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Regardless of your age, your gender, or the city which you belong, you already know something about marketing. You have been an involved consumer in the marketing process since childhood when you accompanied your mother or father for buying a health drink, where you insisted on a particular brand you noticed your friend using or seen the commercial on TV. The nutritional information offered on the pack interested your mother or father. Once you begin to explore the many ways in which companies and brands create value for their customers through marketing you will begin to appreciate the complex set of decisions and activities that are necessary to provide you with the products and services you use every day.

Objective

This course is intended to introduce you to the essentials of marketing: how firms and consumers behave and what strategies and methods marketers can use to successfully operate in today’s dynamic environment. Specifically, the course goals are:

To outline the marketing function and its role within a corporation’s business strategies, also hopefully generating a passion for the Marketing discipline and empowering you to evaluate Marketing as a possible career choice.

To introduce you to the elements of marketing analysis: customer analysis, company analysis, and competitor analysis.

To familiarize you with the elements of the marketing mix: product, pricing, promotion, and distribution strategies.

Pedagogy

Case discussions, presentations, assignments and lectures.

Class Participation

Your class participation would be evaluated on the basis of your contribution to the classroom discussions on cases and articles and presentation. To participate effectively in case discussions you will read corresponding text chapters and the case itself. You will be given credit for your oral participation in each case session. Please participate, and feel free to share your experiences as long as they are relevant.

Assignment

Details will be given in the class with a weight age of 20%. The purpose of the project is to apply the concepts and tools learnt in class to a real business situation of your choice as well as demonstrate knowledge of core marketing management concepts.

Evaluation

Quiz-20
CaseWriteup-1
ClassParticipation-10
EndTerm-30
Midterm-20
Assignment (Group)-10

Textbook

Marketing Management: A South Asian Perspective by Philip Kotler, Kevin Lane Keller, Abraham Koshy & M Jha, Pearson Education, 13th edition

SESSION PLAN

Session 1-2

Introduction, gathering information and scanning the marketing environment
Supported by pre-readings and cases
Readings: “Marketing Myopia” by Theodore Levitt
Chap 1, 3, & 4 from Text

Session 3
Analyzing consumer markets
Chap 5

Session 4
Understanding Competition
Chap 9

Session 5-7
Segmentation-Targeting-Positioning
Supported by pre-readings and cases

Session 8-9
Setting Product Strategy, Intangible Product
Readings “Extend Profits not product line”
Chap 12

Session 10-11
Developing Pricing Strategies
Chap 14

Session 12-14
Designing and Managing Integrated Marketing Channel
Chap 15&16

Session 15-17
Communicating Value

Session 18
Wrap up

Session 19 &20
Assignment Presentation in Groups

Cases and readings will be used during the sessions

Other Readings

Business Daily viz. Business Standard (Strategist), Economic Times (Brand Equity), Hindu (Business Line)

Business World, Business Today, Brand Reporter, Pitch

Created By: Debasis Mohanty on 12/15/2011 at 03:22 PM
Category: PGDM(HRM)-I Doctype: Document