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Faculty : S. B. Mohanty

Programme : BM (Sec-E & F)

Academic Year : 2016- 2018

Term : II

1. Course Description
This course is a sequel to what has been covered in Marketing Management I, as part of the core course.

The existence of any business is meaningless unless it has a customer base which is loyal and growing. Without sufficient demand for its products and services a firm cannot make a profit. There must be a top line for there to be a bottom line. Marketing‘s value extends to society as a whole. It has helped introduce new or enhanced products and services that ease or enrich peoples’ lives. Successful marketing creates demand for goods and skills, which in turn, creates jobs.

2. Methodology
Apart from the specified chapters from the standard text book, you will be given well known articles culled from leading journals like Harvard Business Review and others. The pedagogy would be a combination of class room lectures, case discussions, group presentations and books/articles reviews. Come to the class reading all the background materials provided in order to make the class room discussions meaningful.

3. Course Objectives
Ø Why & How do Companies with same 4 Ps have different market offerings in the same market.
Ø Aiming at customer focus through appropriate Product and Service offerings
Ø Analyzing products in the Market, people in the market and the market itself
Ø Able to communicate value propositions to the target audience through appropriate copy and media strategies
Ø Appreciate the importance of new tools in the hands of the manager – Personal Selling, Public Relations, Direct Marketing and Digital Marketing
4. Session Plan

Session No.	Topics/Activities	Readings
1.	Setting Product Strategies	Chapter 13 of the Text book Prescribed
2.	Designing and Managing Services	Ch. 14
3.	Introducing New Product offerings	Ch.15
4.	Developing Pricing Strategies and Programmes	Ch. 16
5.	Pricing case Discussions	Case to be given in time
6.	Integrated Marketing Communications	Ch.17
7.	Advertising, Sales Promotion. Event Marketing and P.R.	Ch. 18
8.	Digital marketing	Ch. 19
9.	Sales Management, Direct and Database Marketing	Ch. 20
10.	Managing Distribution Channels	Ch. 21
11.	Wholesaling, Retailing and Logistics	Ch. 22
12.	Tapping into Global Markets	Ch. 8
13.	Marketing Audit and Control	Ch. 23

5. Evaluation

Attendance : 10%
Quiz : 30%
Group Presentation : 20%
End Term : 40%

Total 100%

The Quiz will be a surprise – maximum 24 hrs. notice will be given.

6. Academic Integrity

As per XIMB norms

7. Readings

a) Book: Marketing Management 15th edition. Authors: Kotler and Keller. Publishers _ PEARSON
b) Articles
Ø Marketing success through differentiation of anything
Ø Want to perfect Company’s Service? Use Behavioral Science
Ø Factor and Sub factor Ratings for a New Product
Ø How do you know when your price is right
Ø How to fight a price war
Ø Ending the war between Sales and Marketing
The above articles will be provided to you from time to time as the course progresses.

The course will be covered in 13 sessions – 12 of 90 minutes each and 1 of 120 minutes.

Created By: Alora Kar on 09/12/2016 at 12:30 PM
Category: BM-I 2016-18 T-II Doctype: Document