ASA University Bangladesh

Faculty of Business

Course Profile
Course Name: Strategic Marketing

Course code: MKT 421

Course Teacher: Mst. Momena Akhter, Sr. Lecturer, Faculty of Business, ASAUB.

E-mail address: [email protected]

Rationale:
This is a major course for undergraduate students who have prior knowledge on the principles
of marketing and marketing management. The objective of the course is to apply the
knowledge of marketing principles in developing and implementing marketing strategies. The
course focuses on identifying the competitive space and measuring the marketing opportunities
and developing and implementing the marketing plan and strategies in different market
environments. It is expected that the course can help students develop marketing knowledge
and skills with the application of frameworks/models, concepts, and methods in making
strategic choices.

Course Objectives:
The objectives of this course are to:

 Make the learners familiar with the discipline of strategic marketing and its basic
concepts and framework.
 Explore main marketing topics from a strategic perspective and delve into the plan-do-
check-action concerns in implementing a marketing strategy.
 Provide an overview of market-driven strategy, business and marketing strategies through
considering markets, segments, and customer value, and market-driven program
development.
 Endow with decision process guidelines and applications to assist the learners in applying
the analysis and strategy development approaches.
 Course Learning Outcomes:
Upon successful completion of the requirements for this course, students will be able to:
1. Apply the knowledge of marketing principles in developing and implementing marketing
strategies;
2. Integrate marketing theory, prior practice and prior learning into the strategic marketing
environment;
3. Identify and analyze the competitive position of the firms and design competitive strategies, and,
4. Communicate effectively in oral and written forms about marketing strategy using appropriate
concepts, logic and rhetorical conventions.

Teaching-learning Strategies
Teaching strategies for this course include, but not limited to, lecture, group discussion,
question-answer, presentation, interactive discussion, and practical case analysis.

Assessment Strategies
Assessment strategies include, but not limited to:

Formative Assessment: Quiz, MCQ, yes/no, true/false, fill-in-the blanks, short answer,
assignment; individual and group presentation; open book test, and viva voce.

Summative Assessment: Short case analysis, application and critical review of marketing
strategies of both domestic and multinational business organizations.
 Mapping of CLOs with 3 Domains of Learning

Course Learning Outcomes (CLOs) Domains of Learning

Cognitive Psychomotor Affective

1.Remember

4.Articulate
2.Understand

2.Manipulate

5.Characteriz
4.Organize
5.Naturalize

2.Respond
5.Evaluate
4.Analyze

1.Receive
1.Imitate

3.Precise
6.Create
3.Apply

3.Value
er

e
5. 1. Apply the knowledge of marketing principles in developing and
x x x x x
implementing marketing strategies

2. Integrate marketing theory, prior practice and prior learning into x x x x x

the strategic marketing environment
6. 3. Identify and analyze the competitive position of the firms and
design competitive strategies, and, x x x x

4. Communicate effectively in oral and written forms about

marketing strategy using appropriate concepts, logic and rhetorical x x x x
conventions
Course Content:
Market Driven Strategy: Market driven strategy, Becoming market oriented, Distinctive
capabilities, Creating value for customers, Becoming market driven, Challenges of new era for
strategic marketing
Corporate, Business and Marketing Strategy: Corporate strategy, Business and marketing
strategy, marketing strategy process, preparing the marketing plan

Markets and Competitive Space: Markets and strategies, Product market scope and structure,
Describing and analyzing end users, Analyzing competition, Market size estimation

Strategic Market Segmentation, Targeting and Strategic Positioning: Segmentation and market
driven strategy, Identifying market segments, Forming segments, Selecting the segmentation
strategy Market targeting strategy, Targeting in different market environments, Positioning strategy,
Developing the positioning strategy, Determining positioning effectiveness

Strategic Relationships: The rationale for inter-organizational relationships, Types of

organizational relationship, Develop effective relationships between organization

Planning for New Products: New product planning as a customer driven process, Steps in new
product planning

Value Chain Strategy: Strategic role of distribution, Channel of distribution strategy, Managing
the channel, international channels

Pricing Strategy and Management: Strategic role of price, Analyzing the pricing situation,
Selecting the pricing strategy, determining specific prices and policies

Designing Market-driven Organizations: Considerations in organization design, organizational

design options, selecting an organization design, global dimensions of organizations

Marketing Strategy Implementation and Control: The marketing plan, implementing the plan,
strategic evaluation and control, performance assessment and action

Cases on strategic marketing

Required and Recommended Readings:

Text Book: Cravens, D. W. & Piercy, N. F. 2009. Strategic Marketing, McGraw-Hill Book Publishing Co

Reference Books:

I. Robert J. Dolan 1991. Strategic marketing management. Harvard Business School

Publications
II. Colin Gilligan, Richard M. S. Wilson (2009). Strategic Marketing Planning.
Butterworth-Heinemann
III. David A. Aaker, Strategic Marketing Management