Documente Academic
Documente Profesional
Documente Cultură
EMBA
2016-17
Course Instructor - Prof. M N Tripathi
Room No.222, Ext .822
e-mail - mnt@ximb.ac.in
Tel: 06746647822
Introduction
This is a beginner's course in Marketing and shall cover the basics.
Participants are expected to follow up on this course depending on their
areas of interest in the electives that may be offered at a later stage.
The course serves to familiarise participants with basic marketing
concepts,environment,strategies and methodology. The aim would be to
develop skill sets to tackle marketing applications under different
business situations.
Learning Objectives
Participants after completing this course should be able to
a) understand and appreciate the basic concepts of marketing and
apply it to real life situations
b) appreciate and analyse real life cases in the industry/marketing
context
c) apply marketing tools to real life context and strategise
accordingly
d) understand and appreciate the nuances of consumer behaviour
Methodology
It shall include selected readings and cases. The pedagogy would be a
combination of lecture sessions and case discussions. The course
participants are expected to read all the background readings before
coming to class so that they can effectively participate in classroom
discussion. It is expected that all participants must sufficiently be
knowledgeable enough to discuss meaningfully in class to internalise
Session
1
Topic
Readings
Introduction to
Marketing
Strategic
Marketing
Planning
Segmentation
and Targeting
Case
Chapter 1 & 3
Chapters 2
The case of
Reinvention
Chapter 9
4,5
Differentiation,
Positioning and
PLC
Chapter 10,
11 and 13
Dealing with
competition
Chapter 12
Marketing
Research and
Forecasting
Chapter 4 & 5
8,9, 10
Product
development,
Product and
Brand
management
11
Services
Marketing
Chapter 14
12,13
Pricing
Casting the
net wider
Goodyear:
The
Aquatred
launch
The Case of
the Pricing
Predicament
Chapter 16
14
Channel
Management
Chapters 21 & 22
15
B 2 B Marketing
Chapter 7
16,17
Marketing
Chapters 17 and 18
Communications
A shoe for
every foot
18
Marketing
Control
Chapte
r 5 & 23
19,20
Assignment
Presentations
15%
30%
15%
40%
Optional readings
1) Positioning - Al Ries and Jack Trout
2) Marketing Warfare - Al Ries and Jack Trout
3) The Hidden Persuaders - Vance Packard
Magazines and Newspapers
1) Business India
2) Business World
3) Business Today
1)The Economic Times
2)The Financial Express
3)The Business Standard