Session | To be covered | Readings | Case |
1 | Introduction to marketing, Orientations to the market, Needs and wants,Marketing Myoepia, Strategic Planning Models, Customer value and satisfaction, Customer Lifetime value | Chapters 1,2 & 5
Marketing Myoepia
| Haldiram's Group - seeking the 'right' marketing mix
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2 | Understanding marketing mix, marketing segmentation, Market targeting and target marketing, Segmentation strategies | Chapter 8
What the hell is Market Oriented?
| |
3 | Product differentiation, Differentiation strategies, Positioning stances, positioning strategies , Product life cycle | Chapter 11 &12
Positioning Revisited
| Indian Home Products (P) Ltd. |
4 | New product development,Product levels and hierarchies,Product mix strategies, Brand management | Chapters 12&20
| |
5 | Pricing, setting prices, pricing strategies, setting adapting to competitor pricing | Chapter 14
How to fight a price war?
How do you know when the price is right?
| The Case of the Pricing Predicament |
6 | Channel management , Channel selection, Channel strategy, Channel conflict, Physical distribution, Logistics management | Chapters 15&16
| |
7 | Marketing Communication, Communication models, The role of advertising, Sales promotion, Public Relations, Direct Marketing | Chapters 17&18
| A & A Electric Limited of India |
8 | Marketing control, efficiency parameters, marketing effectiveness and audit | Chapter 13 & 22
The Marketing Audit comes of age
| |