course outline template-ctlp mm-i

8/11/2019 Course Outline Template-CTLP MM-I

1/11

Centre for Teaching, Learning, and Professional Development

Course Outline Template

JAIPURIA INSTITUT !" #ANA$#NT, LUC%N!&

P$D#, P$D# '"S(, P$D# 'R#(, TR# I

Co)rse Title* #ar+eting #anagementI (105)

Co)rse Instr)ctors* Dr- Shalini Nath Tripathi

Co)rse Credit* .

N)m/er of Sessions* 01 !ffice 2t No* 013

1-2. Course Code, Course Title

Course Code:Course Title:(105)

#ar+eting #anagementI

3-4. Course Overview, ro!ramme "evel "earnin! #oals

Course Overview:

The focal concern of marketing function in the present scenario is creation and delivery of customer

value and building of profitable customer relationships. The underlying issues that emerge from this

concern are developing a well-rounded understanding of the consumer needs and wants deciding

on the target markets that an organi!ation can serve best and developing a compelling value

proposition to attract keep and grow the targeted consumers. The rewards accrue to the

organi!ations in the form of increased share of the market incremental profits and consolidated

customer e"uity.

#utstanding marketing organi!ations develop integrated marketing programmes that deliver on

customer value create customer delight and more importantly build lasting customer relationships.

This course focuses upon the process of translating a firm$s marketing ambition into reality in a

structured way. The students shall be e%posed to the building blocks of marketing as a field of study.

&t will sensiti!e the students to the nature of a firm$s marketing environment and help them

understand the significance of effective scanning of this environment understanding its implications

and effectively managing it. The students will be e%posed to the role of strategic thinking and

strategy formulation in marketing success.

The course will address issues and challenges of understanding the customer segmenting a given

market to locate pockets of market opportunity for targeting and subse"uently effective positioning

of the firm$s products and services. The course will also focus upon the significance of the

marketing mi% and the core concepts of marketing as they apply in development of products

specifying of prices designing of distribution and creation of effective promotion. #verall this

course will address issues like'

a) ow to market in an environment of changing needs wants and lifestyles

b) ow to effectively develop a marketing mi% to suit strategies

c) ow to develop services and bundle them with products when consumers are demanding morepersonali!ed services

d) ow to comprehend consumer psyche and behaviour in the background of new technologies

1


2/11



e) ow to sustain marketing efforts in a socially responsible manner

f) ow to apply marketing thought and customer orientation to business and non-business

situations.

This course will e"uip the students with an understanding of the fundamental principles guiding a

firm$s marketing initiative. &t will give them perspective on the core concerns issues and challenges

facing a marketing oriented organi!ation. The st)dents are e2pected to revie4 the co)rse

readings and the indicated portion of the prescri/ed te2t for class disc)ssions prior to

attending each session-

5. "earnin! Out$omes

*fter attending this course the student is e%pected to be able to '

1' +evelop a sound understanding of the fundamental marketing concepts.,' omprehend the marketing function in an organi!ational conte%t for accomplishing its purpose.

' /elate with marketing function in a creative way

' +esign marketing related value enhancers for the organi!ation

5' ring about a fresh perspective on marketing issues and challenges facing a profit not for profit

and public policy related organi!ation.

%. "ist o& Topi$s' odules

Topi$' odule Contents' Con$epts

odule 1:2nderstanding the marketingfunction

Understanding the marketingfunction

Basic concepts and orientations of

marketing

The changing marketing

landscape and the signicance ofthinking customer

odule 2:*naly!ing the marketingenvironment

Firms Micro environment

Firms Macro environment

Presentation 5*Review of micro and

macro environment of a rm of

choice.odule 3: Marketing trateg! "rgani#ational strategic $lanning%

the role of marketing& designing'usiness portfolios

Presentation 0* /eview of macro

environment in an industry of choice.

3anaging the marketing effort

( 3easuring and managing /#& on

marketing investment

Presentation .* /eview of business

portfolio of a firm of choice.

odule 4: 2nderstanding consumer behavior 4hat is behavior (consumer decision

making)ow why does it change

,


3/11



(characteristics affecting influences

on buying behaviour)

6ature of consumer choices.*doption

of new products

Presentation 1* analysis of adoptionpattern of an innovation of choice.

ow do organi!ational buyers behave

(#rgani!ational buying behavior)

odule 5: 7egmentation targeting andpositioning

3arket segmentation

7egmentation e%ercise

3arket targeting

Presentation 6: 8ield visit based

presentation on segmentation patterns

of a firm of choice in a specific product

category.

+ifferentiation and positioning

Presentation 7* +esk research based

presentation of market targeting by a

specific firm

odule %: 3arketing mi% 2nderstanding and +esigning the

3arketing 3i%

Prod)ct

4hat is a product ( levels9product

service continuum)

:roduct :lus - the augmented product

#b;ectives of the product policy

ow do they grow (ommodity

product form and brand life)3arket life

cycle

Presentation 8* levels of product and

analysis of product life cycle stages in a

particular product category of choice.

Price

4hat is price -discount < margin

:ricing ob;ectives :ublic policy and

pricing Presentation 9* :ricing practices in an

industry (as well as a particular firm in

that industry) of choice.

Place

4hat is intermediation and

disintermediation various formats of

distribution +istribution ob;ectives

hannel compatibility with 7T:

&nnovation to ma%imi!e reach (how

channel members add value)=customer convenience and new

distribution 9 marketing formats :ublic


4/11



policy and distribution decision

Presentation :* desk research on 7T:

and channel design in a firm of choice.

Promotion4hat is promotion ( promotion mi%

role of T> power of on-line social

media)

:romotion ob;ectives

The new marketing communication

landscape

The need for &3

Presentation 53*review of the

promotion mi% of a firm of choice.

odule : &ntegration +eveloping integrated marketing mi% '

omprehensive case study

Assignment d)e this 4ee+

. *valuation Criteria

Component +es$ription ei!t

(nd Term()ams

&t will be based on conceptual "uestions situation specific

application oriented "uestions and short case studies ?nd

term e%am will only cover post mid term course coverage.ourse readings are an integral component of learning in

this course. *t least one of the "uestions will be based on

these readings which will not be specified to the students

*+ ,

Mid Term ()ams &t will be based on conceptual "uestions situation specificapplication oriented "uestions and short case studies.

ourse readings are an integral component of learning in

this course. *t least one of the "uestions will be based on

these readings which will not be specified to the students.

-+ ,

ui##es There will be three "ui!!es based on multiple choice

open ended and fill in the blank(s) type of "uestion. Thesewill be conducted unannounced. Two of these shall be

administered pre- mid term and one post mid term. est

of the two will be considered for course grades.

/+ ,

Assignment 'Revie4 of STP and mar+eting mi2(* This is also a

written report which shall be submitted by groups of

students. The students will have to review the

segmentation targeting and positioning strategies of an

organi!ation of choice. They will also have to review the

marketing mi% of the chosen firm. The report will be

based on a combination of desk research as well as field

investigation. 7tudents are encouraged to bring inevidence and insights from multiple sources. The report

preparation and referencing guidelines suggested in

-+ ,


5/11



business communication course in the first term must be

strictly adhered to. The students must ensure that the

report is original in content updated on information and

free of factual theoretical and grammatical errors. The

assignment is worth ,0 marks. The students shall be

awarded marks for the structure of the report and

referencing styles ( marks) omprehensiveness of the

content ( marks) +epth of analysis (@ marks) and

application of the concepts of marketing ( marks)

larity in communication (, marks). *ssignment , is due

for submission on the "rida; of in the 4ee+ of 01 th

lect)re session- :lease ensure that the assignment is

submitted by 5.00 :3 on that day. /e"uests for

e%tension of the submission deadline will not be

entertained

InclassPresentation*

The student groups are e%pected to make a presentation ofnot more that 15 minutes in duration on the allocated

topic. The topics for presentation are indicated in the

session plan below. The course instructor will stop the

presentation once the time limit is over. &t is advised that

the students practice their presentation to manage time

effectively. The groups for these presentations will be

same as those for the written assignments. &t is

encouraged that the choice of industry for both the

assignments and the presentation is uniform in order to

develop in-depth insights on it. The presentations are

worth 10 marks. The students shall be awarded marks forthe structure of the presentation (, marks) >evel of

analysis ( marks) *pplication of concepts (, marks)

larity of communication (, marks).

/+ ,

. /e$ommended' /e&eren$e Tet oos and /esour$es

Te)tBooks

1. :rinciples of 3arketing-* 7outh *sian :erspective' Aotler

*rmstrong *gnihotri a"ue. 1 thedition :earson ?ducation (A** 1e)

0ourseReading

1. >evitt T (1B@0) CC3arketing 3yopia$$Harvard Business Review Dol. E (Fuly-*ugust)

pp. ,-G.

,. amel H. :rahalad .A. (1BEB) I7trategic &ntentJHarvard Business Review3ayKFune pp @-G@.

. ill T. 4estbrook /. (1BBG) CC74#T *nalysis' &t$s Time for * :roduct

/ecall$$Long Range Planning Dol. 0 6o. 1 pp @-5,.

. 7cheibehenne . Hreifeneder /. Todd :. 3. (,010). Lan There ?ver be Too

3any #ptions * 3eta-*nalytic /eview of hoice #verloadL Journal of

Consumer ResearchDol. G pp. 0B-,5.

5. 7heth-Doss :. arreras &. (,010). CCow &nformative is Mour 7egmentation *

7imple 6ew 3etric Mields 7urprising /esults$$Marketing Research winter pp.

E-1. *merican 3arketing *ssociation

@. Trout F. (1B@B)LL:ositioningL is a game people play in today$s me-too market

placeLIndustrial Marketing Dol.5 6o.@ (Fune) pp. 51


6/11



/eferences 1. Aotler :hilipN Aeller AevinN Aoshy *braham Fha 3ithileshwar'

I3arketing 3anagement a 7outh *sian :erspectiveJ ,00@ 1,th ?dition

:earson ?ducation. 6. +elhi. (AAAF 1,e)

,. 7a%ena /a;anN I3arketing 3anagementJ ,00E th?dition Tata 3cHraw ill

6. +elhi.

. ?vans Foel /. erman erry' I3arketing 3anagement$$ &ndian ?dition

,00G engage >earning 6. +elhi.

. /amaswamy D 7 6amakumari 7' 3arketing management < Hlobal

:erspective the &ndian onte%t ,00B th?dition 3acmillan 6. +elhi.

5. arvard usiness /eview (/)

@. Fournal of onsumer /esearch

G. Fournal of 3arketing

E. &ndustrial 3arketing 3anagement

B. Fournal of /etailing

10. Fournal of *dvertising

11. *cademy of 3arketing 7cience /eview

&nternet

/esource'

1. www.hul.co.in (industan 2nilever >imited)

,. www.pg.com(:rocter and Hambler)

. www.ama!on.com ( *ma!on)

. www.flipkart.com(8lipkart)

5. www.samsung.com(7amsung)

@. www.volvocars.com(Dolvo)

G. www.loreal.co.in (>o$real)

http'99www.mckinsey.com9mgi9publications9indiaOconsumerOmarket9slideshow9main.asp

. ession lan

ession

+ate Topi$ /euirements:/eadin!s'

Cases

"earnin!Out$ome

odule 1

/ 2nderstanding the marketing

function'

(hy Marketing! How could it

"e defined! hat is the

marketing #rocess! hat is its

#ur#ose for various

stakeholders!$

h 1 p. 5-@

A**

h 1 p. ,1-,,

A**

lass discussion

(/eal 3arketing

1.,)

To develop a

basic

understanding of

marketing

functions

- asic concepts and

orientations of marketing.

Finalization of presentation

schedule and groupsBriefing of Assignment

h 1 p. B A**

lass discussion

(7hare of customer

vs. ustomer

?"uity)

To comprehend

the marketing

functions in an

organi!ational

conte%t

@
http://www.pg.com/http://www.pg.com/http://www.amazon.com/http://www.flipkart.com/http://www.samsung.com/http://www.volvocars.com/http://www.loreal.co.in/http://www.mckinsey.com/mgi/publications/india_consumer_market/slideshow/main.asphttp://www.pg.com/http://www.amazon.com/http://www.flipkart.com/http://www.samsung.com/http://www.volvocars.com/http://www.loreal.co.in/http://www.mckinsey.com/mgi/publications/india_consumer_market/slideshow/main.asp


7/11


Course Outline Template1 The changing marketing

landscape and the significance

of Cthinking customer$

(Market develo#ment and

creating customer value)

A**

/eading 1

(3arketing 3yopia)

lass discussion

(3arketing 3yopia)

To identify key

elements of a

customer driven

marketing

organi!ation

odule 2

* 8irm$s 3icro environment h p. 5B-@1

A**

lass discussion

(3arketing publics)

To identify the

environmental

forces that effect

the company$s

ability to serve its

customers5 8irm$s 3acro environment

Presentation5* /eview ofmicro environment of a firm of

choice.

A** h p. @1-

G5

A** h p. @B-

G0

lass discussion

(/eal 3arketing

.1)

To identify the

environmentalforces that effect

the company$s

ability to serve its

customers

odule 3

% #rgani!ational strategic

:lanning' the role of marketing

+esigning business portfoliosPresentation 0* /eview of

macro environment in an

industry of choice.

A**

/eading , (7trategic

intentA** h , p. 5-

E

lass discussion

To appreciate the

importance of

strategic planning

2 3anaging the marketing effort

3easuring and managing /#&

on marketing investment

Presentation .* /eview of

business portfolio of a firm of

choice.

A** h , p. E-

55

A** h , p.

555@

/eading

(74#T *nalysis)

lass discussion

(3arketing by

numbers)

To develop an

ability to identify

the key elements

of /#3&

odule 4

3 4hat is behavior (consumer

decision making)

ow why does it change

A** h 5 p.11G-

10

To identify

factors effectingconsumer

behavior and their

G


8/11



(characteristics affecting

influences on buying behavior)

A** h 5 p.

1,0-1,1

lass discussion

(/eal 3arketing

5.1)

impact on

decision making

4 6ature of consumer choices

*doption of new products

Presentation 1*analysis of

adoption pattern of an

innovation of choice.

A** h 5 1,B-

10

/eading (hoice

overload)

A** h 5 1-

1E

h 5 p. 1E-1B

lass discussion(3arketing by the

numbers)

To identify the

different kinds of

buying situations

/+ ow do organi!ational buyers

behave(#rgani!ational buying

behavior)

A** h @ 10-

155

A** h @ p.

15,-15

Huest 7ession 1

(/eal 3arketing

@.,)

To understand the

differences

between business

markets and

consumer markets

odule 5

// 3arket segmentation

Students must bring in

information after research in

the field or in the library on

the visible patterns of market

segmentation in a specific

product/service category in

the next class

A** h G p.

1@,-1G0

/eading 5

(&nformative

7egmentation)

lass discussion

(/eal 3arketing

G.1)

To identify the

bases of

segmenting

markets

/- 7egmentation e%ercise

Case* Allen Soll; ntering

the Indian &omen


9/11



Presentation !: +esk research

based presentation of market

targeting by a specific firm

Case* L)2 Strong

Differentiation

1GE-1E5

/eading @

(:ositioning)

lass discussion

(8igure G. Dalue

proposition)

ability to

differentiate and

identify types of

positioning

odule %

/5 2nderstanding and +esigning

the 3arketing 3i%

lass discussion To develop and

design a

marketing mi%/% Product

4hat is a product

( levels9product servicecontinuum)

:roduct :lus - the augmented

product

#b;ectives of the product

policy

h E p. 1B0-1B,

h E p. ,1@-,1G

A**

lass discussion

(/eal 3arketing

E.,)

To develop an

ability to classify

products andservices

/2 ow do they grow

(ommodity product form and

brand life)

3arket life cycle

Presentation ": levels of

product and analysis of

product life cycle stages in a

particular product category of

choice.

h B p. ,@-,

A**

To identify

various levels of

products and the

value delivered ateach level

/3 Price

4hat is price -discount -

margin

h 10 p. ,G-,5@

h 10 p. ,B

A**

lass discussion

(8igure 10.1

onsiderations in

setting price)

To comprehend

pricing and its

different forms

/4 :ricing ob;ectives

:ublic policy and pricing

Presentation #: :ricing

practices in an industry (as

well as a particular firm in that

industry) of choice.

h 10 p. ,E,-,E5

h 10 p. ,51

A**

To appreciate the

different pricing

ob;ectives used

by a firm and its

linkage to the

customer value

perception

-+ Place h 11 p. 00-0, To identify ways

B


10/11



4hat is intermediation and

disintermediation various

formats of distribution

+istribution ob;ectives

hannel compatibility with

7T:

Case* T)pper4are in India

h 1, p. ,B,

A**

lass discussion

(8igure 1,.1)

and means of

transfer of value

from

manufacturer to

the customer

-/ &nnovation to ma%imi!e reach

(how channel members add

value)

=customer convenience and

new distribution 9 marketing

formats

:ublic policy and distribution

decision

Presentation $: desk research

on 7T: and channel design in a

firm of choice.

h 11 p. 00-0,

h 1, p. ,B,

A**

Huest 7ession ,(/eal 3arketing

1,.1)

To identify

conventional and

contemporary

channels of value

delivery

-- Promotion

4hat is promotion ( promotion

mi% role of T> power of on-

line social media)

:romotion ob;ectives

h 1 p. ,-@

A**

h 1 p. 5-@A**

lass discussion

(/eal 3arketing

1.1)

To develop an

ability to

understand the

promotion mi%

-1 The new marketing

communication landscape

The need for &3

Presentation %&: review of thepromotion mi% of a firm of

choice.

h 1 p.

@ A**

h 1 p. 5E-5B

A**

lass discussion

(/eal 3arketing

1.,)

To appreciate the

changing

landscape of

promotion and

need for &3

O+6"* -* +eveloping integrated

marketing mi% '

Assignment due this 'eek

lass discussion To develop a

linkage between

different concepts

taught

10. Conta$t +etails:

10


11/11



5ame of the 6nstructor% 7r. halini 5ath Tripathi

"8ce 9ocation% 9ucknow

Telephone% +:--;-14*-4aipuria.ac.inTeaching ?enue% 9ucknow campus

@e'site% www.7aipuria.a$.in

"8ce Aours% 4%1+ am ;:%1+ pm

11
http://www.jaipuria.ac.in/http://www.jaipuria.ac.in/

course outline template-ctlp mm-i

Documents