Strategic Marketing Management MK-585

School of Business & Economics

Resource Person Program Section Semester Credit Hours Prerequisites Mr. Mobin ul Haque, Dr. Sarwar M. Azhar, Mr. Shazif Iqbal, Mr. Jawad Saleem MBA A, B, C, E & G Fall 10 03 Marketing Management & Business Research

CAPSULE STATEMENT Strategic Marketing Management is an advance level Marketing course. The aim of the course is to build the analytical and strategic thinking. It helps student understand how companies compete and achieve competitive advantage. It builds upon the basic concepts of marketing, which the students have learned in their previous semester and to prepare students to grasp the complex issues of specialized courses like Business policy, Brand Management etc. In this course students are exposed to a dynamic world of marketing activities. Analysis, tools and trick of trade are taught by giving real life examples from both Pakistans and international corporate world. It also addresses various issues and trends prevailing in the Pakistani industry. The course is taught using books, articles and case-study method with stress upon practical application of the concepts. Various exercises, surveys and projects are given to help the students understand and apply what they have learned. After taking this course students are better equipped, both mentally and academically; they understand various terms and concepts and understand how and when to apply them. It prepares them to take on the real life challenges and to add value to the organization for which they will work.
UMT-School of Business and Economics - 1/5 -

LEARNING OBJECTIVES This course is designed to develop the following abilities in the students: 1) Ability to integrate various Marketing concepts 2) Ability to develop a Marketing plan 3) Ability to think strategically 4) Ability to analyze the impact of various Marketing activities on sales and profitability of an organization

TRAINING INSTRUMENTS Activities

Reading Material Lectures Focus Seminar Briefing Case Study & Presentation Guest Speaker/s Skills Development Exercises

Handouts

Project Reports

Training Films

ASSESSMENT Quizzes Assignments + Case Mid term Final Project Final paper Total 10% 30% 15% 15% 30% 100%

RECOMMENDED BOOKS Marketing Strategy and Competitive Advantage By Hooley, Piercy & Nicoulaud, 4th Edition 1. Marketing Strategy Folder

UMT-School of Business and Economics

- 2/5 -

REFERENCE MATERIAL 1. Internet 2. Harvard Business Review (HBR) 3. Financial Times (Mastering Marketing series) 4. Pakistan and Gulf Economist (PAGE) 5. Mckinsey Quarterly (www.mckinsey.com) 6. Knowledge Wharton (www.knowledgewharton.com) 7. Futurist 8. Popular Science 9. www.creativethinking.com 10. Economic Survey of Pakistan 2004-2005

Important Note for students

It is expected that you will be prepared for class and will contribute to discussions when called upon. Class contribution is very important to your own learning in this course, and to your associates learning. Good contributions to class discussions offer unique or relevant perspectives, move the discussion forward, build on others comments, and/or draw on course concepts (go beyond the I feel stage to "we can do it " stage). Positive, healthy and constructive class participation will be monitored for each class. The manner in which the question is asked or answered will also be noted.

UMT-School of Business and Economics

- 3/5 -

Calendar of Activities
Week 1 Session 1 Session 2 Introduction to SMM PEST Analysis Objective: 1. To develop the ability to identify various trends in the Macro environment 2. To understand and forecast the impact of Macro environment changes on any given industry Read hand out Scanning the environment Assignment 1

ANALYSIS PHASE
Week 2 Session 1 &2

Porter Analysis
Objective: 1. To appreciate the multi dimensional nature of competition 2. To understand how to perform industry analysis using the five forces model 3. To develop the ability to identify KSFs of an Industry 4. To understand how value creation and appropriation takes place in an industry. CASE 1 Objective: 1. To perform porter analysis on a given industry 2. To learn how to take strategic decisions Competitor analysis Objective: 1. To understand the strategies of competitors 2. To understand how to identify good vs bad competitor

Read Page 73-77 Read Hand out Quiz # 1 PEST Analysis

Week 3 Session 1

CASE 1: Written analysis of the case. Prepare to discuss it in the class

Session 2

Read Page 79-91 Read Chapter 5

Assignment 2

Week 4

Competitor analysis

Read Page 79-91

- 4/5 -

UMT-School of Business and Economics

Session 1& 2

Read Hand out: Leader & follower strategies Leader follower and challenger strategies Objective: 1. To have a basic frame work for making strategies Company analysis RBV Objective: 1. To know how to perform Value chain analysis 2. To know companys strength weaknesses and capabilitie

Week 5 Session 1 &2

Read Chapter 6 and Chapter 11

Assignment 3: Write a three page summary of the article What is strategy?

Quiz 2

Week 6 Week 7 Week 8

Case 2 MID TERM Developing Summary tables

Quiz 3
Final Project: Develop a marketing plan for launching a new product Submission 14th Class

STRATEGY PHASE
Week 9 Session 1&2 Customer Analysis and Strategy Segmentation targeting and Positioning Objective: 1. To highlight the process of segmentation and targeting 2. To understand the method of developing effective positioning strategies STP 2 CASE 3: Positioning Product and Growth Strategies Pricing Strategies CASE 4: product and Pricing Read Chapter 8 & 10 Read Customer relationship Management

Week 10 Sesssion 1 Session 2 11 12

Read hand out Positioning concepts CASE 3: using the hand out Submit case analysis in the class Quiz 4 Read hand out Read hand out: 1. Concepts of pricing strategy 2. Marketing maths CASE4: Prepare to discuss. Submit solution in the class Quiz 5
- 5/5 -

UMT-School of Business and Economics

13 14 15

Promotion and IMC Distribution strategies CASE 5 Open session

Read Chapter Read Chapter

UMT-School of Business and Economics

- 6/5 -

Code of Conduct
1. Group members are fixed for any given assignment. Any change in group composition will lead to penalty to the whole group either in the form of deduction of marks or cancellation of the assignment. 2. Cut, copy, paste (other than that of data) is not allowed. 3. Proper referencing should be done in case you are using internet or any other report. (google and Wikipedia are not considered as reference). 4. You can discuss with anyone but cheating with other groups will lead to a disciplinary case.

UMT-School of Business and Economics

- 7/5 -

Assignment # 1 PEST ANALYSIS

Using Economic survey of Pakistan and other reports (available on internet) on demographic trends of Pakistan for the last 10 years, identify major social changes occurring in Pakistan. Forecast the direction and the momentum of these trends for the next 10 years and discuss the implication for any one relevant industry of Pakistan. For Example what is the impact of population and other demographic trends on shoe industry of Pakistan? Submission date: In the third Class.

NOTE:
1. Assignment Submitted late will result in 10% penalty per day 2. Number of pages must not exceed 12. Any additional data can be

attached as annexure 3. Cover page must have the name of the assignment along with group members names

Grading Criteria
Difference between A and other grades will depend upon number of factors including but limited to following criteria: 1. 2. 3. 4. 5. 6. Quality of trend analysis Depth and breadth of factors considered in each trend. Thoroughness of discussion Impact assessment on relevant industry Quality of Forecasting Assumptions Quality of write up and English language

UMT-School of Business and Economics

- 8/5 -

Case 1: Crown Cork and Seal Assignment questions 1. Perform PEST and Porter analysis of the industry. Discuss how the industry is changing and what is the impact of these changes on CCS and on industry as a whole? 2. Identify KSFs 3. What is the strategy of CCS 4. Identify the issue at hand 5. What options do they have and what should they do and why? NOTE: cases are given to sharpen your analytical skills. You are NOT ALLOWED to use internet for solution of any case. If you are found guilty you will be graded zero in your assignment and disciplinary case will be formed against you.
Submission: In the same class. Be prepared to discuss the case

UMT-School of Business and Economics

- 9/5 -

Assignment 2
Porter and Competitor Analysis Choose either A or B assignment A: Grocery Chain Analysis:
Identify three to four major players of grocery stores either in DHA/PIA society/ or any other area of Lahore. For example in PIA and adjoining societies like Wapda Town there are number of grocery stores like HKB, grocers, Sachi Chaki, Cash and Carry, Dukes & dukes, Victoria super store etc. Perform indepth competitor analysis of any four major stores. Identify the competitive strategy of each. a. b. c. d. e. 2. 3. Calculate the concentration index. What does it signify? Give a brief profile of top three companies and one emerging company Using the format analyze each competitor in depth What is the strategy of each? Develop competitor profile matrix (CPM) What is the impact of Makro, Metro on these

Identify KSFs of the industry In light of the Porter model how do you think the competition will change? What should the leader do compete? ------------------------------------------------

B: Write a detailed note on competition in Bottled Water industry of Pakistan. Highlight

strategy of each player and answer all of the above questions. Use Porter analysis to strengthen your arguments. a) As Coke how would you compete with Pepsi, Sufi and Nestle.

Submission:

In the class of 6th Week

UMT-School of Business and Economics

- 10/5 -

Assignment 3 Summary: What is Strategy? By Porter

Write a summary of the article. Summary should not be less than 2 pages and more than 5 pages. Submission date: 9th Session

UMT-School of Business and Economics

- 11/5 -

Research Essay
Write a research essay in APA format on the concepts and any of the following issues 1. RBV and its role in strategy 2. Growth Strategies 3. Positioning / Segmentation 4. New product strategies 5. Market orientation Minimum requirement
1. At least 7 articles from research journals. Provide all the references in

the APA format 2. Discuss how this concept will be applied in strategy development. 3. 2000 words, 1.5 line spacing 12 font. Submission Date: 12th Week

UMT-School of Business and Economics

- 12/5 -

Final Project
Launch a new product Requirements Write an Industry Report Perform PEST, Porter and Competitor analysis. Develop Summary tables. Identify three opportunities that you will analyze. Analyze each and recommend one. Develop STP Identify what would be your CA and How would you compete? Using Marketing Plan Format Develop marketing plan for your product. Report should not be more than 30 pages long. Report must contain Executive summary not longer than two pages.

Group Size: Four

UMT-School of Business and Economics

- 13/5 -