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Course : Marketing Management - II
Term : II, 2019
Instructor : Dr. Preshth Bhardwaj
Credit : 2.0 units
Session : 14 sessions of 1 hour 30 minutes each

Instructors	Location	Extension No.	E-mail address
Dr. Preshth Bhardwaj	Room No. 121	519	preshth@ximb.ac.in

COURSE OBJECTIVES

This course builds on the participants’ understanding of Marketing acquired in the Marketing Management - I course. This course deals with the Value delivery (Distribution channels), Communicating the Value (Promotion), Marketing Research, Marketing Strategy and Plan, Service Marketing, Branding and Rural Marketing. This course, as an extension to Marketing Management – I course, will provide a holistic perspective of the marketing theory and practice.

After going through the course, you will be able to:
1. Understand the concept of selling, distribution and promotion;
2. Design, develop and evaluate the marketing channels
3. Design communication strategy
4. Design, implement and evaluate all aspects of promotion mix
5. Make decisions regarding strategic planning and organizing marketing functions

PEDAGOGY

Marketing Management – II course uses a combination of readings, cases and industry-specific assignments to stimulate participant learning. This course relies heavily on cases, video clippings and readings. Student preparation, presence and participation are thus essential for the pedagogy to work. Participants are expected to contribute to quality discussion to derive learning.


LEARNING MATERIALS

Text Book : Kotler , P., and Keller, K. Lane, Marketing Management, Pearson Education, 15th edition, 2016.
Reading Material : Readings from various published sources will be given alongwith the prescribed text book.
Suggested Books : Perreault, William D., Cannon, Joseph P., and McCarthy, E. Jerome (2011). Basic Marketing, 18thedition, McGraw Hill Irwin.
Ramaswamy V.S. and Namakumari, S. (2009). Marketing Management: Global Perspective Indian context, 4th edition, Macmillan, New Delhi.
Baines, Paul, Fill, Chris, and Page, Kelly (2009). Marketing, 1st Indian edition, Oxford University Press, New York.

Case(s) alongwith the guideline(s) for discussion, will be distributed a week prior to the session.

EVALUATION SCHEME

Term Assignment : 15%
Quiz (2; 15% each) : 30%
Case/Reading presentation : 15%
End Term Exam : 40%
Note: The evaluation scheme may be altered during the term with prior intimation to the students.


SESSION PLAN

Session	Topic	Reading(s)	Cases/ Group Assignment
MODULE I: COMMUNICATING THE VALUE (IMC)
1	Designing and Managing Integrated Marketing Communication: - Introduction to Marketing Communication - Relationship between Marketing Communication and Brand Equity - Communication Process Models - Developing marketing communication - Message decisions - Media and Budget decisions	1. Kotler, et al. (2016). 2. Suggested Reading(s).	--
2	Managing Mass Communication: - Developing and managing an Advertising Program - Sales Promotion - Event Promotion - Publicity	1. Kotler, et al. (2016). 2. Suggested Reading(s).	Group Assignment - I
3	Revision with case discussion	--	Case
4	Managing Personal Communication: - Direct Marketing - Interactive Marketing Word-of-mouth	1. Kotler, et al. (2016). 2. Suggested Reading(s).	Group Assignment - II
5	Revision with case discussion	--	Case
MODULE II: DELIVERING VALUE (DISTRIBUTION)
6	· Introduction to the Course · An overview of Distribution Channels: - Designing and Managing Channels - Managing Conflicts - E-commerce practices	1. Kotler, et al. (2016). 2. Suggested Reading(s).	Group Assignment - III
7	Revision with case discussion	--	Case
8	Physical Distribution and Logistics - Retailing and Wholesaling - 3PLs - Managing Logistics - Indian Rural distribution scenario	1. Kotler, et al. (2016). 2. Suggested Reading(s).	Group Assignment - IV
9	Designing and Managing the Sales Force	1. Kotler, et al. (2016). Suggested Reading(s).	Group Assignment - V
10	Revision with case discussion	--	Case
MODULE III: Pricing Strategies
11	· Developing Pricing strategies and Programs Pricing Strategies, adapting to competitor pricing	1. Kotler, et al. (2016). 2. Readings	--
12	Revision with case discussion	Reading	Case
MODULE IV: SERVICES AND RURAL MARKETING
13	Designing and Managing Services	Kotler, et al. (2016).	Group Assignment - VI
14	Rural marketing and Tapping global markets	1. Kotler, et al. (2016). 2. Reading on Indian Rural markets.	--

Note: Cases and the guidelines will be given a week prior to the Session assigned for Case discussion.

SESSION	Suggested Readings (SR)
MODULE I: COMMUNICATING THE VALUE (IMC)
1.	· Marketing Toolkit: Integrated Marketing Communications: Creativity, Consistency and Effective Resource Allocation, HBR, 2006. · Wong, Ho Yin, Radel, Kylie, and Ramasaran-Fowdar, Roshnee (2011). Planning for Integrated Marketing Communications, HBR.
2.	Eechambadi, Naras V. (1994). Does advertising work, The Mckinsey Quarterly, Number 3, pg. 117 – 129.
4.	· Robinson, David (2006). Public Relations comes of age, Business Horizon, 49, pg. 247-256. · Bughin, Jacques, Doogan, Jonathan, and Vetvik, Ole Jorgen (2010). A new way to measure word-of-mouth marketing, April, The Mckinsey Quarterly.
MODULE II: DELIVERING VALUE (DISTRIBUTION)
6.	· Takeuchi, Hirotaka J. (1987). Strategic Issues in Distribution, HBS. · Bucklin, Christine B., Thomas-Graham, Pamela A., and Webster, Elizabeth A. (1997). Channel conflict: When is it dangerous, The Mckinsey Quarterly, No. 3, pg. 37 – 43.
8.	· Paulonis, Denise, and Norton, Sabina (2008). Managing global supply chains, The Mckinsey Quarterly, July. · Bot, Bernard L., and Neumann, Carl-Stefan (2003). Growing pains for logistics outsourcers, The Mckinsey Quarterly, No. 2, pg. 68 – 77. · Marketing to Rural India: Making the Ends Meet, India knowledge Wharton, www.ikw.in
9.	· Alldredge, Kari G., Griffin, Tracey R., and Kotcher, Lauri Kien (1999). May the sales force be with you, The Mckinsey Quarterly, No. 3, pg. 110 – 121. · Steenburgh, Thomas (2006). Personal Selling and Sales Management, HBS, December.
MODULE IV: SERVICES AND RURAL MARKETING
19.	Bharadwaj, V. T., Swaroop, Gautam M., and Vittal, Ireena (2005). Winning the Indian consumer, The Mckinsey Quarterly, pg. 43 – 51.

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.