecting the Strategic role of Marketing	Reading materials
3 &4	Corporate &Business Strategies and their marketing implications	Ch. 1,2& 3 from the prescribed book
5 & 6	Making the brandscome alive – Brand & Line Extension Strategies, Brand Revitalization & Migration Strategies	Reading materials
7	Case Analysis – Pricing as an element of Marketing Strategy	Pricing case
8	Bridging the gaps in services	Reading materials
9	Marketing Strategies for Newmarkets – Pioneer and Follower Strategies	Ch.8
10	Strategies for growth markets – Leader and Challenger strategies	Ch.9
11	Strategies for Mature and Declining Markets	Ch.10
12 ( 2 hrs)	Literature review of the articles provided	a. Indigo b. Mystry way c. Low cost rivals d. Defensive Marketing e. Market Bursting Strategy
13	Strategy Audit and Control	Reading materials