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;#