Indian Institute of Management

Ranchi

Course Number MKC06

Marketing Management – I
Term I, 2019-21

INSTRUCTOR AND CONTACT INFORMATION

Name: Soumya Sarkar
E-mail: soumya.s@iimranchi.ac.in
Office Tel: 609

COURSE DESCRIPTION
Marketing is a value-enhancing function that identifies opportunities, develops markets, and builds
brands. Consequently, good marketing enables companies to charge price premiums, sustain
competitive advantage and maintain long-run profitability. To this end, the course covers the following
topics: understanding markets, marketing strategy against the backdrop of the firm strategy,
consumer and corporate behavior. Initially, students will be exposed to the fundamental concepts of
marketing. Then the course looks into the strategic aspects of marketing from a broad corporate
perspective. Then it changes outlook and looks into the micro-elements i.e. buyers – individual and
business. In the next phase the students shall be exposed to the concepts of segmentation, targeting
and positioning from where the course moves into the marketing mix decisions.

COURSE OBJECTIVE
On completion of this course the students should be able to think independently and think critically
about the elements of marketing and marketing management and make the most of those thoughts
and concepts to develop problem-solving abilities with a view to structure and create the right
marketing approach in their respective areas of operation in future. They should be able to synthesise
the various concepts and ideas discussed during the course into a holistic marketing outlook whereby
transition from transactional approach to relational is clearly evident.
LEARNING OUTCOMES
As outcomes of the course the students are expected to achieve the following aspects of marketing
learning:
1. State the role and functions of marketing within a range of organisations.
2. Identify and demonstrate the dynamic nature of the environment in which marketing decisions are
taken and appreciate the implications for marketing strategy determination and implementation.
3. Describe key marketing concepts, theories and techniques for analysing a variety of marketing
situations.
4. Analyse the relevance of marketing concepts and theories in evaluating the impacts of environmental
changes on marketing planning, strategies and practices.
5. Demonstrate the ability to justify marketing strategies and advocate a strategically informed position
when considering marketing plan implementation.
 2

ALIGNMENTS OF INTENDED PROGRAM & COURSE LEARNING OUTCOMES

Program Learning Outcomes Course Learning outcomes

 Develop competence in participants to learn and adapt  CLO2

to the dynamic national and international environments
and strive for excellence.

 Orient the participants to apply knowledge and  CLO1

understanding of theories and concepts from basic
disciplines and functional areas for creation, growth, and
management of organizations.

 Develop acumen to implement suitable strategies by  CLO4

critically analyzing both internal and external organizational
 CLO5
environment.

 Understand various approaches and techniques relevant

to the organizational processes, models and practices.

 Develop cultural sensitivity to appreciate diverse points of

view in a global environment.

 Exhibit high degree of integrity and ethics in behavior.

REQUIRED COURSE MATERIALS AND READINGS

TEXTBOOK

Marketing Management (15th edition) – Philip Kotler & Kevin Lane Keller (Pearson Education).

EVALUATION

The students will be evaluated in the course on the following components:

i. Mid-term examination
ii. End-term examination
iii. Case study analyses: The students shall work in groups to analyse the cases scheduled for a certain
session and submit a report. This report shall contain the analysis points and recommendations
iv. Group project: Each group will be given a certain topic/firm to work on and prepare a report to be
submitted at the end of the term. The groups shall also make a presentation to describe the details
of their work to the class and the faculty.

GRADING SCHEME

Component Mode Duration Weightage

 3
Mid Term Exam Closed book 1 hr. 25%
(Compulsory)
Open book
End Term Exam 2 hr. 30 min 35%
(Compulsory)
Take home
Quizzes/ Assignments 20%
Group work
Group Project 20%

Participation In-class Contribution --

(Individual)
Total 100%

ACADEMIC DISHONESTY
i. It may be noted that any kind of copying/plagiarism by any student and/or malpractice in
examinations will be subject to strict disciplinary action under IIM Ranchi rules. If a student is
found guilty in any such case(s), it will be recorded in his/her personal file.

ii. The reports submitted by the students like Summer Project Reports/Term Papers/ Case Study
Report/ Project Report/CIS dissertation paper or any other report will go through the anti-
plagiarism software.

iii. In all cases where the software has reported more than 30% of plagiarism by a student or
group of students, there will be automatic conversion of the grade given in that component
into “F”.

iv. The faculty may even choose to report the matter to the PGP Committee which will temporarily
convert the course grade into “F” or an “I”, issue a show cause to the student (s) and based
upon the response of the student(s) assign any punishment or its combination from the options
below.

a. Expulsion from the Institute

b.Suspension for a specified period
c. “F” grade in the course concerned
d.Scaling down grades obtained in the specific subject
e. Repeating the course
f. Withdrawal of placement services
g.Suspension, withdrawal or made ineligible for scholarships

For details, kindly refer to PGP Manual.

Course Schedule
 4
Session Topics to be Readings and Book Chapter Assessment
covered in the course Criteria

1 Introduction to  Marketing Myopia – Levitt (Reading)

Marketing  Chapter 1
2 Market, Customer, and  Microfridge: The Concept (Case)
Environment  Chapters 3, 4
3 Market, Customer, and  Microfridge: The Execution (Case) Case write-up
Environment  Chapters 3, 4
4 Marketing as a  The Changing Role of Marketing in the
Strategic Tool Corporation – Webster (Reading)
 Chapter 2
5 Marketing as a  Let's Take This Private: Linens 'n Things Case write-up
Strategic Tool Versus Bed Bath & Beyond (Case)
 Chapter 2
6 Competitive Analysis  Mountain Man Brewing Co.: Bringing the Case write-up
Brand to Light (Case)
7 Consumer Behaviour  Chapter 6
8 Consumer Behaviour  L’Oreal: Global Brand, Local Knowledge Case write-up
(Case)
 Chapter 6
9 Consumer Behaviour  Luxury Branding below the Radar (Reading)
 Chapter 6
10 Organisational Buying  Chapter 7
11 Organisational Buying  Boise Automation Canada (A & B) (Case) Case write-up
 Chapter 7
12 Consumer Insight  Chapter 5
13 Consumer Insight  Montreaux Chocolate USA: Are Americans Case write-up
Ready for Healthy Dark Chocolate? (Case)
14 Segmentation  Chapter 9
15 Segmentation  The Fashion Channel (Case) Case write-up
16 Targeting & Positioning  Chapters 9, 10, 11
17 Targeting & Positioning  Tanishq: Positioning to Capture the Indian Case write-up
Woman's Heart (Case)
 Chapters 9, 10, 11
18 Marketing Activity
19 Group Presentations
20 Group Presentations

Details of Group Project (optional)