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Strategic Marketing Course Outline

This course focuses on strategic marketing from both a conventional and Islamic perspective. It will help students apply marketing concepts to complex business environments in line with Islamic principles. The course covers topics like developing corporate strategy, competitive strategies, market and industry analysis, segmentation, positioning, new product development, and growth strategies. It addresses strategic issues related to marketing management over the product lifecycle. Students will be evaluated based on exams, assignments, a research paper, and class participation.

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Dr. Muhammad Nawaz Khan
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188 views2 pages

Strategic Marketing Course Outline

This course focuses on strategic marketing from both a conventional and Islamic perspective. It will help students apply marketing concepts to complex business environments in line with Islamic principles. The course covers topics like developing corporate strategy, competitive strategies, market and industry analysis, segmentation, positioning, new product development, and growth strategies. It addresses strategic issues related to marketing management over the product lifecycle. Students will be evaluated based on exams, assignments, a research paper, and class participation.

Uploaded by

Dr. Muhammad Nawaz Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Riphah School of Leadership

RIPHAH INTERNATIONAL UNIVERSITY

Course Title: Strategic Marketing Credit Hours: 03


Class: MS Semester: 1st/2nd
Instructor: E-Mail:

Course Description

This course focuses on the strategic marketing activities, not only from conventional point of view,
but Islamic perspective also. This will help students to apply marketing concepts to complex and
realistic business management environments in an Islamic way. It deals primarily with an analysis of
concepts and theories behind strategic marketing as well as the analytical procedures, techniques,
and models of when and how to market products. In short, the course addresses strategic issues
related to marketing management.

Detailed Course Contents

Week Contents Description


1 What is Strategy and Why is it Important?
Three Levels of Strategy: Similar Components but Different Issues,
What Is Marketing’s Role in Formulating and Implementing Strategies?
Formulating and Implementing Marketing Strategy-- An Overview of the Process,
2 Corporate Scope Defining the Firm’s Mission,
Corporate Objectives, Gaining a Competitive Advantage,
Corporate Growth Strategies, Allocating Corporate Resources, Sources of Synergy
3 Strategic Decisions at the Business-Unit Level, How Do Businesses Compete? How Do
Competitive Strategies Differ from One Another? Deciding When a Strategy Is
Appropriate: The Fit between Business Strategies and the Environment, How Different
Business Strategies Influence Marketing Decisions
4 Markets and Industries: What’s the Difference? Assessing Market and Industry
Attractiveness, Macro Trend Analysis: A Framework for Assessing Market Attractiveness,
Macro Level, Your Market Is Attractive: What About Your Industry? Challenges in Macro-
Level Market and Industry Analysis, Understanding Markets at the Micro-Level,
Understanding Industries at the Micro-Level, The Team Domains: The Key to the Pursuit of
Attractive Opportunities
5 Every Forecast Is Wrong! A Forecaster’s Toolkit: A Tool for Every Forecasting Setting,
Rate of Diffusion of Innovations: Another Perspective on Forecasting, Cautions and Caveats
in Forecasting, Why Data? Why Marketing Knowledge? Market Knowledge Systems:
Charting a Path toward Competitive Advantage
6 Reading of the article: Islamic Ethics and the Implications for Business by Gillian Rice
7 Why Do Market Segmentation and Target Marketing Make Sense? How Are Market
Segments Best Defined? Choosing Attractive Market Segments: A Five-Step Process,
Different Targeting Strategies Suit Different Opportunities, Global Market Segmentation
8 Mid Term Examination
9 Differentiation: One Key to Customer Preference and Competitive Advantage, Physical
Positioning Perceptual Positioning, Levers Marketers Can Use to Establish Positioning,
Preparing the Foundation for Marketing Strategies: The Positioning Process, Some Caveats
in Positioning Decision Making, Analytical Tools for Positioning Decision Making
10 Sustaining Competitive Advantage over the Product Life Cycle, New Market Entries--How
New Is New, Objectives of New Product and Market Development Market Entry Strategies:
Is It Better to Be a Pioneer or a Follower? Strategic Marketing Programs for Pioneers
11 Reading of the article: Applying Islamic market-oriented cultural model to sensitize
strategies towards global customers, competitors, and environment by
Norhayati Zakaria and Asmat-Nizam Abdul-Talib
12 Reading of the article: International Marketing Ethics from an Islamic Perspective: A
Value Maximization Approach by Muhammad Saeed, Zafar U. Ahmad and Syeda-
Masooda Mukhtar
Reading of the article: The relationship between religiosity and new product adoption
by Ateeq-ur-Rehman
13 Opportunities and Risks in Growth Markets, Growth-Market Strategies for Market Leaders,
Share-Growth Strategies for Follower
14 Shakeout: The Transition from Market Growth to Maturity, Strategic Choices in Mature
Markets, Marketing Strategies for Mature Markets, Strategies for Declining Markets
15 Does Every Company Need a New-Economy Strategy? Threats or Opportunities? The
Inherent Advantages and Disadvantages of the New Economy for Marketers, Developing a
New-Economy Strategy: A Decision Framework, Developing Strategies to Serve New-
Economy Markets
16
Research paper presentations by students

RECOMMENDED BOOKS AND JOURNALS

1. Marketing Strategy by Walker and Mullers


2. Contemporary Strategic Marketing by Ross Brennan, Paul Baines and Paul Garneau
3. Journal of Strategic Marketing
4. Journal of Islamic Marketing

EVALUATION CRITERIA

Activity Marks
Midterm Exam 20
Quiz/Assignment 20
Research Paper 20
Final Term Exam 40

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