T.A.

PAI MANAGEMENT INSTITUTE, MANIPAL

Course Title
Programme
Batch
Term
Course ID
Credits
Course Instructor

COURSE OUTLINE
Marketing Strategy
PGDM
2013-2015
6
MKST
3 (24 Sessions)
Dr. R. C. Natarajan

Introduction:
Marketing Strategy is a capstone course in marketing that enables the students to get first-hand
experience in formulating and executing segment-based positioning strategy. It is intended to make
students apply the concepts they learnt in various courses in a dynamic situation and learn from the
experience and reflection with a view to internalising such learning. The basic aim of the course is to
facilitate students to cognitively learn the science of strategy formulation and the related aspects of
implementation and the art of converting the formulated strategy into actionable programmes and
activities. Hence, this course will be entirely conducted through Markstrat Simulation.
Course Objectives:

Learning to seek relevant information about consumer behaviour

Understanding how to interpret marketing-performance data: Top-line versus bottom-line;
Comparative competitor-performance
Understanding how to interpret market-research data: Tracking changing environment: Consumerbehaviour; Competitor analysis; Extra-industry changes
Learning to set marketing goals for future: Making Strategy-Statements; Action-planning
Developing skills to take decisions: Resource allocation; Marketing-mix; Product-development and
modifications

Course Learning Outcomes (CLO):

After going through this course, students will be able to

CLO 1: Spot the changes occurring in the external environment in terms of customer-preferences and
competition and identify their impact on the firms competitive position in the respective segment(s).
(PLO 3D)
CLO 2: Demonstrate the ability to do a thorough situation analysis in terms of SWOT and derive
strategic objectives for future through SO-WO-ST-WT process. (PLO 3D)
CLO 3: Convert strategic objectives into actionable programmes, tactics and specific decisions in terms
of marketing mix elements to position a brand accurately for the target-segment. (PLO 3D)

Course Content:

Situation Analysis, SWOT Analysis and Strategic-Objective setting

Target-segment selection, segment-profiling, need enumeration and strategy-formulation
From marketing strategy to marketing programme to marketing action planning
Marketing Performance measurement and control-systems
Product-Market fit, new product development, portfolio management

Prescribed Textbook:
Nirmalya Kumar (2004), Marketing as Strategy, Harvard Business School Press

Policy of Plagiarism:
All those involved in Plagiarism or copying would get F for the entire course even if the instance is
detected in one element of the course such as the quiz.

Student Assessment Scheme:

Details of Evaluation components (mid term & end term)
Yes / No
Weightage
Duration
(%)

Open /

(Minutes)

Close Book

Mid Term Exam

No

End Term Exam

No

Other Evaluation Components:

For the purpose of assessing your performance in this course in terms of learning, the following
components will be used:

Sl No.

Details of Evaluation components (other than mid term & end term)
Type of Assessment
Weightage
Schedule in the session plan*
Quiz
(Before the start of simulation
game)
Performance in Simulation:
Performance 1: 10%
Performance 2: 15%
Performance 3: 20%
Performance 4: 35%

On 3rd Jan
20%

80%

7th Jan
10th Jan
13th Jan
16th Jan

Assessment of Learning:
Programme Learning Goals- Objective Course Matrix:

PLG#

Programme Level Learning Goal

Demonstration of mastery in the

fundamentals of the technical
PLG1
and functional areas of
management of an enterprise
Demonstration of understanding
of effective integration and
PLG2 coordination of all functional
areas and the resultant impact
on the performance of an
enterprise

PLO #
PLO 1A
PLO 1B
PLO 2A

PLO 2B

PLO 3A

Demonstration of conceptual
knowledge and skills to view an
enterprise as a whole and of
PLG3 how the enterprises strategy
and organization should be
harmonized with the external
forces in the environment

PLO 3B

PLO 3C

PLO 3D

Application of the principles of

ethics and corporate
PLG4
governance in a variety of
settings

PLO 4A

PLO 4B

PLO 5A
Demonstration of the capacity
PLG5 to take leadership role in
business situations

PLO 5B

Programme Learning Objective

Addressed
by Course?
Yes
No

Apply of appropriate technical tools in a

managerial context
Articulate business context in terms of
functional aspects
Describe interlinkages among functional
areas of an enterprise

Analyse and interpret the performance of

an enterprise and its various functional
units
Articulate various concepts in
management and demonstrate their
application in specific business context
Describe a problem faced by an
enterprise and demonstrate the
application of specific concept(s) in that
context
Describe the external environment faced
by an enterprise and its implications to
the enterprise's present and future
Comprehend the linkages between an
enterprise's external environment and its
internal forces and demonstrate the
ability to form a strategy and the steps of
its execution
Describe a context of ethical dilemma and
demonstrate the ability to articulate the
right versus the wrong in the given
context
Demonstrate the ability to envision the
possible negative impact of an corporate
decision and suggest the correct
decision(s) in the context
Describe the issues pertaining to
leadership in a given context of an
enterprise
Demonstrate the ability to take decisions
as a leader of an enterprise in a given
context, envision the consequence and
demonstrate the will to face the
consequences of the decision taken

Session Plan:
Session Title

Session No.

Quiz (20%)

Introduction to the learning process in MARKSTRAT

environment
Technical and functional aspects of the game
Ground Rules

Mid Course review of performance in terms of understanding of

Strategy and Implementation
Performance In Simulation (80%)

Instruction to students:
You are strongly advised to read the Markstrat Manuals thoroughly along with the case Atul, Abhishek
and Woe before the course starts. The quiz will be from these readings only.
During the simulation, you are advised to read the textbook to get a conceptual grasp of the situations
and strategic focus. The reference also provides some tips for strategy for firms under different
conditions. It will be useful to refer to it from time to time.
Simulation:
The simulation will be played over twelve rounds. Your performance in Round 12 will carry the highest
weightage in evaluation, though you will be also evaluated for your performances in the interim rounds,
3, 6 and 9. Hence, it is useful for you to perform well round after round consistently and keep improving.
Evaluation:
Evaluation of performance will be based on the Stock Price Index in the game in a relative basis, in
different periods, such as after period 3, period 6, period 9 and period 12.
Additional Readings (Compulsory):
Please read the following for your preparation for the Quiz which will be conducted before the course
starts.
1. Markstrat Manual, StratX International, Version 2 and Version 3 (Available in the Library)
2. Markstrat Online Manual, StratX International (Available in this course material)
3. Atul, Abhishek & Woe, Case by Instructor
Reference:
Walker, Orville C., Jr., Harper W. Boyd Jr., John Mullins and Jean-Claude Larrch (2006), Marketing
Strategy, Tata McGraw-Hill, 5/e
There is no attendance in this course. Presence in class is entirely voluntary. The Faculty will be
available at a pre-specified period during certain dates when he is not travelling. Fix up an
appointment with his office to enhance your learning experience. This is, however, not mandatory.
Happy learning!
******

Endorsed by :

____________________

Signature & date ______________________