MM-II-P11

MM-II-P11
PGDM 2011-13: Term-II

Marketing Management – II

Instructor – Rajeev Roy
Office: 519
Phone: 847 (o)
rajeev@ximb.ac.in

The course follows MM-1 as part of the introduction to marketing basics. In this course participants will be re-introduced to the four Ps and each aspect of the marketing mix will be discussed in further detail.

Objectives:

· To comprehend the vocabulary used in marketing
· To have a basic understanding of the elements of the marketing mix
· To construct a marketing plan

Course map:

	Topic	Chapter	Case/Additional Reading
1	Product Strategy	12
2	-do-	-do-	Case: Marvel
3	Services	13	A practical guide to combining products and services
4	Pricing	14	Case: Husk Power Systems Limited
5	-do-	-do-	How do you know when the price is right?
6	Sales and Distribution	15	Case: Big Ones
7	Retailing	16	Multichannel marketing: Mindset and program development
8	Integrated Marketing Communications	17, 18
9	Personal communications	19	Harnessing the power of the oh-so-social web
10	Market planning
11	New Product Development	20	Case: Biocon
12	Global Marketing	21	Seven rules of international distribution
13	Managing & Controls	22
14	Capstone

Textbook

Marketing Management: A South Asian Perspective, 13th Edition by Kotler, Kelly, Koshy and Jha

Grading:

Class Participation 10%
Quiz 30%
Project 30%
End Term 30%

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

Quiz:

There will be announced or surprise quizzes.

Project:

Groups will have to investigate the marketing success of a product/product line/company. Groups can choose the subject of their project from a list of possible topics and will be responsible for conducting field visits, interviews, etc to collect relevant information. Further information on the group project will be given in class.
The project will be scored on the basis of:

Depth of information collected
Quality of analysis

There is no prescribed length but it is estimated that the report is likely to be about 20 to 30 pages.

Final Examination:

The final examination will be for 1 or 2 hours and is designed to test the participants’ conceptual clarity and contextual familiarity with key 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 on 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: Debasis Mohanty on 09/12/2011 at 08:52 AM
Category: PGP-I Doctype: Document

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