Detailed Syllabus

CPM003                          Marketing Strategy
Objective:
To inculcate in candidates a managerial, analytical and comprehensive approach towards strategic
marketing management. Covering the basic disciplines of economics, behavioral science and mathematics,
concepts and strategies that to analyze market problems and opportunities will be used. This will be
augmented with real company cases as illustrations. As part of the learning process, company cases from
the Asia Pacific region will also be used for analyses in which candidates can meaningfully apply the
strategies learnt. The Asia Pacific perspective is provided by way of application of strategies to specific
regional countries, given their distribution, legal and cultural characteristics.

At the end of this course, candidates should be able to:

1.    Identify similarities and differences among various Asia Pacific countries that have implications for a
       firm’s marketing strategies; and
2.    Understand the different stages of progress the Asia Pacific countries are in, and hence, the applicability
       of various marketing strategies for each market.

Contents:

1. Corporate Strategic Planning

2. Analyzing the External Environment in the Asia Pacific region

3. Opportunity Search

4. Competitive Strategy

5. Strategies for Market Expansion in the Asia Pacific Region

6. Implementation and Delivery

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