ITS-MANAGEMENT & IT INSTITUTE MOHAN NAGA R, GHAZIABAD Learning Objective & Lesson Plan Course: PGDM Batch :( 2013-15)

Trimester: I Section: A, B, & C Subject: Marketing Management Name of Faculty: Mr. Abhinav P. Tripathi & Prof. Vinita Srivastava PART I Learning objective

Objectives: This course provides an introduction to the fundamentals of marketing management through an analysis of real-world marketing issues which will allow you to apply these concepts to address problems and opportunities facing Indian marketers, both domestically and internationally.

Learning Outcomes: By the end of this course it is expected that the student will be able to: understand the importance in business practice of being marketing oriented; describe a range of common strategies for use with each of the various marketing mix tools: product, pricing, promotion, and distribution; recommend and justify an appropriate mix of such strategies to form a cohesive overall strategy for a given marketing task or situation; and Use examples from current events and real-world marketing situations to apply, illustrate, and discuss different marketing strategies. Course Contents: 1. Marketing & Society Overview of Marketing:, Market Orientation, Sales Orientation, What do marketers do, Principles of Marketing, Introduction to Marketing Mix, McCarthy 4Ps classification, Lauterborns 4 Cs classification & 4As of Rural Marketing, Introduction of Marketing in context of Consumer goods, Consumer Services & Business to Business Perspective, Introduction to Service Marketing Mix, Marketing and Society, Regulatory aspects in the Indian Marketing Scenario. 2. Marketing Environment Introduction to Marketing Environment: Economic, Social, Cultural, Physical, Political & Legal, & Technological Force in context of Macro Environment; Introduction to Customers, consumers, Distributors, Suppliers & competitors in context of Micro Environment. Conceptual introduction of Environmental scanning with tools like SWOT

3. Market Segmentation, Targeting & Positioning (STP) Introduction to STP Process, Market Segmentation & its process in consumer markets, segmentation criteria (Behavioral, Psychological & profile driven), Target Market & Targeting Approaches & its Evaluation Positioning & Perceptual Mapping , Introduction to Repositioning 4. Analyzing Consumer Markets

Introduction to Consumer behavior & Influencers of Consumer Behavior, Understanding of key Psychological processes with examples, Model of Consumer Behavior ,Buyer decision process & Post purchase Behavior, Introduction to Organizational buying & Robinsons buyphases and buygrid model. 5. Contemporary Marketing Practice Introduction to Electronic and Digital Marketing, Digital Marketing activities, Search Marketing & its methods, email marketing, social web marketing, Introduction to Postmodern Marketing: Building customers into communities of consumers & Co-creation drives, approaches from cultural anthropology and ethnography; Introduction to sustainable Marketing and various categories of uses and uses situation.

Suggested readings
Text Book:

Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

Reference Books:

David Jobber & John Fahy: Foundations Of Marketing, Tata McGraw-Hill Edition Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson Etzel, Michael, Walker, Bruce and Stanton, William J: Marketing; 15 th edn. Boston, McGraw Hill. Kerin, Roger A, Hartly, Stevan W and Berkowitz, Eric N;: Marketing; 8 th edn. New Delhi, Tata McGraw Hill, Winer, Russell S,: Marketing Management; 3 rd edn. New Delhi, Pearson, 2008 Ramaswamy V S , Namakumari S Marketing Management (4th Edn. Macmillan) Lehmann R Donald & Russell S Winer, Analysis for Marketing Planning: Sixth Edn. Tata McGraw Hill,

Delivery: The concept of 80-20 principle is to be followed in all classes. This principle focused that 80% time of each class will be used for teaching theory/Case Study, etc. and remaining 20% time may be devoted to practical industry aspects including case lets, news and events and application of principles to live contemporary situations. There will be also some assignments given to the students and they will be required to present in the class after completion. Evaluation:

One Mid Term examination 14th session) Assignments/ case analysis Presentation Online quiz test 26th session)

: 25% weightage of total internal assessment : 25% weightage of total internal assessment : 25% weightage of total internal assessment

(after

: 25% weightage of total internal assessment (after

Part-II: Lesson Plan S. No 01 Topic Lecture No References

Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

Overview of Marketing: Market Orientation & Sales Orientation, What do marketers do, Principles of Marketing,

&

1&2

Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson

02

Introduction to Marketing Mix, McCarthy 4Ps classification, Lauterborns 4 Cs classification & 4As of Rural Marketing,

3&4

Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition) Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

03

Introduction of Marketing in context of Consumer goods, Consumer Services & Business to Business Perspective, Introduction to Service Marketing Mix,

&

5&6

Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson

04

Marketing and Society, Regulatory aspects in the Indian Marketing Scenario.

7&8

Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

05

06

Introduction to Marketing Environment: Economic, Social, Cultural, Physical, Political & Legal, & Technological Force in context of Macro Environment; Introduction to Customers, consumers, Distributors, Suppliers & competitors in context of Micro Environment.

9 & 10 11 & 12

David Jobber & John Fahy: Foundations Of Marketing, Tata McGrawHill Edition David Jobber & John Fahy: Foundations Of Marketing, Tata McGraw-

Hill Edition

07 Conceptual introduction of Environmental scanning & an understanding of the performance environment MID Term Introduction to STP Process, Market Segmentation & its process in consumer markets, segmentation criteria (Behavioral, Psychological & profile driven), Target Market & Targeting Approaches & its Evaluation 13 & 14 15 16

David Jobber & John Fahy: Foundations Of Marketing, Tata McGrawHill Edition

07

Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition) Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition) Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

08

17 & 18

09 Positioning & Perceptual Mapping , Introduction to Repositioning 19 & 20

10 Introduction to Consumer behavior & Influencers of Consumer Behavior, 11 21 & 22

Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson

Understanding of key Psychological processes with examples, Model of Consumer Behavior, Buyer decision process & Post purchase Behavior,

23 & 24

12

Introduction to Organizational buying & Robinsons buyphases and buygrid model.

25 & 26

On Line Quiz 13

27
Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition) &

Introduction to Electronic and Digital Marketing, Digital Marketing activities, Search Marketing & its methods, email marketing, social web marketing,

28 & 29

Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson

14

Introduction to Postmodern Marketing: Building customers into communities of consumers & Cocreation drives, approaches from cultural anthropology and ethnography;

30 & 31& 32

Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

& Kotler Philip, Keler Kevine Lane, Koshy Abraham & Jha M: Marketing Management; 13th edn.New Delhi, Pearson

Introduction to sustainable Marketing

33

Paul Baines, Chris Fill, Kelly Page : Marketing ( Asian Edition)

Special Note:

Students will be required to do the case preparation individually and may be in groups. Additional reading material will be provided as suggested by the instructor. They are expected to come prepared in the class after going through the recommended readings, articles and other material provided to them. The students who are not prepared will be asked to leave the class.