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MM-I-X09
(PGDM-PT 2009-12 : Term-I)

Marketing Management-I

(Course Facilitator: Dr Paromita Goswami)

Contact Details: paromita@ximb.ac.in
Room 530, First Floor, New Academic Block, Extension Number: 800

Secretarial Assistant: Sangeeta
Extension Number: 720, email: sangeeta@ximb.ac.in


COURSE OUTLINE

I. Objectives

This is the introductory course in marketing, designed for students not familiar with the basics of marketing. The aim of the course is to familiarize students with the terms and concepts central to marketing management.

II. Session-wise Course Plan

SessionTopicVideo Case/ CaseletCase
1
Introduction to MarketingNoode Caselet
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2
Marketing Strategies and PlansCirque du Soliel Caselet
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3
Analyzing Marketing Environment and Conducting Market ResearchBurke Video Case

(Discussion Questions:

1. What are the key stages of the marketing research process and how does Burke relate to each?
2. Why is “defining the research problem” a crucial part of the research process?
3. Approximately 70% of Burke’s data collection is done through telephone surveys. What is your opinion of the future of this research methodology?)

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4
Customer Value and Consumer MarketingFamily theme restaurant Caselet
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5
Business Marketing and Segmentation, TargetingMariott Video Case
    (Discussion Questions:

    1. Identify several major categories of segmentation used by Marriott. For each, relate specific examples of hotel services tailored to various target markets.
    2. Despite the distinct brands targeting a wide array of diverse market segments, Marriott maintains a unique identity and brand image. How does it accomplish this task?
    3. What major demographic changes should Marriott consider in future planning?)

    ---------
    6
    		Targeting
    ---------
    		Fashion
    7
    		Competition and BrandingAmerican Express Video Case


    (Discussion Questions:

    1. Evaluate American Express in terms of brand equity. What benefits, strengths and weaknesses are associated with the brand?
    2. How has American Express attempted to “reposition” its brand image?
    3.“Understanding new needs is the heart of our success.” How has American Express leveraged its brand into customer segments and created value through different card and program offerings?)

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    8
    		Competition
    ---------
    		Ryanair
    9
    		PositioningVardaan bidi Caselet
    ---------
    10
    		Positioning
    ---------
    		Ikea

    Evaluation

    Case 30%

    Quiz 20% (in 5th and 9th sessions)

    Participation 10%

    Assignment 10%

    End-term 30%

    References

    Kotler P., Keller K.L., Koshy A., Jha M. (2009), Marketing Management: A South Asian Perspective, 13th edition, Pearson Education

    Reading Material provided in class and in AIS

    Created By: Bijoy Kar on 06/29/2009 at 08:00 PM
    Category: ExPGP-I Doctype: Document

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