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Faculty of Management & Social Sciences

MUHAMMAD ALI JINNAH UNIVERSITY, ISLAMABD
Course Title: Strategic Marketing
Class: MBA 1.5-Year/MS
Instructor: Dr. Abdul Qayyum

Credit Hours: 03
Semester: 2nd/3rd
E-Mail: abdul.qayyum@riphah.edu.pk

Course Description
This course focuses on the strategic marketing activities, not only from conventional point of view,
but Islamic perspective also. This will help students to apply marketing concepts to complex and
realistic business management environments in an Islamic way. It deals primarily with an analysis of
concepts and theories behind strategic marketing as well as the analytical procedures, techniques,
and models of when and how to market products. In short, the course addresses strategic issues
related to marketing management.

Detailed Course Contents
Week
1

2

3

4

5

6
7

Contents Description
What is Strategy and Why is it Important?
Three Levels of Strategy: Similar Components but Different Issues,
What Is Marketing’s Role in Formulating and Implementing Strategies?
Formulating and Implementing Marketing Strategy-- An Overview of the Process,
Corporate Scope Defining the Firm’s Mission,
Corporate Objectives, Gaining a Competitive Advantage,
Corporate Growth Strategies, Allocating Corporate Resources, Sources of Synergy
Strategic Decisions at the Business-Unit Level, How Do Businesses Compete? How Do
Competitive Strategies Differ from One Another? Deciding When a Strategy Is Appropriate:
The Fit between Business Strategies and the Environment, How Different Business
Strategies Influence Marketing Decisions
Markets and Industries: What’s the Difference? Assessing Market and Industry
Attractiveness, Macro Trend Analysis: A Framework for Assessing Market Attractiveness,
Macro Level, Your Market Is Attractive: What About Your Industry? Challenges in MacroLevel Market and Industry Analysis, Understanding Markets at the Micro-Level,
Understanding Industries at the Micro-Level, The Team Domains: The Key to the Pursuit of
Attractive Opportunities
Every Forecast Is Wrong! A Forecaster’s Toolkit: A Tool for Every Forecasting Setting, Rate
of Diffusion of Innovations: Another Perspective on Forecasting, Cautions and Caveats in
Forecasting, Why Data? Why Marketing Knowledge? Market Knowledge Systems:
Charting a Path toward Competitive Advantage
Reading of the article: Islamic Ethics and the Implications for Business by Gillian Rice
Why Do Market Segmentation and Target Marketing Make Sense? How Are Market
Segments Best Defined? Choosing Attractive Market Segments: A Five-Step Process,
Different Targeting Strategies Suit Different Opportunities, Global Market Segmentation

8

Mid Term Examination

9

Differentiation: One Key to Customer Preference and Competitive Advantage, Physical
Positioning Perceptual Positioning, Levers Marketers Can Use to Establish Positioning,
Preparing the Foundation for Marketing Strategies: The Positioning Process, Some Caveats
in Positioning Decision Making, Analytical Tools for Positioning Decision Making

Marketing Strategy by Walker and Mullins Contemporary Strategic Marketing by Ross Brennan. Growth-Market Strategies for Market Leaders. Ahmad and SyedaMasooda Mukhtar Reading of the article: The relationship between religiosity and new product adoption by Ateeq-ur-Rehman Opportunities and Risks in Growth Markets. 4. Developing Strategies to Serve NewEconomy Markets 11 12 13 14 15 16 Project/Research paper presentations by students RECOMMENDED BOOKS AND JOURNALS 1. Paul Baines and Paul Garneau Journal of Strategic Marketing Journal of Islamic Marketing EVALUATION CRITERIA Activity Midterm Exam Quiz/Assignment Research Paper/Project Final Term Exam Marks 20 20 20 40 .10 Sustaining Competitive Advantage over the Product Life Cycle. and environment by Norhayati Zakaria and Asmat-Nizam Abdul-Talib Reading of the article: International Marketing Ethics from an Islamic Perspective: A Value Maximization Approach by Muhammad Saeed. Strategic Choices in Mature Markets. Developing a New-Economy Strategy: A Decision Framework. Share-Growth Strategies for Follower Shakeout: The Transition from Market Growth to Maturity. Zafar U. Marketing Strategies for Mature Markets. 2. Strategies for Declining Markets Does Every Company Need a New-Economy Strategy? Threats or Opportunities? The Inherent Advantages and Disadvantages of the New Economy for Marketers. Objectives of New Product and Market Development Market Entry Strategies: Is It Better to Be a Pioneer or a Follower? Strategic Marketing Programs for Pioneers Reading of the article: Applying Islamic market-oriented cultural model to sensitize strategies towards global customers. New Market Entries--How New Is New. 3. competitors.