marketing management

Post Graduate Diploma in ManagementBatch : 2013-2015

Faculty Sandeep Puri Term ICours

e Marketing Management Credits 3

About the Instructor: [email protected]@gmail.com9910024801

No. of contact hours : 30 (Thirty Hours)Session Duration : 90 Minutes.

1. Course Objective and Scope :In today’s environment, marketing has undergone a dramatic and exhilarating transformation in terms of development of the marketing practices and catering to the need of the customer. Marketing begins with the customer in mind and ends with the customer in mind. Once a company has established themselves and their role in the industry, the next hurdle they will face is to differentiate from the competition. Marketing activities can facilitate in increasing brand awareness as well as in creating the right brand image. Marketing activities can be weaved around product, pricing and distribution channel. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment.

Energy sector is experiencing significant and sustained growth that few industries in our economy have endured. It is widely recognized in today's dynamic and highly competitive marketplace that effective marketing is absolutely critical to the achievement of corporate goals and, ultimately, enhancing shareholder satisfaction. This course aims at sharing the nuances of designing and implementation of the marketing program in terms of the elements of marketing mix. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations.

The aims of the course include:

To focus students' attention on the theoretical and practical difficulties of devising and implementing market-led strategic change.

Recognize and evaluate the assumptions underlying many traditional models within marketing, demonstrating this by using appropriate concepts, models and frameworks.

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Compose, defend and argue the value of customer satisfaction and customer focus, through exhibiting an appreciation of such issues by using appropriate concepts, models and frameworks.

Evaluate and appreciate the principles underlying the management of marketing information and intelligence, demonstrating this outcome by using appropriate concepts, frameworks and examples.

Develop ability among students to manage people and groups effectively.

Demonstrate high proficiency of Business Skills in globally competitive environment and understand social responsibilities of business.

Develop marketing programs to build a strong consumer based brand equity.

Pedagogy

Class Room Lectures Case Discussions Working in Groups by Students on topics discussed in the class and their

presentations Project Presentations Videos

2. Required text Book:

'Marketing Management' by Philip Kotler, Kevin L. Keller, AbrahamKoshy, Mithleswar Jha -A South Asian Perspecive - PHI , Latest edition.

Additional reading material will be provided on a regular basis

3. EVALUATION COMPONENTS :

Components of Evaluation for the

Course

Percentage Distribution for the

ComponentClass Participation 10%Quizzes (please mention the number of quizzes that you wish to do and scores for each quiz)

10%

Project-1 10%

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Project- 2 20%Mid Term Examination 20%End Term Examination 30%OtherTotal 100%

4. DETAIL SESSION OUTLINE

Session No-1&2Session Title Introduction to Marketing Management

Purpose of Marketing, Marketing Concepts, Myopia of Product/Market Concept, Basic Principles of Marketing, Delivering Profitable Value, Company’s Orientations to Market (Production, Product, Selling, and Marketing), Differences between Selling and Marketing Concepts, and Social Marketing Concept.

Session No-3Session Title Developing marketing strategies and plans,

creating customer value The topic covers the following aspects: The value delivery, value chain, customer value proposition, Defining mission and business, SWOT analysis, Porter’s Five force Model, BCG Matrix and PESTEL analysis

Session No-4Session Title Gathering information, Conducting Market

research and scanning the environmentThe topic covers the following aspects: Explaining Company’s Marketing Environment, Micro Environmental factors and Macro Environmental forces discussing these environmental factors and forces in Indian Context, marketing intelligence system, Market Research

Reading MaterialAdditional ReadingCase Title

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Pedagogy Discussion/Simulation/Group Presentation

Session No-5&6Session Title Buying Behaviors of Customers

The topic covers the following aspects: Why the study of Consumer Behaviour is

essential for marketers, Buyer’s Cultural, Social, Personal, and Psychological

Characteristics, Consumer Buying Decision Process, Organizational Buying Behaviour.

Case Title BC BoxAssignment Questions:

1. Which machine do you suppose BC Box purchased? Why?

2. What are the key events in the process of buying the machine? Group these events into major stages of the buying process

3. Discuss the members involved in the different stages of buying process.

4. What are the key learnings from the case?


Session No-7Session Title Creating Customer Value and Customer

Relationships

This topic covers the following aspects: Creating and Delivering Customer Value, customer satisfaction, customer retention and customer loyalty, customer lifetime value

Reading MaterialAdditional ReadingCase Title Nectar

Assignment Questions1. What should Justin King do with the

program?2. What should Rob Gierkink do with the

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program to keep Sainsbury’s happy?3. What should he do to keep the other

sponsors happy?4. What should he do to keep the

collectors collecting?5. Should Sainsbury’s Stay with Nectar or

Implement a Solo Program?Pedagogy Discussion/Simulation/Group

Presentation

Session No-8Session Title Segmentation of Customers

The topic covers the following aspects: Definitions of Market Segment and Market Segmentation, Fundamental Factors for Effective Market Segmentation, Segmentation Bases and their Classifications, Targeting Strategies, Segment marketing, Niche marketing, Types of segmentations.

Case Fashion Channel Assignment Questions

1. How would you interpret the consumer and the market data if you were Dana Wheeler?

2. What is the expected outcome of each of the targeting scenarios.

3. Develop a factual analysis of the segmentation options, and evaluate the pros and cons of each.

4. If you were Dana Wheeler, what would you recommend and why?

5. Is there any change management issue in this case?


Session No-9Session Title Setting the product strategy

This session defines what is a product, product 5




mix, line, depth, width and product life cycle.


Session No-10Session Title Creating Brand Positioning

The topic covers the following aspects: Value Proposition, Positioning, Distinction between Value Proposition and Positioning and different positioning strategies and models.

Case Title Dove

Assignment Questions:1. What is a brand? Why Unilever want

fewer of them?2. Discuss the evolution of Dove’s

positioning from 1950s to 2007? How Dove is perceived today?

3. How do you view the Brand promotion of Dove?

4. What are the risks for Dove brand today?


Session No-11&12Session Title Dealing with competition

The topic covers the following aspects: Identifying Competitors, Strategic Groups, Sources of Potential Competitors, Components of Competitor Analysis, Value Chain and Competitive Activities, Competitive Strength Grid, Dimensions of Market Entry and Exit Barriers. Various strategies of the leader, challenger, follower and nicher are done in detail with Indian examples.

Case Title Whirlpool

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Assignment Questions1. Define the structure of marketing from

the customer’s point of view instead of the traditional provider point of view.

2. What are the growth drivers that reinforce the decision on pursuing the entry?

3. Analyse the impact of Porter’s 5 forces for the built-in appliance industry.

4. What should be the strategic objectives of Whirlpool while considering the diversification plans?

Session No-13Session Title Marketing of Services

This session covers the different characteristics of services and their challenges for the marketers.

Session No-14Session Title Pricing

Concept of pricing, price determination of a product, price changes and adjustments

Session No-15Session Title International Marketing

This session covers the different steps involved in global marketing operations. Topics include: Management orientation, Marketing entry decisions, product positioning and advertising.

Reading MaterialAdditional ReadingCase Title Vietnam – Market entry decision

Assignment Questions: 1. Does Vietnam present an attractive

investment opportunity?2. Is it too late for U.S companies to enter

Vietnam?3. What Recommendations would you

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make to each of the three US MNCs regarding whether to enter Vietnam, mode of entry, and timing?

4. What factors will determine the success of MNCs in Vietnam?


Session No-16Session Title Managing Retailing, Wholesaling and Logistics

This session covers: Marketing channels and value networks, Channel management decisions, Retailing, Wholesaling and Logistics

Session No-17&18Session Title Managing advertising and sales promotion,

Personal selling

This session explains what is advertising and sales promotion and relates it to the product life cycle. Explains concepts of personal selling

Pedagogy Discussion Session No-19&20Session Title Project PresentationsReading MaterialAdditional ReadingCase TitlePedagogy Group Presentation

5. PROJECT AND OTHER ASSIGNMENT DETAILS:

6. MID TERM AND END TERM EXAMINATION DETAILS: This should brief session list after which midterm examination will be undertaken. The nature of the examination (closed book/open book), duration of examination (for both midterm and end term), Type of examination (case based/MCQ type) should also be mentioned.

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marketing management

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