VIGNANA JYOTHI INSTITUTE OF MANAGEMENT

HYDERABAD
Batch: 2014-2016

Term: I

Course Name: Marketing Management

Course Instructors:
Mr. A. Ramesh
Mrs. V. Jayashree

Credits: 4
e-mail: a.ramesh @vjim.edu.in
e-mail: v.jayashree @vjim.edu.in

OBJECTIVES OF THE COURSE

The main objectives of this course are to improve the ability of the student to:
1. Understand product, market, competition and companys competencies.
2. Assess market opportunities by analyzing customers, competitors, collaborators, context, and the
strengths and weaknesses of a company.
3. Develop effective marketing strategies to achieve organizational objectives.
COURSE OUTLINE
Marketing is the core of an operating business. It is an organizational philosophy and a set of guiding principles
for interfacing with customers, competitors, collaborators, and the environment. Marketing entails planning and
executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It starts with
identifying and measuring consumers' needs and wants, assessing the competitive environment, selecting the
most appropriate customer targets and developing marketing strategy and implementation program for an
offering that satisfies consumers' needs better than the competition. Marketing is the art and science of creating
customer value and market place exchanges that benefit the organization and its stakeholders.
LEARNING OUTCOMES
At the end of the course the students should be able to:
1. Understand marketing principles and process
2. Analyze market environment
3. Understand consumer market and business market
4. Understand the components of the marketing mix and their interrelationships.
5. Understand how marketing strategies impact the other functions of business.
BASIC TEXT BOOK
Lamb,Jr. Charles W., .Hair Joseph F, Sharma, Dheeraj., Jr., Carl McDaniel MKTG-A south Asian perspective,
Cengage Learning, New Delhi(New Delhi)
1

REFERENCE BOOKS
1. Baines Paul, Fill Chris & Page Kelly, Marketing Asian Edition, Oxford University Press, New Delhi
(2013)
2. Kotler Philip, Keller Kevin, Koshy Abraham and Jha Mithileshwar, Marketing Management- A South
Asian Perspective, 13th Edition, Pearson Education
3. Jobber David and Fahy John- Foundations of Marketing, 2nd Edition, Tata- McGraw Hill
4. Stanton William J ,Etzel Michael J , Walker Bruce J and Pandit Ajay, Marketing: Concepts and Cases,
McGraw Hill, New Delhi
5. Lamb,Jr. Charles W. , .Hair Joseph F, Jr., Carl McDaniel Marketing: Thomson -South Western.
6. Saxena Rajan, Marketing Management, Tata McGraw Hill
7. MM What is Inside?: Iacobucci & Kapoor, Cengage Learning
E-Resources - www.marketingpower.com, www.knowledge.wharton.upenn.edu/india/
SESSION PLAN
Sessions

Topics
Overview of the course:
Scope and relevance of the course
Interface with other disciplines
Overview of marketing
What is marketing?
Marketing management philosophies
Role of marketing in society

Pre-class preparation
required (Recommended
Text)

Chapter 1

2-3
Product Demonstration (Tata Water plus sachets and
Parle-G biscuits)
In class product
experience

4-8

9-11

12-15

Strategic planning for competitive advantage

Nature of strategic planning
Marketing planning
Why write marketing plans
Writing a marketing plan
Competitive advantage
Strategic directions
Follow up on the marketing plan
Marketing environment
External environment
Internal environment
Consumer decision making
Understanding consumer behaviour
Consumer decision making process
Types of buying decisions and consumer involvement

Chapter 2

Chapter 4

Chapter 6

16-17

18-20

21-22

23-24

25-27

28-31

32-34

35-36

Cultural, social, individual and psychological influences

on consumer buying decision
Caselet: Videocon Industries
Business marketing
What is business marketing?
Relationship marketing and strategic alliances
Business customers
Business versus consumer markets
Business products
Segmenting and targeting markets
Marketing segmentation
Bases of segmentation
Segmenting business markets
Strategies of selecting target markets
Positioning
Caselet: Maggi Instant Noodles-2 minutes to glorious 25 years
Marketing Research
Marketing decision support systems
The marketing research process
Impact of internet on market research
Product concepts
What is a product?
Types of consumer products
Product items, lines and mixes
Branding
Packaging
Developing and managing products
New product
New product development
Product life cycle
Marketing channels
Channel intermediaries and their functions
Channel structures
Making channel strategy decisions
Integrated marketing communications
Role of promotion in marketing mix
Promotional mix
Marketing communications
Tasks of promotion
AIDA concept
Factors affecting promotional mix
Price concepts
Importance of price
Pricing objectives
Demand determinant of price
Power of yield management systems
Cost determinant of price
Other determinants of price

Chapter 7

Chapter 8
Chapter 9

Chapter 10

Chapter 11

Chapter 13

Chapter 16

Chapter 19

Guest faculty from finance area

Setting the right price
How to set a price for a product
Price strategy
Fine-tuning the base price
Product line pricing

37-40

Chapter 20

PEDAGOGY
The Pedagogy consists of a mix of lectures, exercise, individual & group work, real life situation & case
analysis, video and guest lectures.
EVALUATION
Sr.
Components
No.
1
Quiz
2
Article Summary
3
Newspaper article analysis
4
Assignment -Field visit(Supermarket) and
Report
5
Term paper(Group Activity)
6
End-term viva
7
End-term examination
Total

Weightage

Learning Outcomes

5%
5%
5%
10%

1,2
2&3
1, 2 & 3
1, 2, 3 & 4

15%
10%
50 %
100%

1, 2, 3, 4 & 5
1, 2, 3, 4 & 5
1, 2, 3, 4 & 5

Quiz will be conducted at the end of 10th session.

Article summary To be submitted by end of 20th session
Newspaper article analysis to be submitted on 25th sessions
Field visit: Each student will visit a super market and one-page report based on observation with
respect to product line, buying behaviour and promotions ( 30th session)
Term papers (To be submitted by end of 35th session)

Term paper topic

Choose any brand in an industry and explore in depth historical and current marketing perspectives associated
with it. Use of secondary data, research journals and primary interviews with practitioners and customers would
be appreciated.
Evaluation

The following factors would be considered for evaluation of assignments as well as term-end examination
(wherever relevant):
Conceptual clarity.
Ability to relate and draw inferences.
Self-analysis with reasoning and drawing conclusions.
Relevance of the textual contents (no superfluous or irrelevant information).
Information source, suitable referencing and bibliography.
4

Format and language.

Students original contribution and creativity.
[Any plagiarism shall be viewed seriously and the students have to rework.]
Faculty Consultation time:
Mr. A. Ramesh: After class hours
Mrs. V. Jayashree: After class hours