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Course Name Marketing Management for HR Professionals

Credits	3
Faculty Name	Krishna Das Gupta krishna@ximb.ac.in Ext: 946
Program	PGDM-HRM
Academic Year and Term	2012-3

1. Course Description

This course brings out managerial and tactical aspects of marketing decisions across private, government, non-governmental organizations. This is achieved through taking the participants through conceptual understanding followed by application in business scenarios

2. Student Learning Outcomes

· Be able to comprehend the academic perspectives of the marketing principles
· Be able to relate these principles to business decisions.
· Be able to appreciate marketing as a phenomenon, way of life and, thought process in addition to its commercial entity.

3. Required Text Books and Reading Material

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

4.

Session Number	Topics/Activities	Reading/case list etc.
Session 1 -2	Introduction, gathering information and scanning the marketing environment	Chap 1,2 Article on Marketing Myopia” by Theodore Levitt, “Rethinking Marketing”
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	Chap 8,9,10
Session 8-9	Setting Product Strategy, Intangible Product	Chap 12,Readings “Extend Profits not product line”
Session 10-11	Developing Pricing Strategies	Chap 14
Session 12-14	Designing and Managing Integrated Marketing Channel	Chap 15
Session 15-17	Communicating Value	Chap 17,”Social Media: The New Hybrid Element of Promotional Mix”
Session 18	Wrap up
Session 19 &20	Assignment Presentation in Groups

Other Readings

Business Daily viz. Business Standard (Strategist), Economic Times (Brand Equity), Hindu (Business Line)
Business World, Business Today, Brand Reporter, Pitch

Quiz-20
Case Analysis & Presentation-10
EndTerm-30
Midterm-20
Assignment (In Groups)-20