INTERNATIONAL ISLAMIC

UNIVERSITY
Faculty of Management Sciences

STRATEGIC MARKETING MANAGEMENT

Course Code: MKT 605

Prerequisite:
Credit Hours: 3
Instructor: Imran M. Qureshi

COURSE OBJECTIVES

The primary objective of this course is to give a detailed understanding

of the how the theories and tools of marketing management are
applied in real world scenarios and with a strategic outlook. After
taking this course a student is expected to clearly demonstrate the
ability to analyze a marketing situation and to strategically apply
marketing management tools. A student will be able to form a clear
picture of the role of marketing and how it is utilized in making
businesses successful.

RECOMMENDED TEXT BOOKS

 “Strategic Marketing Management”: Planning, Implementation and Control

by Richard M. S. Wilson and Collin Gilligan 3rd Edition
 “Strategic Marketing”: An Introduction by Tony Proctor

TOPICS

• Analyzing the Capabilities of organizations using SWOT – TOWS Analysis

• Customer Analysis using Consumer Behavior Models
• Competitor Analysis using Market Performance Matrix
• Strategy Formulation and generic strategies
• SCORPIO technique for strategy formulation
• Product Portfolio Analysis\
• Strategic Competitive Advantage
• Decision Making Approaches to strategy implementation
• Issues in implantation and control

COURSE REQUIREMENTS

 Students are expected to be punctual and regular.

 Student arriving more than 5 minutes late to a lecture will be
marked absent for that class. Students should take all class exams,
 unannounced quizzes and should complete all assignments on time, as
the deadline for any task will not be extended.
 All assignments must be handed at the end of the class on due
dates. Any assignments given after the class has ended will be entailing
an F grade.
 As per institute policy instructor will not provide explanation of
questions and definition of terms and words during any exam/test.
Students should bring their own stationery, as nobody will be allowed to
share them during exams/tests.
 To actively participate in the class discussions students must revise
previous lectures regularly.
 If a student is absent from a lecture, it is his/her responsibility to
find out and cover whatever was missed. The course instructor reserves
the right to refuse help to students who miss lectures regularly.
 Students are required to join the i_quest yahoo group. All
electronic materials as well as course updates will be posted to the group
by the instructor.

ATTENDANCE POLICY

 75% attendance is mandatory, which translates into: -

8 absences in 75 minutes sessions

 If the student exceeds this limit then as per university policy, they will
not be allowed to sit in the final exam.

TESTING & EVALUATION

Learning will be accomplished through lectures, outside readings and

student participation in classroom discussion and presentations.
Grading will tend to focus on overall personality rather than one or two
aspects. Course grade will depend on continuous reading and
application of concepts learned 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

(1) Mid-term 20%

(2) Project Report 10%
(4) Project Presentation 10%
(5) Assignments 10%
(6) Final 45%
Total 100%

GRADING SYSTEM
 SCORE GRADE
80% and above A
75 -79.5% B+
70 -74.5% B
65 – 69.5% C+
60 – 64.5% C
55 – 59.5% D+
50 – 54.5% D
Below 50% F

ACADEMIC DISHONESTY

 Academic dishonesty includes copying, plagiarism, any attempt to help or

get help from others during a test or quiz.
 For the first offence “F” will be marked for the particular test, second time
“F” will be marked for the whole course and on the third attempt, the
student will be expelled.
 Copying assignments from fellow students, OCR scanning of text from
books and submission of assignments without references are also
considered as academic dishonesty. All Assignments found identical will
be marked zero and cheating cases will be filed to student’s record.

COURSE CONTENTS & CLASS SCHEDULE

Week – 1
• Introduction
• Analysis of Firm Capabilities

Week – 2
• Environmental Analysis
• SWOT and TOWS Analysis

Week – 3
• Segmental Analysis
• Productivity and Ratio Analysis

Week – 4
• Customer Analysis

Week – 5
• Competitor Analysis

Week – 6
• Role of Mission and Objectives in Strategy Formulation
• Segmentation

Week – 7
• Targeting and Positioning

Week – 8
Introduction to Strategy Formulation
Generic Strategies

Mid-term

Week – 9
• SCORPIO technique for strategy formulation

Week – 10
• Product Portfolio Analysis

Week – 11
• Generic strategies and Strategic Competitive Advantage

Week – 12
• Strategies for Leader, Followers, Competitors and Nichers

Week – 13
• Decision Making Approaches for Strategy Implementation

Week – 14
• Strategy Implementation and Control

Week – 15 & 16
• Final Project Presentations

Note: This class schedule is tentative and is subject to changes by the instructor.