INSTITUTE OF BUSINESS & MANGEMENT (IB&M)

UNIVERSITY OF ENGINEERING AND TECHNOLOGY

(UET), LAHORE

COURSE OUTLINE
Course: Strategic Marketing Planning Course Code: MKT-250
Semester: VI Class: BBA (2016)
Credit Hours: 03 Total hours: 16*3= 48
Instructor: Ms. Maria Khan Pre-requisite (if any):
E-mail: [email protected] Office Hours: Tues, 10:00-01:00pm

Course Introduction:
The course examines the development and implementation of marketing strategy by providing a
framework from which to identify and evaluate strategic options and programs. Topics: forecasting
and contextual possibilities, product-market definition, relationships with channels of distribution,
relationships with customers, competitive analysis, financial models for marketing strategists,
portfolio models, strategic assessment of offerings, marketing strategy implementation systems. This
course requires that students have a strong foundation of marketing knowledge gained from
Introduction to Marketing (in particular a knowledge of market segmentation).

Learning objectives
By the end of this course, students should be able to:

1. Compare and contrast the key principles of marketing strategy

2. Explain marketing and strategy concepts and ideas in their own words
3. Think strategically about marketing issues and provide recommendations
4. Successfully work as a team
5. Deliver an oral presentation in a professional, engaging manner
6. Prepare a professional, logical and coherent report in the form of a marketing plan
7. Identify the latest marketing trends, both on and offline, and how they could apply
8. Think more strategically in a range of marketing scenarios.
9. Implementing, evaluating, and reviewing of the results.
Sr# Course Learning Objectives Link with Program Learning Objectives
1. Compare and contrast the key principles a. Use analytical and reflective thinking techniques to
of marketing strategy identify and analyze problems, develop viable alternatives,
and make effective decisions.

b. Apply appropriate quantitative and qualitative

techniques in solving business problems.
2. Explain marketing and strategy concepts a. Write effective business documents. b. Prepare and
and ideas in their own words deliver effective oral business presentations using a variety
of appropriate technologies.

3. Think strategically about marketing issues a. Identify and analyze ethical conflicts and social
and provide recommendations responsibility issues involving different stakeholders.

b. Develop viable alternatives and make effective decisions

relating to business ethics and social responsibility.
4. Successfully work as a team Demonstrate competency in the underlying concepts,
theory and tools taught in the core undergraduate
curriculum.

5. Deliver an oral presentation in a Students will apply technological tools to business

professional, engaging manner situations.

6. Prepare a professional, logical and coherent a. Participate in producing positive team objectives and
report in the form of a marketing plan apply appropriate influence tactics

b. An ability to function effectively on multi-disciplinary

teams

7. Identify the latest marketing trends, both on a. Identify and analyze relevant global factors that
and offline, and how they could apply to influence decision-making. b. Develop viable alternatives
and make effective decisions in an international business
your role or organization
setting.
8. Think more strategically in a range of a. Participate in producing positive team objectives
marketing scenarios.

9. Implementing, evaluating, and reviewing of a. Describe and apply appropriate influence tactics
the result
b. Describe best practices for effective leadership and
demonstrate the ability to lead in organizational situations
Textbooks:

Strategic Marketing: David W. Cravens and Nigel Piercy, McGraw-Hill

OPTIONAL:

International Marketing Strategy: Analysis, Development and Implementation: IsobelDoole and

Robin Lowe, South-Western Cengage Learning.

2. Marketing in the International Environment: Edward W. Cundiff and Marye TharpHilger, Prentice
Hall International.

3. Modern Marketing: David J. Rachman and Elaine Romano, The Dryden Press, Illinoi

Electronic resource(s):
https://www.smartinsights.com/digital-marketing-strategy/

Periodicals:

 Asian Wall Street Journal;

 European Journal of Marketing;

 Fortune;

 Harvard Business Review;

 The Economist.

 Read also the Business Section of The Australian and The Age.

Additional case studies and articles will be distributed in class.

 Detailed Weekly Plan

BBA-2016

Topics to be Link with course

Week Learning Objective Expected Outcomes from Teaching Assessment
covered in the course learning
no. of this topic Students Method Criteria
objectives
 The Competitive environment, Should be able to understand
that e-commerce is not just
 the customer focus, confined to typical business. To provide an
The Marketing Should be able to define steps understanding Lecture Class Activity:
 Escalating influence of technology marketing in applying e-commerce
1. Organization: process.
of what E- Group Build-A-Bear/
Organization:
commerce is discussion Assignment
Understand the difference
between commerce and all about.
 Deciding how to compete
business

 Competitive Advantage:

 Changing patterns of global Understand the importance of

customer relationships for a
Competition, Competitive business.
Business Strategy and
advantage Understand importance of Covering basic Lecture Quiz
2. Competitive Advantage: creating value for customers. e-commerce Group Assignment
 Business strategy, Understand the concept of definition discussion
business portfolio.
Comprehend elements of a
 Strategic analysis and strategy marketing plan.
selection

 Role and scope of marketing, Able to identify the

environmental forces that
3. Marketing Strategy and  Marketing situation analysis, affect the company’s ability to Lecture
serve its customers. e-commerce Case study: Class Activity /
Planning
 Marketing strategy design, Should be able to understand basics Lego Assignment
how new opportunities and
 Marketing program development threats are created as a result
of changes in marketing
 Implementing and managing marketing environment.
strategy Understand how companies
Preparing the marketing plan and budget can react to the marketing
environment.
 Combining the positioning components,
Determining position, Position Understand how companies Lecture
effectiveness, Combining the positioning analyze and distribute Group
Updating about
Market Targeting and components marketing information. Discussion
4. Marketing Quiz
Positioning Strategies: Comprehend the appropriate Case Study:
Research
 Determining position, Position way to conduct a marketing Sapphire
effectiveness research project. Textile Mills
Pakistan

Lecture
Marketing Strategie Group
 Considerations in strategy selection,
Understand the stages in Discussion
s for Different Mark  Strategies for entering new, Product
buyer decision process. Class activity
markets Consumer
et and CompetitiveE Comprehend how internal and Assignment
5.  Strategies for growth markets behaviour,
external factors influence Quiz
 Strategies for mature and declining decision process.
nvironments buying behavior of a
markets consumer.
 Competing in global markets

 Product quality and competitive

advantage
Understand how companies
Product, Branding use different segmentation
 The strategic analysis of existing variables to first identify Lecture
and Customer market segments and then to Segmenting, Class activity
products
6. choose a target segment. targeting and Case Study:
Service Strategies Comprehend the concept of positioning Atlas Honda Quiz
 Developing product strategies, positioning and how Pakistan Assignment.
companies use it to maximize
Branding strategy customer, competitive advantage.
Service strategy

Mid-Term
7.
Examination
 Differentiate between
products and services.
Understand how products and
services can be mixed Lecture
Strategic role of distribution,
Distribution Strategy together to gain a competitive Group
Channel of distribution strategy Awareness about
8. edge in the marketplace. discussion Class Activity
Managing the channel, International product
Comprehend why brands are Case study
channels, Strategic trends in distribution
important and what conditions Bata Pakistan
must be met in order for a
company to brand its
products.

 Strategic role of price

 Analyzing the pricing situation Understand the major

Pricing Strategy considerations in product Awareness about Quiz
9. Lecture
development process. product Assignment
 Selecting the pricing strategy,
Determining specific prices and policies.

 Promotion strategy

 Understand customer value

Promotion Advertising strategy
perceptions when setting Lecture
10. Strateg prices. Awareness about Group Quiz
 Developing and implementing sales force
Understand the importance of pricing discussion
strategy company and product costs in
setting prices.
 Sales promotion strategy

Digital
Understand why companies
Marketing use distribution channels. Lecture
Awareness about
12.  Affiliate marketing Understand various intensities Group Quiz
Strategies distribution
of distribution. discussion
 Comprehend the role that
promotion plays in creating an
Designing Effective  Considerations in organization design
image of the product as well Lecture
 Organizational design options Awareness about
13. Marketing Organization: as the company in mind of the Case study Assignment
 Selecting an organization design consumer.
promotion
Coca-Cola
 Global dimension of organizations Identify promotional tools.

Shall be covered throughout

Marketing Strategy  The marketing plan
the length of semester under International
15. Implementation and  Implementing the plan
the purview of marketing
Control  Strategic evaluation and control aforementioned topics.
Final-Term
16.
Examination
Team Project (CLO3, CLO4, CLO9)

Students will group wise (five to seven students in a group) take part in the formal presentation with power-point slide show. They will logically present
the assignment following a particular structure. In addition, with the power-point presentation, they also have to submit a written assignment in 2000
words on the given super store. Fifteen minutes will be allocated to each group for the presentation.

Students will be judged on:

1.Team work under a group leader.2. Dress up and appearance.3.Information and data presentation.4.Logical analysis of the information.5.Organizing
the necessary information.6.Strong argument demonstration.7.Time maintaining.8.Use of multi-media and other technical supports

.Write the given assignment by considering the following format:1. Title of the Assignment2.Introduction3.Methodology4.Company Brief/ Topic
Brief5.Discussion and Analysis6.Recommendation7.Conclusion8.Reference

Grading Scheme:

Mid Term 30%

Final Exam 30%

Project(s) 30%

Assignments 10%

Class activities/participation 0%

Quizzes 0%

Attendance 0% .

Total 100%
There will be a closed-book mid-term exam (minimum duration 1 hour) and final-term exam (minimum duration 1.5 hours) in which material from
lectures, assigned readings/handouts, and the textbook will be covered. The exams will test your understanding of the course material and your ability to
apply the concepts learned.

Prior Preparation, Regular Attendance, and Professional Participation in all classes is expected and rewarded. Come to the Class prepared to lead the
class discussion for analytical interpretations, alternative strategies, and persuasive solutions.
Attendance Requirements:

 Students failing to maintain a minimum attendance of 75% in a subject during a semester shall be awarded a "WF" grade.

 It is strongly recommended that students attend every class session.

Classroom Behavior:

In class all cell phones must be turned off or set on “silent mode.” During lectures use of mobile phone or other gadgets without the permission of
instructor is not allowed.

Students Responsibilities:

The Participant is responsible for all information presented in class (unless told otherwise) and all information in the reading assignments, whether or
not covered by the instructor. In case of absence it is the participant’s responsibility to get class notes, handouts, and/or directions from a classmate.

Honesty Policy:

A Participant found in cheating on any exam/ assignment/ project will receive no credit (i.e. no grade) for that exam/ assignment/ project.

Note: Kindly arrive on time and leave as scheduled. Quality of (almost) all communications, written and oral, will be evaluated.