SCHOOL OF BUSINESS STUDIES, SHARDA UNIVERSITY
COURSE MODULE FOR MBA (TRIMESTER BASED SYSTEM)
Module Title:
Program:
Term:
Credits:
Marketing Strategy
MBA (Trimester)
III
3
Time required in terms of Student Learning:
Learning
Contact
Guided Study
Projects and Assignments
Assessment
Total
Hours
25
25
15
10
75
Module Aim
The course develops insights into:
(a) Identification of the organizations, competitors, their objectives, strategies, strengths
and weaknesses and response profile.
(b) Development of competitive strategies including the competencies to be employed
and the marketing strategies to be adopted based on competitors and customer
response profiles.
Module Objectives/ Learning Outcomes
a) Student will learn the basics of strategy formulation in respect to marketing of
various organizations
b) Student will learn the various marketing strategy practices of industry at domestic
and global level.
Teaching and Learning Approach
Students will learn through a combination of face-to-face contact, Interactive Session,
Related Activities and guided study. Personal contact sessions will include case study
analysis, activities, Live Projects and presentations. Guided study will include
preliminary text readings (defined by the tutor). Supporting material will be provided to
the students as and when required.
Indicative Contents
Topic
Marketing
Strategy: An
Introduction
Analysis of the
Industry and the
Enterprise
Coverage
Strategic windows to markets, what is strategy, what is
marketing strategy, marketing strategy formulation
Firms as subsets of markets, markets as subsets of industry,
Industry Structures and Life Cycles, drivers of industry,
objectives, strengths and capabilities of the firms,
Version 1, Year 2012-13
No. of
Lectures
2
2
SCHOOL OF BUSINESS STUDIES, SHARDA UNIVERSITY
COURSE MODULE FOR MBA (TRIMESTER BASED SYSTEM)
Analyzing
Market and
Competition
Analyzing
business
environment
and the
customer
Portfolio
analysis
Sustainable
competitive
advantages and
generic
strategies
Segmentation,
Targeting and
Positioning
strategies
Marketing Mix
Strategy
Growth
Strategies:
Product Market
Expansion
Planning and
Facilitating the
implementation
of strategies
approaches to self analysis of the firm, marketing
competencies and resource based view, value chain
analysis
Market dynamics and key success factors, market size,
growth rates and profit potential at various stages of
growth, measurement and forecasting, competitors and
nature of competition, basis for competition, core
competency, differential advantage, competitor typologies,
case discussion
Dynamic environment, hostile or supportive environment,
SWOT, SAP, ETOP, influencing changes in environment,
markets as sets of customers, customer – environment
interactions, customer – firm interactions, causes and
consequences of customer behavior
3
4
Product life cycle and product portfolio, portfolio model
for analysis, BCG matrix, product life cycle portfolio
matrix, selection of markets, GE/ Mckinsey Matrix,
Directional Policy Matrix, Multi factor matrix, case
discussion
Competitive advantages, sustaining the advantage, market
led advantage, core competencies, and associated generic
strategies, low cost, focus, pre emptive strategies,
differentiation strategies, product and service quality,
customer focus and brand differentiation
3
Simplification of market complexity for manageability, ad
hoc segmentation,. Empirical segmentation, target
selection to align possibilities, objectives and capabilities,
competitive positioning, corporate positioning, brand
positioning, product line positioning
Designing the marketing mix for strategic positioning,
product strategy, pricing strategy, distribution and channel
strategy, integrated marketing communications strategy,
tactics and strategy, product differentiation, cost reduction
strategy, case discussion
Ansoff Matrix and generic strategies for growth, product
development, integration strategies, diversification, entry
and exit strategies, egan’s matrix
3
Strategic collaborations, partnerships and networks, from
transactional management to relationships management,
putting plans and strategy to implementation, barriers to
implementation, post implementation
2
Version 1, Year 2012-13
2
2
2
SCHOOL OF BUSINESS STUDIES, SHARDA UNIVERSITY
COURSE MODULE FOR MBA (TRIMESTER BASED SYSTEM)
References:
1. Strategic Market Management, Aaker, David A.
2. Strategic Marketing Management, Richard M.S. Wilson, (Viva)
3. Strategic Marketing: An Introduction, 2000, London:Routledge
4. Strategic Marketing : Cases & Concepts John Atkinson & Ian Wilson – Addison –
Wesley Longman
5. Strategic Marketing, 5e David W Cravens – Irwin Inc
Version 1, Year 2012-13