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The Strategic Marketing Management Course is intended to provide the students a clear appreciation and understanding of the process, concept and practice of Strategic Marketing across various industry sectors, and business segments and situations.

2. Student Learning Outcomes (typically 3-5 bullet points)

· Be able to :

Conceptually grasp and assimilate the principles dealing with the development of the Marketing Strategy and its linkage with the Corporate Strategy

Develop and deal with complex Marketing Situations and Business Processes that require Strategic vigour in the current turbulent business environment.

Execute, evaluate and review how progressive feedback and team building cross-functionally, are critical to the effective delivery of Marketing Strategy in responding to the Corporate imperatives, given the increasing diversity of the Consumer Matrix, Emerging Economies and Competitive Environment.

Realise and recogonise that digital technology, fragmented media, and the inevitability of globalisation will have cultural and leadership related consequences on the Strategic Marketing which organizations consider and select for implementation. Business and Marketing Ethics is an essential component of this emerging paradigm.

3. Required Text Books and Reading Material :

The following Text Books are recommended -----

The following Reading Material will be provided to the students -----

(a) HBR on Marketing
(b) HBR on Emerging Markets
(c) Chaotics : The Business of Marketing and Managing in the Age of Turbulence, by Philip Kotler and John A. Casilone

The above are illustrative. In the delivery of the Course, many more text books and reading material will be referenced, besides sharing from personal experience in industry since 1971.

4. Tentative Session Plan

Session Number	Topics/Activities	Reading/case list etc.
1 to 3	INTRODUCTION TO STRATEGY (a) The Strategic Role of Marketing (b) Corporate Strategy Decisions (c) Business Strategies and their Marketing Implications	Chapters 1 to 3 from Section One of the book : Marketing Strategy, by Walker, Boyd, Larreche
4	CASE STUDY	To be decided
5 to 7	OPPORTUNITY ANALYSIS (a) Environmental Analysis (b) Marketing Information (c) Industry Dynamics and Strategic Change	Chapters 4 to 6 from Section Two of the book as listed above.
8 & 9	O[PPORTUNITY ANALYSIS (contd) (d) Market Segmentation and Market Targeting (e) Positioning Decisions	Chapters 7 & 8 from Section Two of the book listed above.
10	CASE STUDY	To be decided
11	MID TERM EXAM	(Case Study to be provided for Analysis and Written Submission individually : 3 hrs duration)
12 to 14	FORMULATING MARKETING STRATEGIES (a) Marketing Strategies for New Market Entries (b) Strategies for Growth Markets	Chapters 9 & 10 from Section Three of the book listed above
15 & 16	FORMULATING MARKETING STRATEGIES (contd) (c) Strategies for Mature and Declining Markets (d) Strategies for Global Expansion	Chapter 11 fro Section Three of the book listed above Chapter 8 & 9, Part IV, book on Global Marketing Management, by Keegan & Bhargava
17 & 18	IMPLEMENTATION AND CONTROL (a) Implementing Business and Marketing Strategies (b) Controlling Marketing Strategies and Programs	Chapters 12 & 13, Section Four, book listed as Marketing Strategy, by Walker, Boyd, & Larreche
19 & 20	Student GROUP PRESENTATIONS (thru text books provided for additional learning)	List of Books to be provided at the end of the Mid-Term exam. Groups will present a meaningful Synopsis of the content and learning garnered from these books.

5. Evaluation :

Continuous Evaluation will be done, by requiring the students to submit individual written analysis of each Case Study discussed in class. Submissions will be done digitally within two days of the discussion of the concerned Case Study. (10% each x 2 Case Studies = 20%)

Further, there will be a Mid Term Exam, as listed in the Session Plan above, requiring individual submissions. (20%)

Additionally, there will be Group Presentations, which will be evaluated for the Group effort in terms of Content, Analysis, Strategy Development, and Presentation Skills / Style. This is at the conclusion of the Course Delivery.(20%)

Finally, there will be the End Term Exam in March as per the Institute Academic schedule. This will be an individual, written, Case Study analysis. (40%)

All evaluation will be based on a Grading System as follows :

A(minus), A, A(plus) : Range from 80 to 100%

B (minus), B, B(plus) : Range from 65 to 79%

C(minus) , C, C(plus) : Range from 50 to 64%

D : indicates below 50%

F : indicates Fail

IN : Indicates Incomplete

6. Academic Integrity :

It is expected that the students will maintain attendance as required by the guidelines and rules of the Institute.

It is expected that all members of the Group will contribute to the Group Presentation.

It is expected that there will be no “plagiarism” in any matter whatsoever. If digital sites are referenced, then these need to be indicated in the text of any written work submitted.

It is expected that students will read the material provided to them, either from the Text Books indicated above, the Case Studies handed out, and several other notes and articles which will be provided during the conduct of the Course over the 20 sessions planned.

Created By: Debasis Mohanty on 11/20/2012 at 09:31 AM
Category: PGDM-II Doctype: Document