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ITM-R09
(PGDM-RM 2009-11 : Term-II)

Introduction to Marketing

Faculty: Prof Subhasis Ray

Course Outline


This course is designed to introduce marketing to management students. It has a large breadth, covering different marketing aspects with the expectation that future specializations will introduce complexities in each aspect. The course material is taken from the suggested text (see below). The classroom slides are expected to be the minimum in terms of students’ preparation. The class is expected to blend this learning with their own experience and knowledge from other sources including internet and the case studies. The focus of the case is intentionally wide. Rural marketing specific issues are expected to be taken up in the future course/s.

Session 1: Evolution of marketing and macro environmental analysis

Session 2: Analyzing Competition

Session 3: Segmentation & Targetting

Session 4: Positioning

Session 5: Market Research & sales forecasting

Session 6: Product Management

Session 7: Brand Management

Session 8: Marketing channels

Session 9: Retailing

Session 10: Pricing

Session 11: Integrated Marketing Communication

Session 12: Services Marketing

Session 13: Business to Business Marketing

Session 14: Direct and Online marketing

Session 15: Global marketing

Session 16: Case and concept presentation

Session 17: Case and concept presentation

Session 18: Case and concept presentation

Session 19: Case and concept presentation

Session 20: Case and concept presentation

Readings and case studies will be announced later

Evaluation pattern:

Quiz: 10

Class participation: 10

Case analysis: 30 (includes article discussion and case discussion)

End term: 50

Suggested text:

Marketing Management : Kotler, Keller, Koshy and Jha

Suggested news sources

www.economist.com

www.businessweek.com

www.fortune.com

Business Line

Business India

Harvard Business Review

Business week

Created By: Hemanta Ranjan Deo on 08/24/2009 at 04:43 PM
Category: PGPRM - I Doctype: Document

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