PGDM (Batch:2012-14/ Term-III) MARKETING MANAGEMENT-II (C-303) Session 1, 2&3 T- Course Overview; Introduction to Strategy Development Framework; (Finalization of C- What is our Business? (Hard Copy) groups) R- 1.Strategy as simple rules –HBR Article (Soft Copy) 2. Environmental and Internal Analysis (West et al.) Ch-3, pp-65-89 AR- What is Strategy? - HBR Article (Soft Copy) Session 4&5 T- Understanding Business and Marketing Objectives C- 1.Carolina Lunker Sauce (Hard Copy) 2. Glaxosmithkline: Strategic Evaluation (West et al.) pp-134-142 R- Strategic Mktg. Decision & Choices (West et al.) Ch-4, pp-103-128 AR-Introduction to Strategy (Marketing Strategy-Walker et al.) pp-97-146 T- Decision areas in Marketing C- MD Motors (Marketing Strategy-Walker et al.) pp-34-47 R- Scope of Strategic Marketing (Soft Copy) T- Evaluating Market Information C- Compaq Computers (Marketing Strategy-Walker et al.) pp-13-20 R- The Strategic Marketing Analysis of Lenovo group (Soft Copy) T- Strategic Marketing Planning C- Oscar Mayer (Marketing Strategy-Walker et al.) pp-48-61 R- Opportunity Analysis (Marketing Strategy-Walker et al.) pp-147-189 AR- What is Strategy & how do you know if you have one? (Soft Copy) T- Service Marketing Strategies C- KLM Airlines (West et al.) pp-289-299 R- Service Marketing Strategies (West et al.) Ch-9, pp-266-285 T- Service Distribution strategy C- Pizza Hut (Marketing Strategy-Walker et al.) pp-62-77 R- Opportunity Analysis (Marketing Strategy-Walker et al.) pp-190-250 T- Brand Strategy C- Eastman Kodak Company (Marketing Strategy-Walker et al.) pp-92-96 R- Branding Strategies (West et al.) Ch-8, pp- 238-258 T- Relating Channel & Communication strategy C- Goodyear (Marketing Strategy-Walker et al.) pp-21-33 R- MARCOM Strategy (West et al.) Ch-11, pp- 333-360 T- Pricing Strategy in Action C- A1 Steak Sauce (Hard Copy) R- Product Dev & Pricing Strategy (West et al.) Ch-7 & 11, pp-209-229… AR- Formulating Strategies (Marketing Strategy-Walker et al.) pp-251-328 T- Relating Promotion & Pricing Strategy C- Philip Morris-Marlboro (Hard Copy) R- Pricing Strategy (West et al.) Ch-11, pp-300-324 T- Integrating Business & Marketing Strategy C- Benihana of Tokyo (Hard Copy) R- Delivering Mktg. Performance (Marketing Strategy-Walker et al.) pp-330-359 AR- HBR’s Must-Reads on Strategy: Development & Execution (Soft Copy)
(All Group Presentation)
T=Topic, C=Case, R=Readings, AR=Additional Readings HC- Hard Copy of case study (folder) is to be photocopied by the students from Ref. Library Suggested Book- Strategic Marketing: Creating Comptt. Advantage by West et.al, Oxford (OUP) E-book- Marketing Strategy: A Decision-Focused Approach by Walker et al.
COURSE OBJECTIVES Marketing Strategy is certainly valuable for people who are going into marketing. It is also useful for people who are going into finance, strategy, operations and other functions. This course is focused on helping you become a strategic marketer, so that you can create, gain support for and execute marketing plans that will build strong and enduring businesses. There are two main course objectives. By the end of this course, you should be able to: -Think strategically about marketing -Use key frameworks to analyze situations and make decisions OVERVIEW CLASSROOM: Although a variety of pedagogical methods will be used (e.g., lectures, case discussions, in-class exercises, and student presentations), classroom time will revolve primarily around discussion of the cases and their associated readings. As in all such case-oriented classes, class attendance and participation are not only desired, but required. The individual cases vary in their analytic difficulty, ranging from evaluating decisions already made (simple) to recommending a decision for a specific issue (more difficult) to defining...