Course : Strategic Marketing Management

Course Code : BMKT 31254

Credit Value : 4

Status : Compulsory

Level : Level 3

Semester : Semester I

Overall Learning Outcomes : At the end of the course unit students should be able to;

  1. appraise the different approaches and levels of strategy to construct effective models in  strategy formulation
  2. formulate  strategic marketing plan by incorporating the essentials in strategic marketing process for different industries
  3. recommend the rational approach in designing, implementing and  controlling perspectives pertained to strategic marketing planning process of an organization
  4. coordinate the multi-functional intent to design a holistic approach to prepare strategic marketing plan for an organization
  5. integrate the learnt content as to solve the inherited challenges exist in different industries and contexts in keeping with excellence of rationale decision making abilities
  6. practice  the strategic approach  in making decisions pertained to planning, execution and controlling excellence as a strategist in dynamic business environment

Course Content :

Topic No.


Learning Outcomes



Learning Method

Method of Assessment


Scope of Strategic Marketing Management

At the end of the session students should be able to;

  1. diagnose the fundamentals of the scope of strategy in marketing
  2. compose an outline for the scopes of different thoughts built in strategy
  3. define the scope of strategy and different schools of thoughts for the same (including different generations and philosophical evolutions)
  4. compare the content of strategy referring to different school of thoughts (including the way how strategy being described based on different rationales like resource based, knowledge based, competency based, competitive advantage base)


Article review

End Semester Examination  Individual assignment report


Strategic Marketing planning process

At the end of the session students should be able to;

  1. organize the content of strategic planning into a systematic process in designing a strategic plan (including SOSTAC approach)
  2. decide the needful content in designing strategic plan pertaining to different industries and organizational discipline
  3. design a strategic marketing plan by incorporating the fundamentals of strategy
  4. develop an outline of strategic marketing plan for a given scenario
  5. select the suitable template and models to incorporate into a strategic marketing plan in par with the context referred


Buzz groups  Discussions

End Semester Examination  Class room activity  report


Strategic environmental analysis

At the end of the session students should be able to;

  1. appraise the internal and external marketing environment by applying  the suitable models or theories
  2. analyze the impact of internal and external environmental forces of an organization through an environmental audit
  3. build a process of adjusting internal environment forces as to adopt with external environment dynamics referring to different industries
  4. develop environment assessment report to assist for decision making (including the application of environment assessment matrixes as to the given scenario)


Group discussions Case study analysis

End Semester Examination  Group work report on case study and group presentation event


Strategic direction

At the end of the session students should be able to;

  1. formulate vision, mission, goals and objectives for an organization in par with rationality
  2. justify the rationale of set goals and objectives aligned to market opportunities and business strength
  3. create goals and objectives for an organization in keeping with strategic consistency (including the measurements for  market share, sales volume value and qualitative aspects)
  4. integrate vision, mission, goals and objectives to systematically direct for strategic results
  5. practice the learnt content in designing  vision, mission, goals and objectives for a real life context


Buzz groups Brainstorming sessions

End Semester Examination Company evaluation report,

Group assignment report and presentation


Strategy formulation

At the end of the session students should be able to;

  1. design  generic, growth, functional and tactical strategies followed by rational approach (including the models and theories found in different schools of thoughts)
  2. justify the set  strategy for a given context to integrate theory into practice
  3. integrate the strategy levels and planning levels  for an effective formulation of strategy (including corporate level, SBU level, functional level and tactical level)
  4. practice the product and branding  strategies for a given context
  5. practice the pricing strategies, place strategies and promotional strategies as to align with strategic direction being defined
  6. apply the learnt  basis to formulate strategies by considering the nature of  real life context  contexts
  7. formulate business model to integrate functions and processes into strategic template of an organization  (including how to set strategies converting into functional and operational scope)


case studies Brainstorming sessions workshop

End Semester Examination Class room activity report and presentation


Strategy in Action

At the end of the session students should be able to;

  1. organize the internal value chain to assist strategy implementation (including the content of primary and secondary activities)
  2. recommend the cross functional setup to be established in strategy execution
  3. formulate an action plan by considering the time frames, budget limits and other resource limitations
  4. coordinate the inter-functional synergy to activate marketing strategies in an organization
  5. design a constructive action plan to activate the programs as planed
  6. practice strategy implementation techniques and processes to achieve the set goals within the defined frames


Buzz groups

End Semester Examination Group presentation and report


Strategy evaluation and control

At the end of the session students should be able to;

  1. recommend the suitable evaluation and controlling methods to do needful controls
  2. assess the performance against set standards to evaluate the implementation excellence of a strategic marketing plan
  3. diagnose the deviation of actual performance against set standards to make needful control actions
  4. construct the activation guide for the controlling techniques and systems to monitor the progress against standards
  5. coordinate multi-functional controlling methods and activations to execute the holistic controlling approach
  6. adjust the determined controlling techniques and systems in par with the ad-hoc environmental conditions to make realistic approach for controlling process

Lectures Chapter review (group) Brainstorming sessions

End Semester Examination Group presentation and report

Recommended Reading         :

  1. Aaker, D.A. (2009), "Strategic Market Management", 9th Edition, Wiley.
  2. Chernev, A and Kotler, P.(2012),"Strategic Marketing Management", 7th Edition, Cerebellum Press.
  3. Cravens, D. and Piercy, N. (2012), "Strategic Marketing", 10th Edition, McGraw-Hill/Irwin.
  4. David M.(2007), “The New Rules of Marketing and PR”, John Wiley and Sons.
  5. Mooradian, T., Matzler, K. and Ring, L. (2011), "Strategic Marketing", Prentice Hall.
  6. Mullins, J. and Walker, O. (2012), "Marketing Management: A Strategic Decision-Making Approach", 8th Edition, McGraw-Hill/Irwin.
  7. SalliDibb, (2005), “Marketing: Concepts and Strategies”, Oxford Press.
  8. Wilson, M.S. and Gilligan, C,(2005), " Strategic Marketing Management", 3rd Edition, Routledge.
  9. Wilson R., Gilligon M., and Pearson D., (2004), “Strategic Marketing Management”, 2nd edition, Butterworth and Heinemann.


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