Marketing Strategy
PGDM (Batch:2012-14/ Term-III) MARKETING MANAGEMENT-II (C-303) Session 1, 2&3 T- Course Overview; Introduction to Strategy Development Framework; (Finalization of C- What is our Business? (Hard Copy) groups) R- 1.Strategy as simple rules –HBR Article (Soft Copy) 2. Environmental and Internal Analysis (West et al.) Ch-3, pp-65-89 AR- What is Strategy? - HBR Article (Soft Copy) Session 4&5 T- Understanding Business and Marketing Objectives C- 1.Carolina Lunker Sauce (Hard Copy) 2. Glaxosmithkline: Strategic Evaluation (West et al.) pp-134-142 R- Strategic Mktg. Decision & Choices (West et al.) Ch-4, pp-103-128 AR-Introduction to Strategy (Marketing Strategy-Walker et al.) pp-97-146 T- Decision areas in Marketing C- MD Motors (Marketing Strategy-Walker et al.) pp-34-47 R- Scope of Strategic Marketing (Soft Copy) T- Evaluating Market Information C- Compaq Computers (Marketing Strategy-Walker et al.) pp-13-20 R- The Strategic Marketing Analysis of Lenovo group (Soft Copy) T- Strategic Marketing Planning C- Oscar Mayer (Marketing Strategy-Walker et al.) pp-48-61 R- Opportunity Analysis (Marketing Strategy-Walker et al.) pp-147-189 AR- What is Strategy & how do you know if you have one? (Soft Copy) T- Service Marketing Strategies C- KLM Airlines (West et al.) pp-289-299 R- Service Marketing Strategies (West et al.) Ch-9, pp-266-285 T- Service Distribution strategy C- Pizza Hut (Marketing Strategy-Walker et al.) pp-62-77 R- Opportunity Analysis (Marketing Strategy-Walker et al.) pp-190-250 T- Brand Strategy C- Eastman Kodak Company (Marketing Strategy-Walker et al.) pp-92-96 R- Branding Strategies (West et al.) Ch-8, pp- 238-258 T- Relating Channel & Communication strategy C- Goodyear (Marketing Strategy-Walker et al.) pp-21-33 R- MARCOM Strategy (West et al.) Ch-11, pp- 333-360 T- Pricing Strategy in Action C- A1 Steak Sauce (Hard Copy) R- Product Dev & Pricing Strategy (West et al.) Ch-7 & 11, pp-209-229… AR- Formulating Strategies (Marketing Strategy-Walker et al.)