Course Instructor - Prof. M N Tripathi Room No.222, Ext .822 e-mail - mnt@ximb.ac.in Tel: 06746647822
Introduction
This is a beginner's course in Marketing and shall cover the basics. Participants are expected to follow up on this course depending on their areas of interest in the electives that may be offered at a later stage. The course serves to familiarise participants with basic marketing concepts,environment,strategies and methodology. The aim would be to develop skill sets to tackle marketing applications under different business situations.
Course 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 (CLO 1) b) appreciate and analyse real life cases in the industry/marketing context (CLO 2) c) apply marketing tools to real life context and strategise accordingly (CLO 3) d) understand and appreciate the nuances of consumer behaviour (CLO 4)
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.
The course would be covered in 20 sessions of 90 minutes each.
The following topics would be covered in the sessions
Introduction to Marketing - Needs and wants, Marketing Myopia
Marketing Mix, PLC
Segmentation and Positioning
Marketing Research and Sales Forecasting
Competition
Product development, Packaging
Brand Management
Pricing
Distribution and Logistics
Retailing
Sales Management
Marketing Communications
Sales Promotion, PR
Monitoring and Control
Session Plan
Session
Topic
Readings
Case
1
Introduction to Marketing
Chapter 1 and 3
2
Strategic Marketing Planning
Chapters 2
The case of Reinvention
3
Segmentation and Targeting
Chapter 9
4,5
Differentiation, Positioning and PLC
Chapter10 and 12
6
Dealing with competition
Chapter 12
Casting the net wider
7
Marketing Research and Sales Forecasting
Chapter 4 & 5
8,9, 10
Product development, Product and Brand management
Chapters 13 & 15
Goodyear: The Aquatred launch
11
Services Marketing
Chapter 14
12,13
Pricing
Chapter 16
The Case of the Pricing Predicament
14, 15
Channel Management
Chapters 21 & 22
16
B 2 B Marketing
Chapter 7
Copperia Ltd.
17
Marketing Communications
Chapters 17 and 18
18
Marketing Control
Chapter 23
19,20
Assignment Presentations
Cases would be given a week 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
15%
Two quizzes @15%
30%
Assignment
15%
End term Examination
40%
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