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MARKETING MANAGEMENT - I

Credits	2
Faculty Name	Dr. PRESHTH BHARDWAJ
Program	MBA (Sec-E & F)
Academic Year and Term	2016-17

Course Description

Marketing is the sum of the activities undertaken by a company to stimulate sales of its product or services with its customers. The marketing objective is to create, promote and distribute products or services, at a price and quality deemed valuable by the company’s customers, in order to create value and profit for the company. Maintaining a strong and compelling value proposition and long-term relationship with the company’s customers are vital for the company’s continued success and require constant monitoring of market, environmental, technological and competitive forces. Marketing is therefore integral to establishing a company’s strategic direction. This in turn makes marketing skills and perspective essential to the success of all business managers in any business. This course provides an in-depth exploration and practical application of basic marketing tools. These include product policy, pricing, promotion, distribution, sales management, and customer segmentation and retention. In most classes, we will analyze case studies that require us to identify marketing opportunities, refine value propositions, select customer segments and develop marketing programs for a variety of management situations.

Student Learning Outcomes
· To introduce students to the elements of marketing analysis: marketing environment analysis, market analysis, customer analysis, competitor analysis and company analysis.
· To familiarize students to the business and marketing strategies and to enhance their problem-solving and decision-making abilities in strategic areas of marketing.
· Develop an integrated marketing plan

Pedagogy

The course handles the subject of marketing through use of lectures and discussion of cases, clipping on Indian as well as on global firms. Participants are expected to contribute to quality discussion to derive learning.

Kotler , P., and Keller, K. Lane, Marketing Management, Pearson Education, 15th edition, 2016.

1. Etzel; Walker; Stanton. Marketing. Tata McGraw. 13th edition.
2. Aaker, David A., Strategic Market Management.1995.
3. Lal, Quelch and Rangan. Marketing Management. Tata McGraw.

Session Plan

Session	Topic	Reading	Cases
1	Understanding Marketing concepts · Introduction to the concept of Marketing · Understanding various Marketing orientations · Relationship marketing · Relevance of marketing concepts in Indian context	Chapter 1, Kotler, et al., Pearson Education, 2016, pg. 3 to 27	--
2	Understanding Marketing Environment	Chapter 4, Kotler, et al., Pearson Education, 2016, pg. 107 to 119	--
3	Dealing with competition	Chapter 12, Kotler, et al., Pearson Education, 2016, pg. 363 to 379
4	Revision with case discussion		HBR Case
5	Customer value	Chapter 5, Kotler, et al., Pearson Education, 2009, pg. 115 to 132	--
6	Developing Marketing Strategies & Plans: · Marketing & Customer Value · Business Unit Strategic Planning · Marketing Plan	Chapter 2, Kotler, et al., Pearson Education, 2016, pg. 33 to 53	--
7	Analysing Consumer Behaviour	Chapter 6, Kotler, et al., Pearson Education, 2016, pg. 165 to 188	--
8	Analysing Business buying behaviour (B2B)	Chapter 7, Kotler, et al., Pearson Education, 2016, pg. 201 to 220	--
9	Identifying Market Segments and Targets: · Understanding market segmentation · Consumer & Business markets · Market Targeting	Chapter 9, Kotler, et al., Pearson Education, 2016, pg. 265 to 285	--
10	Crafting the Brand Positioning, Product Differentiation and Product life cycle	Chapter 10, Kotler, et al., Pearson Education, 2016, pg. 297 to 310	--
11	Revision with case discussion		HBR Case
12	Conducting Marketing Research: · Scope of Marketing Research and Problem definition · Marketing Research process	Chapter 5, Kotler, et al., Pearson Education, 2016, pg. 135 to 152	--
13	Taping into global markets	Chapter 8, Kotler, et al., Pearson Education, 2016, pg. 233 to 258	--
14	Review of the course	--	--

Note: Guidelines for the session-wise Cases, as mentioned in the Session Plan, will be announced a week prior.

Component
Exam	40%
Quiz	30%
Class Presentation	15%
Group Assignment	15%

Quizzes:

The quizzes may be taken without notice. Participants are advised to be ready to take the quiz at any time during the classes. Quizzes would assess both conceptual understanding and applications. No makeup quiz shall be given if the candidate misses it.

Assignment

Details to be shared in class

Examination:

Exams will assess conceptual clarity and linkage of concepts in real life situation.

Academic Integrity

The academic integrity will be strictly adhered to as per the rules and guidelines of the student Manual of Policy provided by the institution to the students. In case of any deviation, punitive action will be immediately undertaken as per the institute academic norms.