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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.

There is no prescribed textbook for the subject. Students would get handout to refer.

List of articles will be given either before the beginning of the first-class or before the scheduled session for reading and discussion. It could be given in hard copy or soft copy or article detail for downloading from our library database.

3.4. Newspapers and magazines

You are advised to read them regularly to keep a tab on current development.

Session No.	Topics	Activities: Reading (R), Case (C), Class Exercise	Submission deadlines, if any
1.	Marketing’s influence on strategic thinking	R: Levitt – Marketing myopia (HBR)
2.	Corporate and business strategy decisions and their marketing implications	R: Mintzberg – Crafting strategy (HBR)	Submission of group detail for the project
3.	Assessing context – PESTEL analysis	In-class exercise R: Jacobides – In the ecosystem economy: What is your strategy?	Declaration of industry/ organization/ brand/ product category for the project
4.	Developing market plan Creating company value: Managing revenue, costs and profits		Confirmation of project topic
5.	Creating company value: The value chain	In-class exercise
6.	Identifying target customers: Segmentation and targeting analysis	Case R: Yankelovich and Meer- Rediscovering Market Segmentation (HBR)
7.	Creating customer value: Developing a value proposition and positioning	In-class exercise	Submission of one-page project outline
8.	Analyzing competition: Pioneer, leader strategies	R: Coyne and Horn- Predicting your competitor’s reaction (HBR)
9.	Analyzing competition: follower, nicher strategies	In-class exercise
10.	Competing against the giant: Challenger strategies	Case R: Iansiti and Lakhani – Managing our hub economy: Strategy, ethics, and network (HBR)
11. 12.	Creating, adapting and implementing marketing strategy	Case R: Malnight, Buche and Dhanaraj – Put purpose at the core of your strategy (HBR) R: Reeves, Love and Tillmanns – Your strategy needs a strategy (HBR)	Submission of project
13. 14.	Group project presentation Emerging trends & wrap up

5.2 In-class exercise, reading plus case analysis and discussion: Assigned reading is expected to be done before the class. We will discuss its analysis and applications in the class. Similarly, cases are to be read and analyzed before the class. We will discuss managerial and social implications of the case and connect it with marketing theory while we strive to answer the given questions. Most managerial cases have no standard answer. The entire aim is to enhance critical ability and decision-making ability in a given situation. Students might be asked to answer few questions on readings or cases before beginning of the discussion. In-class exercise is to be done individually. Students would get 5-10 minutes to attempt the exercise. It would be followed by discussion.

5.3 Project: It is a group activity. The project report must appear as a tangible outcome of the course and should draw upon relevant theories, frameworks or tools. The report will be evaluated on the basis of depth of research, originality of the analysis and credibility of the analysis. Your task is to critically evaluate and report strategic marketing actions of the given industry / market / organization / brand / product category. The length of report should not exceed 10 typed pages (A4 pages, Times New Roman, Font size 12, single space). Report length excludes title page and references. Report must include all the references. The report should be submitted on the day of 12th session along with plagiarism check report (Turnitin). Contact your librarian for generating Turnitin report. The report should not have more than 10 percent from one source. (Your librarian might take a day or two for the task. Keep that in mind while preparing your report.) Late submission might result in the deduction of marks. Presentation: 10 marks; Report: 25 marks

5.4 End-term examination: It is a closed-book examination. It involves theory and application based questions. It covers assigned readings, cases, handout, projects and classroom discussions.

A participant attains zero mark in the activity if s/he is caught following unethical practices. The disciplinary action may not limit to zero marks in that activity.

Created By: Alora Kar on 01/09/2020 at 09:59 AM
Category: MBA(Exe.)2019-20 T-III Doctype: Document