Post Graduate Programme in Management

AY 2016-17 TERM: I
TITLE OF THE COURSE: MARKETING MANAGEMENT- I
CREDITS: 4

Name of the Faculty Faculty Block/ Email Telephone Number

Room No.
Prof. Aditya Billore B 210 adityab @iimidr.ac.in +91-731-2439553
Prof. Ashish Sadh A 205 ashish @iimidr.ac.in +91-731-2439528
Prof. Jayasimha K.R. B 105 jayasimha @iimidr.ac.in +91-731-2439538
Prof. Manoj Motiani C 112 manojm @iimidr.ac.in +91-731-2439582

INTRODUCTION

The course provides an introduction to the fundamental principles and concepts of marketing.

COURSE OBJECTIVES

The objectives of this course are to develop the participants basic analytical skills, conceptual
abilities and substantive knowledge for improved decision making in the field of marketing
management. It aims to build a foundation for those participants who plan to take advanced
marketing courses in the second year.

COURSE CONTENT

Environment scanning for marketing decisions: Introduction to marketing management process,

frameworks to analyze internal and external environment

Competitive Dynamics: Competitor analysis, Strategies to deal with competition

Understanding Customers buying behavior: Analyzing buyers behavior (B2C), Analyzing buying
behavior (B2B), Factors influencing buying behavior

Segmentation, Targeting and Positioning (STP): Identifying segments, Targeting strategies,

Positioning statement, introduction to 4Ps.

Marketing Research: Steps involved in marketing research, MR-MIS comparison.

PEDAGOGY: There will be 20 classroom sessions, 75 minutes each, consisting of conceptual

discussion, cases and presentations. Assignment and presentations will be done in groups. The
guidelines for the group assignments would be provided separately. All participants are expected
to come prepared to the class after due discussion and reflection on the cases.
Prescribed Text Book: Kotler, P., Keller, K.L., Koshy, A., and Jha, M (2013) Marketing Management:
A South-Asian Perspective, 14e, Pearson: Delhi. (KKKJ)

EVALUATION

Component Weightage
Class Participation 10%
Mid-Term 20%
End Term 40%
Case Analysis (Group) 20%
Assignments/ Presentations (Group) 10%
Total 100%

SCHEDULE OF SESSIONS

Module I Understanding the Marketing Management Process

Module Objective: This module focuses on understanding the process of marketing management
and its role in managing business.

SESSIONS AND OBJECTIVE

Sessions 1: Understanding Markets and Marketing Management Process

Objective: To help participants in understanding markets and marketing process
Reading: Chapter 1 KKJK
Case: Nirdosh (IIMA), (Year 1990)

Sessions 2: Opportunity Analysis

Objective: To help participants in understanding how to analyze an opportunity to fulfill consumer need.
Reading: Chapter 1 KKJK
Case: Discussion on Nirdosh continued

Session 3: Macro environment scanning for marketing decisions

Objective: To help participants in analyzing the external factors influencing the process of value creation.
Reading: Chapter 3 KKJK
Case: Rx PhyGital Pharmacy, (Year 2016)

Session 4: Micro environment scanning for marketing decisions

Objective: To help participants in analyzing the micro-environmental factors influencing the business.
Reading: Chapter 3 KKJK
Case: Discussion on Rx PhyGital Pharmacy continued
Module II Competitive Dynamics
Module Objective: This module focuses on understanding challenges/opportunities arising from
external competitive dynamics, and how an organization can adapt more efficiently to changing
market dynamics.

SESSIONS AND OBJECTIVE

Sessions 5: Dynamics of competition

Objective: To help participants in analyzing the role of competition and cost leadership.
Reading: Chapter 8 KKJK
Case: Dogfight over Europe: Ryanair (A) HBS 700-115, (Year 2007)

Sessions 6: Competitive position

Objective: To help participants in analyzing and selecting various competitive positions based on
the situation.
Reading: Chapter 8 KKJK
Case: Barco Projection Systems (A) HBS 591133, (Year 2002)

Sessions 7: Dealing with competition

Objective: To familiarize participants in analyzing various competitive strategies based on the
competitive scenario.
Reading: Chapter 8 KKJK
Case: Discussion on Barco Projection continued

Module III Understanding Customers

Module Objective: This module focuses on understanding the buyers behavior, factors that
influence buyers behavior, and its importance in the context of marketing decisions.

Sessions 8: Group Assignment*

Objective: To understand the process of consumer decision making.
*Please see the details at the end of the course outline

Session 9: Buying cycle (B2C markets)

Objective: To illustrate basic concepts of consumer buying behavior and the factors influencing
the buying behavior.
Reading: Chapter 5 KKJK
Case: Aqualisa Quartz: Simply a Better Shower HBS 502030, (Year 2006)

Sessions 10: Consumer decision making

Objective: To familiarize participants about consumer decision making process, information
processing and related issues.
Reading: Chapter 5 KKJK
Case: Discussion on Aqualisa Quartz continued
Sessions 11: Buying cycle (B2B markets)
Objective: This session try to bring the insight on how the various stages of buying cycle in B2B
markets influence key marketing decision of the company.
Reading: Chapter 6 KKJK
Case: Sales Soft Inc. (A) HBS-9-596-112, (Year 1998)

Sessions 12: Decision making units

Objective: The session illustrate the complexity of marketing in B2B context by introducing the
idea of decision making units in various type of B2B purchases.
Reading: Chapter 6 KKJK
Case: Discussion on Sales Soft continued

Sessions 13: Analyzing buying behavior (B2B)

Objective: The session integrate the ideas of previous two session and provide a framework for
analyzing buying behavior in context of B2B markets.
Reading: Chapter 6 KKJK
Case: Discussion on Sales Soft continued

Module IV Segmentation, Targeting and Positioning (STP)

Module Objective: This module examines the STP framework which helps managers decide how
they can effectively segment their customers (S), whom to target (T), and ultimately how to
position (P) their offerings to provide value to customers, and achieve their organisational goal.

Session 14: Market Segmentation process

Objective: The session introduce the ideas of market segmentation process and its importance in
marketing decisions.
Reading: Chapter 7, 9 KKJK
Case: Colgate Palmolive Company: The Precision Toothbrush 9-593-064 (Year 2006)

Session 15: Identifying segments for profitability

Objective: Markets can be segmented using various criterias. This session introduce few such
criterias and suggest method to evaluate various segments.
Reading: Chapter 7, 9 KKJK
Case: Colgate Palmolive Company: The Precision Toothbrush 9-593-064 (Year 2006)

Session 16: Target Marketing

Objective: The session introduce the idea of target market and various tradeoffs which are
associated with decision making involved with a selected target market.
Reading: Chapter 7, 9 KKJK
Case: Fashion Channel: Market Segmentation, 2075-PDF-ENG, (Year 2007)
Session: 17: Positioning product and services
Objective: In todays world real issue for companies is to capture a position in the mind of
customers. The session introduce the concept of positioning and tradeoffs associated with
selecting a particular position
Reading: Chapter 7, 9 KKJK
Case: Suzuki Samurai 9-589- 028 (year 1992)

Session 18: Positioning Strategies

Objective: The session introduce the idea of POP & POD among brands and how these ideas help
in framing a positioning strategy for the brand.
Reading: Chapter 7, 9 KKJK
Case: Suzuki Samurai 9-589- 028 (year 1992)

Module V Marketing Research

Module Objective: This module examines the role of marketing research in the formulation and
solution of marketing problems. It introduces the basic concepts essential for a systematic and
objective approach towards marketing research.

Sessions 19: Marketing Research Introduction

Objective: The session introduce the idea of market research and explain differences between
MIS, marketing research and data mining in conceptual sense.
Reading: Chapter 3 KKJK

Sessions 20: Marketing Research Process

Objective: The session explain the various steps involved in the process of market research. This
session try to illustrate how various steps in marketing research are interconnected.
__________________________________________________________________________

* Guidelines for the Assignment (Understanding Buyers Behaviour)

I. This is a group assignment. Each group should select ONE of the products from the
suggested list of product categories mentioned hereby. No two groups can pick up the same
category. The group should carry out following for the product category picked up by them:

a. Group should meet THREE (not more or less) consumers who have purchased the product
in the recent past. Based on the in-depth discussion with each consumer the group should discern
the following.

i. What were the triggers of purchase?

ii. What were the stages in the purchase processes?
iii. What inputs were sought in each of these stages?
iv. Who played what kinds of roles in each stage? and
v. Approximately how much time was taken in each stage?

b. Based on the learning and insight from the in-depth discussions with THREE consumers,
Please draw implications for marketing decisions.
c. Do not either increase or decrease the sample size. Please conduct in-depth discussions by
asking probing questions.

d. Do not construct a structured questionnaire. Just carry with you a list of questions to guide
your discussions.

e. You may assign a 2-member team to discuss with one consumer.

f. The report should be limited to 3 pages (one and a half space, 12pt. Times Roman)
including Appendix, if any.

SUGGESTED PRODUCTS/CATEGORIES:

FMCG DURABLE SERVICE

EMERGING Ayurvedic Microwave Tourism

Products
AC Insurance (Non-Life)
Fairness Cream
Water Purifiers Mobile
Frozen Food
Domestic Inverters Retail chains
Ready-to-eat
Ceramic Tiles Beauty Saloon
food
Tablets
Natural Drink
Pen drives

Smart TV

STABLE Soaps and Vacuum Cleaner Life-Insurance

Detergents
Refrigerators Hotels
Soft Drink
TV Travel
Concentrate
Fans Coaching Classes

DECLINING Vanaspati Scooter Public (City & State)

CRT/Plasma TV Transport

DVD Players Post & Telegraph

Pagers

******