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ITM - R06
(PGPRM 2006-08 : Term-I)

INSTRUCTOR: PROF. M.N. TRIPATHY

Introduction to Marketing


Introduction

This course is a beginner's course in Marketing and shall cover the basics. Participants are expected to follow up on this course depending on their areas of interest in the electives that may be offered at a later stage. While most of the concepts would remain the same the course would be tweaked to give it a rural management flavour to deal with the particular problems that are expected to be encountered by participants of this course on the field. The course serves to familiarise participants with basic marketing concepts,environment,strategies and methodology. The aim would be to develop skill sets to tackle marketing applications under different business situations.

METHODOLOGY

It shall include selected readings and cases. The pedagogy would be a combination of lecture sessions and case discussions. The course participants are expected to read all the background readings before coming to class so that they can effectively participate in classroom discussion. It is expected that all participants must sufficiently be knowledgeable enough to discuss meaningfully in class to internalise the various nuances in the concepts.

The course would be covered in 20 sessions of 90 minutes each.

The following topics would be covered in the sessions
· Introduction to Marketing - Needs and wants, Marketing Myopia
· Marketing Mix, PLC
· Segmentation and Positioning
· Marketing Research and Sales Forecasting
· Product development, Packaging
· Brand Management
· Pricing
· Distribution and Logistics
· Retailing
· Sales Management
· Consumer Behaviour
· Communications and Advertising management
· Sales Promotion, PR
· B2B Marketing
· Marketing Information and Systems,
· Monitoring and Control

The following cases would be discussed in class

1) ABC Corporation

2) Vora and Company

3) Consumer Products Limited

4) Gaskets and radiators

Cases would be given a week before it is taken up in class. Participants are advised to thoroughly analyze the case prior to coming to class. Any participant may be invited to present the case in class.

EVALUATION

Attendance and Class Participation - 15 %
Three Quizzes @ 10 % - 30 %
Mid Term Examination - 25 %
End Term Examination - 30 %

The quizzes may be taken without notice. Participants are advised to be ready to take the quiz at any time during the classes. The tests would assess both conceptual understanding and applications

READINGS

Books

1) Marketing Management - Philip Kotler 11th Edition

Optional readings

1) Positioning - Al Ries and Jack Trout
2) Marketing Warfare - Al Ries and Jack Trout
3) The Hidden Persuaders - Vance Packard

Magazines and Newspapers

1) Business India
2) Business World
3) Business Today
4) Advertising and Management (A&M)

1)The Economic Times
2)The Financial Express
3)The Business Standard

Created By: Lingaraj Pattanaik on 06/12/2006 at 02:40 PM
Category: PGPRM - I Doctype: Document

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