Proposed Syllabus

MBA Semester-IV
Sant Gadge Baba Amravati University, Amravati

Subject: Strategic Management

Objective: The objective of this course is to develop understanding about strategic management,
and its processes and their impact on a firm. To succeed in the long term, companies must compete
effectively and outperform their rivals in a dynamic and often turbulent environment. Helping the
students to practically formulate strategy and its effective implementation.
Course Outcomes: - After completion of this course the students will be able to
CO Course Outcomes
1 • To understand the fundamental aspects of strategy, strategic management process and its
intents.
2 • To analyses the importance of environmental and competitive analysis for formulating
Corporate strategy
3 • To categorizing different level of Corporate strategies and its alternatives in strategy
formulation
4 • To apply the strategic alternative and implement & control in corporate setting.

Unit 1: Corporate Strategy: Introduction to strategic management, Levels of strategies, Strategic

Management Process, Models and Phases of Strategic Management Process, McKinsey’s 7-S
Framework. Evolution of Corporate Policy in India.
Strategic intent: Vision, Mission, Business Definition, Goals and Objectives.
Unit 2: Environmental Appraisal – Concept of Environment, External environmental Sectors,
Environmental Scanning.
Internal Appraisal – Dynamics of internal environment, Organizational Capability Factors, IFE
matrix (Internal Factor Evaluation). Evaluation of internal Appraisal: Porter`s Value Chain
Analysis, SWOT Analysis.
Competing through Business Models - Competitive Advantage and Firm Resources, Generic
Strategies and Competitive Advantage, Dynamics of Competitive Advantage, Porter’s Five Forces
Model, Competitive Advantage to Corporate Advantage, Non-Market Strategy.
Unit 3: Strategy Formulation: Corporate level Strategies, Business level Strategies, Functional
level strategies.
Strategic Alternatives: Concentration Strategies :Ansoff`s Product Market Matrix, Integration
Strategies: Horizontal & Vertical, Diversification: Related & Unrelated, Internationalization:
Porter’s competitive advantage of Nation, Co-operative strategies: Mergers & acquisition
Strategies, Joint Venture, Strategic Alliance, Turn-Around Management, Divestment Strategies,
Digitalization Strategies.
Unit 4: Strategic Choice – Process of Strategic Choice, Tools & Techniques of Strategic Analysis
- Portfolio Analysis and Display Matrices: BCG Matrix and GE Nine-Cell Matrix, PLC Analysis.
Strategy implementation: Activating Strategies, Resource allocation, Projects and Procedural
implementation, Structural and Functional implementation.
Strategy Evaluation & Control: Nature, Importance, Participants, Requirements and Barriers in
Strategic evaluation. Role of System in Evaluation. Strategic Control, Operational Control.
Techniques of strategic evaluation & control.
Suggested Readings:
1. Strategic Management and Business Policy, Azhar Kazmi 2010 9th reprint, 4th Edition,
McGraw Hill Companies, New Delhi
2. David, Fred; Strategic Management: Concepts and Cases; PHI Learning. Fifteenth edition.
3. Cherunilam, Francis, Strategic Management, 7th ed., 2003, Himalaya Publishing House.
4. Stewart Clegg, Chris Carter, Martin Kornberger & Jochen Schweitzer : Strategy - Theory
and Practice (Sage Publication, South Asia Edition)
5. Strategic Management – Concepts and Cases, S. C. Bhattacharya, 1998 edition, Wheeler
Publishing, N. Delhi
6. Strategic Management, M. Jeyarathnam, 3rd Edition (2008), Himalaya Publishing House,
Mumbai
 MBA SEMESTER IV
NOMENCLATURE: SERVICES MARKETING
MBA/……./M / DIGITAL MARKETING
Course Objective:
This course will provide an understanding to students about the ever evolving digital landscape
and examines the strategic role of digital marketing processes and tools in designing the overall
Marketing strategy and the Digital Marketing Plan . By the end of the course, students will be able
to provide with the essential philosophies and practices of digital marketing technologies and will
familiarise the students about various digital methodologies, tools and technologies involved in
digital marketing.
Course Outcomes: - After completion of this course the students will be able to
CO Course Outcomes
1 To familiarize aspirants with fundamental of digital Marketing
2 Implement a process of planning of social media or digital marketing activities
3 Use tools and techniques to manage digital and social media marketing programs
4 Design social media programs that directly support business and marketing goals

Unit I: Evolution of Digital Marketing- The Digital Consumer & Communities, Digital Marketing
Landscape, SEO, Search Engine Marketing, PPC and Online Advertising & Promotion Mix

Unit II: Social Media Marketing, Social Media Strategy & Consumer Engagement, Affiliate
Marketing & Strategic Partnership, Email Marketing

Unit III: Content Strategies- CRM & CX in Digital Marketing- Digital Marketing, Data And
Analytics

Unit IV: Social Listening- Web Analytics, Social Media Analytics, Mobile Marketing and Social
Media Strategies
Suggested Readings:-
1. Seema Gupta ,Digital Marketing ,Publisher McGraw hills
2. Vandana Ahuja,Digital Marketing, Publisher Oxford
3. Dave Chaffey, Digital Marketing Strategy Implementation & Practice ,Publisher Pearson
4. Puneet Bhatia, Fundamental of Digital Marketing, Publisher Pearson
 MBA/……./M / INTEGRATED MARKETING COMMUNICATION
Course Objective-
The objective of the proposed course is to imbibe comprehension and practice of Integrated
Marketing Communication with special reference to advertising. It will further accelerate the
creative vigour among the aspirants in order to enhance the quality of the marketing communication
effort.
Course Outcomes: - After completion of this course the students will be able to
CO Course Outcomes
1 To recognise the significance of IC in the contemporary times and understand
fundamentals thereof.
2 To comprehend the advertising media related attributes thoroughly and modern media
platforms.
3 To enable aspirants to design the advertising body copy and campaign.
4 To contribute to advertising arena with a due consideration for ethical and social aspects.

Unit I: Advertising: - Nature, Scope, Functions & Objectives, Marketing Communications,

Process, Types, Models, Advertising Planning

Unit II: Media Planning: Media Selection, Media Reach, Strategies, Analysis of Advertising
Budget, Allocation Process, Traditional Vs Modern Media, Online Advertising, Social Media
Advertising

Unit III: Appeals In Advertising, Advertising – Body copy, Message, Headlines, Copy, Logo ,
Illustration Appeals, Layout and Designing Ad Campaign

Unit IV: Measuring Advertising, Effectiveness, Economic, Ethical And Social Aspects Of
Advertising, Role Of Advertising Agencies and Creativity in Advertisement

Suggested Readings:-
1. Keller, Strategic Brand Management, Building, Measuring & Managing Brand Equity, 2nd Ed.
PHI.
2. U.C. Mathur, Brand Management, Text and Cases, Macmillan Ltd.
3. Harsh Verma – Brand Management – Excel Books 2nd Edition, 2008
4. Chunawala S.A. Brand Management – Himalaya Publishing House,3rd Edition, 2009.
5. Mahim Sagar, Brand Management, Anis Publication.
 MBA/……./M / SALES PROMOTION MANAGEMENT
Course Objective:
The purpose of this course is to develop an understanding about concepts, methods and strategies
of sales promotion
Course Outcomes: - After completion of this course the students will be able to
CO Course Outcomes
1 Learn sales promotion techniques for consumer, trade, company and sales force
2 Develop sales promotion campaign, establishing its objectives, tools and program
3 Understand its roles and purpose to serve in overall marketing communication, assessing
effectiveness of tools used in promotion, know modern day tools of promotion

Unit I: Sales Promotion: Nature, Scope, Types, Consumer Sales Promotion, Sampling, Coupons,
Premiums etc., Sales Promotion Planning, Process, Designing To Sales Budget
Unit II: Trade Sales Promotion: Planning, Process, Tools, Techniques, Company And Sales
Force Promotion Planning Process, Tools & Techniques
Unit III: Other Promotions, Public Relation, Word Of Mouth Influence And Sponsorships,
Personal Selling
Unit IV: Merchandising, Point Of Purchase And Signage, Evaluation Of Sales Promotion
Experiment, Choice And Purchase Timing Models
Suggested Readings
1. Kazmi & Batra 3E. Advertising & Sales Promotion – Excel Books
2. Bir Singh – Sales Promotion Management
3. Lilien, Kotle & Moorthy – Marketing Models – EEE
4. Blattberg, Robert C and Scott A. Neslin, Sales Promotion; Concept. Methods and
Strategies, Englewood Cliffs, New *Jersey, Prentice Hall Inc., 1990.
5. Mishra, M.N., Sales Promotion and Advertising Management, Himalaya Publishing House,
6th ed., 2003
6. S A Chunnawala Advertising & Sales Promotion, Himalaya Publishing House
 SERVICE MARKETING
Course Objective:
The course will provide the students an opportunity to understand the nature and unique
characteristics of services and will equip the students for designing appropriate marketing strategy.
The case discussions in the class will help them to develop diagnostic ability, analytical skills,
decision-making competency, etc. to different real life situations.
Course Outcomes: - After completion of this course the students will be able to
CO Course Outcomes
1 Have a greater understanding of services marketing, specialties of how it dominates the
business landscape
2 Acquaintance with major elements needed to improve marketing of services and adding
value to the customers perception
3 Appraise the nature and development of strategies of marketing of services
4 Handling customers complaints and insight to service recovery management

Unit I: Service Marketing: Concept and Characteristics, Classification, 7P's Of Services

Marketing, Fundamental Differences between Goods and Services, Contribution to Economy, Its
Importance, Designing the Service: Creating the Service Product, Managing the Service Brand.
Product Planning, Branding, Supplementary Services

Unit II: Service Consumer Behavior , Purchase Process, Needs And Expectations, Service
Experience, Evaluation, Positioning Of Services, Communicating The Services, Designing The
Communication Mix Of Services, Challenges And Opportunity, Digital Communication,
Performing The Service, Managing Service Operations And Process

Unit III: Pricing and Revenue Management: Foundation of Setting Prices, Pricing Approaches,
Revenue Management, Ethical Concern, Service Distribution: Options For Service Delivery,
Channels, Role of Intermediaries, Service Delivery in Digital Age

Unit IV: Listening To Customers: Customers Feedback, Customer Complaining Behavior,

Grievance Handling, Service Recovery System, Improving Service Quality, Relationship
Marketing, Marketing Of Services: Tourism And Travels, Media Services, Telecommunication
Service, Health Care

Suggested Readings:
1. Services Marketing : Valerie Zeithaml & Mary Jo Bitner / Tata McGraw Hill
2. Services marketing, 3e – Christopher Lovelock – Prentice Hall / International Edition.
3 . Services Marketing Text & Cases – Rajendra Nargandkar / Tata McGraw Hill
4. Services Marketing Text & Readings, Indian Perspective – Ravi Shankar / Excel Books 5.
Services Marketing – Helen Woodruffe / Macmillan India Ltd.
6. Service Marketing : Nimish Chaudhary – McMillan
7. Shajahan, S., Services Marketing – Concepts, application and cases, 2nd ed., 2003, Himalaya
Publishing House.
8. Lovelock C., Wintz J, " Service Marketing" Pearson Publication
10.Janhavi V, Dutta K, " Services Marketing Operations And Management" Oxford University
Press.