1. 1-1

2. 1-2 Strategic Marketing

3. WELCOME Dos & Don’ts Ask Questions

4. 1-4 Introduction

5. 1-5 This Course is a capstone course that ‘pulls together’ what has been learned in earlier marketing courses and introduces marketing decision making and planning frameworks in the global environment: exploring strategy options; opportunity analysis; strategy setting and implementation. It also provides an opportunity to engage in a business simulation and to apply previous knowledge through case studies and projects.

6. 1-6 Learning Objectives  Key marketing concepts and definitions  Key business strategy concepts and definitions  Delivering competitive advantage through strategic marketing  Marketing management in a global context  The critical role of digital technology, social media and e-commerce

7. 1-7 In short

8. 1-8 Course Theme

9. 1-9 Contents

10. 1-10 What is Marketing

11. What is Strategic Marketing?

12. The Big Picture !

13. Strategic Marketing Module 1 Product & Promotion  Marketing Management  Sales Promotion  Advertising  Marketing Mix

14. Strategic Marketing Module 2 Channels & Analytics THE BIG list of today’s Marketing Channels Selection of right channels Multi-Channel Marketing Marketing Analytics

15. Strategic Marketing Module 3 Customer Segmentation Segmentation Defined Business Goals Using 5Ws for segmentation What are possible segments for a mobile operator?

16. Strategic Marketing Module 4 Competition Intelligence

17. Strategic Marketing Module 5 Customer Relationship Management What is it? What do customers want? How we do it? CRM process

18. Strategic Marketing Module 6 Innovative Marketing

19. Strategic Marketing Module 7 Global Branding

20. And some more amazing marketing concepts

30. Expectations

31. Recommended texts Strategic Market Management 9th ed. by David A. Aaker; published by Wiley Baines / Fill / (2008) Marketing. Oxford (with online content) Brassington & Pettitt (2008) Principles of Marketing. Prentice Hall (4th Ed) Lovelock, C, Wirtz, J Services Marketing (6th Edition) Pearson Prentice Hall Palmer, A Principles of Service marketing (5th Edition) McGraw Hill Wilson, A (2008), Services Marketing, McGraw Hill, European Edition Kapferer &Bastien, The Luxury Strategy Kogan, 2010 Keller, K Strategic Brand Management (3rd Edition) Pearson Kapferer, J The New Strategic Brand management (4th Edition) Kogan Page Lincoln &Thomassen, Private Label, Kogan Page 2009 Marketing Management Marketing Management – Mullins, Walker, Boyd, McGraw Hill (6th Edition), Business Strategy (general) Johnson Whittington & Scholes, Grant, Exploring Corporate Strategy (all editions)

32. Next Class? Get the recommended Text Get all the class “necessities” Visit Web portal to download lectures & notes For queries: gull_rizvi@yahoo.com