Strategic Marketing (MKT 460), Summer 2010

with Khondker Galib B Mohiuddin (KGM)

About the Lecturer
An MBA from Melbourne Business School, University of Melbourne, Khondker Galib B Mohiuddin joined North
South University in Summer 2007. During his MBA he has worked as a consultant for Booz Allen Hamilton
Australia and Axiom Technologies Australia. Prior to his MBA he worked in Bangladesh in different areas of
marketing in organizations like Unilever, Coca-Cola Far East Limited, Unitrend Limited, Marka Limited, and ACI
Limited. Khondker Galib B Mohiuddin is a BBA graduate from IBA, University of Dhaka. Other than teaching, he
is a marketing enthusiast and an avid marketing consultant.

About the Course

This course can be seen as a combination of ‘Marketing Strategy’ and ‘Integrated Marketing’. Marketing without
a direction can result in ineffective and inefficient expenditure for an organization. This course builds on
students’ prior knowledge of marketing to provide them an understanding of how to market effectively as well as
efficiently.
The course is not aimed at familiarizing students to marketing ‘principles’ and marketing tools. It is expected that
students already have sufficiently understood the basics of marketing. This course will, in effect, refer to some
problem solving tools of top global consulting firms to look at marketing-in-implementation. The frameworks
provided would be useful to students for:
 Taking up any real-life marketing scenario and providing recommendations in a logical manner.
 Analyzing and Problem-solving in areas beyond marketing.

Objectives of the Course  Familiarization with real case

To develop understanding and skills of:
 Familiarization with analyzing marketing
environment
 The ability to come up with solution-options
based on analysis
 The ability to derive implementing strategies
and tactics from the solution-options
Lecturer Contact Details & Office Hours
NAC 711, NSU Ext. 1738,
mohiuddin@northsouth.edu
ST & MW 11:30am – 12:30pm, 2:45pm – 3:45pm
Please drop an e-mail to confirm your
appointments.

Text & Materials

The course is based on class lecture and the text. Please take class notes. Other than the text mentioned
below, relevant materials would be made available by the lecturer either in soft or hard copy.
The following text is a requirement for the course:
Marketing Management, 12th Eedition,
Kotler, Philip and Keller, Kevin Lane
2006, Pearson Prentice Hall, ISBN 0-13-145757-8
Assessment
Attendance and class participation 10% Case Presentations / Assignments 10%
Announced quizzes (2 of 3 X 5%) 10% Final Project (synd) 15%
Mid-term Exam 20% Final Project Presentation (synd) 05%
Final Exam 30%

Attendance and class participation

Simply attending the classes will not be sufficient to ensure good grades in class participation. I would look for
contributions to class discussion in terms of both quality and quantity – but I’d discourage filling valuable class
airtime uselessly. Please come prepared every class on previous discussions. You must remember the syllabus
of the course includes anything and everything discussed in the class.

Announced quizzes
A total of three quizzes would be taken. Each quiz would be based on learnings of the previous four classes,
including the case discussions. The nature of the quizzes can be Multiple-choice questions, or filling-in blanks,

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true-false, or short answers. Top two quiz scores would be counted for grading purpose. There will be NO make-
up quiz arranged under any circumstance.

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 Strategic Marketing (MKT 460) with Khondker Galib B Mohiuddin (KGM)

Case Presentation (in Syndicates)

The purpose of this exercise is to be able to show your learning and management capability in the context of
simulated business situations represented by cases. Each syndicate will present one case (solved prior to the
class by them) in the class. Syndicate exercises would be graded for the syndicate as a whole, but based on
feedback from your peers, your individual grades may vary.

Mid-term Exam
The mid-term exam would take into account all class learnings from all the previous classes for that part of the
course. The nature of the questions can be Multiple-choice questions, or filling-in blanks, true-false, or short
answers. There would be NO make-up arranged for the mid-term exam. In case of compelling reasons, as
subjectively judged by the lecturer, a comprehensive final exam might be arranged.

Final Project and Presentation (in Syndicates)

The final project provides a distinct learning experience for your syndicate, and enriches the class session by
allowing you to think about how each topic discussed in class applies to a real scenario. Syndicate exercises
would be graded for the syndicate as a whole, but based on feedback from your peers, your individual grades
may vary.

Final Exam
The final exam would take into account all class learnings post Mid-term, and some announced sessions from
before the Mid-term. The nature of the questions can be Multiple-choice questions, or filling-in blanks, true-false,
or short answers. There would be NO make-up arranged for the final exam.

Grading
University standard grading scale would be followed.

Notes on Policies
 There would be no revision of grading – and each student is individually responsible for his/her grade
(including contribution to syndicate exercises, which will be substantial).
 Syndicate exercises would be graded for the syndicate as a whole, but based on feedback from your
peers, your individual grades may vary.
 Plagiarism or cheating would not be tolerated. Students found guilty will not be allowed to complete the
course.
 The course is based on class lecture and text. You must remember the syllabus of the course includes
anything and everything discussed and referred to in the class.
 Absence cannot be erased with the aid of an application. Don’t provide any application for absence,
because nothing can undo your absence, and the 0.25% of the grade that you lose.
 In case of absences, it is your responsibility to update yourself for the missed classes with the aid of
your classmates, the instructor would not deliver/ discuss missed topics.
 Simply attending the classes will not be sufficient to ensure good grades in class participation.
 Entering classes late would cost your class participation points – you are to recognize that you not only
lose yourself by doing it, you disturb and interrupt the learning of the whole class. Late arrivals for three
classes would count as one absent.
 Turn your mobile phones to ‘silent’ mode during class. Do not talk on the phone or fiddle you’re your
gadgets during class.
 Late submissions of projects will result in deduction of points, and the instructor may chose to discard
your submission altogether. It is your duty to ensure that the projects are submitted within time.
 There will be NO make-up quiz arranged under any circumstance.
 There will be NO make-up mid-term exam arranged under any circumstance. If you have plausible
cause, as judged by the lecturer, you may take a comprehensive final exam.
 There will be NO make-up final exam arranged under any circumstance.
 The course content may be modified according to the progress of the class, but this is very unlikely.

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 Strategic Marketing (MKT 460) with Khondker Galib B Mohiuddin (KGM)

Schedule
Clas Agenda/ Reading
s
01 Admin: Introduction, Understanding of Policies
Topics: A Perspective on Strategic Marketing
02 Admin: Syndicate finalization
Topics: Ch. 1: Defining Marketing in the 21st Century
03 Topics: Ch. 2: Developing Marketing Strategies and Plans
04 Admin: Quiz 1
Topics: Ch. 3: Gathering Information and Scanning the Environment
05 Topics: The Internal Environment Analysis: BST, MST, GCS
06 Admin: Quiz 1 results
Topics: The External Environment Analysis: PLC, PEM
Ch. 4: Conducting Marketing Research and Forecasting Demand
07 Topics: Ch. 6: Analyzing Consumer Markets
08 Admin: Quiz 2
Topics: Ch. 7: Analyzing Business Markets
09 Topics: Ch. 11: Analyzing Competitors
Analyzing Business Markets
10 Admin: Quiz 2 results
Topics: Case Presentations
11 Topics: Case Presentations
12 Topics: Final Project Discussion
13 MID-TERM EXAM
14 Admin: Case Presentation results
Topics: Ch. 8: Identifying Market Segments and Targets
Y&R Psychographic Segmentation
15 Topics: Ch. 10: Positioning
3 C’s Model
16 Admin: Quiz 3
Topics: Strategies & Goals, and Strategy Formulation
Ch. 12: Setting Product Strategy
17 Admin: Mid-term results
Topics: Final Project Discussion
18 Admin: Quiz 3 results
Topics: Ch. 14: Pricing Strategy
19 Topics: Final Project Discussion
20 Topics: Ch. 15: Value Delivery Sequence & Channels
21 Topics: Guest Speaker on Distribution (Place)
22 Topics: Ch. 17: Communicating Value, Brand relationship spectrum
23 Topics: Final Project Presentation
24 Topics: Final Project Presentation
FINAL EXAM
Legend: Topics printed in underlined ‘Courier’ font – represents areas of discussion outside text.

Hope to see you enrich this course. Best of luck!

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 Strategic Marketing (MKT 460) with Khondker Galib B Mohiuddin (KGM)

Syndicate & Contacts

Please detach and submit this page for your chosen syndicate with appropriate details at the beginning of the
second class. Please ensure that you submit only one form from a single syndicate.

Note that managing the syndicate’s joint effort, and ensuring the participation of members for a given exercise is
your responsibility. As a support for the hard workers in a syndicate and to deter slacking and social loafing, the
lecturer has the following policy - Syndicate exercises would be graded for the syndicate as a whole, but based
on feedback from your peers, your individual grades may vary.

SL Student ID Student Name e-mail address Mobile No.

(optional)

For Official Use Only Syndicate No.

Thank you for your cooperation.

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