MARKETING MANAGEMENT I
MBA 2017 - 19
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 course is for all MBA students and is the core course along with Marketing Management II, for students desirous of pursuing a marketing career. It is also the basic course for Marketing appreciation for those students who are desiring to pursue a career other than in the Marketing function. 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.
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, asignment 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 be sufficiently 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 13 sessions of 90 minutes each.
The following topics would be covered in the sessions
|
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 & 3 Marketing Myoepia | The Case of Re-invention |
| 3&4 | Consumer decision Processes , what influences Consumer Behaviour?, Competition | Chapter 6 & 12 | Casting the net wider |
| 5 | Understanding marketing mix, marketing segmentation, Market targeting and target marketing, Segmentation strategies | Chapter 9 What the hell is Market Oriented? Beyond Market Segmentation |  |
| 6&7 | Product differentiation, Differentiation strategies, Positioning stances, positioning strategies , Product life cycle | Chapter 12 &13 Positioning Revisited | Goodyear: The Aquatred Launch (condensed) |
| 8&9 | Marketing Research -Quantitative and qualitative, The MR process, Demand estimation, sales forecasting, forecasting methods | Chapters 4 & 5 | |
| 10&11 | Brand management, Brand building, brand equity | Chapter 10 & 11 | Reckitt Benckiser India Ltd: Cherry Blossom Boot Polish |
| 12&13 | Industrial marketing, Analysing business markets, Differences betwen industrial and consumer buying | Chapter 7 | Copperia |
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 Assignment | 15% 15% |
| Two quizzes @15% | 30% |
| End term Examination | 40% |
ACADEMIC INTEGRITY
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. No make up quiz shall be given if the candidate misses it. Participants are requested to attend classes regularly. Penalties for absence in class shall be enforced as per the MoP. All suggested readings and cases are expected to be read before attending class and participants would be expected to discuss on the issues in class. Class participation marks would be given according to the quality of participation.
READINGS
Books
1) Marketing Management - A South Asian Perspective - Kotler and Keller, 15th 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