Introduction to Marketing
PGPRM - I
2006 - 08

Course Instructor - Prof. M N Tripathi
Room No.222, Ext .222
e-mail - mnt@ximb.ac.in


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. While most of the concepts would remain the same the course would be tweaked to give it a rural management flavour to deal with the particular problems that are expected to be encountered by participants of this course on the field. 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. 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

Session Plan


SessionTo be coveredReadingsCase
1Introduction to Marketing,
Needs and wants, Marketing Myoepia, Orientations to market,
Strategic Planning models
Chapters 1 & 2
MARKETING MYOPIA.pdf
2Consumer Behaviour, Consumer Decision Processes, What influences Consumer Behaviour?Chapter 6
What the hell is Market Oriented.pdf
ABC Corporation
3Understanding the marketing mix, Customer value and satisfaction, Customer Lifetime valueChapter 5
4Marketing segmentation, Market targeting and Target marketing, Segmentation strategiesChapter 8
BEYOND MARKET SEGMENTATION_Norman.doc
5PLC and elements of differentiationChapter 10Vora and Company
VORA AND COMPANY.doc
6Elements of product positioning, Positioning strategiesChapter 10
POSITIONING REVISITED.doc
7Marketing Research, Quantitative and qualitative research, The Research process, Estimating and forecasting demand, Forecasting modelsChapter 3 & 4
8Product strategy, developing new products,Product levels and hierarchies, Product mix strategies, PackagingChapter 12 & 20
9Branding and brand building, Managing Brand equityChapter 9
10 &11Services marketing, 7 P's of Services, Characterisitics of services, managing service quality, Managing service brandsChapter 13
12,13,
14
Pricing, setting the price, pricing strategies, rseponding and adapting to price changesChapter 14
How Do You Know When the Price Is Right.doc
How to fight a  Price War.doc
The case of the Pricing Predicament
THE CASE  OF THE PRICING PREDICAMENT.doc
15,16The role of Distribution, Marketing channel management, Wholesaling, Retailing and managing logisticsChapter 15 &16
17 & 18Marketing Communications management, IMC, Advertising, sales Promotion, Public Relations, Direct marketingChapter 17 & 18
19Social Marketing, CSR, Cause marketingChapter 22
THE CHANGING ROLE OF MARKETING IN THE CORPORATION.doc
20Marketing Control, Market effectiveness and audit, Chapter 22

B2B.pptBrand Management.pptCons Beh.pptDistribution and Logistics.pptIntroduction to Marketing MM I.pptMarketing Research and Sales Forecasting.pptMonitoring and Control.pptPositioning and PLC.pptPricing.pptProduct and Brand Management.pptServices Marketing.pptSocial Marketing.pptStrategic Marketing Planning.pptTargeting & Segmentation.pptThe MR process.pptMarketing Communications.ppt
The following cases would be discussed in class


1) ABC Corporation
2) Vora and Company
3) The Case of the pricing Predicament
4) Gaskets and Radiators


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%
Three quizzes @10%30%
Midterm Examination25%
End term Examination30%

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

READINGS

Books

1) Marketing Management - Philip Kotler & Kevin Lane Keller 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


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