Marketing Management II

Marketing Management II
MBA I

Instructor: Prof M N Tripathi
Room No. 222
Telephone No. 3983822
e-mail : mnt@ximb.ac.in

COURSE OUTLINE

OBJECTIVE

This course is in continuation to what has been covered in Marketing Management I. It is still a basic course in Marketing for all new entrants to business school education irrespective of whether the student is desirous of pursuing a marketing career or not. It is also the basic course for Marketing appreciation for those students who are desiring to pursue a career other than Marketing. 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.

METHODOLOGY

It shall include selected readings and cases apart from the standard text. The pedagogy would be a combination of lecture sessions, case discussions, assignments and presentations. 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.

LEARNING OUTCOMES

Be able to understand and appreciate the conceptual inputs in the topics, taught
Be able to integrate it with other disciplines for effective and appropriate management strategies.
Be able to apply conceptual inputs to marketing practice

The course would be covered in 14 sessions of 90 minutes each.

The following topics would be covered in the sessions

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	Product Mix Strategies, Packaging
2	Product Management		Reckitt Benckiser India Ltd: Cherry Blossom Shoe Polish
3	Services marketing, 7 P's of services, Characteristics of services, Service -quality strategies, Managing service brands	Chapter 13
4	Service-Quality Strategies, Managing Service Brands		Apollo Health and Lifestyle Ltd: Retail Franchising in the Health Care Industry
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?
6	Pricing Strategies, adapting to competitor pricing		The Case Of the Pricing Predicament
7	Channel management, selection, strategies, conflict, Physical Distribution, Wholesaling, Retailing, Logistics	Chapters 15&16
8	Physical Distribution, Wholesaling, Retailing, Logistics		Adani Wilmar
9	Marketing Communication, Communication models, The role of advertising,	Chapters 17&18
10	Sales Promotion, PR, Direct Marketing
11	Selling and Sales Force Management	Chapter 19	Wondersmoke India Ltd
12	Global Marketing	Chapter 21
13	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 Assignment End term	15% 30% 20% 35%

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 maning ful 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.

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