STMKT-X09

STMKT-X09
PGDM-Pt 2009-12: Term-VIII

STRATEGIC MARKETING

INSTRUCTOR-PROF.S.B.MOHANTY

“If the company’s assessment of the external landscape – how patterns of converging and diverging trends fit together – is inaccurate, the company’s strategic positioning will likely be wrong, leading to developing wrong capabilities, hiring wrong people and / or entering wrong markets” Ram Sharan.

1) Objectives of the Course

The purpose of this course is to “pull it altogether” and integrate what you have learnt in earlier courses- including those in matketing and other disciplines – in making strategic marketing decisions.

The primary strategic responsibility of a Marketing Manager is to look forward continuously to keep the firm in step with changes in the environment. Because the Marketing Managers occupy positions at the boundary between the firm and its customers, competitors and distributors, they are usually most familiar with trends and conditions in the market environment.

The course would focus on :

(a) What objectives to be accomplished
(b) On which industries and product markets to focus
(c) Which resources and activities to allocate to each product market to meet environmental opportunities and gain a competitive advantage?

2) Course Contents

In 15 sessions the course will have a distinct decision making focus. A substantial amount of analysis of customers, competitors and company itself should occur before designing a marketing strategy .A critical determinant of the Strategy’s success is the firm’s ability to implement it effectively and the final task is determining whether the strategy is meeting objectives and making necessary adjustments when the performance is not up to the mark. The evaluation and control process is to provide feedback to managers.

3) Session wise Break up

Sessions	Topics
1	Environmental changes affecting the strategic role of marketing,.Future role of marketing.
2	Corporate & Business strategies and their merketing implications.
3	Industry analysis and competitive advantage.
4	Measuring marketing opportunities and targeting attractive market sagements .
5	Marketing success through differentiation and positioning.
6	Case analysis.
7	Marketing strategies for new market entries-Pioneer strategy and follower strategy
8	Marketing Strategies for growth markets.Leaders’ strategies and challangers’ strategies.
9	Marketing strategies in mature and decline markets,case analysis.
10	Making your brand come alive.
11	Bridging the gaps in services marketing.
12	Pricing strategies
13	Case analysis
14	Marketing to consumers at the bottom of the pyramid and the new influance of the social media.
15	Strategy Implementation and evaluation.

4) Books

(a) Marketing Strategy-A Decision-Focused Approach by Walker,Boyd,Mullins & Larreche.
(b) Analysis for Marketing Planning-6th Edn. – Donald R.Lehman & Russes S.Winer(Tata Mcgrwo Hill)
(c) Marketing Warfare -- Al Ries & Jack Trout

Please also go through Economic Times-Brand Equity
Business Standard – Strategist &
Harvard Business Review regularly

5) Evaluation

1. Mid-Term : 30%
2. Quiz : 10%
3. Case Analysis: 20%
4. End-Term : 40%

Total: 100%

Created By: Debasis Mohanty on 08/11/2011 at 08:51 AM
Category: ExPGP-III Doctype: Document

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