Marketing Management

Marketing Management

Executive MBA 2015 - 16
Instructor : Prof M N Tripathi
Room No. 22, Ext 822,
Direct telephone: 0674-6647822
Fax: 0674 - 2300995
Email: mnt@ximb.ac.in

Course Outline

Introduction

This is a basic course in Marketing. Participants would be introduced to the principles and concepts in Marketing that would enable them to understand and tackle the multiple tasks and roles for achievement of marketing objectives in an organization. It aims to develop the necessary skill sets to tackle marketing applications under different business situations. This is also the basic course for all non-marketing professionals to get a deeper appreciation of the function and how it relates to their own functional roles in the organization.

Learning Objectives

Participants after completing this course should be able to

a) understand and appreciate the basic concepts of marketing and apply it to real life situations
b) appreciate and analyse real life cases in the industry/marketing context
c) apply marketing tools to real life context and strategise accordingly
d) understand and appreciate the nuances of consumer behaviour

Methodology

It shall include selected readings and cases. The pedagogy would be a combination of lecture sessions and case discussions. The course participants are expected to read all the background readings before coming to class so that they can effectively participate in classroom discussion. It is expected that all participants must sufficiently be knowledgeable enough to discuss meaningfully in class to internalise the various nuances in the concepts. Much of the learning shall come from classroom discussions, hence attendance in all classes is mandatory.

The course would be covered in 27 sessions of 90 minutes each.

The following topics would be covered in the sessions

Topics

Introduction to Marketing - Needs and wants, Marketing Myopia
Marketing Mix, PLC Segmentation and Positioning
Competition
Marketing Research and sales Forecasting
Brand Management
Consumer Behaviour
B2B Marketing
Product development, Packaging
Services marketing
Pricing
Distribution and Logistics
Retailing
Sales Management
Integrated Marketing Communications
Global Marketing
Monitoring and Control

Session Plan

Session	To be covered	Readings	Case
1&2	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	The Case of Re-invention
3&4	Consumer Decision Processes , what influences Consumer Behaviour?, Competition	Chapter 6	Casting the net wider
5	Understanding marketing mix, marketing segmentation, Market targeting and target marketing, Segmentation strategies	Chapter 8 What the hell is Market Oriented? Beyond Market Segmentation
6&7	Product differentiation, Differentiation strategies, Positioning stances, positioning strategies , Product life cycle	Chapter 11 &12 Positioning Revisited	Haldiram's Group - seeking the right marketing mix
8&9	Marketing Research -Quantitative and qualitative, The MR process, Demand estimation, sales forecasting, forecasting methods	Chapters 3&4
10&11	Brand management, Brand building, brand equity	Chapter 10	Reckitt Benckiser India Ltd: Cherry Blossom Boot Polish
12&13	Industrial marketing, Analysing business markets, Differences betwen industrial and consumer buying	Chapter 7	Copperia

Session	To be covered	Readings	Case
14	Product Mix Strategies, Packaging
15	Product Management		Goodyear: The Aquatred launch (Condensed)
16	Services marketing, 7 P's of services, Characteristics of services, Service -quality strategies, Managing service brands	Chapter 13
17	Service-Quality Strategies, Managing Service Brands		Apollo Health and Lifestyle Ltd: Retail Franchising in the Health Care Industry
18	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?
19	Pricing Strategies, adapting to competitor pricing		The Case Of the Pricing Predicament
20	Channel management, selection, strategies, conflict, Physical Distribution, Wholesaling, Retailing, Logistics	Chapters 15&16
21	Physical Distribution, Wholesaling, Retailing, Logistics		Adani Wilmar
22 & 23	Marketing Communication, Communication models, The role of advertising,	Chapters 17&18
24	Sales Promotion, PR, Direct Marketing		Bancough Syrup
25	Selling and Sales Force Management	Chapter 19
26	Global Marketing	Chapter 21
27	Marketing control, efficiency parameters, marketing effectiveness and audit	Chapter 22 The Marketing Audit comes of age Chapters 17&18

Cases would be given a couple of days before it is taken up in class. Participants are advised to thoroughly analyze the case prior to coming to class. Any participant may be invited to present the case in class.

Evaluation

Attendance and class participation
Quizzes -2
Mid term
Assignments
End term

10%
20%
30%
10%
30%

The quizzes may be taken without notice. Participants are advised to be ready to take the quiz at any time during the classes. The tests would assess both conceptual understanding and applications.

Academic Integrity

The course has been so designed that participants are expected to do the background reading and appropriate texts before attending classes. Class participation weightage would be given for maningful participation enhancing knowledge for self and co-participants. Wherever assignments or projects are given it is expected that participants are expected to do independent work, although they may consult or discuss with others. Any form of plagiarising or copying, if discovered would be firmly dealt with and appropriate penalties given.

Readings

Books

1) Marketing Management - A South Asian Perspective - Kotler, Keller, Koshy and Jha -12th Edition

Optional readings

1) Positioning - Al Ries and Jack Trout
2) Marketing Warfare - Al Ries and Jack Trout
3) The Hidden Persuaders - Vance Packard

Magazines and Newspapers

1) Business India
2) Business World
3) Business Today
4) Brand Equity

1)The Economic Times
2)The Financial Express
3)The Business Standard