STRICTLY FOR U E OF IMI-PGDM ONLY MARKETING MANAGEMENT-II COURSE OUTLINE (2008) Instructor: Dr Singhvi Term: III CREDIT: 3 Pho ne : 3120 E-mail: singhv [email protected]u Objectives The objective of this course is to develop the leamer's onceptual understanding of the marketing process, add substantive knowledge in the remai nin g mar keting-mixvariables, provide a f w basic analytical skill in managing these variables and integrating the marketingfunctio n in a fir m. Course Content & Pedagogy Marketing II i following Marketing-I. Marketing II aims to cover place, pricing and promot io n decision of th e fi rm and wi ll also deal wi th ma rket in g pl anning an d marketing or ga ni za tion.Case analysis,Fiel d stud ie s, concept and disc us si on will be used as primary vehicle for learning. Cases need preparation at learner level and further arguing in allocatedGro up. Indiv iduallearneris re quiredto tak e ca re of this aspect.Indivi dual lea rner ay be called on to present and defend hislher analysis and recommendations. Class ses sio ns are aimed to pr obe, extendand appl y the text ma ter ial.Field as sig nmentn ee d to be done rigorously. Project work is a continuous work and the relevant portion need to be completed as th e topics are co ve red.Esse nt ia l readings ar e expe ct ed to be re ad before the class. ~eadin2 Material : TexfBook: XIIIthediti onof 'Ma rketing Manage men t-A Sou thAsi an Per spec tiv e' by Kot lerand oth ers will continue as tex t. Refe rence Boo ks:. 1. Kotler, Ko tl er onMarketing,FreePress, 1999 2. Iacobucci & others, Kellog on Marketing,2001 3. Ko tl er, Te n De adlysinsof Ma rketing, Wiley,2004 4. Aaker and others, Ma rketingManage me nt,Pea rs on, 20 00 5. Ko tler, Marketing in si gh ts fromA-Z, Wi ley,2003 6. Hunt, Modern MarketingTheory, SW, 1991 7. Ghose,The Pr ac ticeof Ma rk etin g, Busine ss ,2004 8. Doyle,Value Based Marketin g,Wi ley,20 00 Ot he r Re ad in gs : 1. Furtherre adin gs ca n besuggeste don de mand. 2. Itis usefulto be intouchwithBusinessmag az inesandFinancialpapersspecificall Brand Equity, Cata yst and Strategist. Online database can be utilized to read furt her and also reg ularlyrea d mark etin gjo urn als.
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The objective of this course is to develop the leamer's conceptual understandingof themarketing process, add substantiveknowledge in the remainingmarketing-mixvariables,
provide a few basic analytical skill in managing these variables and integrating themarketingfunction in a firm.Course Content & Pedagogy
Marketing II is following Marketing-I. Marketing II aims to cover place, pricing and
promotion decision of the firm and will also deal with marketingplanningand marketing
organization.Case analysis,Field studies, concept and discussionwill be used as primaryvehicle for learning. Cases need preparation at learner level and further arguing in
allocatedGroup. Individual learneris required to takecare of this aspect.Individuallearner
may be called on to present and defend hislher analysis and recommendations. Classsessionsare aimedto probe, extendandapply the textmaterial.Field assignmentneed to be
done rigorously. Project work is a continuouswork and the relevant portion need to be
completed as the topics are covered.Essential readingsare expected to be read before theclass.
Note: For Group assignmentseach member will be evaluating the contribution of othermembers individually and the same will be submitted to me directly. In case peerevaluation is found to be collusive about which my decision will be final, I will have to
award myself to each member of the group and in such case the award will be relativelylowerthan othergroups.InstructorlStudentInteraction
Please do not hesitate to email or phone or contact in person, if you have any question
whatsoever regardingthe course or any related issue. But please limit this only on thedayof the class. You should prefer e-mail contact. All assignments are to be submitted on
time and late submission is not allowed. The assignments in font size 12 in hard copymay be dropped in StudentPost box outside in the lane ofmy room on second floor.Group Assignment No.1
Pricin!!:Strate2ies for consumer products
OBJECTIVES
I. Familiarizewith the pricing strategiesand practices prevalent in an industry
2. Hypothesize the variables which might be stimulating a particular firm to adopt a particularpricing strategy
STEPS
I. Selecta brandedconsumerproductto investigateand get the product registered withme.
2. Find out a list of various brands of the product available in markets (as defined in the
9. Each group will present the analysis for 8 minutes and answers to queries for another 5
minutes or so. Negativemarkswill be awardedon exceeding the time for presentation10. The illustrative list of product is Toothpastes, Toilet Soaps, Washing Soaps, Ball Point
1. Familiarizewith the process of fonnulating and implementingmarketing strategy of afinn.
2. Drafting the variables which stimulatesa finn to adopt a particular marketing strategyand tactics
3. Appreciationof the linkage of differentmodulesof themarketing courseSTEPS
(1) Select a product category and a finn. The product selected should be such where one
of the manufacturer/marketeris selling online. Your selected finn should be one thatis not selling on line. Get it registeredwith me beforeSession No.3.
(2) Collect data trom secondary sources with respect to the finn and the product toenable you to carry out the marketanalysisfor the finn in this product category
(3) Hypothesize/develop/workoutthe next year'smarketing situation for the product andthefinnjn viewof finn'sstrengthsandweaknesses -
(4) Detennine goals and objectivesfor the marketingfinn for next year(5) Fonnulate your strategy tomeet the situation
(6) Detail out the implementation steps to attain the strategy including the tentativebudget and profit impact for the.firm
(7) Review the website of the manufacturer'slmarketer's of your product category.(8) Frame a strategicmarketing plan for onlineselling for your selected finn.
2. Making EffectivePricingDecisionsC VirginMobile USAGP 1. What advice wouldyou give for selection of a pricing strategy? And why?
2. You may like to understandthe behavior of consumer and the competitivemoveswhile keeping inmind the obiective(s) of VirginMobile.
9 T Managing IntegratedMarketingCommunicationR J. Pp 454-483,507-515C Launching the BMWZ3Roadster
J. What is the structureof marketingcommunication given in the case?2. Doyou think the proposed IMCplan shall work in short term and long-term?3. Can you suggest a plan for launchof this or similar product in Indianmarket?
JO T Developing and ManagingAdversisingProgramR Pp 484-493C MountainDew: SelectingNewCreativeGP 1. What are your observationson the process of developing advertising followed in the
case?
- 2. __Commentupon the relationshipbetween client and communicationagencies.3. Develop a comprehensivedesign to effectively communicate with the consumers in
India in the currentmarketsituation for MountainDew.
11 T
Evaluating the AdvertisingEffectivenessR Pp 493-501C Charles Schwab& Co.- collect from librarian
----- Ge_____ 1.Whatcircumstances motivateddevelopmentoftheTIC campaign?2. Evaluate the companystrategybehind the TIC campaign.3. How effective was the TIC test market? Evaluate the results.4. Would you support Saeger's TIC budget request for 2006.
12 T Sales Promotion
R J.pp 501-507_2. Incentiveoutlay ratios inFMCGin India
C Boots:Hair Care SalesPromotionGP . What are the financialand strategic implicationsof the three promotional
! C i Gcta CorporationI ! GP \ J. Define the marh;t ~Jldcompelition for GETA's products.! ! 2. Develop a marketing St:':1tcgy for GETA in relation to possible segments, target! I i consllmersll)uyers. product pusitioning and competition?
! ; 3. To do SQ, you may lib to evaluate the product market choice, segmentation ofi . market and its prioritization,assess product-marketstrategy for short termas well as
I i for long term, pricing strategy options, communication strategy, personal selling
I J.--L strategY-,..E:!.~'ket.ingnd.field organization
16 I.T i MarkeringStrategy ImplementationR i Pp 633-634C ! National Pharmaceuticals Ltd.- Annual Marketing Planning
G!.' J. I. Inter£.l:ct the concerns at the end of the case
17 IT IOrganising, EvaluatingandControlling themarketingeffortR i Pp 612-633, '634-642GP
I
' 1. Study marketingorganizationofNational Pharma,Geta, Organizationwhere you
have served and the firm chosen by you for assignment. Evaluate and recommendi changes, if necessary. Do you think that product category affects the structuring ofImarketing department?: 2. Be preparedto sharein yourGroupand lateron inClass,yourassessmentof firm
chosen for the assignment and/or previous serving organization's (a) stage of
marketing departmentevolutionand (b) 'form' of their marketingdepartment.
3. Indicatethe concernsin the area of Evaluatingand Controllingthe marketingperformance for firmchosen for GANo.2