SMKTG-EMBA-18

SMKTG-EMBA-18
MBA(Exe.) 2018-19: Term-III

Strategic Marketing

Credits	2
Faculty Name	Nirali Shah
Program	MBA (Executive)
Academic Year and Term	2018-19, Term III

1. Course Description

This is a capstone course. It helps the participants to integrate their learning in earlier courses – including those in marketing as well as other discipline courses – in making strategic marketing decisions. It allows the participants to explore the influence of functional knowledge on the performance – strategy of the organization and vice versa. It is most helpful to participants pursuing careers in which they need to make decisions that influences the entire organization.

The course comprises of analyzing strategy and business environment, developing marketing plan, identifying markets and competitive position of the players, analyzing strategy implementation and marketing performance.

2. Student Learning Outcomes (typically 3-5 bullet points)
· Be able to: understand the relationship between marketing and corporate-business level strategies
· Be able to: thoroughly analyze 3Cs – competitors, customers and context – to identify opportunities for the organization in the industries, markets and/or products
· Be able to: anticipate the competitive dynamics and develop its appropriate response
· Be able to: develop and/analyze the strategies of leaders, challengers and followers in different markets
· Be able to: develop marketing plan

3. Required Text Books and Reading Material

Authors –Walker, O.C., Jr. and J. W. Mullins,

Marketing Strategy: A Decision-focused Approach

, Delhi: McGraw Hill Education

4. Tentative Session Plan

Session Number	Topics/Activities	Reading/case list etc.
1	Analyzing the role of strategic marketing Understanding market opportunities	Chapter 1 and 4 Reading: Marketing myopia
2	Understanding value chain concept Developing market plan
3	Corporate and Business strategy decisions and their marketing implications	Chapter 2 and 3 Reading: When marketing is strategy
4	Targeting attractive market segments and Positioning
5	Product and brand strategies
6	Case analysis
7	Formulating marketing strategies for new market entries – pioneer and follower	Chapter 8
8	Formulating marketing strategies for growth market – leader and challenger strategies	Chapter 9
9	Formulating marketing strategies for matured, declining and emergent markets	Chapter 10 and 11 Reading: McKinsey – The $30 trillion decathlon Reading: Strategies that fit emerging markets
10	Case analysis
11	Strategy implementation and control	Chapter 12 and chapter 13
12 & 13	Presentation – group project
14	Emerging trends

5. Evaluation

Type of activity	Weightage
Class participation	10%
Quiz / assignment	10%
Case analysis	20%
Group project	30%
End-term examination	30%

6. Academic Integrity

As per XIMB norms

Participants must ensure maintaining academic honesty and integrity as well as meeting the deadlines.

Created By: Alora Kar on 11/17/2018 at 09:11 AM
Category: MBA(Exe.)2018-19 T-III Doctype: Document

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