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Strategic Marketing: Course Outline

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.

Course Contents

Introduction to Strategic Marketing

PEST Analysis

  • Identify various trends in the Macro environment
  • Impact of Macro environment changes on any given industry

Porter Analysis

  • Multi-dimensional nature of competition
  • Industry analysis using the five forces model
  • KSFs of an Industry
  • Value creation and appropriation takes place in an industry.

Competitor analysis

  • Strategies of competitors
  • Identify good vs. bad competitor

Competitor analysis

  • Leader follower and challenger strategies
  • Making strategies

Company analysis RBV

  • Value chain analysis
  • Company’s strength weaknesses and capabilities

Customer Analysis and Strategy

  • Segmentation targeting and Positioning
  • Process of segmentation and targeting
  • Developing effective positioning strategies

 Segmentation, Targeting, Positioning (STP) 2

  • Product and Growth Strategies
  • Pricing Strategies
  • Promotion and IMC
  • Distribution strategies

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