MKT538 Strategic Marketing
COLLEGE OF BUSINESS ADMINISTRATION
PRINCE SULTAN UNIVERSITY
1435H / 2014G Second Semester (Term 132)
COURSE CODE
: MKT538
COURSE
: STRATEGIC MARKETING
PREREQUISITE : MKT530 Marketing Management
INSTRUCTOR
: Dr ABDUL RAHIM ABU BAKAR
OFFICE HOURS : MON 5:00 – 6:00 and by appointment
Room No
: 347
EMAIL
: aAbubakar@fnm.psu.edu.sa
PHONE
: Ext 8926
LECTURE DETAILS:
Section: Male Tuesday 6:00 – 9:00 (Room SCR -5)
Female Monday 6:00 – 9:00 (Room E109)
________________________________________________________________
1.0
Course Description
This course focus on strategic analysis and planning necessary to effectively match
marketing strategies in a changing micro, macro and organizational environments. The
course is intended to provide an understanding of the conceptual realm of marketing
strategy and knowledge of the factors for consideration in making strategic marketing
decisions. Students are provided ample opportunity to develop and practice creative
problem-solving and decision-making skills to simulate the requirements of today’s
complex market environment.
2.0
Course Objective:
The course is designed to benefit graduate business students, and presumes an
understanding of business operations, analysis and the application of marketing as a
result of required prerequisites. The major knowledge objectives of the course are 3.0
To expose the nature of strategic marketing
To provide an understanding of the market
To acquire the skills in developing strategic marketing
To develop the strategic thinking in the application of strategic marketing
Student learning Outcome:
At the end of this course, it is expected that the students would be able to:
1. Develop strategic thinking in the context of complex problems and challenges faced by
the contemporary executives and managers;
MKT538 Strategic Marketing
2. Acquire the necessary analytical and conceptual skills for developing successful
marketing programs;
3. Develop the ability to integrate the various stakeholder requirements domestically and
internationally in the marketing solution;
4. Develop communication and leadership skills in dealing with the uncertainty and
changes faced by today’s marketers.
4.0
Main Reference
Strategic Marketing; Creating Competitive Advantage (2nd Edition), Douglas west, John
Ford and Essam Ibrahim, Oxford Publication.
Supplementary:
Marketing Strategy and Competitive Positioning (5th Edition). Graham Hooley, Brigitte
Nicoulaud, Nigel F. Piercy. FT Prentice Hall
5.0
Course Outline
Week
Chapter
1
Part I
Chapter
1
1
Subject
Introduction/ Course overview
Overview and Strategy Blueprint
2
Chapter 2
Marketing Strategy: Analysis and Perspective
3
Part II
Chapter 3
Where Are We Now?
Environmental & Internal Analysis: Market Information &
Intelligence
Part III
Chapter 4
4
5
6
6
7
Chapter 5
Chapter 6
Where Do We Want To Be?
Strategic Marketing Decisions, Choices & Mistakes
Major 1 3 march 2014
Segmentation, targeting and positioning strategies
1st case Study
Branding Strategies
8
Chapter 7
Relational and Sustainable Strategies
9
Part IV
Chapter 8
Where Will We Get There?
Product Innovation & Development Strategies
9
10
Chapter 9
2nd case Study
Service Marketing Strategies
11
Chapter 10
Pricing & Distribution
MKT538 Strategic Marketing
12
Chapter 11
13
Chapter 12 &
13
Marketing Communications
E-marketing/Social & Ethical Strategies
Final project presentation
15
 Reading assignments, in-class exercise, mini case studies and short
presentation would be scheduled and either announced from time to time
or on an impromptu basis.
6.0
7.0
Instructional Methodology
Pedagogy is based on various methods which include:
1. Lectures;
2. Case analysis and discussion
3. Discussion of assigned readings
4. In-class exercises, both group and individual;
5. Videos, role play & scenarios.
6. Student written and oral presentations;
7. Classroom participation; and
8. Group (peer) evaluation.
Course Assessment
The breakdown of overall grade points would be:
Industry Analysis
5%
Cases (2 cases)
20%
Final Strategic Marketing project
20%
Written report
10%
Presentation
10%
Major Exam I
20%
Final Exam
30%
Business scenario
5%
-----------------------------------------------------------------------TOTAL
100%
Disclaimer: The instructor reserves the right to change the course assessment, if he deems
fit, and in that case the matter would be communicated to the students in the class and
through the LMS or homepage
Last Updated: 26 Jan 2014