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Post Graduate Programme in Management

2013-14
TERM: I
TITLE OF THE COURSE: MARKETING MANAGEMENT
CREDITS: 3
Name of the Faculty member:
Prof. Ashish Sadh
Prof. Jayashima K.R.

Prof.Sabita Mahapatra

Faculty Block:
Faculty Block-A

Faculty Block-B

Faculty Block-A

Email:
ashish@iimidr.ac.in

jayasimha@iimidr.ac.in

sabita@iimidr.ac.in

Telephone Number:
2439528

2439538

2439533

COURSE DESCRIPTION
This course will provide participants an understanding the challenges and dynamics
invovled in selecting understanding and opperating in competitive market environment.
COURSE OBJECTIVES
Maketing-1 is an introductory course covering the critical and the basic processes in the
field of Marketing Management. The course is extended in the 2nd term of first year of
the PGP. Primarily the objective of the course is to develop amongst the participants a
conceptual understanding of the processes in the field of Marketing Management. The
course also attempts to provide the participants a substantive knowledge in the
discipline and the analytical skills. The course is the foundation for those who plan to do
further work in Marketing.
PEDAGOGY/TEACHING METHOD
There will be 15 classroom sessions of 75 minutes each, consisting of conceptual
discussion, cases and presentations. Assignment and presentations will be done in
groups. The assignemnts involve library assignments and some small filed studies. The
guideline for the same will be provided separately. All participants are expected to
come prepared and reflect on cases and readings.

EVALUATION
Weightage
Class Participation
Quizzes
End Term
Case Analysis (Group)
Assignments/ Presentations (Group)
Total

10%
20%
40%
20%
10%
100%

SCHEDULE OF SESSIONS
ModuleI 1: Undersatnding Marketing Management
Module Objective
Provide an underastnding on the processing and mix of marketing
Sessions and Objective
Sessions 1 and 2: Understanding Markets and Marketing Management Process
Reading: Chapter 1 KKJK
Case: Nirdosh IIMA
Session 3: Environment scanning for Marketing decisions
Reading: Chapter 3 KKJK
Case: American Well: The doctor will E-see you, HBS 510061
ModuleII Understanding the Environment and Situation in which market opporates
Module Objective
Participants will be provided with insight on different environmental forces that has a
impact on business
Sessions and Objective
This session will provide inputs on the challenges and dynamic which a marketer has to
be aware to develop and design his marketing plan
Sessions 4 and 5: Understanding and dealing with competition
Reading: Chapter 9 KKJK
Case: Ryanair (A) HBS 700-115

Module III Understanding Customers


Module Objective
This module will provide participants an oppurtunity to understanbd the buyers as an
influencing force in designing their market plan
Sessions and Objective
Participants will be exposed to an understanding of consumer in organisational context
and final consumer.
Sessions 6 and 7: Analysing buyers behavior (B2C)
Reading: Chapter 6 KKJK
Case: Light well Match Company IIMA orHimalaya Herbal Toothpaste: Category and
Brand Involvement in an Emerging Market (HBS)
Sessions 8 and 9: Analysing buying behavior (B2B)
Reading: Chapter 7 KKJK
Case: Sales Soft Inc (A) HBS-9-596-112 orTinplate Company of India need for a
conceptual focus (HBS)
ModuleIV Segmentation Targeting and Positioning
Module Objective
The module will exposure participants to the concept of which market to why and how
to target a particular segmnet
Sessions and Objective
This session will provide participant an understanding about how to segment markets
which segment to target and how to position their marketing mix for the target market.
Session 10: Market Segmentation
Reading: Chapter 8,11 KKJK
Case; OntelaPicDesk (A)/Clean Edge Razor
Session 11: Target Marketing
Reading: Chapter 8,11 KKJK
Case: Fashion Channel: Market Segmentation

Session: 12: Positioning Strategies


Reading: Chapter 8,11 KKJK
Case: Brand Revitalizing and Brand Reinforcement: The Case of Arrow Shirts in the
Indian Context
Session 13: Positioning Strategies
Reading: Chapter 8,11 KKJK
Case:The Saffola Journey IMB 359 HBS 2075 or Positioning Tata Nano AKEL 602
ModuleV Marketing Research
Module Objective
This module will deal with marketing research process
Sessions and Objective
This session will provide participant an understanding of the importnace of marketing
research and the process involed
Sessions 14 and 15: Marketing Research Process
Reading: Chapter 4 KKJK
Case: Bottled Water A IIMA or No Case

Additional Reading
Required Reading: The recommended text for the course is Marketing Management by
Philip Kotler, Kevin Lane Keller: Abraham Koshy and Mithileshwar Jha 13th edition,
Pearson education (K&K)

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