Syllabus
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Course Code: MC 203 Course Name: Strategic Marketing |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Concept and hierarchy of strategies; Strategic role of marketing; Strategic marketing planning process; The marketing plan; Corporate strategy decisions – Corporate mission, vision, goals and objectives, corporate growth strategies, resource allocation; Business strategies and their marketing implications. Environmental Analysis – Internal environment, external environment, custom environment; Industry and competitor analysis; SWOT analysis; Portfolio analysis; Market segmentation, targeting and positioning. Marketing strategies for new market entries; marketing strategies for growth markets; marketing strategies for mature markets and declining markets. Relationship between business strategies and marketing mix; Marketing strategy implementation; controlling marketing strategies. |
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