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This is the introductory course in marketing, designed for students not familiar with the basics of marketing. The aim of the course is to familiarise students with the terms and concepts central to marketing management. The course handles the subject of marketing through use of cases on Indian as well as on global firms.

Outline of the course:

	Topic	Chapters	Additional Material
1	Introduction to Marketing	1, 2	Reading: Marketing Myopia
2	Scanning the Environment	3
3	Market Research	4
4	Customer Value	5	Case: Rosewood Hotels and Resorts
5	Consumer Behaviour	6
6	Segmentation and Targeting	8	Reading: Beyond market segmentation
7	Branding	9, 10	Case: Tanishq
8	Branding	-do-
9	Positioning	11	Reading: Marketing Success through differentiation of everything
10	B2B Marketing	7
11	Product Strategy	12	Reading: Exploit the product life cycle
12	New Product Development	20	Case: Tata Ace
13	Pricing Strategy	14	Reading: How do you know when the price is right?
14	Sales Management	15, 16	Case: Nobile Ice cream
15	Channel management	- do -
16	Retail management	16
17	Advertising	17, 18, 19	Case: makemytrip.com
18	Promotions	- do -	Reading: Loyalty Based Management Case: Nectar
19	Marketing of Services	13
20	International Marketing	21	Walt Disney in Asia

Textbook:

Marketing Management: A South Asian Perspective by Philip Kotler, Kevin Keeler, Abraham Koshy and Mithileshwar Jha; 13th edition

Additional reading material can be accessed through EBSCO. Cases will be provided.

Evaluation:

Quizzes: 30%
End Term: 30%
Class participation: 10%
Projects: 30%

Quizzes:

Periodic quizzes will be held to assess the ongoing learning during the course. Quizzes can be announced in advance or can be ‘surprise’ quizzes.

Class participation:

Class participation will be evaluated on the basis of attendance, written assignments, conduct in class and contributions during theory and case discussions. Participants are expected to come to class after:
Reading the relevant chapter from the textbook
Reading and analyzing the case
Answering the assigned questions

Projects:

The course will include group and individual projects. Details of the projects and the deadlines will be given shortly after the course commences.

Final Examination:

The final examination will be for 2 hours and is designed to test the participants’ conceptual clarity and contextual familiarity with key services marketing concepts.

Attendance Policy:

Content in each session is interlinked with content in other sessions. Participants are expected to attend all classes. All class will begin at the assigned time and participants are expected to arrive on time.

Honour Code:

All students of the XIMB Community have been equally entrusted by their peers to conduct themselves honestly on all academic assignments.

The students of this institute understand that having collective and individual responsibility for the ethical welfare of their peers exemplifies a commitment to the community. Students who submit materials that are the products of their own minds demonstrate respect for themselves and the community in which they study.

All outside resources or information should be clearly acknowledged. If there is any doubt or question regarding the use and documentation of outside sources for academic assignments, your instructor should be consulted.
Created By: Bijoy Kar on 09/13/2008 at 06:04 PM
Category: PGP-I Doctype: Document