Iqra University
(North Campus)
STRATEGIC MARKETINGMANAGEMENT
Course Study Guide
Academic Semester Spring 2012
Department of Business Administration
1
Introduction
In Strategic Marketing Management, marketing is viewed as a dynamic process designed to
achieve distinctive strategic competitive and global advantages. This is accomplished through
value-added activities designed to create and sustain long term customer satisfaction and
relationship.
Increasingly, marketing managers are involved in charting the direction of the organization and
contributing to decisions that will create and sustain a competitive advantage and affect longterm organizational performance; hence, the emergence of strategic marketing management.
Managing in the constantly changing business environment is an essential requirement for
business success as the world moves through the 21st century. There are many indications that
management thought and practice have moved into a new era. The fundamental premise
underlying market–driven strategy is that the market and customers that form the market are the
starting point in strategy formulation. Described as market–driven strategy, the key challenges
for business organizations include: (1) developing a shared vision throughout the organization
about the market and how it is likely to change in the future; (2) identifying opportunities for
delivering superior value to customers; (3) positioning the organization and its brands in the
market place to obtain the best match between distinctive capabilities and value opportunities;
(4) recognizing the potential benefits of partnering with customers, suppliers, distribution
channel members, internal functions, and even competitors; and (5) shaping the design of the
organization to implement and manage strategy.
Delivery Methods/ Learning Activities
In class lecture, class discussions, assignments, case study analysis, group reports & presentations.
Course Facilitator:
BINISH NIDA AFAQUE
(Lecturer)
Contact No. 02136723223 Ext: 110
E-mail Address: afaq.b@iuk.edu.pk
There is a considerable reading(s) to do to support the broad scope of this module. A selection
of key readings is given for each session. Remember! this is students’ one of the core
responsibilities to read these materials to foster their learning. Should you have any courserelated queries, do not hesitate to email.
Assessment (Marks distribution):
quizzes & assignments = 15%
Term report (in APA format) & Presentation=10%
Mid-term examination = 30%
Final Examination = 45%
(Total = 100%)
MODULE CONTENTS
Prescribed Books
1- Strategic Marketing Management (2nd edition)
By Wilson & Gilligan
2
2- Marketing Strategy & Competitive Positioning
(4th edition)
By Hooley
Course Outline
Session #1.
Business & marketing strategies
The strategic role of marketing
Session #2.
Marketing auditing and SWOT analysis
Session #3.
Approaches to customer analysis
Session #4.
Approaches to competitor analysis
Session #5.
Competitive benchmarking
Session #6.
Strategic planning
Mission, goals and objectives
Strategies and tactics
Session #7.
Planning with SBUs
Session #8.
Midterm Exam
Session #9.
Generic competitive strategies
Develop and sustain competitive advantages
Session #10
Growth strategies for business
Session #11
Business and marketing strategy relationship
Session #12
Influence of PLC and market evolution on strategy
Session #13
Market segmentation, targeting and positioning
Session #14
Product and new product strategy
Session #15
Pricing strategies, promotion and distribution plans
Session #16
Strategic implementation and control
3
OUTLINE OF SESSIONS AND PREPARATORY READINGS
(Students will find lecture slides of the sessions on teachers’ temp folder)
Session# 1: Business & marketing strategies, the strategic role of marketing
Key readings (in addition to lecture slides)
Introduction (Chapter 1 of SMM by Wilson & Gilligan)
Marketing-led strategic management (Chapter 1 of Marketing Strategy & Competitive
Positioning by Hooley)
Case study: Penton Ltd.
Session# 2: Marketing auditing and SWOT analysis
Key readings (in addition to lecture slides)
Marketing auditing and SWOT analysis (Chapter 2 of SMM by Wilson & Gilligan)
Case study: New Directions Plc
Session# 3: Approaches to customer analysis
Key readings (in addition to lecture slides)
Approaches to customer analysis (Chapter 5 of SMM by Wilson & Gilligan)
Customer Analysis (Chapter 4 of Marketing Strategy & Competitive Positioning by Hooley)
Class activity: Analysis of business purchase process
Session# 4: Approaches to competitor analysis
Key readings (in addition to lecture slides)
Approaches to competitor analysis (Chapter 4 of SMM by Wilson & Gilligan)
Competitor analysis (Chapter 4 of Marketing Strategy & Competitive Positioning by Hooley)
Session# 5: Competitive benchmarking
Key readings (in addition to lecture slides)
Competitive benchmarking (Chapter 4 of Marketing Strategy & Competitive Positioning by
Hooley)
Session# 6: Strategic planning, mission, goals and objectives, strategies and tactics
Key readings (in addition to lecture slides)
Mission & objectives (Chapter 6 of SMM by Wilson & Gilligan)
4
Strategic marketing planning (Chapter 2 of Marketing Strategy & Competitive Positioning by
Hooley)
Session# 7: Planning with SBUs
Key readings (in addition to lecture slides)
The formulation of strategy1: analyzing the product portfolio (Chapter 9 of SMM by Wilson &
Gilligan)
Session# 8: Midterm Exam
Session# 9: Generic competitive strategies, Develop and sustain competitive advantages
Key readings (in addition to lecture slides)
The formulation of strategy 2: generic strategies (Chapter 10 of SMM by Wilson & Gilligan)
Creating sustainable competitive advantage (Chapter 11 of Marketing Strategy & Competitive
Positioning by Hooley)
Session# 10: Growth strategies for business
Key readings (in addition to lecture slides)
Hand out shall be provided.
Case study related with growth strategy
Session# 11: Business and marketing strategy relationship
Key readings (in addition to lecture slides)
The measurement of a market orientation and its impact on business performance
L. Jean Harrison-Walker September 2001, Journal of Quality Management
Marketing-led strategic management (Chapter 1 of Marketing Strategy & Competitive
Positioning by Hooley)
Pp 679-685 (Chapter 18 of SMM by Wilson & Gilligan)
Session# 12: Influence of PLC and market evolution on strategy
Key readings (in addition to lecture slides)
The formulation of strategy 2: generic strategies (Chapter 10 of SMM by Wilson & Gilligan)
Session# 13: Market segmentation, targeting and positioning
5
Key readings (in addition to lecture slides)
Market segmentation, targeting and positioning (Chapter 8 of SMM by Wilson & Gilligan)
Segmentation and positioning principles (Chapter 8 of Marketing Strategy & Competitive
Positioning by Hooley)
Selecting market targets (Chapter 10 of Marketing Strategy & Competitive Positioning by
Hooley)
Session# 14: Product and new product strategy
Key readings (in addition to lecture slides)
Product and new product strategy (Chapter 11 of SMM by Wilson & Gilligan)
Competing through the new marketing mix (Chapter 12 of Marketing Strategy & Competitive
Positioning by Hooley)
Session# 15: Pricing strategies, promotion and distribution plans
Key readings (in addition to lecture slides)
(Chapter 12, 13 & 14 of SMM by Wilson & Gilligan)
Competing through the new marketing mix (Chapter 12 of Marketing Strategy & Competitive
Positioning by Hooley)
Session# 16: Strategic implementation and control
Key readings (in addition to lecture slides)
Problems to overcome (Chapter 18 of SMM by Wilson & Gilligan)
Strategy implementation and internal marketing (Chapter 17 of Marketing Strategy &
Competitive Positioning by Hooley)
Final Exam
6