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Programme: PGDM (FMG)

Name of the Course: Marketing Management 1 Credit: 1


Term- 2 Academic Year: 2014-2015
Facut!:
"rof# $haiendra Manocha
"rof# Freda % $&aminathan 'ffice Contact No#: 412424((
)mai: freda*fsm#ac#in
Introduction:
Marketing is the s!stem of acti+ities designed to scan and identif! market o,,ortunities and ,an
,roduct- ,romotions- ,ricing- and distri.ution strategies# ##
This course ,ro+ides an a,,ications ,ers,ecti+e of marketing ,rocesses and marketing
,rinci,es#
Marketing Management - 1
1# /ecision areas in Marketing
2# Assessing market o,,ortunit!
- Customer ana!sis
- Com,etition Ana!sis
- Assessing Marketing
)n+ironment
0# /esigning the Market 'ffering
- "roduct offering
- "romotions
Marketing Management - 2
1# Market Assessment and
Forecasting
2# Market 1esearch and
2nformation $!stem
0# /ei+ering the 'ffer
- $aes and /istri.ution
- "ricing
4# Marketing $trateg!
5# Marketing "an
Objective:
To ,ro+ide a foundation in the su.3ect .! de+eo,ing a conce,tua understanding of marketing management- incuding conce,ts
ike $T"- Com,etiti+e ana!sis- the )n+ironment etc##
To e4,ore the marketing mi4 toos and .e a.e to design a market offering in terms of 5"roduct6 and 5"romotion6#
Tet !ook :
Marketing Management 7 "hii, 8oter- 8e+in 9ane 8eer- A.raham 8osh!- Mithesh&ar %ha - A $outh Asian "ers,ecti+e : 14
th
)d
: 200( ; .! "earson )ducation
"e#erence !ook:
1# Marketing Management .! 1amas&am! and Nam!akumari 5th edition
2. MM - <hat=s 2nside .! 2aco.ucci 7 Cengage
0# M8T> .! 9am.- ?air- $harma- Mcdanie 7 Cengage
$ugge%ted &ourna'% and (eb%ite%
%ourna of Marketing
Pedagog):
Case methodoog!- roe ,a!s- fim screening grou, ,resentations- ectures- fied acti+ities and conce,tua discussions#
)+auation Com,onent and &eightage: :an indicati+e e+auation com,onent .reak-u, is attached;
@uiABAssignment : 10C
"ro3ect "resentation : 5C
"ro3ect 1e,ort : 15C
Cass "artici,ation : 10C
Mid Term : 20C
)nd Term : 40C
DDDDDDDD
Tota 100 Marks
--------------


Sessi
on
Topic/Objecti
ve
Chapter and Case Readings/Instructions Issues/Coverage
1
Decision areas
in Marketing
Chapter 1
1. What the hell is
marketing oriented
Shapiro
2. Marketing Myopia
Theodore Leitt
!nderstanding marketing
management
Core marketing concepts
"roadening o# marketing
2
Decision areas
in Marketing
Chapter 1
Case: "ack in $ashion %Marks
and Spencer&
'(ridged ann)al report o# Marks
and Spencer 2*1+
,al)e philosophy o# marketing
!nderstanding impact o# enironment
"asics o# segmentation and
application o# - Cs
"asics o# (rand ()ilding thro)gh the
.s o# marketing
+
'nalysing the
Marketing
/nironment
Chapter + .ages 0- to 12 1. The ne3 S/C system in
4ndia
Macro5enironment theory
6lo(al enironment
4ndian enironment and the
marketing challenges
7
4nd)stry
'nalysis and
Competition
Chapter -
Case: Mar)ti S)8)ki 4ndia
Limited Marketing
1. Competitor 'nalysis
/9amples
4mportance o# 4nd)stry and
Competition 'nalysis
Concept o# leader: de#ender:
challenger and #ollo3er
"alancing (et3een c)stomer
orientation and competition
orientation
0
Cons)mer
"ehaio)r
Chapter 0
.resentation (y st)dents (ased
on separate g)idelines
1. Call centre co)ple in 4ndia
(y ;agdish Seth
What in<)ences cons)mer (ehaio)r
.sychological processes )nderlying
cons)mer (ehaio)r
Cons)mer Decision .rocess
2
Cons)mer
"ehaio)r
Chapter 0
Case: Ca#= Co>ee Day
Sessi
on
Topic/Objecti
ve
Chapter and Case Readings/Instructions Issues/Coverage
1
")siness Market
'nalysis
Chapter 2
Case: 4ntel The Components
"randing Saga
1. Ma?or Sales Who really
does the ()ying
Main characteristics o# ()siness
markets
Main processes and stages in
organisation ()ying
")ying (y instit)tional ()ying and
goernment ()ying in 4ndian conte9t
-
4denti#ying
Market
Segments and
Targeting
Chapter 1
.rinciples o# segmentation
Types o# segmentation
Choosing the target market
@
Cra#ting the
"rand
.ositioning
Chapter @
Case: .epsico 4ndiaAs ne3
positioning strategy
.rod)ct di>erentiation
The .ositioning .rocess
.ercept)al .ositioning Map
Sessi
on
Topic/Objective Chapter and Case
Readings/Instructio
ns
Issues/Coverage
1*
Designing and
Managing Serices
Chapter 12
Case: 6oogle 4nc.
!niB)e #eat)res o# Serices
The 1 .s o# Serices Marketing
Tasks inoled in Serices
Marketing
11
Setting .rod)ct
Strategy
Chapter 11
Case: $airness .rod)cts
Market in 4ndia Who is the
#airest o# them allC
.rod)ct characteristics and
classiDcation
.rod)ct Li#e Cycle
.ackaging: La(elling: Warranties
and 6)arantees
12 "rand /B)ity Chapter 1*
Sessi
on
Topic/Objecti
ve
Chapter and Case Readings/Instructions Issues/Coverage
DeDnition and ()ilding "rand
/B)ity
Meas)ring "rand /B)ity
1+
Deising a "rand
Strategy
Chapter 1*
Case: WhatAs in a name
Lessons #rom + re(randing
e9ercises
17
Ee3 .rod)ct
Deelopment
Chapter 1@
Challenges in ne3 prod)ct
deelopment
Ee3 prod)ct deelopment process
#rom ideation to
commercialisation
10
4ntegrated
Marketing
Comm)nications
Chapter 12
Deeloping and Managing an
'dertising .rogramme
Media .lanning
.)(lic Felations and /ents
12
4ntegrated
Marketing
Comm)nication
Chapter 12
Case: Dainik "haskar
11
'dertising: .)(lic
Felations and
/ents
Chapter 11 .ages 70* to
720 and 71+ to 710
Case: 6illetteAs Shae
4ndia Moement Fa8or
Sharp against the st)((le 5
'
1- to
2*
o 6ro)p
presentations (y
st)dents
/nironment and Competitie
'nalysis
Segmentation Targeting and
.ositioning
.rod)ct and .romotion Strategy
*a%e +na')%i% Guide:
<hat is the ke! ,ro.em and su. ,ro.ems E
<hat are the decision aternati+e strategiesE
Aternati+e strateg! ana!sis# <hich aternati+e &oud !ou ,ursue and &h!E
1ecommendation and contingenc! ,an
$ome soutions for the secondar! issues
A+oid re,etition of case facts#
/ecisions are to .e made in terms of the a.o+e ana!sis a.o+e and N'T the other &a! around
2t is recommended that each mem.er of the grou, reads the case indi+idua! and then the same is discussed in the grou, and
ana!sed# Fe sure to ,a! attention to the e4hi.its in the caseG these often contain information that &i .e usefu in ana!Aing the
situation# Individua' ca%e ana')%i% in a %ing'e %,eet -i'' ,ave to be ,anded over be#ore t,e ca%e i% di%cu%%ed in c'a%%.
As a ,art of !our ,re,aration for cass- ten grou,s &i .e formed# The ,ur,ose of these grou,s is to assist each ,artici,ant in
de+eo,ing his or her understanding of the issues and to,ics raised in the cases# The discussion grou, is a usefu and informa forum in
&hich to test !our ideas# An! three grou,s &i .e asked to make a ,resentation for each case# The case ,resentation &i .e at random
and each mem.er of the grou, is e4,ected to kno& a the as,ects of the case# The grou,s &i .e the same for the term ,ro3ect#
*'a%% Partici/ation:
Cass ,artici,ation grading is necessari! su.3ecti+e# $ome guideines are:
1# Comments shoud sho& e+idence of ana!sis and add to the understanding of the situation through a,,ication of theor!
geaned from cass ectures and reading materias#
2# /o not read out of a ,iece of ,a,er
0# )nhance !our istening skis
4# Fe concise and con+incing
5# 8ee, in mind that !our grade for cass ,artici,ation is not sim,! a function of the amount of Hair timeH !ou take u,#
)ach cass mem.er is to .e ,re,ared at a times to comment in an! cass session# To reinforce this e4,ectation- Icod casJ or
sur,rise KuiAAes &i .e undertaken throughout the ensuing discussion :&hether or not the cass mem.er6s hand is raised;#

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