Syllabus
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Course Code: IMS-1005 Course Name: Marketing - Strategic Marketing Management |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Strategic Marketing Management Process- Nature, Scope & Significance. Business Strategy- Concept, Use and Recent Trends, coroporate strategic decisions & their marketing implications;BCG matrix, GE Business Portfolio mix, Strategic Marketing Planning Process, |
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| 2 | Environment Analysis: Understanding Market Opportunities, Sources of Sustainable Competitive Advantage; Competitive Analysis & Competitive Position; Consumer Behavior Analysis; Competing Through Superior Service & Customer Relationships | |
| 3 | Marketing Strategy for New Market Entry, Marketing Strategy for Growth Market, Marketing Strategies for Mature and Declining Market, Marketing Strategy in Global Context | |
| 4 | Marketing Mix Strategies: Product & New Product Strategies, Distribution Strategies and Channel Management; Marketing Communication Strategies; Pricing Policies and Strategies | |
| 5 | Strategic Evaluation & Control – Strategic Choice, Criteria of Choice, Implementation & Control of Marketing Strategy: | |
