Documente Academic
Documente Profesional
Documente Cultură
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
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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