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MM EM-15
1yr MBA-Executive 2015-16T-II


MARKETING MANAGEMENT (MM)

CreditsFour
Faculty NameDr. Punyaslok Dhall
ProgramEMBA
Academic Year and Term2014 Term-2
1. Course Description This is a basic course in Marketing. Participants would be introduced to the principles and concepts in Marketing that would enable them to understand and tackle the multiple tasks and roles for achievement of marketing objectives in an organization. It aims to develop the necessary skill sets to tackle marketing applications under different business situations. This is also the basic course for all non-marketing professionals to get a deeper appreciation of the function and how it relates to their own functional roles in the organization.

2. Student Learning Outcomes

Participants after completing this course should be able to
· understand and appreciate the basic concepts of marketing and apply it to real life situations
· appreciate and analyze real life cases in the industry/marketing context
· apply marketing tools to real life context and strategize accordingly
· understand and appreciate the intricacy of consumer behaviour

3. Required Text Books and Reading Material

Text Book

Reading List

1. Marketing Management - W.J.Stanton
2. Marketing Management - Asian Perspective- Kotler, Ang, Leong & Tan

4. Tentative Session Plan
Session
Topics
Readings
1&2Introduction to marketing, Orientations to the market, Core Marketing Concepts, Needs and wants, Marketing Myopia, Strategic Planning, Customer value and satisfactionChapters 1,2
Marketing Myopia
3&4Consumer Decision Processes , what influences Consumer Behaviour, CompetitionChapter 5 and 8
5&6Understanding marketing mix, marketing segmentation, Market targeting and target marketing, Segmentation strategiesChapter 7
7&8Product differentiation, Differentiation strategies, Positioning stances, positioning strategies , Product life cycleChapter 11
9&10Marketing Research -Quantitative and qualitative, The MR process, Demand estimation, sales forecasting, forecasting methods, Customer Lifetime valueChapters 3,4
11&12Case Analysis 1 (Presentation)Case to be provided
13&14Brand management, Brand building, brand equityChapter 9
15 & 16Industrial marketing, Analyzing business markets, Differences between industrial and consumer buyingChapter 6
17 & 18Pricing, setting prices, pricing strategies, setting adapting to competitor pricingChapter 13
19 & 20Case Analysis 2 (Presentation)Case to be provided
21 & 22Marketing Communication, Communication models, The role of advertising,Chapter 16
23 & 24Global MarketingChapter 20
25 & 26Case Analysis 3 (Presentation)Case to be provided
27Review and Summary
5. Evaluation

Case presentation : 15%

Assignment : 20%

End Term : 40%

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Total 100

6. Academic Integrity

Students are encouraged to participate and ask questions in the class. Utmost care is taken as to maintain class decorum, follow the exact evaluation norms, conduct fair examinations, fair and transparent evaluation of examination papers, etc. so as to maintain the highest academic integrity.

Created By: Alora Kar on 08/26/2015 at 12:42 PM
Category: MBA EX-15-T-II Doctype: Document

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