SCS - Modules Catalogue

NCBA&EBoard of Advanced Studies & Research

Module Code:Version No:1.0

Updated on:

Module Title:Strategic MarketingAuthorisation:Validation Date:Date version starts:BASR

School:School of Business AdministrationArchived Date:

FOR OFFICE USE ONLY

Module LeaderName:Dr. Suleman Aziz Lodhi

E-mail:Telephone:

Level:1Credit Rating:03

Semester Delivery: (Select one only)

Semester 1Semester 2Semester 3

Semester 4Semester 5Semester 6

Introduction:The course aims to develop a strategic thinking approach to marketing in students. It aims to give an understanding of how companies compete using marketing strategy and its correlates focusing on achieving a competitive advantage for the firm by creating customer value and leveraging the firms marketing resources in the most efficient and effective manners. It builds upon the basic concepts of Marketing, which the students have learned in their previous marketing courses and to prepare students to grasp the complex issues of specialized courses like Business policy, etc. In this course students shall be exposed to a dynamic world of marketing activities using a number of approaches and to enable the students to understand the practical issues that are critical to develop performance orientation. Principles, concepts and analytical tools are taught employing real life examples from both Pakistans and international corporate world.

Outline Syllabus:

Week 01, 02

Introduction

Week 03, 04

Environmental Analysis / Internal & External

Week 05, 06

Customer Analysis

Week 07 & 08

Segmentation, Targeting & Positioning

Week 09 & 10

Branding & Marketing Mix

Week 11,12

Marketing Communication

Week 13,14

Strategies of the Marketing

Week 15

Conclusion Session

Indicative References:

1. Text Book(s): Strategic Marketing By Cravens & Piercy (Latest edition) Marketing Strategy and Competitive Advantage By Hooley, Piercy & Nicoulaud, (Latest edition) Marketing Strategy Folder, Marketing: Best Practices by Czinkota et. al. (Latest edition)

2. Reference Book(s):

Strategic Marketing by Andrew Whalley & Ventus publishing (latest edition)

3. Research Paper(s):

JOURNALS Journal of marketing management Journal International journal of research in marketing - European Marketing Academy Journal Journal of marketing - American Marketing Association

Assessment Details:

1. Course Work: Assignment/Presentation: 20% Attendance: must (80%) Final Term 40 % Thought paper 40%

Minimum Pass Mark (%): 60

2