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MBA _compulsory III &IV_ - 15 -

Dr. Babasaheb Ambedkar Marathwada University Aurangabad

   Revised Course Structure for Master in Business Administration

June 2009

MBA Semester III             Specialization: - Marketing Management

Elective OP 307b: STRATEGIC MARKETING

Courses Contents 

Market Situation Analysis; Analysis of Competitor’s Strategies and Estimating their Reaction Pattern and Competitive Position; Market Leader Strategies – Expanding the Total Market, Protecting Market Share, Expanding Market Share; Market Challenger Strategies – Choosing and Attack Strategy, Market Follower Strategies; Market Nicher Strategies; Competitive Market Strategy for Emerging Industries, Declining Industries and Fragmented Industries; Balancing Customer and Competitor Orientations, Industry Segmentation and Competitive Advantage; Product Differentiation and Brand Positioning, Competitive Pricing, Competitive Advertising, Role of Sales Promotion in Competitive Marketing. 

Suggested Readings 

1.

Orville C Walker, Marketing Strategic, Tata Mc Graw Hill, 6th Edition 2008

2.

Singh, Narendera, Strategic Management & Marketing , Himalaya Publication 2004

3.

Kotler, Keller, Koshi and Jha, Marketing Management : A south Asian perspectivePrentice Hall9th Edition 2008

4.

Hooley , Marketing Strategy, Pearson, 2008

5.

David Cravens, Strategic Marketing ,  Tata Mc Graw Hill, 9th Edition 2008

 Note :- At least 10 Case Studies should be taught in class on relevant         

          subject syllabus        

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