INTERNATIONAL ISLAMIC

UNIVERSITY
STRATEGIC MARKETING MANAGEMENT
(Course Code: MKT 713)
COURSE OBJECTIVES

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The objective of this course is to provide an opportunity to seek an understanding

of applying the theories and tools of marketing management in actual work
settings and with a strategic outlook. After having completed this course, a
student is expected to demonstrate his ability to analyze marketing situations,
design a marketing Plan and to strategically apply marketing management tools
to facilitate an Organization to gain competitive advantage & gradually achieving
leadership position. The student will also be able to form a clear concept of the
role of marketing in making businesses successful in highly dynamic &
competitive environment.

TESTING & EVALUATION

Learning will be accomplished through lectures, outside readings and student
participation in classroom discussions and presentations. Grading will tend to
focus on overall performance rather than one or two aspects. Course grade will
depend on continuous reading and application of concepts discussed in class. Test
questions may be taken from textbook readings, hypertext material, additional
material discussed in class and/or other assigned readings. Students are required
to submit assignments in soft and hard formats.

MARKS DISTRIBUTION

Mid-term
Project/ Assignments & Quizzes
Final
Total

20
30
50
__
100
==

COURSE CONTENTS & CLASS SCHEDULE

Week 1
Introducing Strategic Marketing Management(SMM)
Distinguish between marketing, marketing management, Strategic
marketing Management & management etc; new trends in SMM, SBU, why
to pursue market driven strategies, characteristics of market orientation,
challenges of a new era for strategic marketing, market drivers, guidelines
for market driven management, corporate strategy, business strategy &
marketing strategy, marketing mix, optimum marketing mix, additional Ps
etc;

Week2 & 3

-2-

An overview of the process of Strategic Marketing Management

Customers analysis, Competitors analysis, market analysis, Environmental
Analysis, SWOT analysis, strategy identification & selection, foundations of
SMM etc. Vision, mission, objectives, core values, visionary goals,
Preparation of marketing plan, developing strategic vision, how to become
a market driven organization etc;
Analysis of Firm Capabilities ---Internal analysis
Objectives & outcomes of the analysis, methodology, various techniques:
resource based view of the firm, value chain analysis (VCA), Shareholders
analysis, other performance indicators, determination of strategic options,
concept of strategic window, creative thinking in marketing

Week 4 & 5
Environmental Analysis --- Internal & External analysis
Environmental variables/segments, macro/micro environment, identifying
external strategic factors, Scenario writing,
Competitive analysis: Porters five forces model
Forecasting tools & techniques, what managers should do in macro/micro
environment analysis? External strategic factors summary (EFAS),
Importance of the internal analysis & various approaches:
Resources, capabilities & core competencies, Scenario writing
Scanning the internal environment with functional analysis
Criteria of sustainable competitive advantage, SWOT/TOWS analysis
Synthesis of internal strategic factors IFAs
Week 6

Analysis of Customers in the Market place

Markets & competitive space, market segmentation, strategic analysis of
market segments, factors Influencing buying decisions, main purchase
situations.
End users/ buyers Characteristics, Organizational buying, business
markets, role of market research in strategic marketing etc;
Week 7
Competitors Analysis
Who are competitors, process to identify competitors, Porters five forces
analysis re-visited, and nature of competition? Analysis of competitorstheir strategies, strengths & weaknesses, selection of customers,
competitive strategies etc; market signals,
Week 8
Segmentation, Targeting and Positioning
Why Companies go for Segmentation? Basis for segmentation,
requirement for effective segmentation, choosing attractive segments,
factors influencing target decisions, market targetingprocess &
objectives, process of choosing Positioning strategy, various strategic

options, Product life cycle & marketing strategies, segmentation & market
driven strategies, strategic analysis of market segments
-3Week 9&10

Strategy Formulation
Various inputs required, process of formulating competitive strategy,
strategic options, entrepreneurship & strategy formulation, integration of
entrepreneurial & strategic actions, Other techniques for strategy
formulation, Product life cycle & strategy, Politics of strategy choice,
SCORPIO technique etc;
Week 11
Strategy Formulation continued;
Generic strategies, strategic competitive advantage, product portfolio
analysis, constraints & criteria for selection etc.
. Strategies for Leader, Followers, Challengers and Nichers
Week 12
Case analysis
exercises

---its

importance

in

business

situations

and

Week 13
Financial aspects of Strategic Marketing Management
Variable & Fixed costs, relevant & sunk costs, Gross margin, Trade margin,
Net profit margin, Contribution analysis, Break even analysis, sensitivity
analysis, liquidity, operating leverage, Discounted cash flow, present value
applications, Cost volume profit analysis, Forecasted Financial statements,
segmental profitability analysis & evaluation etc;
Week 14
Strategy Implementation and Control
Decision making approaches for strategy implementation, Facilitating
implementation of strategies & marketing plans, Organizational control &
strategic Control, process of strategic control, role of Top Management in
Strategic control, Organizing & planning for effective control, performance
assessment & action etc;
Week 15 & 16
Final Project Presentations
Note: This class schedule is tentative and is subject to modifications by the
Instructor.
RECOMMENDED BOOKS:

Marketing Strategy by Walker, Boyd & Mullins ---4th edition

Strategic Marketing: An Introduction by Tony Proctor
Strategic Marketing by David W Cravens & Nigel F. Piercy8th edition

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