1. Dow University of Health Sciences
Institute of Health Management
Course: Strategic Marketing
Course Code
Class MBA
Semester Fall-2018
Instructor Prof Dr. Akhlas Ahmed
Class Timing Wednesday 06 pm – 09 pm
Instructor Consultation Timing Wednesday 06 pm – 09 pm
Instructor E-mail: akhlas786@gmail.com
Course Description
Strategic marketing focuses on the concept of strategy formulation and implementation by exploring the
functions and nature of general management. The course serves as an opportunity to develop skills for strategic
thinking and analysis, leadership, communication, teamwork, and cross-functional integration. Students learn
about corporate and business planning and the implementation of organizational change through structures,
systems and people. The approach adopted includes lectures, case analyses and action learning through group
efforts.
Course Core Elements
 Leadership
 Decision Making
 Participation
 Presentation
 Group work
 Innovation
 IT skills
 Numeracy
 Written skills
 Oral skills
 Ethics
Course Objectives
1. The strategic marketing focuses on organization and its transactions with environment.
2. The subject focuses on designing strategy formulation and its functional part is implementation.
3. The course serves as an opportunity to develop skills for strategic thinking and analysis, leadership,
communication, teamwork, and cross-functional integration.
What will learn?

2. Strategic Management
 Marketing Process — introduction of a process through case study and examples which will serve as the
foundation upon which one can build customized market plans.
 Defining the Competition — techniques for recognizing the competitive forces acting on your markets
and developing strategies to minimize their effect on your bottom line
 Understanding Marketing Strategies — each will be analyzed with a view toward the implementation
steps necessary to maximize their effectiveness
 The Marketing Mix — strategies will be reviewed in the context of the overall marketing plan. Examples
of both successful and unsuccessful mix strategies will be analyzed and the basic considerations
necessary for successful strategy implementation will be identified.
 The Relationship between Sales and Marketing — reasons for the misunderstanding between each and
focusing on ways of utilizing the sales function as part of the "marketing mix".
 New Product Introduction — outline of a new product introduction evaluation format which can serve
as a powerful tool to aid in new product launches.
 Market Driven or Product Driven — advantages as well as the problems related to a customer or market
driven strategy will be explored; concept of Market Segmentation and "Niche" Marketing will be
reviewed, and a model for Collaborative Marketing will be introduced.
Student Learning Outcomes
By the end of this course students will be able to:
 Compare and contrast the key principles of marketing strategy
 Explain marketing and strategy concepts and ideas in their own words
 Think strategically about marketing issues and provide recommendations
 Successfully work as a team
 Deliver an oral presentation in a professional, engaging manner
 Prepare a professional, logical and coherent report in the form of a marketing plan
The student will have reliably demonstrated the ability to:
SLO1. Understand the concept of corporate sector.
SLO2. Articulate a vision that gives meaning to all the firm’s stakeholders of the firm’s objectives.
SLO3. Formulate a strategic plan that operationalizes the goals and objectives of the firm.
SLO4. Identify the resource endowments specific to the firm and those that are homogeneous to
industry participants.
SLO5. Specify current and desired strategic positioning in order to respond to market demands.
SLO6. Implement a strategic plan that takes into account the functional areas of business.
SLO7. Evaluate and revise programs and procedures in order to achieve organizational goals
SLO8. Consider the ethical dimensions of the strategic management process

3. Strategic Management
SLO9. Effectively communicate change management strategies in various forums to an array of
audiences with accuracy, clarity, specificity and professionalism.
SL10. Effectively develop corporate business plan.
Course Plan
Week
Textbook
Chapter Topic Assessment Tool
Student
Learning
Outcomes
1
05.09.18
1 Introduction: Learn the basic concept
about Strategy, Strategic Management and
Strategic Marketing.
General Discussion
Open Forum
2
12.09.18
2 Learn the Concept of Management in
Corporate Sector.
Quiz#1 SLO1
3
24.10.18
3 Learn the Concept of Workforce in
Corporate Sector. (Makeup Class)
Discussion – Open
Forum
SLO1
4
26.09.18
4 Learn the Concept of Strategic Planning in
Corporate Sector.
Quiz # 2 SLO3
5
Guest
Speaker
Session
03.10.18
5 Understand Corporate Vision – A Case
study (Guest Speaker Session International
Marketing)
Discussion – Open
forum
SLO2
6
10.10.18
6 Understand Corporate Vision & Mission –
A Case Study
Quiz # 3 SLO2
7
17.10.18
7 Understand Corporate Philosophy – A case
Study
Class Presentation
#1
SLO2
8 MID TERM EXAMINATION
9 9 Learn the Concept of Marketing in
Corporate Sector.
Assignment #1 SLO4
10 10 Understand Global Market Analysis Assignment #2 SLO5
11 11 Domestic Market Analysis Assignment #3 SLO6

4. Strategic Management
Gr
ad
in
g
Po
lic
y
Marks Distribution
Assessment/Deliverables Marks
Quizzes 10
Assignments 10
Mid-Term Exam Paper 30
Final Presentation 10
Final Exam Paper 40
Total 100
Learning Materials
Textbook Strategic Marketing by Tony Proctor
Strategic Management, concepts and cases, 15th Edition by
12 12 Concept of Marketing in Corporate Sector Quiz #4 SLO7
13 13 Business Customer Analysis Quiz #5 SLO8
14 14 Strategic Marketing Process Quiz # 6 SLO9
15 15 Developing Marketing Plan Class Presentation #2 SLO10
Final Examination
Marks Obtained in
Percentage Range (MBA) GPA Grade
91-100 4.0 A+
87-90 4.0 A
83-86 3.7 A-
79-82 3.3 B+
75-78 3.0 B
71-74 2.7 B-
67-70 2.3 C+
63-66 2.0 C
00-62 0.0 F

5. Strategic Management
Arthur A. Thompson, Jr. & A. J. Strickland III
Reference book Strategic Management, business policy by Thomas L.
Wheelen & J. David Hunger, V111th Edition, Prentice Hall
Strategic Management, V11th Edition by Fred R. David
Other Learning Material Handouts, Coursera, Websites, Online Courses
Articles/ Case Studies Websites
Teaching & Learning Methodology
Email Protocol
Although instructors are available in person at the mentioned timings but for communication through e-mails,
following are the acceptable protocol:
1. Before you send out an email to your instructor, make sure to check the Course Outline and all other
material you have been provided with at the beginning of the semester or during your classes to see if
you can answer your own question.
2. All emails sent to the instructors should include the subject line with the student’s name and class.
3. All emails sent from the instructor to the students require prompt reply within a 24 hour period.
Attendance Policy
Due to any valid and relevant reason, if any class is missed, it needs prior written approval of the Program
Director. Since, much of the learning comes from in-class exercises and discussion, students are expected to
attend all class sessions, complete all assigned readings and come prepared to participate. Attendance will be
taken and participation will be evaluated in each class session. Please notify the instructor (via email or CR) prior
to the start of the class if you will not be in attendance.
Statement of AcademicIntegrity
Academic integrity is fundamental in the process of learning and evaluating academic performance. Academic
dishonesty will not be tolerated. Academic dishonesty includes, but is not limited to, the following: Cheating,
plagiarism, tampering with academic records and examinations, falsifying identity, and being an accessory to
acts of academic dishonesty. Reports of academic dishonesty will be investigated on a case by case basis, and
may result in removal from the class and /or the institute.