SVKM’s NMIMS ASMSOC – Course Outline

Course 6.3.4 M
Code
Course Marketing Strategy
Title
Course Dr. Arpita Baijal
Instructor/s
Course 4
Credit
Program B.B.A. VI
and
Semester
Pre- Understanding of Strategic Management (Sem 5) and Principles of
Requisite Marketing (Sem 2)
Learning The objective of this course is to familiarize and equip students with the
Objectives concept and tools of contemporary marketing strategies used to develop
innovative strategies to solve organizational problems (PLO-1c)
Learning After completing the course students will be able to-
Outcomes  Understand the importance, framework and application of
marketing strategies
 Apply their understanding to help organisations achieve their
objectives under different market conditions and market challenges
 Understand the role of innovation in a dynamic environment
Course A distinct blend of both art and science, marketing strategy is about people
Description (inside an organization) finding ways to deliver exceptional value by
fulfilling the needs and wants of other people (customers, shareholders,
business partners, society at large), as well as the needs of the organization
itself. Marketing strategy draws from psychology, sociology, and
economics to better understand the basic needs and motivations of these
people—whether they are the organization’s customers (typically
considered the most critical), its employees, or its stakeholders. In short,
marketing strategy is about people serving people in a competitive
environment.
Evaluation Specific % AOL Intended CLOs to be
Pattern Assessment Weightage Instruments Assessed
Methods /
Task
CL CL CL CL CL
O1 O2 O3 O4 O5
External 50 Written   
Assessment Paper
Project & 10 Microsoft   
Presentation Tools
Assignment 10 Google/MS    
s / Test Tools/Writte
n
Case 10 Google    
Study/Quiz Forms/MS
/ Marketers tools
watch
Midterm 20 Written   
test Paper
 Course Session Plan

Session Topics / Module Chapters / Articles

/ Cases / Material
and Activities
1 Module 1- Introduction to Marketing strategy The Manager’s
Introduction- Marketing strategy concept Guide to
Competitive
Marketing Strategies,
2nd Edition, 2021, by
CRC Press Taylor &
Francis Group,
Marketing strategy
how it fits with
business strategy,
Learning outcome- Understand what is marketing Harvard Business
strategy and its role in a business organisation School Press
2 Module 1- Introduction to Marketing strategy The Manager’s
Strategy hierarchy including Marketing’s role in Guide to
formulating and implementing strategies Competitive
Marketing Strategies,
2nd Edition, 2021, by
CRC Press Taylor &
Francis Group,
Marketing strategy
how it fits with
business strategy,
Learning outcome- Understand what is marketing Harvard Business
strategy and its role in a business organisation School Press
3 Module 1- Introduction to Marketing strategy Strategic Marketing
Marketing Strategy (5C and 6V framework) Management,
Chernev, Alexander.
Learning outcome-Understand the structure of 9th Edition, 2018,
Marketing Strategy, its components and the Cerebellum Press.
difference between strategy and tactic
4 Module 1- Introduction to Marketing strategy Strategic Marketing
Marketing Strategy (5C and 6V framework) contd. Management,
Chernev, Alexander.
Learning outcome-Understand the structure of 9th Edition, 2018,
Marketing Strategy, its components and the Cerebellum Press.
difference between strategy and tactic
5 Module 1- Introduction to Marketing strategy Strategic Marketing
Developing optimal value proposition- The 3V Management,
Principle ,Tactics Chernev, Alexander.
9th Edition, 2018,
Learning outcome-Understand the components of Cerebellum Press.).
Tactics
6 Module 1- Introduction to Marketing strategy The Manager’s
Human factors in Strategy- Physical Disruption Guide to
Competitive
Learning outcome- Understanding how human Marketing Strategies,
elements play a role in developing strategy 2nd Edition, 2021, by
 CRC Press Taylor &
Francis Group
7 Module 1- Introduction to Marketing strategy The Manager’s
Human factors in strategy- Psychological disruption Guide to
Competitive
Marketing Strategies,
Learning outcome- Understand and apply how 2nd Edition, 2021, by
human elements play a role in developing strategy CRC Press Taylor &
Francis Group
8 Module 1- Introduction to Marketing strategy The Manager’s
Human factors in strategy- Military strategy and Guide to
marketing strategy Competitive
Marketing Strategies,
2nd Edition, 2021, by
Learning outcome- Understand and apply how CRC Press Taylor &
human elements play a role in developing strategy Francis Group
9 Module 1- Introduction to Marketing strategy The Manager’s
Human factors in strategy- Strategy Principles Guide to
Competitive
Marketing Strategies,
2nd Edition, 2021, by
Learning outcome- Understand and apply how CRC Press Taylor &
human elements play a role in developing strategy Francis Group
10 Module 1- Introduction to Marketing strategy Strategic Marketing
Introduction to Marketing Plan, its purpose Management,
Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
Creating a Marketing
Plan: An Overview,
Learning outcome- Understand the importance of Harvard Business
Marketing Plan as an overarching concept School Press
11 Module 1- Introduction to Marketing strategy Strategic Marketing
G-STIC framework Management,
Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).,
Creating a Marketing
Plan:An Overview,
Learning outcome-Understand and apply the Harvard Business
process of preparing and implementing Marketing School
plan
12 Module 1- Introduction to Marketing strategy Strategic Marketing
Writing and updating a market plan Management,
Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
Chapter 3,
Creating a Marketing
Plan:
Learning outcome- Understand and apply the An Overview,
process of preparing and implementing a Marketing Harvard Business
plan School
13 Module 2- Design and Develop Marketing Strategy Marketing Strategy:
Discovering Market Opportunities including Text and Cases, O.C.
Collecting and Analysing Marketing Information Ferrell, Michael D.
Hartline. 7th Edition,
Learning outcome- Understand pre-requisites of 2017, mind tap from
preparing Marketing Strategy Cengage,
14 Module 2- Design and Develop Marketing Strategy Marketing Strategy:
Discovering Market Opportunities including Text and Cases, O.C.
Collecting and Analysing Marketing Information Ferrell, Michael D.
(contd.) Hartline. 7th Edition,
Learning outcome- Understand pre-requisites of 2017, mind tap from
preparing Marketing Strategy Cengage,
15 Module 2- Design and Develop Marketing Strategy Marketing Strategy:
Developing Competitive Advantage and Strategic Text and Cases, O.C.
Focus Ferrell, Michael D.
Hartline. 7th Edition,
Learning outcome- Understand pre-requisites of 2017, mind tap from
preparing Marketing Strategy Cengage,
16 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Developing Marketing strategy- Identifying Target Management,
customers Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
17 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Creating Customer Value: Value Proposition and Management,
Positioning Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
18 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Creating Company Value: Managing Revenue, Costs Management,
and Profits Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
The Manager’s
Guide to
Competitive
Marketing Strategies,
2nd Edition, 2021, by
CRC Press Taylor &
Francis Group
Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
19 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Creating Collaborator Value: Managing Business Management,
Markets Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
20 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Marketing Tactics- Product and services Management,
Positioning, PLC, Product competition, Product mix, Chernev, Alexander.
product design, new product 9th Edition, 2018,
Cerebellum Press.).
The Manager’s
Guide to
Competitive
Marketing Strategies,
2nd Edition, 2021, by
CRC Press Taylor &
Francis Group
Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
21 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Marketing Tactics- Brands Management,
Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
The Manager’s
Guide to
Competitive
Marketing Strategies,
2nd Edition, 2021, by
CRC Press Taylor &
Francis Group
Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
22 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Marketing Tactics- Incentives Management,
Chernev, Alexander.
9th Edition, 2018,
Cerebellum Press.).
The Manager’s
Guide to
Competitive
Marketing Strategies,
2nd Edition, 2021, by
CRC Press Taylor &
Francis Group
 Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
22 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Marketing Tactics- Communication, Distribution Management,
Advertising, Sales promotion, Direct and interactive Chernev, Alexander.
marketing, Digital marketing, Public relations, 9th Edition, 2018,
Personal selling, Supply chain control, Evaluating Cerebellum Press.
distributors, Innovations in supply chain strategies Marketing Analysis
Toolkit- Harvard
Learning outcome- Understand Components of Business School,
Marketing Strategy 2010
23 Module 2- Design and Develop Marketing Strategy The Manager’s
Marketing tactics-Price: Managing price, New Guide to
products, Established product, Auction pricing, Fees Competitive
Marketing Strategies,
2nd Edition, 2021, by
Learning outcome- Understand Components of CRC Press Taylor &
Marketing Strategy Francis Group
24 Module 2- Design and Develop Marketing Strategy Strategic Marketing
Introduction to Co-optition, Co-creation and blue Management,
ocean strategy Chernev, Alexander.
9th Edition, 2018,
Learning outcome-Understand new concepts in Cerebellum Press
marketing strategy
25 Module 3- Implementing Marketing Strategy Marketing Strategy
Link between Strategy and Action, Strategic Issues in by O. C. Ferrell,
Implementation, Michael Hartline,
Approaches to Strategy Implementation Fifth edition, South-
Western, Cengage
Learning outcome- Understand the process and Learning, Chapter 11
components of strategy implementation &12
26 Module 3- Implementing Marketing Strategy Marketing Strategy
Internal Marketing, Evaluating and Controlling by O. C. Ferrell,
Michael Hartline,
Fifth edition, South-
Western, Cengage
Learning outcome- Understand the process and Learning, Chapter 11
components of strategy implementation &12
27 Module 3- Implementing Marketing Strategy Marketing Strategy
Managing Customer Relationships, Quality and by O. C. Ferrell,
Value for Developing Customers Michael Hartline,
Fifth edition, South-
Western, Cengage
Learning outcome- Understand the process and Learning, Chapter 11
components of strategy implementation &12
28 Module 3- Implementing Marketing Strategy Marketing Strategy
Customer Satisfaction, Customer Retention, by O. C. Ferrell,
Customer Profitability Michael Hartline,
Fifth edition, South-
Learning outcome- Understand the process and Western, Cengage
components of strategy implementation Learning,
29 Module 3- Implementing Marketing Strategy Marketing Strategy
Ethics and Social Responsibility in Marketing by O. C. Ferrell,
Strategy Michael Hartline,
Fifth edition, South-
Learning outcome- Understand the process and Western, Cengage
components of strategy implementation Learning,
30 Module 4-Managing Growth Strategic Marketing
Gaining and defending market position Management,
Learning outcome-Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press.
31 Module 4-Managing Growth Strategic Marketing
Gaining and defending market position (contd.) Management,
Learning outcome-Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press.
32 Module 4-Managing Growth Strategic Marketing
Managing sales growth Management,
Learning outcome- Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press
33 Module 4-Managing Growth Strategic Marketing
Managing sales growth (contd.) Management,
Learning outcome- Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press.
34 Module 4-Managing Growth Strategic Marketing
Managing new products Management,
Learning outcome- Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press.
35 Module 4-Managing Growth Strategic Marketing
Managing new products (contd.) Management,
Learning outcome- Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press.
36 Module 4-Managing Growth Strategic Marketing
Managing product lines Management,
Learning outcome- Extend the learnings of the Chernev, Alexander.
previous modules to understand different market and 9th Edition, 2018,
product situations Cerebellum Press.
37 Module 5-Marketing Strategy – Market Strategic Marketing
focused approach Management, 8th
Marketing Strategies for New Market Entries Edition by
Chernev, Alexander
(Part 5
Cases)
Marketing Strategy:
Text and Cases, O.C.
Ferrell, Michael D.
Learning outcome- Extend the learnings of the hartline.,7th Edition,
previous modules to identify strategies applied at 2017, mind tap from
different phases of product life cycle Cengage
38 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Strategies for Growth Markets Edition by
Chernev, Alexander
(Part 5
Cases)
Marketing Strategy:
Text and Cases, O.C.
Ferrell, Michael D.
Learning outcome- Extend the learnings of the hartline.,7th Edition,
previous modules to identify strategies applied at 2017, mind tap from
different phases of product life cycle Cengage.
39 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Strategies for Mature and Declining Markets Edition by
Chernev, Alexander
(Part 5
Cases)
Marketing Strategy:
Text and Cases, O.C.
Ferrell, Michael D.
Hartline. 7th Edition,
2017, mind tap from
Learning outcome- Extend the learnings of the Cengage
previous modules to identify strategies applied at Ferrell, Michael
different phases of product life cycle Hartline
40 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Marketing Strategies for the Digitally networked Edition by
world Chernev, Alexander
(Part 5
Cases)
Marketing Strategy
Learning outcome- Extend the learnings of the by O. C.
previous modules to identify strategies applied at Ferrell, Michael
different phases of product life cycle Hartline
41 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Introduction to Strategies in FMCG, Consumer Edition by
Durables, Pharma, Aviation and other industries. Chernev, Alexander
Specific strategies in Product, Price, Place and (Part 5
Promotion Cases)
Marketing Strategy
Learning outcome- Extend the learnings of the by O. C.
previous modules to understand the types of Ferrell, Michael
marketing strategies applied in different industries Hartline
42 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Introduction to Strategies in FMCG, Consumer Edition by
Durables, Pharma, Aviation and other industries. Chernev, Alexander
Specific strategies in Product, Price, Place and (Part 5
Promotion (contd.) Cases)
 Marketing Strategy
Learning outcome- Extend the learnings of the by O. C.
previous modules to understand the types of Ferrell, Michael
marketing strategies applied in different industries Hartline
43 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Introduction to Strategies in FMCG, Consumer Edition by
Durables, Pharma, Aviation and other industries. Chernev, Alexander
Specific strategies in Product, Price, Place and (Part 5
Promotion (contd.) Cases)
Marketing Strategy
Learning outcome- Extend the learnings of the by O. C.
previous modules to understand the types of Ferrell, Michael
marketing strategies applied in different industries Hartline
44 Module 5-Marketing Strategy – Market focused Strategic Marketing
approach Management, 8th
Introduction to Strategies in FMCG, Consumer Edition by
Durables, Pharma, Aviation and other industries. Chernev, Alexander
Specific strategies in Product, Price, Place and (Part 5
Promotion (contd.) Cases)
Marketing Strategy
Learning outcome- Extend the learnings of the by O. C.
previous modules to understand the types of Ferrell, Michael
marketing strategies applied in different industries Hartline
45 Module 6- Introduction to innovation and New Marketing Strategy
Product development and Competitive
Mapping Innovation Positioning, Graham
Hooley Brigitte
Nicoulaud, John
Rudd, Nick Lee and
Nigel Piercy., 7th
Edition, 2020,
Learning Outcome-Understand the role of innovation Pearson Education
in a dynamic business environment Ltd
46 Module 6- Introduction to Innovation and Marketing Strategy
New Product Development and Competitive
Business model Positioning, Graham
innovation Hooley Brigitte
i) value proposition Nicoulaud, John
ii) supply chain Rudd, Nick Lee and
iii) target customer Nigel Piercy., 7th
Edition, 2020,
Learning outcome- Understand the role of innovation Pearson Education
in a dynamic business environment Ltd
47 Module 6- Introduction to Innovation and Marketing Strategy
New Product Development and Competitive
Technology innovation Positioning, Graham
i) products & services Hooley Brigitte
ii) process technologies Nicoulaud, John
iii) enabling technologies Rudd, Nick Lee and
Nigel Piercy., 7th
Edition, 2020,
 Learning outcome- Understand the role of innovation Pearson Education
in a dynamic business environment Ltd
48 Module 6- Introduction to Innovation and Marketing Strategy
New Product Development and Competitive
Innovation Process: Positioning, Graham
Systematic Approach Hooley Brigitte
Metrics for Innovation in Nicoulaud, John
Marketing Strategy Rudd, Nick Lee and
Nigel Piercy., 7th
Edition, 2020,
Learning outcome- Understand the role of innovation Pearson Education
in a dynamic business environment Ltd
49 Module 6- Introduction to Innovation and Marketing Strategy
New Product Development and Competitive
Diagnosing underlying Positioning, Graham
reasons for success & Hooley Brigitte
failure Nicoulaud, John
i) Benchmarking performances Rudd, Nick Lee and
ii) Allocating resources Nigel Piercy., 7th
iii) Compensating employees Edition, 2020,
iv) Informing financial markets Pearson Education
v) Setting future goals Ltd
Learning outcome- Understand the role of innovation
in a dynamic business environment
50 Module 6- Introduction to Innovation and Marketing Strategy
New Product Development and Competitive
Diagnosing underlying Positioning, Graham
reasons for success & Hooley Brigitte
failure Nicoulaud, John
i) Benchmarking performances Rudd, Nick Lee and
ii) Allocating resources Nigel Piercy., 7th
iii) Compensating employees Edition, 2020,
iv) Informing financial markets Pearson Education
v) Setting future goals (contd.) Ltd
Learning outcome- Understand the role of innovation
in a dynamic business environment
51 Module 7-Outcome Based Strategies Gilligan, Colin.
Competition strategy, sustenance strategies Strategic marketing
planning/Colin
Gilligan and Richard
M. S. Wilson. – 1st
ed. p.cm., Chapter 12
Outcome-Based
Marketing: New
Rules for
Learning outcome-Understand what is Outcome Marketing
based strategic approach by John D. Leavy
52 Module 7-Outcome Based Strategies Gilligan, Colin.
Competition strategy, sustenance strategies(contd.) Strategic marketing
Shotgun Vs Rifle strategy planning/Colin
Gilligan and Richard
M. S. Wilson. – 1st
ed. p.cm., Chapter 12
 Outcome-Based
Marketing: New
Rules for
Learning outcome- Understand what is Outcome Marketing
based strategic approach by John D. Leavy
53 Module 7-Outcome Based Strategies Gilligan, Colin.
Strategies for leaders, followers, challengers and Strategic marketing
nichers planning/Colin
Gilligan and Richard
M. S. Wilson. – 1st
ed. p.cm., Chapter 12
Outcome-Based
Marketing: New
Rules for
Marketing
Learning outcome- Understand what is Outcome by John D. Leavy
based strategic approach
54 Module 8- MIS Using Visual Tools Exploring SAS
Introduction Viya: Visual
Analytics,
Statistics, and
Learning outcome-Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS
Institute Inc. 2019
55 Module 8- MIS Using Visual Tools Exploring SAS
Meaning, Components of MIS Viya: Visual
Analytics,
Statistics, and
Learning outcome- Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS
Institute Inc. 2019
56 Module 8- MIS Using Visual Tools Exploring SAS
Role of MIS Viya: Visual
Analytics,
Statistics, and
Learning outcome- Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS
Institute Inc. 2019
57 Module 8- MIS Using Visual Tools Exploring SAS
Introduction to the software Viya: Visual
Analytics,
Statistics, and
Learning outcome- Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS
Institute Inc. 2019
58 Module 8- MIS Using Visual Tools Exploring SAS
Practical demonstration Viya: Visual
Analytics,
Statistics, and
Learning outcome- Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS
Institute Inc. 2019
59 Module 8- MIS Using Visual Tools Exploring SAS
Practical demonstration Viya: Visual
Analytics,
 Statistics, and
Learning outcome- Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS Institute Inc. 2019
60 Module 8- MIS Using Visual Tools Exploring SAS
Practical demonstration Viya: Visual
Analytics,
Statistics, and
Learning outcome- Understand the use of SAS Investigations, SAS
Visual Analytics and the concept of MIS
Institute Inc. 2019
Prescribed Text Books:
 Strategic Marketing Management , Chernev, Alexander., 9th Edition,
Reading 2018, Cerebellum Press
List and  The Manager’s Guide to Competitive Marketing Strategies, 2nd
References Edition, 2021, by CRC Press Taylor & Francis Group
References:
 Marketing Strategy and Competitive Positioning, Graham Hooley
Brigitte Nicoulaud, John Rudd, Nick Lee and Nigel Piercy., 7th
Edition, 2020, Pearson Education Ltd.
 Marketing Strategy: Text and Cases, O.C. Ferrell, Michael D.
Hartline. 7th Edition, 2017, mind tap from Cengage.
 Gilligan, Colin. Strategic marketing planning/Colin Gilligan and
Richard M. S. Wilson. – 1st ed. p.cm
 Exploring SAS Viya: Visual Analytics, Statistics, and Investigations,
SAS Institute Inc. 2019
 HBR articles

Prepared by Faculty Approved by Program Approved by Associate

Members Chairperson Deans
Dr. Arpita Baijal

Approved by I/C Dean –

ASM SOC