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MM-III-P10
PGDM 2010-12: Term-III

Marketing III

Prof. Sandip Anand

Voice: 703 (office) Ext.

Email : sandip[at]ximb.ac.in, sandipanand[at]gmail.com


I Course Objectives:

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 as well as qualitative methods, with an emphasis on the interpretation and use of results.

II Course Contents:

Introduction to Marketing Research; Key marketing research analytics; appreciation of SPSS; Proposal writing (Conceptualization of Marketing Problems and proposing plan of action); Research design and Sampling (Exploratory and Conclusive Research – Causal and Descriptive); Marketing Research Interviews (Key concepts and practices, kinds, discussion guide design); Focus Group Discussion in Marketing Research (Key concepts and practices, kinds, discussion guide design, content analysis). The course covers three key applications of marketing research-Value Definition Research/segmentation research, value Creation Research/product development research and value delivery research advertising research.

III Pedagogy: Lectures and Discussion.

IV Session Plan:
Session
Topics
Suggested Reading
1
Introduction to Marketing ResearchChapter 1 Naresh. K. Malhotra
2-5
MR Techniques: Recapitulation of Industry practices Compiled Course Material from Secondary Sources
6-7
Value Definition Research
SEGMENTATION RESEARCH		Chapter 12-14 Easwaran, S. and Singh S & Course Material
8
Value Creation Research

PRODUCT DEVELOPMENT RESEARCH		Chapter 12-14 Easwaran S. and Singh S & Course Material
9-10
Value Delivery Research
ADVERTISING RESEARCH		Chapter 12-14 Easwaran S. and Singh S & Course Material
11
Introduction to Semiotic AnalysisCompiled Course Material from Secondary Sources
12-13
Branding Research : Marketing Models and its usageCompiled Course Material from Secondary Sources
14
Integration
-

V Text Books and reading material

1. Malhotra, N.K. Marketing Research: An Applied Orientation. Pearson Education
2. Easwaran, S. and Singh S. J. Marketing Research: Concepts, Practices and Cases. Oxford University Press.
3. Compiled Course Material from Secondary Sources
VI References 1) Schultz M, Antorini Y M, Csaba F.F.2006. Corporate Branding. Copenhagen Business School Press, USA
2) Hollis,N. 2008. The Global Brand. Plagrave Macmillan
3) Business Research Methods, Cooper Schindler, Tata McGraw Hill
4) Research for Marketing Decisions, Paul Green, Donald S Tulcoursel, & Gerald Albaum
5) Multivariate Data Analysis, Hair, Anderson, Tatham & Black
6) Research Methodology, R Panneerselvam
7) Basic Econometrics, D N Gujarati,TMH
8) New consumer marketing, Susan Baker
9) Marketing Management by Philip Kotler et al. VII Evaluation Method:
Components
Weightage
Class Participation
Three Quizzes
10
30
Group Work
30
End-Term Exam
30

VIII Internet Resources :
Research in Marketing Resources:

a. http://www.gsb.stanford.edu/news/research.html
b. http://hbswk.hbs.edu/topics/marketresearch.html
c. http://knowledge.wharton.upenn.edu/category.cfm?cid=4&CFID=2024928&CFTOKEN=16959952
d. http://www.bus.umich.edu/FacultyResearch/Research/default.htm#MARKETING
e. http://www.kellogg.northwestern.edu/marketing/index.htm
f. http://www.kellogg.northwestern.edu/research/fimrc/prize.htm
g. http://www.tutor2u.net/marketing/default.html
Created By: Debasis Mohanty on 12/09/2010 at 09:23 AM
Category: PGP-I Doctype: Document

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