MARKETING STRATEGY
MK- 620
School of Business & Economics
Resource Person
Program
Prerequisite for the course
Credit Hours
Semester
Class Timings
E-mail
Mobin ul Haque
MS Marketing
3
Fall 2014
Mon 6:30 to 9:30
mobin@umt.edu.pk
INTRODUCTION
Marketing as a concept was introduced in the world around 1935. Over time the concept has
matured and developed into a fully recognized discipline with its own recognizable domain and
paradigms with unique beliefs and assumptions. It has emerged as a major contributor to the
overall society and firm. However, with the turn of the century, the domain of marketing, like any
other academic domain, is going through a process of realignment with the new realities.
Challenge of the marketers in this era is to revisit and realign the marketing concepts with the
upcoming challenges of the globalized and digitalized economies of the world.
This course on Marketing Strategy aims to provide the knowledge of the critical debates, issues
and trends in broad marketing discipline. It specifically deals with the “boundary spanning
function” and “integrative aspect” of marketing to the students. It seeks to broaden the minds of
the students by highlighting the role of marketing in managing the strategic function of the
organization as opposed to the narrow functional perspective, believed by many.
UMT – School of Business and Economics
LEARNING OBJECTIVES
After studying this course the participants should be able:
1.
To provide an understanding of and appreciation for the role of marketing in
managing a business.
2.
To describe the major theories, concepts and issues in developing marketing strategy
3.
To understand how marketing helps in creating competitive advantage
4.
To understand the emerging discussions in managing traditional aspects of marketing
LEARNING METHODOLOGY
RESEARCH ARTICLES, CASES AND CLASS DISCUSSION
RECOMMENDED TEXT BOOK
1. Research articles
ASSESSMENTS:
All of the activities held during the semester will be evaluated; the final grades for the course
will be as follows
COURSE EVALUATION WEIGHTAGE
Assignments
20%
Presentation
Position Paper
10%
20%
Final paper
50%
CLASS PARTICIPATION & ATTENDANCE
Prior Preparation, Regular Attendance, and Professional Participation in all classes is
Expected and Rewarded. Come to the Class prepared to lead the class discussion for
analytical interpretations, alternative strategies, and persuasive solutions.
Please arrive on time and leave as scheduled. Absences will negatively impact your
grade. QUALITY of all communications, written and oral, will be evaluated.
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PERSONAL ETHICS
We all live in a world that is heavily dependent upon a web of trust. This web knits
together colleagues, superiors, and subordinates inside the organization and
suppliers and customers outside the organization.
The same trust also exists
between a teacher and student (s). It is therefore strongly advised that individuals or
team (as defined by the assignment or project) keep themselves clear from academic
dishonesty.
Cheating, plagiarism (submitting the language, ideas, thought or work of another as
one’s own) or otherwise obtaining grades under false pretences will result in either a
fine by the disciplinary committee or a failing grade in the course or both.
CALENDAR OF ACTIVITIES
Starting Date: October 4, 2010
Sessions
Topics
1
Theory of Marketing
2
Market orientation I
3
MO 2
Assignment
Position paper
Marketing as a
culture
4
Relationship marketing+Internal
marketing
5
Marketing Performance
6
Customer satisfaction
7
The concept of Value
8
Competitive advantage &
competition
9
Capabilities of Market oriented
organizations
UMT – School of Business and Economics
Discuss the
rationality and
impact of
Relationship
marketing on
Marketing
concept
Write a brief
note on
capabilities of a
market oriented
organizations
10
Concept of 4Ps in marketing
11
Branding
12
Channel Strategies
13
Marketing in the 21st centuryissues and challenges + History
of marketing
14
15
UMT – School of Business and Economics