Marketing - EPWP

PRINCIPLES OF MARKETING
Executive Programme for Working Professionals (EPWP) - 2012-13

Course Instuctor: Prof. M N Tripathi
Room No.222, Ext. 822
Direct tel: 0674-6647822
Fax: 0674-2300995
e-mail mnt@ximb.ac.in

Course Outline

OBJECTIVES

This course is meant for all working professionals who have not had the opportunity before, but are desirous of pursuing a marketing career. it is also a basic appreciation course for all professionals not working 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.

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 8 sessions of 120 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
Product and Brand Management
Pricing
Distribution and Logistics
Integrated Marketing Communications
Marketing Control

SESSION PLAN

Session	To be covered	Readings	Case
1	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	Haldiram's Group - seeking the 'right' marketing mix
2	Understanding marketing mix, marketing segmentation, Market targeting and target marketing, Segmentation strategies	Chapter 8 What the hell is Market Oriented?
3	Product differentiation, Differentiation strategies, Positioning stances, positioning strategies , Product life cycle	Chapter 11 &12 Positioning Revisited	Indian Home Products (P) Ltd.
4	New product development,Product levels and hierarchies,Product mix strategies, Brand management	Chapters 12&20
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?	The Case of the Pricing Predicament
6	Channel management , Channel selection, Channel strategy, Channel conflict, Physical distribution, Logistics management	Chapters 15&16
7	Marketing Communication, Communication models, The role of advertising, Sales promotion, Public Relations, Direct Marketing	Chapters 17&18	A & A Electric Limited of India
8	Marketing control, efficiency parameters, marketing effectiveness and audit	Chapter 13 & 22 The Marketing Audit comes of age

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	20%
Assignment	20%
End term Examination	60%

The assignment would be individual and may involve other functional knowledge which is also being imparted in your programme. The End Term exam shall cover the full course along with the articles given to you for supplemental reading.

READINGS

Books

1) Marketing Management - A South Asian Perspective - Kotler, Keller, Koshy, Jha

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