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Credits	3
Faculty Name
Program	Post Graduate Diploma in Management( Rural Management)
Academic Year and Term	Term 2( 2012-14)

· To familiarize course participants with basic marketing concepts, techniques& strategies
· To lay the foundation for a clear understanding of core and elective courses in the marketing area

Student Learning Outcomes
· Participants will develop an understanding of the core concepts in the marketing domain
· Participants will be able to understand the role and significance of the marketing function in an organisation

References

· Marketing Management: A South Asian Perspective- Phillip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha, 12th Edition Pearson, Education Publication
· Principles of Marketing: A South Asian Perspective- Phillip Kotler, Gary Armstrong, P Y Agnihotri and Ehsan Ul Haque, 13th Edition, Prentice Hall


Course participants may refer to any marketing management textbook in the library; you are also actively encouraged to browse through web resources focused on marketing issues like www.agencyfaqs.com , business newspapers like Economic Times and magazines like Businessworld and Business Today.



Session Plan

Session No	Topic(s)*	Coverage of the Session
1	Introduction to Marketing	· What is marketing? · Organisational orientations to the market · Some core concepts in marketing
2	Understanding the Market Environment	· Factors affecting markets · Marketing responses to environmental changes
3	The Marketing Mix	· What is the marketing mix? · Adapting the marketing mix
4	Understanding & Managing Competition	· Competition & the marketing mix · Approaches to understand & manage competition
5	Segmentation, Targeting & Positioning – I	· What is market segmentation? · Methods of segmenting markets · Multi-Attribute segmentation
6	Segmentation, Targeting & Positioning – I	· What is targeting? · What is positioning? · Types of positioning platforms
7	Product – I	· What is a product? - Understanding its development process · Types of products ·
8	Product – II	· Product Life Cycle · Introduction to branding
9	Case I- TI Cycles: New Product Strategy(A)	· Case discussion · Questions & answers
10	Pricing – I	· Pricing – Types, methods & tactics · Issues & challenges in setting a price
11	Pricing – II	· Finance & marketing interface- Contribution, breakeven point & margin of safety
12	Case II – Parle G	· Case discussion · Questions & answers
13	Promotions – I	· Types of promotions · Advertising & public relations
14	Promotions– II	· Sales promotions · Integrated marketing communications
15	Place- I	· Role & importance of place in distribution · Relating to Product, price and promotion · Variables affecting the place variable
16	Place – II	· Introduction to sales & channel management · Selling situations – Consumer & Business markets
17	Case III- Custom Care	· Case discussion · Questions & answers
18	Social Marketing	· What is social marketing? · Marketing’s role in social change
19	Presentation by Student Groups	· Presentations · Questions & answers
20	Presentation by Student Groups	· Presentations · Questions & answers


Evaluation

Sr. No	Evaluation Component	Weightage (%)
1	Case Analysis ( 3 * 10 )	30
2	Quiz	20
3	Presentation *	20
4	End Term	30
5	Total	100

*Groups are supposed to select a BRAND and make an interesting presentation that covers the journey of the brand, its competitors and mix elements for the brand. The presentation must mirror the sequence of topics discussed in the course (Sessions 1- 18).


Academic Integrity

The rules of the institute with respect to academic integrity will be applicable.