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[MKTG5023] Strategic Marketing

The students enrolling in this course should possess the basic knowledge of marketing. As such they should have completed principles/fundamentals of marketing course.

This course is basically designed to equip the students to prepare a marketing strategy for a given product drawing from the knowledge that they have gained from the study of fundamentals of marketing. Analytical skills are developed first to analyze markets, competitors and macro environment. Then synthesis skills are sharpened to develop a marketing program i.e. product, price, promotion and channel distribution etc. Essentially this course enhances marketing management abilities and develops a managerial attitude in the students.

After studying this course the students should be able to: Explain nature of strategic and tactical marketing planning. Analyze the internal and external marketing environment and assess strategic options in the light of environmental analysis. Describe the mission, vision and objectives of the company and the marketing department. Create marketing strategies pertaining to product, positioning, diversification, differentiation, pricing, distribution and promotion Devise an implementation plan including structure, people, feedback and control.

Lectures; Reading Material; Skills Development Exercises; Project Report / Term Paper; Recommended Text; Supplementary Texts; Handouts; Case Studies and Any other Teaching/Learning Tools.

Strategic Marketing Problems Cases and Comments by Roger A. Kerin & Robert A. Peterson, 12 Edition, Published by Pearson Education Inc., Copyright/Second Impression (2011)

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Strategic Marketing Management Cases by David W. Cravens, Charles W. Lamb Jr., Victoria L. th Crittenden, 7 Edition, Published by McGraw-Hill Irwin, Copyright (2002)

University of Central Punjab, Khayaban-e-Jinnah, Avenue-1, Johar Town, Lahore, Pakistan. Tel: +92-42-35880007, Fax +92-42-35880007

Contemporary Strategic Marketing by Ross Brennan, Paul Baines and Paul Garneau, Published by Palgrave Macmillan (Year: 2003)

http://www.nestle.pk/Pages/Nestle.aspx http://www.unilever.pk/ http://engro.com/

Exam Type Quiz Assignments Case Study Project-Presentation Mid Term Final Term Class Participation

Percentage (%) 5 5 5 10 30 40 5

Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Contents Introduction to the course. Introduction to Strategic Marketing Management Foundations of Strategic Marketing Management Sample Marketing Plan Financial Aspects of Marketing Management Financial Aspects of Marketing Management Marketing Decision Making and Case Analysis Opportunity Analysis, Market Segmentation and Targeting MID-TERM EXAMINATION Product and Service Strategy and Brand Management Marketing Channel Strategy and Management Pricing Strategy and Management Marketing Strategy Reformulation Global Marketing Strategy Case Study Revision Group Project Presentations FINAL EXAMINATION

Tasks/Activities Introduction. Course outline to be discussed. CR Appointment. Groups Formation Case Study Analysis Case Study Assignment 1 Quiz 1 Mid-Term Exam Case Study Case Study Assignment 2 Quiz 2 Submission of Final Project Project Presentations Final-Exams

University of Central Punjab, Khayaban-e-Jinnah, Avenue-1, Johar Town, Lahore, Pakistan. Tel: +92-42-35880007, Fax +92-42-35880007

Plagiarism and Intellectual Property Policy:


Reproduction of the writing or literary work or concepts or inventions of another person as one's own product without writing proper acknowledgment to the actual author, willfully or unintentionally, is termed as plagiarism. The actual author has a right to bring a lawsuit for unauthorized use of his/her work against the plagiarist. University of Central Punjab discourages plagiarism and warns students to be careful while using someone else's work in their written work to meet requirements of a course or a degree. It may be clarified that quotes which are brief or are acknowledged as quotes do not constitute plagiarism. Be watchful - Every written material/assignment shall come under the careful scrutiny of others. Do ensure that published work of others is properly cited; source of unpublished material obtained from lectures, oral communication or interviews are duly acknowledged. UCP's statutes 2004 - Clause 22 at Chapter 15 and UCP regulations 2005 - Clause 8.18 and Clause 13 at Chapter 13 deal with plagiarism and intellectual property rights, which may be consulted by the UCP students and employees. A fellow students, a Faculty member or member of the UCP Administration can report any instance of plagiarism to the Dean of the Faculty, who after ascertaining extant of Plagiarized material will determine penalty the against the student according to UCP Regulations, 2005.

Prepared By:

Approved By:

Awais Qadeer Assistant Professor Faculty of Management Studies Department of Marketing

Dr. Zulfikar Ali Khan H.O.D. Marketing Subject Area Coordinator Faculty of Management Studies

University of Central Punjab, Khayaban-e-Jinnah, Avenue-1, Johar Town, Lahore, Pakistan. Tel: +92-42-35880007, Fax +92-42-35880007

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