Birla Institute of Technology & Science, Pilani Work-Integrated Learning Programmes Division First Semester 2012-2013 Course Handout

Course No. Course Title Instructor Course Description: Definition and scope, consumer behaviour, competitive behaviour, demand estimation, new product introduction, product/brand management, pricing policies, channels of distribution, credit management, advertising and other sales promotion, positioning, marketing regulation, market research basics of industrial marketing. Scope and Objectives: The course is designed to provide students with an overview of the decision making process in marketing. Marketing decision-making is a process that is essentially wrapped around the fundamental goal of creating value in the marketplace. This requires a professional knowledge of market drivers, competitors capabilities, technological trends and the market dynamics of value. The orientation is toward the kinds of marketing decisions that managers must make within the modern business environment. A primary goal of this course is to provide a thorough understanding of the marketing management function and influences that the rapidly changing business environment and the various stakeholders have on this managerial function. Some specific objectives of the course include: To understand the fundamental marketing concepts and the processes that influences the market orientation of a firm. To understand the role of marketing within the organization. To analyze critically the marketing process and its relationship with the environment within which it operates. To understand the application of basic marketing ideas to organizations other than business institutions. On successful completion of this course, participants will be able to understand and analyze the marketing strategies within their organizations. They will also have a better understanding of the customers' interests. Awareness of tools available to marketing managers to facilitate planning and decision-making would be one of the gains from the course. An important aspect of this course is its topical nature. Issues of current importance, related to marketing, will also be examined. Prescribed Text Book T1. Kotler Philip and K.L. Keller, Marketing Management, Pearson Education, 13th Ed., 2009. : MM ZC411/QMJ ZC411 : Marketing : R RAGHUNATHAN

Reference Books R1. R2. William D. Perreault, Jr. E. Jerome McCarthy, Basic Marketing: A Global Managerial Approach, Tata McGraw-Hill, 14th Ed., 2002 Ramaswamy, V.K. & Namakumari; Marketing Management: Indian Context, MacMillan, 1995, 2nd Ed..

Suggested Readings Marketing classics: Pub. Harvard Business Review.

MM ZC411/QMJ ZC411 (Course Handout)

Plan of Self Study

First Semester 2012-2013

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Week No. 1

Topic Defining Marketing for the 21st Century

Learning Objectives The importance and scope of Marketing, Core marketing concepts, The new Marketing Realities, Company Orientation toward the Marketplace, Marketing Management Tasks. Marketing and customer value, Corporate and Division Strategic planning, Business Unit Strategic Planning, Product plan. Components of a Modern Marketing Information System, Internal Records and Marketing Intelligence, Analyzing the Macroenvironment, The Demographic environment, Other major macro-environments. The marketing research system, The marketing research process, Measuring marketing productivity, Forecasting and demand measurement. Building Customer Value, Satisfaction, and Loyalty, Maximizing customer lifetime value, cultivating customer relationships, customer databases and database marketing. Factors influencing consumer behavior, Key psychological processes, The buying decision process, theories of consumer decision making. Organizational Buying, Participants in the business buying process, the purchasing/procurement process, stages in buying process, Managing Business-toBusiness customer relationships, Institutional and government markets. Levels of Market Segmentation, bases for segmenting consumer markets, bases for segmenting business markets, market targeting.

Chapter Reference T1-Ch. 1 Page No. 2-30

Developing Marketing Strategies and Plans Gathering Information and Scanning the Environment

T1-Ch. 2 Page No. 33-57 T1-Ch. 3 Page No. 65-86

Conducting Marketing Research and Forecasting Demand Creating Customer Value, Satisfaction, and Loyalty

T1-Ch. 4 Page no. 90-115

T1-Ch. 5 Page No. 119145 T1-Ch. 6 Page 149-178 T1-Ch. 7 Page No. 182204

Analyzing Consumer Markets Analyzing Business Markets

Identifying Market Segments and Targets

T1-Ch. 8 Page No. 208230

9 10

11

Review Session Syllabus for Mid-Semester Test (Closed Book): Topics in Week No. 1 to 9 Creating Brand Equity Meaning of Brand Equity, Building brand T1-Ch. 9 equity, measuring brand equity, managing Page No. 235brand equity, devising a branding strategy, 263 customer equity. Crafting the Brand Developing and communicating a positioning T1-Ch. 10 Positioning strategy, differentiation strategies, product life- Page no. 268cycle marketing strategies. 288 Dealing with Competition Competitive forces, Identifying competitors, T1-Ch. 11 Analyzing competitors, Competitive strategies Page no. 293for market leaders and other strategies, 315 balancing customer and competitor orientations.

MM ZC411/QMJ ZC411 (Course Handout) Plan of Self Study S. Topic No 12 Setting Product Strategy

First Semester 2012-2013

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Learning Objectives Product characteristics and classifications, differentiation, product and brand relationships, Packaging, labeling, warranties, and guarantees. The nature of services, market strategies for service firms, managing service quality, managing service brands, managing product-support services. Understanding pricing, setting the price, adapting the price, initiating and responding to price changes. Marketing channels and value networks, role of marketing channels, channel design decisions, channel management decisions, channel integration and systems, conflict, cooperation, and competition, E-commerce marketing practices. Retailing, private labels, wholesaling, market logistics. The role of marketing communications, developing effective communications, deciding on the marketing communication mix, managing the integrated marketing communications process. Developing and managing an advertising program, deciding on media and measuring effectiveness, sales promotion, events and experiences, public relations.

Chapter Reference T1-Ch. 12 Page No. 317-343

13

Designing and Managing Services

T1-Ch. 13 Page no. 345-373

14

15

Developing Pricing Strategies and Programs Designing and Managing Integrated Marketing Channels

T1-Ch. 14 Page no. 375-407 T1-Ch. 15 Page No. 409-439

16

Managing Retailing, Wholesaling, and Logistics Designing and Managing Integrated Marketing Communications

T1-Ch. 16 Page no. 442-467 T1-Ch. 17 Page no. 469-495

17

18

Managing Mass T1-Ch. 18 Communications: Page no. 498-529 Advertising, Sales Promotions, Events, and Public Relations Managing Personal Direct marketing, Interactive marketing, T1-Ch. 19 Communications : word of mouth, designing the sales force, Page No. 532-563 Direct and Interactive managing the sales force, principles of Marketing and personal selling. Personal Selling Review Session Syllabus for Comprehensive Exam (Open Book): All topics given in Plan of Self Study

Evaluation Scheme: EC No. EC-1 Evaluation Component & Type of Examination Assignment/Quiz Duration Weightage 15% Day, Date, Session,Time

EC-2 EC-3

Mid-Semester Test (Closed Book)* Comprehensive Exam (Open Book)*

** Details to be announced on LMS Taxila website by Instructor 2 Hours 3 Hours

35% 50%

** Details to be announced on LMS Taxila website by Instructor by 24th July, 2012 Saturday, 08/09/2012 (FN)* 10 AM 12 Noon Saturday, 03/11/2012 (FN)* 9 AM 12 Noon

MM ZC411/QMJ ZC411 (Course Handout)

First Semester 2012-2013

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** Please check the details by 24th July, 2012 on LMS Taxila web site.
* Legend: AN: AfterNoon Session; FN: ForeNoon Session Closed Book Test: No reference material of any kind will be permitted inside the exam hall. Open Book Exam: Use of any printed / written reference material (books and notebooks) will be permitted inside the exam hall. Loose sheets of paper will not be permitted. Computers of any kind will not be allowed inside the exam hall. Use of calculators will be allowed in all exams. No exchange of any material will be allowed. Note: It shall be the responsibility of the individual student to be regular in maintaining the self study schedule as given in the course handout, attend the online/on demand lectures as per details that would be put up in the BITS LMS Taxila website www.taxila.bits-pilani.ac.in and take all the prescribed components of the evaluation such as Assignment (Course Page on LMS Taxila), Mid Semester Test and Comprehensive Examination according to the Evaluation Scheme given in the respective Course Handout. If the student is unable to appear for the Regular Test/Examination due to genuine exigencies, the student must refer to the procedure for applying for Make-up Test/Examination, which will be available through the Important Information link on the BITS WILP website on the date of the Regular Test/Examination. The Make-up Tests/Exams will be conducted only at selected exam centres on the dates to be announced later. Instructor-in-Charges