2. D E P T . O F M A N A G E M E N T S C I E N C E S
B A H R I A U N I V E R S I T Y I S L A M A B A D
F A L L S E M E S T E R 2 0 1 5
M B A - 3 ( C ) W E E K E N D
S T R A T E G I C M A R K E T I N G
M K T 6 6 0
C O U R S E L E V E L : G R A D U A T E
C O N T A C T H O U R S : 4 8
C R E D I T H O U R S : 3
P R E R E Q U I S I T E M K T 5 1 0
Instructor: Kashif Ali Shigri
kashif.ali@bui.edu.pk
Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 2

3. Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 3

4. TABLE OF CONTENTS
1. INTRODUCTION
2. COURSE DESCRIPTION
3. COURSE OBJECTIVE
4. COURSE OUTCOMES
5. CORE ABILITIES
6. TEACHING METHODS
7. ASSESSMENT DETAILS
8. STUDENT RESPONSIBILITY
9. RECOMMENDED TEXTS
10. WEEKLY PROGRAM
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5. 1. INTRODUCTION
Department of Management Sciences, September 07, 2015
Bahria University,
Islamabad.
Dear Students,
Welcome to the course on Strategic Marketing. This course runs for a single semester and
consists of Lectures, Presentations, Case Studies and a Project.
It is expected that topics and cases to be discussed in the class will already be read by you before
coming to class so that any clarifications you need can be given. Please be aware that course
assessment activities draw heavily upon the lecture and in class activities, cases, assignments and
quizzes. Therefore it is very important that you attend classes regularly and keep up with the
program. If you fall behind you may have difficulty catching up. Everything taught, discussed,
done and assigned in the class is IN THE COURSE!
This Course Outline contains a comprehensive briefing on key aspects of the course. Please, read
it carefully and raise any queries you may have at the beginning of week 2.
I would like to remind you that all of you start this course with a potential of scoring 100 marks.
How many of these marks you retain at the end of the course is up to you.
I wish you success with this course. Happy Learning !!
Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 5

6. 2. COURSE DESCRIPTION
Strategic Marketing is a core course in the two year MBA program. It is relevant for those learning
the management of strategies. Developing and implementing strategies is now very different than it
was a few decades ago when environments were simpler and more stable. Now decision making
needs to be done in a dynamic setting. This course intends to teach that and impart the skill.
It includes the study of product/market scope, value proposition and the assets and competences and
functional strategies from a more analytical perspective to arrive at implementable decisions. A
structured approach to the customer, competitor, market environment, internal and external analysis
is provided leading to understanding of market dynamics. Concepts and approaches to strategic
commitment, leveraging business, creating synergistic marketing are discussed to broaden the
overall decision making format.
3. COURSE OBJECTIVES
This course is designed for students who are looking for an in-depth understanding of the
development and management of marketing strategies. It will focus on providing students with the
knowledge and skill needed to develop marketing and company strategy. The course aims to
provide an understanding of the approaches to analyzing and evaluating market situation and
realities in terms of the business and market development. Students will learn how to leverage the
resources of a company to survive, compete and grow in the dynamic environment and market.
Students will be able to analyze why some strategies fail and others succeed.
4. COURSE OUTCOMES
After completion of this course students would be able to:
• Understand strategies and strategic marketing as a concept and practice.
• Demonstrate an understanding of the process of analyzing markets and environments.
• Develop a format for developing the strategy from a holistic marketing perspective.
• Designing a process for the detailed analysis of all the aspects and stakeholders in
strategic marketing.
• Demonstrate ability for designing, creating, adapting and implementing strategies .
• Analyze the pros and cons of alternative strategies and their likely impact on the
organization
• Develop the necessary knowledge base for energizing, leveraging and creating new
business for the organization
5. CORE ABILITITIES EXPECTED OF THE STUDENTS:
1. Willingness to learn, work diligently and demonstrate the knowledge acquired.
2. Ability to think creatively and analytically.
3. Effective written and oral communication skills.
4. Ability to interact and work efficiently and effectively in groups.
5. Preparedness for classes, quizzes, assignments, cases, project etc.
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7. 6. TEACHING METHODS:
The course is delivered by in-class lectures and discussions, readings and case studies. Projects
and Guest Lectures will add to the learning.
7. ASSESSMENT DETAILS
1. Quizzes 15
2. Assignments 10
3. Project 10
4. Mid Term Exam 25
5. Final Exam 40
Class Participation, Preparation and Review of Text, Attendance, Discipline, Individual
Participation in Class Activities, and Timely Submission of all Assignments, Appearance in
Quizzes will all be essential for doing well. Students are required to complete the prescribed
program of all assignments, quizzes, presentations and project to the satisfaction of the class
instructor.
Quizzes:
Announced or unannounced quizzes will be given to evaluate the student’s comprehension and
learning of the material and topics previously discussed.
Assignments:
Assignments will be given to check the students understanding of the theory, implementation and
application of the subject being studied.
PROJECT:
As the projects will be done and evaluated in a manner to add to the learning, students are
encouraged to contact organizations and interact with them for understanding, evaluating and
suggesting improvements to their existing branding practices.
Projects will be done in groups of four or five members with one as the leader. This list must be
finalized by beginning of week 2. It is better to joining a diverse group outside your comfort
zone as it will give you and insight into the working of the real world.
Details of the Group Assignments will be announced to the class when the course commences. It is
also your responsibility to report any “free-rider” in your group before the submission of Group
assignments. Project Reports will need to be submitted in three parts:
1. Proposal
2. Partial submission before Mid Terms
3. Final submission three weeks before finals.
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8. All submissions will be graded independently so do not keep all the good work for the end of
semester. Do it early !!
8. STUDENTS’ RESPONSIBILITIES
To be a successful Manager or Entrepreneur, you must first learn how to manage yourself.
Students must be able to responsibly manage their own time, discipline, and other resources –
preparation before lessons is mandatory; punctuality in attendance and submission of
assignments will be essential for doing well.
It takes more than rote learning to do well in Strategic Marketing. Students are expected to
embrace creative thinking, think out of the box for original ideas, leverage on group dynamics,
and research for alternative ways to build a better brand.
Contact Mechanism:
In the first class please give your email IDs to the CR so he/she can create an e-group and email to me.
This will be my means of communication with the class.
Attendance:
Attendance is to be taken within 5 minutes of the commencement of the class. Do not be late.
Attendance will be marked in each class for each hour of the class and maintaining a MINIMUM
of 75% is mandatory for taking the exams. Attendance/Absences noted in each class is updated
on the online system in class and these cannot be reversed later. So it is very important to be
punctual.
Plagiarism:
Plagiarism is immoral, illegal and unacceptable. It is defined as copying or paraphrasing
another’s work, whether intentionally or through failure to take proper care, and presenting it as
one’s own, whether of another student or published authority. Necessary software is now
available to detect the practice. Students indulging in plagiarism shall be subject to penalties,
lower or zero grades and report to the higher authorities.
9. RECOMMENDED TEXT BOOK:
Cravens, D.W., Piercy, N.F. 2006, Strategic Marketing, (8th
Edition), McGraw Hill.
10. WEEKLY PROGRAM
Week Topic Reading List
#1 Course Introduction + Ice Breaking Session
#2 Strategic Marketing - Imperatives for Market-Driven
Strategy
Ch 1
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9. #3 Corporate, Business and Marketing Strategy Ch 2
#4 Market Targeting and Strategic Positioning
Project Proposal Submissions
Ch 6
#5 Strategic Customer Relationship Management Ch 4
#6 Capabilities for Learning about Customers and Markets Ch 5
#7 Strategic Relationships
Guest Speaker Session
Ch 7
#8 Review and Revision up to Mids
Submission of Project Interim Report
#9 Mid Term Exam
#10 Innovation and New Product Strategy Ch8
#11 Strategic Brand Management Ch 9
#12 Value Chain Strategy Ch 10
#13 Pricing Strategy Ch 11
#14 Promotion, Advertising and Sales Promotion Strategies Ch 12
#15 Sales Force, Internet, and Direct Marketing Strategies Ch 13
#16 Designing Market-Driven Organizations
Marketing Strategy Implementation And Control
Ch 14
Ch 15
#17 Project Presentations Final
#18 Final Exam
BEST OF LUCK !!
Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 9

10. #3 Corporate, Business and Marketing Strategy Ch 2
#4 Market Targeting and Strategic Positioning
Project Proposal Submissions
Ch 6
#5 Strategic Customer Relationship Management Ch 4
#6 Capabilities for Learning about Customers and Markets Ch 5
#7 Strategic Relationships
Guest Speaker Session
Ch 7
#8 Review and Revision up to Mids
Submission of Project Interim Report
#9 Mid Term Exam
#10 Innovation and New Product Strategy Ch8
#11 Strategic Brand Management Ch 9
#12 Value Chain Strategy Ch 10
#13 Pricing Strategy Ch 11
#14 Promotion, Advertising and Sales Promotion Strategies Ch 12
#15 Sales Force, Internet, and Direct Marketing Strategies Ch 13
#16 Designing Market-Driven Organizations
Marketing Strategy Implementation And Control
Ch 14
Ch 15
#17 Project Presentations Final
#18 Final Exam
BEST OF LUCK !!
Bahria University; Islamabad Campus | Web Presence: www.bahria.edu.pk 9