MM-III-AB-MB20

MM-III-AB-MB20
MBA-BM 2020-22: Term-III

Marketing Management-III (MM-III)

Credits	Two
Faculty Name	Prof Nirali Shah (Sections – AB)
Program	MBA (BM)
Academic Year and Term	2020-21, Term III

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 (especially various multivariate methods) as well as qualitative methods, with an emphasis on the interpretation and use of results.

2. Student Learning Outcomes

By the end of this course, participants should:

2.1. Be able to conceptualize the marketing research (MR) problem.
2.2. Be able to design marketing research study.
2.3. Be able to execute the marketing research project independently.
2.4. Be able to understand how MR process is integrated to actual decision-making and strategy creation in organizations.

3. Required textbook and reading material
3.1. Textbook

Malhotra, N.K. and Dash, S. (2019),

Marketing research: An applied orientation

, Pearson Education. (MD)

3.2. Reading material and cases

Participants would receive some reading material and cases before / during the sessions.

3.3. Reference books
3.3.1. Churchill, G.A., Iacobucci, D. and Israel, D. (2016), Marketing research: A South-Asian perspective, Delhi: Cengage Learning.
3.3.2. Feinberg, F.M., Kinnear, T.C. and Taylor, J.R. (2013), Modern marketing research: Concepts, methods, and cases, Delhi: Cengage Learning.
3.3.3. Smith, S.M. and Albaum, G. S. (2005), Fundamentals of marketing research, New Delhi: Sage Publications.
3.3.4. Green, P.E., Tull, D.S. and Albaum, G. (2009), Research for marketing decisions, New Delhi: Prentice-Hall of India.
3.3.5. Hair, J.F. Jr., Black, W.C., Babin, B.J., and Anderson, R.E. (2019), Multivariate data analysis, Delhi: Cengage Learning.
3.3.6. Brown, T.J., Suter, T.A. and Adhikari, A. (2016), MR: A South-Asian perspective, Delhi: Cengage Learning.
3.3.7. Burns, A.C., Veeck, A. and Bush, R.F. (2017), Marketing research, Eighth edition, New Delhi: Pearson Education.
3.3.8. Wilson, A. (2019), Marketing research: Delivering customer insight, Fourth edition, UK: Macmillan International Higher Education.
3.3.9. Levin, R.I. and Rubin, D.S. (2017), Statistics for management, New Delhi: Pearson Education.
3.3.10. Aaker, D.A., Kumar, V., Leone, R.P. and Day, G.S. (2013), Marketing Research, Eleventh edition, New Delhi: Wiley India Pvt. Ltd.
3.3.11. Maison, D. (2019), Qualitative marketing research: Understanding consumer behavior, London: Routledge.

4. Tentative Session Plan

Session No.	Topics/Activities	Reading
1.	Marketing research: Brief and proposal	Chapters 1-3 (MD)
2.	Research design · Descriptive · Exploratory · Experimental	Chapters 4,6,7 (MD)
3.	Brief overview of measurement, scaling, questionnaire design and sampling in marketing research	Chapters 8-12 (MD)
4. – 5.	Introduction to multivariate analysis techniques in marketing · Brief summary of all quantitative techniques to be covered in the course Conjoint analysis · Introduction · Applications in marketing · Hands-on exercise	Chapter 21 (MD) In-class exercise Excel + SPSS
6.	Cluster analysis · Overview · Applications in marketing · Hands-on exercise	Chapter 20 (MD) In-class exercise Excel + SPSS
7. – 9.	Qualitative research methods and analysis · Interview · Focus Group · Projective Techniques · Other Qualitative techniques	Chapters 4-7 (MD)
10. – 11.	Discriminant analysis · Introduction · Applications in marketing · Hands-on exercise	Chapter 18 (MD) In-class exercise Excel + SPSS
12.	Multidimensional scaling · Brief overview · Applications in marketing · Hands-on exercise	Chapter 21 (MD) In-class exercise Excel + SPSS
13. – 14.	Student group presentation	Quantitative projects only

5. Evaluation

Components	Weightage (in %)
Assignment (individual)	10
Group projects – report & presentation	30
Quizzes	20
End-term exam	40

5.1. Download the SPSS software on your laptop.
5.2. The course instructor would let you know when you require to bring the charged laptop in the classroom class.
5.3. We shall do in-class exercises for the hands-on experience.
5.4. There will be three quizzes and best two of them will be considered for the evaluation. Quizzes include negative marking.
5.5. Group projects: You must work on two group projects. One project is using a quantitative technique, whereas another project is using the qualitative technique. Participants must follow Times New Roman, 12 point font size and 1.5 line spacing in the report preparation. It is mandatory to have name of project, name and roll number of participants, group number and selected technique on the title page.
5.5.1. For Quantitative project (20 marks): It requires submission and presentation. Group need to use primary data and apply one of the quantitative techniques discussed in the class. You can refer chapter 23 (MD) as a reference point to prepare your project. The written project should not exceed 20 A-4 typed pages excluding title page, references, and annexure. Submission should be made in zip file including questionnaire, filled data, SPSS / Excel analysis along with final report.

Presentation: It is of total 13 minutes. 10 minutes is devoted to student presentation and 3 minutes is for question and answer. The groups will choose who will present the project work and explain the whole presentation. But the instructor based on her sole decision can ask questions to any group members. Q & A can’t be handled by the presenter.

5.5.2. For Qualitative project (10 marks): It requires only submission. The written project should not exceed 10 A-4 typed pages excluding title page, references, and annexure. Submission should be made in zip file including audio/video/field notes of your data gathering and analysis along with final report.
5.6. End-term examination includes all the topics covered in the class-room sessions.

6. Academic Integrity
Focus is on authenticity. Students involve in academic dishonesty will receive a zero mark in the particular component in which the violation occurred. Kindly refer to XIMB manual of policy for code of conduct.
Created By: Debasis Mohanty on 02/01/2021 at 10:11 AM
Category: BM 20-22 T-3 Doctype: Document

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