Format No. QSP/7.1/01.F01 Issue No.04 Rev.

No 3 Dated: Jan 25, 2010 _____________________________________________________________________________________________

UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies Dehradun ________________________________________________________________________________

COURSE PLAN
Program Course Semester Session Batch : : : : : Masters in Business Administration Logistics & Supply Chain Management I Aug to Dec 2011 2011-2013 MBCM 771 3 Marketing Management

Subject Code : No. of credits : Subject :

Prepared by: Dr. Atul Razdan Email: sunilb@ddn.upes.ac.in

Approved By _________________________ HOD

UPES Campus Energy Acres P.O. Bidholi, Via Prem Nagar Dehradun -248 007 (U K)

_______________________ Dean
Tel : +91-135-2261090/91 Fax : +91 135- 2694204 Web : www.upes.ac.in

UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun

Course plan

Objective/Goal: Marketing management course enables a student to understand the fundamentals of marketing concept and the role marketing plays in business. This course enables a student to understand the Marketing mix elements and the strategies and principles underlying the modern marketing practices. Objectives: To understand key marketing concepts and its application to different markets To identify factors and processes essential for designing marketing strategy To analyze and evaluate the implementation of marketing concepts and strategy to firms Course Methodology: The teaching methodology includes power point lectures, case studies, articles group discussions and presentations. Students are expected to study the topic/assigned chapters before they come to class. Interaction during lectures is encouraged and therefore each student is also expected to add valuable inputs during lectures by sharing his/her knowledge, opinions gained through prescribed readings and articles. Students should be able demonstrate their comprehension of marketing concepts and knowledge by applying those in their written exams, case studies discussions, presentations and projects. The students would be given assignment/project which would enable them to apply the marketing concepts and marketing mix elements practically and illustrate those through a written report and presentation. The course methodology thus encourages students to explore for themselves the role of a marketing manager and the boundaries of marketing. Course Outline
Introduction to Marketing Management Analyzing Consumer Markets, market segments and target markets Scanning marketing environment and market research Brand management and New product development Pricing strategy and objectives Integrated Marketing communications Sales and Distribution

Strategic Marketing

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun

Course Outline
Sessions Topic Readings Pedagogy Module 1 Marketing Management concepts, market research, segmentation and marketing environment (11 sessions) Lecture: Chapter 1 Defining Marketing Lecture: Understanding 1 st for 21 century -pg 3-30, chapter 5Introduction and Marketing Management 116-141, Kotler, Keller, Koshy & Jha orientation. Course st Marketing in 21 centuryMarketing Mgmt. policies regarding case marketing tools, Scope of studies, assignments and marketing. projects discussed. 1 Marketing concepts, Building customer satisfaction, value & retention, Value delivery Process, Value chain
Additional readings: Marketing myopia, by Theodore Levitt (HBR http://cb.hbsp.harvard.edu,June 16 2008) Lecture and Discussion

CASE STUDY 1-Coca-cola India,

Should Coke take up leadership and create higher standards for food and beverage safety? Authors: Kaye, Additional reading: Marketing SpotlightCoca-cola, Marketing Management, Kotler and Keller, Chapter 1, pg 31-32.

Jennifer; Argenti, Paul A., Source: Arthur W Page Society (www.caseplace.org) Publication Year: 2005

DISCUSSION AND CASE ANALYSIS

Market oriented strategic planning, Core competencies, business mission, SWOT analysis, Implementation, marketing process. Analyzing Marketing Opportunities Corporate and business unit strategic planning, strategy formulation Holistic Marketing Orientation and Customer Value
CASE STUDY 2- To Drill or Not to Drill, Should Oil companies be allowed to drill in the arctic?

Chapter 2 Developing Marketing strategies and Plans. Kotler, Keller, Koshy & Jha Marketing Mgmt. Additional reading: Divestiture: Strategy's Missing Link, by Lee Dranikoff; Tim Koller and Antoon Schneider (HBR May 2002)

Lecture and group discussion

Additional reading: Customer value prepositions in Business Markets by James C.Anderson, James A.Narus, and Wouter van Rossum (HBR, March 2006)

Group Discussion DISCUSSION AND CASE ANALYSIS

Additional readings: BP Reports On Worker Injuries, Illnesses at Oil Disaster Sites http://www.fastcompany.com/1660357/ bp-reports-on-worker-injuries-illnesses-

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun
at-oil-disaster-sites TEDxOilSpill Event to Bring Together Renewable Energy, Ocean Experts http://www.fastcompany.com/1660382/ tedxoilspill-brings-ocean-renewableenergy-experts

Gathering information and scanning the environment Analyzing Macroenvironment Economic, socio-cultural and Demographic environment
CASE STUDY 3

Marketing Management Chapter 3 (pg 6186) Kotler, Keller, Koshy & Jha Marketing Mgmt.

Lecture Discussion on Project on innovation in product/service development approval discussion

Google in China (Harvard Business School, April 2010)

DISCUSSION AND CASE ANALYSIS

Conducting marketing research, marketing research process

Marketing Management, Kotler, Keller, Koshy & Jha Chapter 4 (pg 86-113)

Lecture Approval discussion on Project innovation in product/service development

Module 2 Marketing strategy, segmentation, product and brand management Dealing with the competition, Marketing Management, Kotler, Keller, 1 Porters forces of competition, Koshy & Jha Chapter 9-pg225-247 Project approval/discussion Analyzing competitors, Additional reading: Competitive strategies. Hard Ball- Five killer strategies
for trouncing competition By George Stalk, Jr. and Rob Lachenauer (HBR April 2004)

Lecture and Group discussion

Identifying market segments and selecting target markets Positioning market offering,

Marketing Mgmt Kotler, Keller, Koshy & Jha Chapter 8-pg 198-223

Lecture

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun

1 Product Life cycle. Developing new products, Product life cycle marketing strategies

Marketing Mgmt. Kotler, Keller, Koshy & Jha Chapter 11-pg291-305 Additional reading: Darwin and the Demon: Innovating Within Established Enterprises by Geoffrey A.Moore (HBR July 2004)

Lecture & Discussion

MID TERM EXAM 1 What is a Brand? Product and Brand relationship

WRITTEN EXAM
Multimedia resource: Creating Iconic brands in Indian Market 1. Creating iconic brands in Indian market by Rahul Kansas. Director, TOI Brand 2. Rajesh J- VP, Mahindra and Mahindra Marketing Management, Kotler Keller Chapter 12- pg 307-335, Chapter 13- pg 336-3365 Group Discussion

Managing product lines and brands, managing services Pricing: Understanding pricing objectives, Developing pricing strategies, Adapting the price

Lecture and Discussion

Marketing Mgmt, Kotler, Keller, Koshy & Jha Chapter 14- pg 366-399

Lecture and Project approval discussion

Module 3 Marketing communication, sales and distribution management Additional reading: CASE STUDY 4:Johnson & 1
Johnsons Camp Baby: Great customer relationship management or Public relations fiasco?(ICMR Center for Management Research, Hyderabad, India)

What Service Customers Really Want by Dave Dougherty and Ajay Murthy (HBR, Sept.2009)

DISCUSSION AND CASE ANALYSIS

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun
Marketing Management, Kotler, Keller, Koshy & Jha Chapter 17 455-483 Chapter 18 484-515 Lecture

Managing marketing communications, role of marketing communication, communication objectives, Advertising and sales promotion Marketing ethics and corporate social responsibility
CASE STUDY 5

Additional reading: Marketing Malpractice: The cause and the cure, by Clayton M. Christenson, Scott Cook and Taddy Hall.(www.hbrreprint.org) Complan vs Horlicks: Comparison Advertising and question of ethics (ICMR Center for Management Research) Marketing Management, Kotler, Keller, Koshy & Jha Chapter 15, pg 401-429 Additional reading: What is the right supply chain for your product? By Marshall L. Fisher (HBR, www.hbr.org) CASE DISCUSSION AND ANALYSIS

Designing and managing channels, role of marketing channels, channel design decisions, sales management. Project Presentation Project Presentation Project Presentation Project Presentation Revision FINAL EXAM

Lecture and discussion

1 1 1 1 1

WRITTEN EXAM

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun CRITERIA FOR EVALUATION AND DISTRIBUTION OF MARKS I. MID-TERM EXAM: 20% Questions may be in the form of short notes, cases studies and multiple-choice questions. II. FINAL EXAM: 50% Same format as mid term III. INTERNAL ASSESSMENT (30%) of the Internal Assessment A. Unannounced Quizzes: 10% B. Write up on Cases (It is a group submission. The best write up of each group will be considered): 10% It should be carried out as per the instructions given. Instructions The Elements Of Case Analysis Basic Structure Analyses cannot exceed 4 textual pages in length, plus at least one additional page of written financial analyses in an appendix (tables, graphs, charts, etc. do not count). Case analyses will not be read or graded beyond the 4th page The basic structure should be as follows: A cover page with your name, the case name, the date, the course name and number A 4-page maximum analysis that discusses the key strategic issue, alternatives, recommendation, and implementation/action plan A 1-page financial analysis (in an appendix) whose results are included in the analysis where necessary (but almost always in the recommendation and implementation/action plan sections) All work must be submitted as one integrated document ready to be opened. Work submitted in multiple pieces will not be accepted An Alternatives section (typically 1 1 pages). Alternatives must be strategic, and they must be mutually exclusive. For example, two alternatives for an issue could be to a) buy the competitor, or b) not to buy the competitor obviously the organization cannot do both. You will usually develop

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun 2 or 3 alternatives in an analysis. Rarely, if ever, is do nothing or continue to do what they are doing a strategic alternative for a case For each alternative briefly detail the alternative (1-3 sentences) and then: Discuss 2-3 strategic advantages of the alternative (1-2 sentences for each advantage) Discuss 2-3 strategic disadvantages of the alternative (1-2 sentences for each disadvantage)

A Recommendation section where you select 1 (and only 1) alternative from the list above as the recommendation (typically - page) this answers the question of what should the organization do?: Describe 1-3 key decision criteria and/or assumptions, with rationale, that will serve as the basis of the decision (2-3 sentences) State the recommended course of action (from your list of alternatives) and possibly provide a little more elaboration of the recommendation beyond its description in the alternatives section (1-3 sentences) Describe why the recommended course of action is the best alternative and the weaknesses of the other alternatives that prevent them from being selected as the recommendation (2-4 sentences) Describe the goals and objectives of the recommendation (2-5 sentences). This must include: 1) a stated time frame for achieving; 2) appropriate specific goals (profit, market share, etc.); 3) expected costs and benefits A section discussing the Implementation/Action Plan (typically 1 - 2 pages) this answers the question of how should the organization go about achieving the recommendation. This is in many respects the most important part of the entire case analysis. This section describes how the organization should go about making the recommendation happen. This section needs to be described in as much detail as possible given the constraints in the case when you are missing specific data, fill in using sound business judgment. Items to include (this is not necessarily a complete list): Description of specific activities that need to be undertaken Assignation of responsibilities Costs of each activity Timeframes for each activity

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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun Measures of success/failure for each activity Possible coordination issues Possible obstacles/impediments that need to be considered/dealt with to successfully implement the recommendation A Financial Analysis on a separate appendix page (1 page). The financial analysis should be approx. 1 page of textual analysis long, given the constraints of the financial information available in the case. All case analyses must have a financial analysis, no matter how brief the financial information is presented in the case. Failure to include a financial analysis will lead to an automatic deduction from the final grade. The financial analysis should be an analysis, not a simple statement of facts. For example: [simple statement of fact] The debt-to-equity ratio has been increasing during the past three years [definition as discussion] The debt-to-equity ration has been increasing during the past three years, which means that the company has been using more debt than equity to finance its operations [financial analysis] The companys debt-to-equity ration has risen from 1.1 to 6.4 from 2007 to 2009. This is caused by the companys vigorous plant building during the past three years and because management has chosen to take advantage of the relatively low interest rates in the debt market. However, this high ratio, compared to its industry, combined with the recent rise in interest rates, indicates that the company cannot use much more debt financing to pursue future growth plans Information derived in this appendix should serve as the basis of much of your thinking/insight in the body of the case, especially in the recommendation and implementation/action plan sections. Any of these sections that is inconsistent with, or fails to take into account the financial aspects of the case, is severely limited, and will likewise be reflected within your grade

Project & presentation on innovation in product/service development in domain area: 10% Objective: This activity will help you understand/develop: 1. Understand the application marketing concept to the respective domains 2. Develop creative abilities/skills for entrepreneurial venture 3. Apply entrepreneurial concepts and make a proposal to market a product or service in specific domain
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UNIVERSITY OF PETROLEUM & ENERGY STUDIES College of Management and Economic Studies, Dehradun 4. Apply the marketing mix in an integrated form to the domain 5. Students are required to submit both soft and hard copy of this project Course policies: 1. Students are expected to follow general norms of discipline and exhibit maturity worthy of a post graduate professional student. Mobiles to be kept in silent mode during lecture and punctuality (not permitted in class after 10 minutes and marked absent) are a few of the numerous things expected as part of that maturity. 2. Laptops are required to be closed and put away unless required by faculty. 3. Plagiarism will not be tolerated and will be dealt with severely. Students would be required to submit both hard and soft copy (to be posted on LMS) of their assignments and projects. 4. Late assignments would be graded after awarding negative marks (-2@ per day). After a particular announced date submissions will not be accepted. 5. Students should be fully prepared for each class as mentioned in the session plan. Unprepared students will be penalized in their internal assessment which will substantially affect their final grades. 6. Students will attend the class section to which they are registered. 7. Students will respect the views and opinions of the colleague. Disagreement and debates are encouraged. Intolerance for the views of others is unacceptable. Instructional Material Textbooks: *Kotler, Keller, Koshy, Jha, Marketing Management, A South Asian Perspective, 13th Edition. Pearson 2009. ISBN 978-81-317-1683-0 Additional reading: Harvard Business Review, Business week, Forbes, Fortune 500, Journals of Marketing, Business and Advertising. Newspaper: Any national daily, The Economic Times

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