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Strategic Marketing: Course Outline (MS MGT)

Strategic Marketing is the way a firm effectively differentiates itself from it's competitors by capitalising on its strengths (both current and potential) to provide consistently better value to customers than its competitors

Course Outline


Strategic Marketing Management is an advance level Marketing course. The aim of the course is to build the analytical and strategic thinking. It helps student understand how companies compete and achieve competitive advantage. It builds upon the basic concepts of marketing, which the students have learned in their previous semester – and to prepare students to grasp the complex issues of specialized courses like Business policy, Brand Management etc.

In this course students are exposed to a dynamic world of marketing activities. Analysis, tools and trick of trade are taught by giving real life examples from both Pakistan’s and international corporate world. It also addresses various issues and trends prevailing in the Pakistani industry.

The course is taught using books, articles and case-study method with stress upon practical application of the concepts. Various exercises, surveys and projects are given to help the students understand and apply what they have learned.

After taking this course students are better equipped, both mentally and academically; they understand various terms and concepts and understand how and when to apply them. It prepares them to take on the real life challenges and to add value to the organization for which they will work.


At the end of the course the students should be able to:

1)Ability to integrate various Marketing concepts 

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