Close

Faculty : Nirali Shah

Program : MBA (Executive)

Academic Year & term : 2017 -2018, Term III

1. Course Description:

This is a capstone course. It helps the participants to see their learning in earlier courses, marketing and other functional discipline courses, in light of the strategy of the organization. It allows participant to explore the impact of functional knowledge on strategy of the organization and vice versa. It is most helpful to participants pursuing careers in which they need to look at the organization as a whole.

The course covers analyzing strategy and business environment, formulating leader’s – challengers – follower’s strategies in matured, growth, emerging and declining market, developing market plan, and analyzing marketing performance.

2. Student Learning Outcomes:

§ Be able to: understand the connection of marketing with the creation and development of corporate strategy.
§ Be able to: identify organization’s opportunities in the industries, markets and products with the thorough evaluation of environment analysis, market analysis, customer analysis and competitor analysis.
§ Be able to: anticipate competitive dynamics and develop appropriate response of the organization.
§ Be able to: analyze how pioneers, challengers and followers develop appropriate strategies in emergent, growth, matured and declining markets.
§ Be able to: analyze marketing performance and prepare marketing metrics.

3. Text Book and Reading Material:

3. 1 Text book

Title – Marketing Strategy: A Decision-Focused Approach [WM]


Authors – Orville C. Walker, Jr. and John W. Mullins

Publisher – McGraw Hill Education

Title – Marketing Management [KK]

Authors – Philip Kotler and Kevin Lane Keller

Publisher – Pearson Education

3.3.1 Marketing myopia

3.3.2 When marketing is strategy

3.3.3 Market busting

3.3.4 McKinsey – The $30 trillion decathlon

3.3.5 Strategies that fit emerging markets

3.4.1 Positioning Urzaa: Launching a new energy drink

3.4.2 Patanjali Ayurved Limited: Disruption or innovation

Additional reading might be given to you from time to time as the course progresses.

4. Session Plan:

Session Number	Topics/Activities	Reading
1	Introduction to strategy Introduction to market-based management	Chapter 1 [WM] Reading: When marketing is strategy Reading: Marketing myopia
2	Corporate strategy decision and Business strategy decision and their marketing implications	Chapter 2 and 3 [WM] Chapter 2 [KK]
3	Environment analysis	Chapter 4 [WM] Chapter 4 [KK]
4	Segmentation and Positioning strategies Case analysis	Chapter 6 and 7 [WM] Case: Positioning Urzaa: Launching a new energy drink
5	Differentiation strategies Competitive analysis	Chapter 7 and 8 [WM] Chapter 9 [KK]
6	Formulating marketing strategies for new market entries – pioneer and follower	Chapter 8 [WM]
7	Formulating marketing strategies for growth market – leader and challenger strategies	Chapter 9 [WM] Reading: Market busting
8	Strategic market planning Defensive and Offensive strategies	Chapter 2 and 12 [KK]
9	Formulating strategies for Mature market, Declining market, Emerging Market and Networked world	Chapter 10 and 11 [WM] Reading: McKinsey – The $30 trillion decathlon Reading: Strategies that fit emerging markets
10	Case Analysis	Case: Patanjali Ayurved Limited: Disruption or innovation
11 & 12	Group presentation
13	Strategy implementation – Building a market plan	Chapter 12 [WM]
14	Measuring and delivering performance – Marketing metrics and performance	Chapter 13 [WM]

5. Evaluation:

Type of activity	Proportion …	Type of component …	Way
Class participation	10%	Individual
Product / industry analysis	40%	Team	Written and Presentation
Case analysis	20%	Team component	Written
End-term examination	30%	Individual
Total	100%

§ Team consists of four members. Team is self-selected by the members.
§ Written submission of case analysis should be one day before the scheduled class. Timeline for submission is 11 pm. Case analysis submission should not be more than two pages.
§ Product / industry analysis submission should be three days before the scheduled class. It is expected that all members remain present during the presentation.
§ Please give written submission in soft copy. E-mail me your word document.
§ Use Times New Roman, 12 font size for all the written submission. Please clearly mention the name and roll number of all the members.

6. Academic Integrity:

As per XIMB Norms

Created By: Alora Kar on 01/25/2018 at 09:15 AM
Category: MBA(Exe.)2017-18 T-III Doctype: Document