INDIAN INSTITUTE OF MANAGEMENT LUCKNOW-NOIDA Post Graduate Program in Management for Working Executives Term-V (AY - 2011-12) Course

Outline: Marketing Management II (MM- II) Faculty Prof. Rajeev Kumra Credit: 1.0 Units 1. Course objectives: This course builds on the participants understanding of Marketing acquired in the Marketing I course, which dealt with value creation (Product, Service and Branding) and value capture (Pricing). Marketing II deals with value delivery (Channels) and communicating the value (Promotion). Marketing Research, Marketing strategy, planning, and organising are also covered using cases in order to provide a holistic perspective of the marketing theory and practice. 2. Text Book / Reference Book 1) Kotler,P and Keller, K.L.(2009); Marketing Management 13th Ed., New Delhi: PHI (This is the text book, which is already distributed to the students) 2) Malhotra, N., Dash, S.B. (2008) Marketing Research, New Delhi: Pearson Education (This is a reference book only).

Each Session: 90 min.

3. Pedagogy Marketing II uses a mix of readings, cases, and one industry-specific assignments to stimulate participant learning. The course relies heavily on cases. Student preparation, presence, and participation are thus essential for the pedagogy to work. Case preparation must go beyond descriptive facts because we will not have time to explain or reiterate case information in the classroom. In class discussion, however, students must back up their arguments with case facts. Each student would be assigned a grade for class participation based on the quality and quantity of his/her in-class comments.

4. Evaluation __________________________________ Term Assignment* 20% Quizz 20% Class Participation 10% End Term Examination 50% __________________________________ *would be announced in the class

5. Sessions Plan:
DISTRIBUTION Session 1 Topic Reading Session 2 Topic Session 3 Topic Case Reading Session 4 Topic Case Reading An Overview of Marketing Management I and Distribution Channel Kotler: Chapter 15, pp.410-421

FMCG Distribution

Physical Distribution and Logistics Eicher Limited Kotler: Chapter 15, Chapter 15, pp.423 -437

Sales Force Design and Management Wockhardt Kotler: Chapter 19, pp.551 -562 MARKETING COMMUNICATIONS Introduction to Marketing Communication: Objective Decision Exercise Kotler: Chapter 18, pp.498-499 Message Decision Kotler: Chapter 18, pp.500-504 Media and Profitability decisions Kotler: Chapter 18, pp.505-513

Session 5 Readings Session 6 Reading Session 7 Readings Session 8 Topics Case Reading Session 9 Topic Reading Session 10 Topic Reading

Sales Promotion : Integrated Marketing Communication Sales Promotion at ABC Kotler : Chapter 18, pp.514-516

Integrated Marketing Communications in Practice Kotler: Chapter 17, pp.469-493

Rural Marketing in India

Understanding Rural Buyer Behaviour, Management Review Vol 15 No.3, Sep 2003

Session 11 Topic Case Readings

Services Marketing Xerox Kotler: Ch 13 PP: 346-371 MARKETING RESEARCH

Session 12 Topic Case Reading

Introduction to Marketing Research Process and Problem Formulation Kotler: Chapter 3, pp.67-69 Note on Problem Definition

Session 13 Topic Case

Research Design and Sampling Chemical Products (B) Note on Research Design and Sampling

Session 14 Reading Case Session 15 Session 16 Topic

Measurement and Scaling in Marketing Research : : Data Collection Approaches Note on Measurement in Research Indian Products Data Organization, Analysis and Application

Guest Lecture MARKETING STRATEGY & PLANNING

Session 17 Topic Reading Session 18 Topic Case Reading Session 19 Topic Case Reading Session 20 Topic

Marketing Planning and Organization Kotler: Chapter 2, pp.55-60

Marketing Strategy I Unilever in Brazil Kotler: Chapter 2, pp.34-45

Marketing Strategy II Locatite Corporation Kotler: Chapter 2, pp.46-57

Course Overview