Close
ITM -R11
(PGDM-RM 2011-13 : Term-II)

Xavier Institute of Management, Bhubaneswar (XIMB)

Post Graduate Diploma in Management (Rural Management):2011-13

Introduction to Marketing (ITM) - Term II

Facilitator: Jeevan J Arakal e-mail: Jeevan@ximb.ac.in


Course Introduction


An introductory course in marketing is essential for all aspiring management professionals. This course seeks to build a strong platform for a clear understanding of marketing related issues. The marketing area poses several questions to managers like who are my customers? , what are their needs? What are the prices I can charge? How do I reach them profitably? The questions are endless and the issues, opportunities and challenges are many. Given this context this course has the following objectives:

· To familiarize course participants with basic marketing concepts, techniques& strategies
· To understand and appreciate best practices in the marketing function both globally and locally
· To lay the foundation for a clear understanding of core and elective courses in the marketing area

Learning Process
The course will consist of lectures, case analysis, presentations and an end –term examination.

Session Plan

Session No
Topic(s)*
Coverage of the Session( Indicative)
1
Introduction to Marketing
· What is marketing?
· Organisational orientations to the market
· Some core concepts in marketing
2
The marketing environment
· Factors affecting markets
· Marketing responses to environmental changes
3
The Marketing Mix
· What is the marketing mix?
· Adapting the marketing mix
4
Managing Competition
· Competition & the marketing mix
· Approaches to understand & manage competition
5
Segmentation, Targeting & Positioning – I
· What is market segmentation?
· Methods of segmenting markets
· Multi-Attribute segmentation
6
Segmentation, Targeting & Positioning – I
· What is targeting?
· What is positioning?
· Types of positioning platforms
7
Product Development & Management
· What is a product? - Understanding its development process
· Types of products
· Product Life Cycle
· Introduction to branding
8
Case I- TI Cycles: New Product Strategy(A)
· Case discussion
· Questions & answers
9
Pricing – I
· Pricing – Types, methods & tactics
· Issues & challenges in setting a price
10
Pricing – II
· Finance & marketing interface- Contribution, breakeven point & margin of safety
11
Case II – Parle G
· Case discussion
· Questions & answers
12
Promotions – I
· Types of promotions
· Integrated marketing communications
13
Promotions – II
· Advertising & public relations
· Sales promotions
14
Place- I
· Role & importance of place in distribution
· Relating to Product, price and promotion
· Variables affecting the place variable
15
Place – II
· Introduction to sales & channel management
· Selling situations – Consumer & Business markets
16
Case III- Snacko India Limited
· Case discussion
· Questions & answers
17
Case IV- Cube Care Limited
· Case discussion
· Questions & answers
18
Social Marketing
· Activist school of thought in marketing
· Marketing’s role in social change
19
Presentation by Student Groups
· Presentations
· Questions & answers
20
Presentation by Student Groups
· Presentations
· Questions & answers
* Additional reading material will be given wherever necessary

Evaluation Scheme

Sr. No
Evaluation Component
Weightage (%)
1
Case Analysis ( 4 * 10 )
40
2
Presentation
20
3
End Term
40
4
Total
100

Presentation Details
Groups are supposed to select a BRAND and make an interesting presentation that covers the journey of the brand, its competitors and mix elements for the brand. The presentation must mirror the sequence of topics discussed in the course (Session 1- 18).

References

· Marketing Management: A South Asian Perspective- Phillip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha, 12th Edition Pearson, Education Publication
· Principles of Marketing: A South Asian Perspective- Phillip Kotler, Gary Armstrong, P Y Agnihotri and Ehsan Ul Haque, 13th Edition, Prentice Hall

Course participants may refer to any marketing management textbook in the library; you are also actively encouraged to browse through web resources focused on marketing issues like www.agencyfaqs.com , business newspapers like Economic Times and magazines like Businessworld and Business Today.

Created By: Hemanta Ranjan Deo on 08/30/2011 at 09:21 AM
Category: PGPRM - I Doctype: Document

...........................