MBA 2011-2013

Tbimester II - Marketing I MBA - 236 Lesson Plan - Section J Faculty: Vedha Balaji

3 Credits

1. CourseOverview Marketingplays a very crucial role in the organization's pursuit for making profits. Hence,it becomes imperative expose students business to the of management gain an insightof the basic to marketing concepts. This course designed an introduction marketing. course is as to Tho develops basicknowledge of various marketing concepts their applications business and in organisations. Students progress will throughthetopicsof marketing fundamentals, external environmental forces affecting marketing, consumer productdecisions, buyingbehaviour, distribution, pricing strategies. and 2. CourseLearning Outcomes - Thiscourse aimsto develop basicconceptual knowledge marketing decision of in making. - To makestudents aware thatdecision makingfor marketing managers requires understanding the buyers, internal the and external forces operating theenterprise in the environment are in and that relevant marketing for decisions. - To familiarise concepts developing product, of productlifecycles, a pricing & channel manage decisions. 3. PrescribedText L. Czinkota, Marketing Management, Cengage Publicotions 2. Koshy Kotler,Marketing Management, Pearson Publications 4. Reference Books 7. Kotler Philip,MarketingManagement, Nel'vDelhi:PrenticeHalI of India Publications 2. Ramaswamy and Namakumari Marketing VS. 5., Management Planning, Implementation and ControlTheIndianContext, (2006) Mac Millan IndiaLtd Publications, 3. S. Neelamegham, Marketing in India- Cosesand Readings, New Delhi: Vikas Publications, (2007) 5. Session Contentand Schedule

Hrs Date Topic

Teaching Reading Method Reference

Remarks

Unit 1: Introduction, Scopeand Concepts (4 hours)

Introduction the to plan, subject, course pedagogy, CIAs, etc., Marketing ManagementIntroduction, definition, scope; coremarketing t

09/09/IL Lecture & discussion

L2/09/Il Case Study: Grove Fresh

HBS Noteon Marketing Creating Valuefor Customers, HBSNoteon

preparation Case

concepts;customer satisfaction; companyoriented towards the market place- value chain,

marketing mix

suppliers, intermediaries, customers, competitors and public; process marketing targetconsumers, developing the marketing mix, managing the marketing effort

L4/09111, Discussio Economics to Gift n Marketing

14/09/11, Discussio Mapping world the n of customer satisfaction

Unit 2: Marketing Environment (1 hour) Marketing Environment * (Macro) demographic, natural, economic, technological, political, legal, socialandcultural 15/09/11 Student team presentati on

Unit 3: ConsumerBehaviour (3 hours)

l I

Consumer buyingcharacteristics affecting consumer behaviour thebuyerroles; Typesof buying behaviour buyerdecision 1 process, organization buyingbehaviour

t6/09/LI Case Study: Real Beautv

Real-time Marketing

preparation Case

E/X}/LL Lecture Sr**C*ornurr, e. *.ri,i. discussion DumbCompanies

21,/09/IL Lecture & discussion

r.t.[

(5 Unit 4: Market Segmentation hours) Segmenting, Targeting and Positioning levels of segmentation I 2l/09/II Case study: BMW HBSNoteon Market Segmentation, TargetMarket Selection and Positioning Readthe articlesand case

patterns, procedures, 1 i requirements for effective segmentation Target market 1. selection, evaluation, niching Positioning 1. concept, a as strategy, communicating the positioning strategy, product by user, benefit, etc. How to position a L practical orientation; Unit 5: Product(6 hours) Product: levelsof a product, individual product decision product, Product: classification, CIA 1 1

22l09ltl

Lecture& discussion

23/09/11,

26/09/L1, Case Study: Cielo

Casepreparation

28109/LL discussion

2B/09|IL Lecture & discussion 29l09lIt 30/09/11 Lecture & discussion

Read concept the

I

I 1

Product mix, product L line decisions

03/L1,/LL Student ExtendProfits,Not Readcase and team Product Lines reference material presentati on Case Study: ITC Foods 04/LL/L1, Case Study: Maggi Brandin
India

Branddecisions; Packaging and labeling

1,

Casepreparation

New product development

1,

I0/LL/LL Case HBS Noteon Study: Concept Testing NPD at Schwann Foods [/n/[
HBS Note on

Case articles and to be read

New product

Readthe concept

development

Product Development-A customerdriven approach

Product cycle life

I4l1,L/n Student team presentati on Case StudY: Glaxo SmithKlin e L L7/IT/T1,

HBA Noteon preparation Case Product Life Cycle; Breakfree from the product lifecycle

Product cycle life stages

Forgetthe PLC

Article to be read

concepu The logic of Product life extensions

i

Unit 6: Pricing (4 hours) Pricing- factors pricing, affecting pricing objectives, approaches Setting price the 1 2l/L1,/fi, Case Study: Air Deccan 24/I1,|LL Case Study: Satyam Infoway L Z9/II/LI HBS Noteon Principles of Pricing; Mind your pricing cues

;.;.;,;;;,;;;;----i
Read concept the

preparation Case Read concept the

Adopting price; the priceadjustment & pricechanges CIA2

How to fight a price war

oulztLl

Unit 7: ChannelManagement(4 hours)

j

Channels Nature; 1, channel behaviour & organization; middlemen, channel svstem Channel design decision, design, modifications channel dynamics, retailing, Channel

02/I2lL1, Case Study: Glaceau

HBSNoteon Channel Management

preparation Case Read concept the

05/L2/lL discussion Pullingawayfrom PushMarketing 0B/12/IL Student team

HBS Note on Reorienting

Read concept the

I

Articleto be read

management decisions

presentati Channels of on Distribution

Unit 8: Integrated Marketing ( 1 Hour)

Contemporary Marketing Green

marketing, Mobile marketing, Online Marketing, Rural Marketing, viral marketing, cross culturalmarketing, directmarketing,etc

09lI2lII

in Discussio Marketing 3D n & team presentati ons

6. CIA I 5 assigned points)30/09/11 1. MCQs(Weights (weightassigned points) L0 of discussion assessment case 2. Continuous (5 participation points) 3. Class

7. Mid-term Examination: October L8-22,2011 and Modulel- to Module4 (only segmentation targeting) 8. CIAII viral marketing, cross-cultural mobilemarketing, 1. Presentationsgreenmarketing, socialmarketing, socialmediamarketing, rural marketing,guerrillamarketing, marketing, 14,20tL Novemeber 5 topics(weightassigned points) othercontemporary 2. MCQs(5 points)0LllUtI (10 of discussion points) assessment case 3. Continuous 9. Learning Methodology studyanalysis exploring and lecture, case of is Thelearning methodlogy a combination discussion, by can reference. subject marketing be comprehended bringinginto the The of thereading reading the Hence student the apartfromreading concept, issues. several contemporary classnom The happenenings. students of to studyis alsoexpected be abreast the latest reference thecase and - Morketing The Mastermind, 4Ps,Pitch, to the areadvised readin particular, followingmagazines Times(Wednesday). andtheBrandEquityeditionof theEconomic 10. Studentsare Expected in well in time. l-. to be seated the class material the class. for 2. readtheassigned the beforeentering of 3 3. readthecase studyatleast timesandmakenotes theiranalysis for the throughout course case will continuosly It classroom. is to be notedthatstudents be assessed wouldalsobe to apartfrom contribution the discussion, The criteria, discussions. assessment behaviour the classroom. in on 4. submitassignments time. decorum 5. maintain classroom will be mailedto the class. Note:All the articlesand casestudiesmentioned