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Post-Graduate Diploma in Management


Area: Marketing

Course Title Marketing Management I

Course Faculty:

Dr.Rakesh Singh, Dr. Sandeep Puri, Dr Tripti Ghosh Sharma, Dr.Prantosh Banerjee

Course Description:
A firms proficiency in creating, capturing, and sustaining value greatly impacts its ability to
achieve desirable financial outcomes. As a firms value generation activity directly impacts top-
line revenues, it is essential that managers understand the process of developing and managing
marketing strategy that identifies and deliver customer value. AMA (American Marketing
Association, July 2013 definition) states that:

Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.

Marketing Management 1 introduces you to the essentials of marketing (key concepts, methods
of analysis, strategies, and tactics) critical to managing profitable customer relationships in
todays dynamic and connected environment. The overarching objective is to provide
participants with not only an introduction to marketing strategy but also an opportunity to apply
that understanding. This course is designed to build a strong foundation for you to pursue
advanced courses in marketing.

Learning Objectives:

(a) Demonstrate informed capabilities relating to marketing domain through the application
of conceptual knowledge with applied orientation in both local and global context.
(b) Develop the ability to skill forward thinking through innovation while taking marketing
(c) Demonstrate ethical orientation while taking business decisions (Outcome 2.2).

An array of pedagogical methods is utilized, including case studies, in-class presentations,
lecture-demonstrations & team projects.


Students will be evaluated on the basis of case analysis, group projects, class participation, and
end-term exam. The weightage given to each of these units is listed below:
Class Participation 10%
Situation Analysis 10%
Group Project submission 20%
Group project presentation 10%
End Term Exam 50%

Learning outcome to be assessed
Specific Assessment Method Weightage
a b c
Group Assessment Methods
Group Project Submission 20%
Group Project Presentation 10%
Class Participation 10%
Individual Assessment Methods
Situation Analysis 10%
End-term Exam 50%
*AACSB AOL sub goal 2.2 (Demonstrate ethical orientation while taking business decisions) to be
assessed in the course. (To be conducted after 16th session)

Recommended Text Book

Marketing Management: Kotler and Keller, Pearson, 15th edition

Other Reference Books

Managing Marketing,
Noel Capon and Siddharth Shekhar Singh,
Wiley India.
Charles W Lamb, Joseph E Hair, Dheeraj Sharma, Carl McDaniel
Cengage Learning
Principles of Contemporary Marketing
David L Kurtz
Cengage Learning
Principles of Marketing: A South Asian Perspective
Kotler, Armstrong, Agnihotri, Haque
Perason Education
Marketing Management: Indian Context Global Perspective
Ramaswamy, Namakumari
McGraw Hill Education (India)
Marketing Management
Rajan Saxena
McGraw Hill Education (India)

In addition to above mentioned journals, please keep track of other journals, websites, published articles
and papers on Marketing theory and practice.

Course Outline: Session/Module/Reading Material

Session 1: Core Marketing Concepts

Customer, Markets, and Society, ethical dimensions of marketing

Sessions 1 (75 minutes)

20 minutes 15 minutes 20 minutes 20 minutes
Marketing Challenges Fundamental concepts: Offerings, Brands, and The new marketing realities
Definition of Needs, Wants, and Demand Value Company orientation toward
marketing Target Markets, Positioning, Channels of marketing the marketplace.
Markets and Prospects and Segmentation Marketing environment
Types of Markets

Chapters 1 and 3 of Text Book
Coca-Colas new boss tries to move beyond its core product, The Economist May 18th, 2017

Session 2: - Core Marketing Concepts

Consumerism and the concept of value creation

Sessions 2 (75 minutes)

20 minutes 25 minutes 30 minutes
Building customer value, satisfaction, Customer Lifetime Value Discussion on
and Loyalty Customer relationships and 1. New business innovation to serve
CRM BOP market
2.Role of organizational processes in
successful innovation

Readings: A Generic concept of Marketing by P Kotler
Chapters 1 and 3 of the text-book

Session 3: Environmental Scanning
Marketing environment
PESTEL Analysis

Sessions 3 (75 minutes)

25 minutes 15 minutes 20 minutes 15 minutes
Fads, Trends, and The Demographic The Social Environment Environment Environmental
Megatrends Environment, BOP Consumers worldviews concerns and marketing
Identification of major Markets and Kool expressing their opportunities, Green Marketing,
forces that constitute generation. Trends in relationships with self, Sustainability in marketing.
marketing environment population, education society, nature and the Legal Environment Business
Build up : Discuss few and household universe. legislation, Consumer groups and
examples of patterns. -Cultures and sub cultures. special interest groups, ethical
environmental shifts The Economic Technological concerns.
(Technological ) and Environment Environment Innovation
macro environment Income levels and opportunity, Changing
trends (Rising income consumption patterns. R&D focus and regulatory
levels) issues

Chapter 4 of Text Book.

Session 4: Strategic Planning and Market Planning

Overview of basic frameworks used in strategic planning and market
Sessions 4 (75 minutes)
10 minutes 20 minutes 25 minutes 20 minutes
The value chain and Core competencies Strategic planning as an Strategic Planning at
identify value Build-up: Discuss value organizational process Business Unit Level
creation opportunities exploration, value creation, Defining corporate mission The business Mission
and value delivery SBUs SWOT Analysis
examples to converge on Allocation of Resources Goal, Strategy, Program
the importance of strategic Opportunity assessments formation.
planning. Implementation,
Feedback, and Control

Marketing Myopia, by Theodore Levitt, Harvard Business Review (July-August), 1960, 45-56.

Chapter 2 of the text-book

Session 5: Influencers on Consumer Behaviour
Factors influencing consumer behaviour

Sessions 5 (75 minutes)

30 minutes 25 minutes 20 minutes
Consumer insights and marketing decisions. Key consumer Customer motivation -theories Customer Learning,
behaviour influencers: Customer Perception Emotions, and
Selective attention, distortion, Memory
Cultural Factors ( Subcultures, Social classes)
retention and subliminal
Social Factors ( Reference Groups, Family, Roles and perception.
Personal Factors ( Life cycle stages, Occupation and
Income, self-concept and values)
Chapter 6 of Text Book

Session 6: Influencers of Consumer Behaviour-Continued

Consumer behaviour framework as applied in practice.

Sessions 6 (75 minutes)

20 minutes 15 minutes 20 minutes 20 minutes
Discussion on the How do consumers express How does involvement How do consumer
involvement levels of the cognitive and affective affect brand attitude? beliefs relate to the
consumers associations with brands? positioning of brands
in the different
Readings: Chapter 6 of Text Book

Assignment: Consumer Behaviour Exercise (C)

Session 7: A discussion on Understanding Business Markets

Decision-making in business-to-business marketing situations.

Sessions 7 (75 minutes)

10 minutes 20 minutes 45 minutes
What is the business market, What buying situations do organizational buyers face? Discussion on how the
and how does it differ from business buyers
Who participates in the business-to-business buying
the consumer market? make their decisions.
How do institutional buyers and government agencies
do their buying?

Chapter 7 of Text Book.
Case Study: British Columbia Box Limited

Session 8: Marketing Research
Marketing research process

Sessions 8 (75 minutes)

25 minutes 25 minutes 25 minutes
How can companies accurately What are the stages in Marketing What constitutes good marketing
measure and forecast demand? Research process? research?

Readings: Chapters 5 of Text Book

Session 9: Extension of discussion on Marketing Research

Applying marketing research process in a real-life context.
Sessions 9 (75 minutes)
20 minutes 20 minutes 20 minutes 15 minutes
How much of existing What are the forecasts of HDTV Should Zenith do the Should additional
information on TV buyers demand from 1992 2000 under a Aspect Ratio Study? market research be done
can be used to assess the pessimistic, most likely and optimistic to assess market
HDTV market? scenarios? How do we define these potential/consumer
scenarios? preference for HDTV?

Readings: Chapters 5 of Text Book

Case Study: Zenith HDTV

Session 10: Identifying market segments

An overview of segmentation process in consumer and business markets

Sessions 10 (75 minutes)

20 minutes 10 minutes 25 minutes 20 minutes
What are the requirements What are the different levels How should consumer How should business markets
for effective segmentation? of market segmentation? markets be segmented? be segmented?

Readings: Chapter 9 of Text Book

Exercise: Consumer Segmentation Exercise

Session 11: Identifying and targeting market segments

Applying segmentation decisions in a real-life context

Sessions 11 (75 minutes)

20 minutes 15 minutes 20 minutes 10 minutes 10 minutes
How would you What is the expected Develop a factual If you were Dana Dana is filling the role of
interpret the outcome of each of analysis of the Wheeler, what change agent in this
consumer and the the targeting segmentation would you organization. How
market data if scenarios? options, and recommend and should she manage the
you were Dana evaluate the pros why? discussion and meeting
Wheeler? and cons of each. to be most effective in
leading the group to
make the right decision?
Chapter 9 of the Text Book
Case Study: The Fashion Channel

Session 12: Brand Positioning
Introduction to branding and brand positioning
Sessions 13 (75 minutes)
15 minutes 20 minutes 10 minutes 15 minutes 15 minutes
Brand Positioning POP & POD Differentiation strategies Writing a Positioning
Positioning strategy Statement

Readings: Chapter 10 of Text Book

Case Study: Evoe Spring Spa

Session 13: Competitive analysis

Framework and strategies for responding appropriately to competition
Sessions 15 (75 minutes)
10 minutes 20 minutes 20 minutes 15 minutes 10 minutes
Competitive Identifying & Competitive strategies What marketing How should
Forces analysing competition for leaders, strategies are marketers adjust their
challengers, and appropriate at each strategies and tactics
followers, ethical stage of the PLC? for an economic
concerns in the downturn or
competition. recession?
Readings: Chapter 12 of Text Book

Session 14: Competitive Analysis- continued

Applying understanding of competitive dynamics in context of a business
Sessions 16 (75 minutes)
20 minutes 35 minutes 20 minutes
Identify competitive entities for Analysing the competitors of Design competitive strategies for
EasyJet using Porters 5 forces Easyjet to arrive at the closest Easyjet to counter the chosen
framework competitors. competitors.

Readings: Chapter 12 of Text Book

Case Study: Easyjet: The Webs favorite Airlines

Session 15 and 16: Group Presentations