Course Specification

(1)

T4 2022

Course Title:

Strategic Marketing

Course Code:

MA4330

Program: Bachelor of Marketing

Department:

Marketing

College:

College of Business

Institution:

UMM AL-QURA University

Version:

2

Last Revision Date:

2/2/2023

Course Specification

T-104

2022

(2)

2

Table of Contents:

Content Page

A. General Information about the course 3

1. Teaching mode (

mark all that apply)

2. Contact Hours

(based on the academic semester)

3

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

4

Course Content 5

No List of Topics Contact

Hours

1 Marketing in Today’s Economy 3

2 Strategic Marketing Planning 3

3 Collecting and Analyzing Marketing Information 3

4 Developing Competitive Advantage and Strategic Focus 3

5 Customers, Segmentation, and Target Marketing 3

6 The Marketing Program 3

7 Branding and Positioning 3

8 Marketing Implementation and Control 3

9 Developing and Maintaining Long-Term Customer Relationships 3 01 Ethics and Social Responsibility in Marketing Strategy 3

Total 33

5

(3)

3 Student Assessment Activities

E. Learning Resources and Facilities 6

1. References and Learning Resources 6

2. Required Facilities and Equipment 7

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G. Specification Approval Data 8

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4

A. General information about the course:

Course Identification

1. Credit hours:

3

2. Course type

a.

University

☐

College

☒

Department

☒

Track

☐

Others

☐ b. Required ☐ X Elective☐

3. Level/year at which this course is

offered:

¹²^nd^level

4. Course general Description

Strategic marketing course covers various topics relevant to strategic marketing such as, internal, and external environment assessment, situation analysis, strategy formation, product life cycle, generic and specific marketing strategies. This course requires students to have a strong foundation in marketing gained from previous courses taken as a part of the program.

5. Pre-requirements for this course (if any):

Marketing Research 2

6. Co- requirements for this course (if any):

N/A

7. Course Main Objective(s)

This course provides students with the necessary understanding of the processes, concepts and tools needed to develop sound marketing strategies.

1. Teaching mode (

mark all that apply)

No Mode of Instruction Contact Hours Percentage

1. Traditional classroom 24 80%

2. E-learning 6 20%

3.

Hybrid

 Traditional classroom

 E-learning 4. Distance learning

2. Contact Hours

(based on the academic semester)

No

^Activity Contact Hours

(5)

5

1. Lectures 30

2. Laboratory/Studio 3. Field

4. Tutorial 5. Others (specify)

Total

30

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

Code Course Learning Outcomes

Code of CLOs aligned with

program

Teaching Strategies Assessment Methods 1.0 Knowledge and understanding

1.1

Demonstrate the understanding of the nature and dynamics of the marketing strategy formulation and implementation processes

K1

Lecture, Discussion

- Assignments and Quizzes Exams

1.2

Synthesize

knowledge obtained from other marketing courses into a comprehensive understanding of marketing strategy.

K2

Lecture, Discussion

2.0 Skills

2.1

Apply critical thinking and analytical skills in evaluating marketing theories and models and utilize them design appropriate courses of action.

S1

Lecture, Discussion

2.2

Communicate

effectively in verbal and written forms.

S2

Lecture, Discussion

- Class

Discussions on issues and case studies

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6

Code Course Learning Outcomes

Code of CLOs aligned with

program

Teaching Strategies Assessment Methods

2.3

Gain information and digital literacy skills.

build value for target customers

S3

Lecture, Discussion

Use simulations and games (eg.

MarkStrat, MixPro

by StratX,

Leadership and Team Simulation:

Everest by

Harvard) to bridge between theory and application.

2.4

3.0 Values, autonomy, and responsibility

3.1

Articulate vision and mission statements that are ethically sound and give meaning to all the organization’s

stakeholders

V1

Divide students in groups

and change the leadership of groups each period

Class Discussions on issues and case studies

Assignments and Quizzes

3.2

Develop teamwork skills and be able to collaborate with others.

V2 Divide students in

groups

and change the leadership of groups each period

Group Report and Presentation

3.3 .

B. Course Content

No List of Topics Contact

Hours

1 Marketing in Today’s Economy 3

2 Strategic Marketing Planning 3

3 Collecting and Analyzing Marketing Information 3

4 Developing Competitive Advantage and Strategic Focus 3

5 Customers, Segmentation, and Target Marketing 3

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7

6 The Marketing Program 3

7 Branding and Positioning 3

8 Marketing Implementation and Control 3

9 Developing and Maintaining Long-Term Customer Relationships 3 01 Ethics and Social Responsibility in Marketing Strategy 3

Total 33

C. Students Assessment Activities

# Assessment task* Week Due Percentage of Total

Assessment Score

1 Class Participation and Discussions 03

2 Quizzes, Assignments, and Case Studies 03

3 Group Report and Presentation 9 03

4 Midterm Exam (in class) TBD 03

5 Final Exam TBD 03

*Assessment task (i.e., written test, oral test, oral presentation, group project, essay, etc.)

E. Learning Resources and Facilities 1. References and Learning Resources

Essential References Marketing Strategy-Text and Cases (6^th Edition), O. C. Ferrell and M. D. Hartline, Cengage, 2014.

Supportive References

Electronic Materials

https://hbrarabic.com/

https://www.ama.org/

https://waed.net/ar/home.html https://www.rowadalaamal.com/

https://www.inc.com/

https://www.allbusiness.com/

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8

https://www.forbes.com/

https://entrepreneuralarabiya.com/

https://www.aleqt.com/

UQU e-learning and black board platform

Other Learning Materials

Market-Based Management: Strategies for Growing Customer Value and Profitability (6^th Edition), R. J. Best, Pearson, 2013.

Strategic Management: A Competitive Advantage Approach, Concepts and Cases (16^th Edition), F. R. David and F. R. David, Pearson, 2016.

Marketing Strategy and Competitive Positioning (7^th Edition), G.

Hooley and B. Nicoulaud, Pearson, 2020.

2. Required Facilities and equipment

Items Resources

facilities

(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)

A good classroom is important along with presentation facilitates such as data show.

Technology equipment (projector, smart board, software)

● Blackboard

● Data show

● internet connection

● large room for student projector

Other equipment

(depending on the nature of the specialty)

N/A

F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Chair, Students, External Stakeholders

Department and quality committee

Open discussions with the students

Anonymous surveys

Effectiveness of students assessment

Checking marking by the students themselves if it’s possible

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9

Assessment Areas/Issues Assessor Assessment Methods

Using the help of other members in reviewing the assignments/exams

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

MARKETING DEPARTMENT

REFERENCE NO.

DATE

5/02/ 2023