Faculty of Management & Social Sciences

MUHAMMAD ALI JINNAH UNIVERSITY, ISLAMABD

Course Title: Strategic Marketing
Class: MBA 1.5-Year/MS
Instructor: Dr. Abdul Qayyum

Credit Hours: 03
Semester: 2nd/3rd
E-Mail: abdul.qayyum@riphah.edu.pk

Course Description
This course focuses on the strategic marketing activities, not only from conventional point of view,
but Islamic perspective also. This will help students to apply marketing concepts to complex and
realistic business management environments in an Islamic way. It deals primarily with an analysis of
concepts and theories behind strategic marketing as well as the analytical procedures, techniques,
and models of when and how to market products. In short, the course addresses strategic issues
related to marketing management.

Detailed Course Contents

Week
1

6
7

Contents Description
What is Strategy and Why is it Important?
Three Levels of Strategy: Similar Components but Different Issues,
What Is Marketings Role in Formulating and Implementing Strategies?
Formulating and Implementing Marketing Strategy-- An Overview of the Process,
Corporate Scope Defining the Firms Mission,
Corporate Objectives, Gaining a Competitive Advantage,
Corporate Growth Strategies, Allocating Corporate Resources, Sources of Synergy
Strategic Decisions at the Business-Unit Level, How Do Businesses Compete? How Do
Competitive Strategies Differ from One Another? Deciding When a Strategy Is Appropriate:
The Fit between Business Strategies and the Environment, How Different Business
Strategies Influence Marketing Decisions
Markets and Industries: Whats the Difference? Assessing Market and Industry
Attractiveness, Macro Trend Analysis: A Framework for Assessing Market Attractiveness,
Macro Level, Your Market Is Attractive: What About Your Industry? Challenges in MacroLevel Market and Industry Analysis, Understanding Markets at the Micro-Level,
Understanding Industries at the Micro-Level, The Team Domains: The Key to the Pursuit of
Attractive Opportunities
Every Forecast Is Wrong! A Forecasters Toolkit: A Tool for Every Forecasting Setting, Rate
of Diffusion of Innovations: Another Perspective on Forecasting, Cautions and Caveats in
Forecasting, Why Data? Why Marketing Knowledge? Market Knowledge Systems:
Charting a Path toward Competitive Advantage
Reading of the article: Islamic Ethics and the Implications for Business by Gillian Rice
Why Do Market Segmentation and Target Marketing Make Sense? How Are Market
Segments Best Defined? Choosing Attractive Market Segments: A Five-Step Process,
Different Targeting Strategies Suit Different Opportunities, Global Market Segmentation

Mid Term Examination

Differentiation: One Key to Customer Preference and Competitive Advantage, Physical

Positioning Perceptual Positioning, Levers Marketers Can Use to Establish Positioning,
Preparing the Foundation for Marketing Strategies: The Positioning Process, Some Caveats
in Positioning Decision Making, Analytical Tools for Positioning Decision Making

10

Sustaining Competitive Advantage over the Product Life Cycle, New Market Entries--How
New Is New, Objectives of New Product and Market Development Market Entry Strategies:
Is It Better to Be a Pioneer or a Follower? Strategic Marketing Programs for Pioneers
Reading of the article: Applying Islamic market-oriented cultural model to sensitize
strategies towards global customers, competitors, and environment by
Norhayati Zakaria and Asmat-Nizam Abdul-Talib
Reading of the article: International Marketing Ethics from an Islamic Perspective: A
Value Maximization Approach by Muhammad Saeed, Zafar U. Ahmad and SyedaMasooda Mukhtar
Reading of the article: The relationship between religiosity and new product adoption
by Ateeq-ur-Rehman
Opportunities and Risks in Growth Markets, Growth-Market Strategies for Market Leaders,
Share-Growth Strategies for Follower
Shakeout: The Transition from Market Growth to Maturity, Strategic Choices in Mature
Markets, Marketing Strategies for Mature Markets, Strategies for Declining Markets
Does Every Company Need a New-Economy Strategy? Threats or Opportunities? The
Inherent Advantages and Disadvantages of the New Economy for Marketers, Developing a
New-Economy Strategy: A Decision Framework, Developing Strategies to Serve NewEconomy Markets

11

12

13
14
15

16

Project/Research paper presentations by students

RECOMMENDED BOOKS AND JOURNALS

1.
2.
3.
4.

Marketing Strategy by Walker and Mullins

Contemporary Strategic Marketing by Ross Brennan, Paul Baines and Paul Garneau
Journal of Strategic Marketing
Journal of Islamic Marketing

EVALUATION CRITERIA
Activity
Midterm Exam
Quiz/Assignment
Research Paper/Project
Final Term Exam

Marks
20
20
20
40