AIR UNIVERSITY

MULTAN CAMPUS
Fall 2014
Faculty of Admii!t"ati#$ Sci$c$!
%$&a"tm$t of 'u!i$!! Admii!t"atio
Cou"!$ Ifo"matio
Cou"!$ Titl$ ( Ma")$ti* St"at$*y
Cla!! ( ''A +
t,

C"$dit -"! ( . -ou"!
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P"$"$1ui!it$! Fo" t,i! Cou"!$( 3
T,i! Cou"!$ i! P"$"$1ui!it$ Fo"( 3
I!t"ucto"( Ahsan Javaid
$3mail( [email protected]
03077455939
Add"$!!(
Air University Multan am!us" #han enter Multan
4$/( ,tt&(556667au7$du7&) 8ffic$ -ou"!( $re%era&ly &y a!!ointment
T$9t 'oo)
1. %a#id 47 C"a#$!: Ni*$l F7 Pi$"cy: Strategic Marketing McGRAW-HILL 9
th
Edition:7 200;7
R$f$"$c$ 'oo)0!2 ad R$!ou"c$!(
'. -ool$y <7: Saud$"! =7: Pi$"cy N7F7: Nicolaud '7: Marketing Strategy and
Competitie !o"itioning: P$a"!o Educatio: 4t, $d7: 200>7
27 ?otl$" > ?$ll$": Ma")$ti* Maa*$m$t: P$a"!o
Cou"!$ 8/@$cti#$!(
(he course has &een designed to educate students in develo!ing analytical a!!roach in conceiving"
designing" im!lementing and managing mar)eting strategies through class lectures and discussions"
research article !resentations and im!lications to local mar)et scenario" real*time mar)eting
com!rehensive case analysis and !resentations. (he students +ould &e given a chance to get real times
!ractical )no+ledge %rom !ro%essional !eo!le through seminars and industrial visits. Moreover some
!ractical activities +ould &e there +hich have &een !lanned in advance +ith the colla&oration o% the
industry , organi-ational !eo!le.
.o it can &e said that this is an advanced course in mar)eting strategy. /t !resents students +ith an
e%%ective a!!roach %or analy-ing" !lanning" and im!lementing mar)eting strategies. .tudents develo! the
s)ills needed to0
Analy-e the total environment %acing a com!any
1ormulate strategies to ma2imi-e o!!ortunities
3esearch !roduct o!!ortunities
4evelo! and !resent a com!lete Mar)eting $lan
5earning e2!eriences include the use o% case studies to em!hasi-e the a!!lication o% mar)eting
!rinci!les in a variety o% decision*ma)ing situations.
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A&&"oac, to L$a"i*(
(he a!!roach ado!ted in this course is highly interactive" re6uiring you to actively !artici!ate and engage
in learning !rocess. /t also re6uires you to !re!are %or each lecture in advance. /n !articular" e%%orts +ill
&e made to ensure you achieve your ma2imum learning !otential &y %ocusing on0
7 A!!lication o% conce!ts8theories to real*+orld settings.
7 $rovision o% valua&le insights into real*%irm situations.
7 Active individual initiatives to learning.
7 olla&orative team+or).
A!!i*m$t!(
(he a!!roach to the course +ill &e &ased on the research o% current case studies and students +ill &e given grou!
assignments.
T$"m P"o@$ct(
(his assignment com!rises t+o com!onents" an oral !resentation o% 4034A miut$! and a su&se6uent
+ritten re!ort o% 2A00 6o"d!" to &e su&mitted at the /$*ii* of t,$ l$ctu"$ in 4$$) 1. o% the
semester. (he assignment is +eighted at 509 o% the unit. .tudents +ill !resent a mar)eting !lan %or a
:major; organi-ation" one +hich may or may not &e listed in the course te2t. (he organi-ation may &e %or*
!ro%it or not*%or !ro%it and may &e one at +hich one o% the students +or). :Major; * is meant as an
organi-ation that can !rovide &asic sam!le and research tools such as an annual re!ort" mar)et research"
ne+s releases" advertising" articles in the media" etc. (his is to &e a :real +orld; !lan" /ut ot fo" a
&"oduct o" !$"#ic$ t,at cu""$tly $9i!t!< 1or e2am!le" !revious attem!ts +ere made to develo!
mar)eting !lans %or a ne+ :A!!le i=ideo; device similar to the i$hone +hich creates , edits videos" an
internet ca%> adjacent to the University cam!us" a %ranchise o% a national chain" a +aste !ic)*u! value
added service %or a local !et su!!lies chain and a ne+ light+eight )aya) carrier designed %or smaller cars.
onse6uently" the layout o% the Mar)eting !lan should &e %ormatted to re%lect ?real*+orld?
!ro%essionalism and should include the %ollo+ing
7 @2ecutive .ummary Aone !age" headings and &ullet !ointsB
7 urrent Mar)eting .ituation A)ey 6uestion as summary statementB
7 .CD(8$@.(8EF8Miles and .no+ (y!ology Analysis
7 D&jectives and /ssues
7 Mar)eting .trategy A$enetration" Mar)et 4evelo!ment" Ge+ D%%ering" 4iversi%icationB
7 Action Atactics including mar)eting8communication mi2 im!lementing the strategyB
7 Eudgets
L$ctu"$ Pla(
4$$) To&ic Acti#ity
17 /ntroduction to the ourse
Fuidelines" .tudent Frou!s 1ormation and (o!ic Assignment discussion
A&out Mid (erm and 1inal @2am
/m!eratives 1or Mar)et*4riven .trategy
o Mar)et*4riven .trategy
o or!orate" Eusiness , Mar)eting .trategy
Ca!$ 1
Fo"matio of <"ou&!
04 m$m/$"! $ac, *"ou&3ma92
A""ignment # 1
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27 Mar)et , om!etitive .!ace
o Mar)ets , .trategies
o Matching Geeds Cith $roduct Eene%its
o 4e%ining , Analy-ing $roduct*Mar)ets
o 4escri&ing , Analy-ing @nd Users
o Analy-ing om!etition
o Mar)et .i-e @stimation
.7 .trategic Mar)eting .egmentation
o 5evels , (y!es D% Mar)et .egmentation
o Mar)et*4riven .trategy , .egmentation
o Activities , 4ecisions /n Mar)et .egmentation
o 4e%ining (he Mar)ets (o Ee .egmented
o /denti%ying (he Mar)et .egments
o 1orming Mar)et .egments
o 1iner .egmentation .trategies
o .electing (he .egmentation .trategy
Ca!$ 2
$%i& # 1
47 .trategic ustomer 3elationshi! Management
o $ivotal 3ole D% 3M
o 4evelo!ing a 3M .trategy
o =alue reation $rocess
o 3M , .trategic Mar)eting
A""ignment # '
A7 Mar)et (argeting , .trategic $ositioning
o Mar)et (argeting .trategy
o (argeting /n 4i%%erent Mar)eting @nvironments
o $ositioning .trategy
o 4evelo!ing $ositioning .trategy
o 4etermining (he $ositioning @%%ectiveness
Ca!$ .
+7 .trategic 3elationshi!s
o (he 3ationale 1or /nterorgani-ational 3elationshi!s
o 1orms D% Drgani-ational 3elationshi!s
o Managing /nterorgani-ational 3elationshi!s
/nnovation , Ge+ $roduct .trategy
o /nnovation As a ustomer*4riven $rocess
o Ge+ $roduct $lanning
o /dea Feneration
o .creening" @valuating , Eusiness analysis
o $roduct , $rocess 4evelo!ment
o ommerciali-ation
MI()ERM E*AMI+A)I,+
$%i& # '
>7 .trategic Erand Management
o .trategic Erand Management
o .trategic Erand Analysis
o Managing Erand .trategy
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o Managing Erand !ort%olio
o Erand 5everaging .trategy
Ca!$ 4
B7 =alue hain .trategy
o .trategic 3ole D% =alue hain
o hannel .trategy
o Managing (he hannel
;7 $ricing .trategy
o .trategic 3ole o% $rice
o Analy-ing (he $ricing .ituation
o .electing (he $ricing .trategy
o 4etermining (he .!eci%ic $rices , $olicies
Ca!$ A
107 $romotion" Advertising , .ales $romotion .trategies
o $romotion .trategy
o Advertising .trategy
o .ales $romotion .trategy
A""ignment # -
11C12 .ales 1orce" /nternet , 4irect Mar)et .trategies
o .ales 1orce .trategy
o 4e%ining (he .elling $rocess
o /nternet .trategy
o 4irect Mar)et .trategy
Ca!$ +
$%i& # -
1.: 14
C 1A
Frou! $resentations
S%.mi""ion o/ I+)ER+AL Grading to the co%r"e coordinator
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<"adi* ad <$$"al Cou"!$ Polici$!(
(he grading +ill &e done as !er the !olicy o% the university" ho+ever" the %inal grade %or the course +ill &e
determined &ased on the total !oints accumulated in the &elo+ areas +ith %ollo+ing +eightage0
1inal @2amination A45 mar)sB
Mid (erm @2amination A35 mar)sB
.essional AH0 mar)sB
4ivision o% sessional
'. Iui-es A H0 9 B
H. Assignments , A H0 9 B
lass $artici!ation
3. $ractical mar)et A J0 9 B
Activity , term
!roject
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