MM-III-MB15

MM-III-MB15
MBA 2015-17: Term-III

Marketing Management-III

Credits	Two
Faculty Name	Prof Sandip Anand
Program	MBA
Academic Year and Term	Term III- 2015-16

1. Course Description

The course aims to provide a basic understanding of marketing knowledge generation, construction and reconstruction methods employed by well-managed firms. The focus of the course is on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. The course deals with examination of the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results.

2. Student Learning Outcomes

· Be able to conceptualize the Marketing Research problem.
· Be able to design Marketing Research study.
· Be able to execute the Marketing Research project independently.

3. Required Text Books and Reading Material

1. Malhotra, N.K. and Dash, S. (2013). Marketing Research: An Applied Orientation, Pearson Education. (MD)
2. Compiled Course Material from Secondary Sources

Additional Reference books

· Churchill, G. A., Iacobucci, D. and Israel, D. (2013). Marketing Research: A South-Asian Perspective, Delhi, Cengage Learning. (CII)
· Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. & Tatham, R. L. (2013). Multivariate data analysis, New Delhi: Pearson Publication Inc.(HBBAT)
· Easwaran S. and Singh S. J. Marketing Research: Concepts, Practices and Cases. Oxford University Press.
· Business Research Methods, Cooper Schindler, Tata McGraw Hill

.Research for Marketing Decisions, Paul Green, Donald S Tulcoursel, & Gerald Albaum

· Multivariate Data Analysis, Hair, Anderson, Tatham & Black
· Research Methodology,R Panneerselvam
· Basic Econometrics, D N Gujarati,TMH
· New consumer marketing, susan baker.
· Marketing Management by Philip Kotler

4. Tentative Session Plan

Session Number Topics/Activities Reading/case list etc.

1 Marketing Research: Brief and Proposal Chapter1-3 (MD)

2 Research Design
-Descriptive
-Exploratory
-Experimental Chapter 4,6,7 (MD)

3-4 Difference between Qualitative and Quantitative Research
& Qualitative Research Methods
-Interview
-Focus Group Interviews
-Projective Techniques
-Other Qualitative techniques Chapter 4-7 (MD)

5 Content Analysis Case discussion

6 Pricing Research Reference material & case discussion

7 Category Driver Analysis Reference material & case discussion

8 Discriminant Analysis Chapter 18 (MD)

9 Cluster Analysis Chapter 20 (MD)

10 Multi Dimensional Scaling Chapter 21 (MD)

11 Conjoint Analysis Chapter 21 (MD)

12-13 Student Group Presentation

14 Tutorials

5. Evaluation


Class Participation	20
Group Project & Presentation	40
End-Term Exam	40

6. Academic Integrity

Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 11/16/2015 at 10:32 AM
Category: MBA-I T-III Doctype: Document

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Session Number	Topics/Activities	Reading/case list etc.
1	Marketing Research: Brief and Proposal	Chapter1-3 (MD)
2	Research Design -Descriptive -Exploratory -Experimental	Chapter 4,6,7 (MD)
3-4	Difference between Qualitative and Quantitative Research & Qualitative Research Methods -Interview -Focus Group Interviews -Projective Techniques -Other Qualitative techniques	Chapter 4-7 (MD)
5	Content Analysis	Case discussion
6	Pricing Research	Reference material & case discussion
7	Category Driver Analysis	Reference material & case discussion
8	Discriminant Analysis	Chapter 18 (MD)
9	Cluster Analysis	Chapter 20 (MD)
10	Multi Dimensional Scaling	Chapter 21 (MD)
11	Conjoint Analysis	Chapter 21 (MD)
12-13	Student Group Presentation
14	Tutorials