Marketing I Course Plan

8/4/2019 Marketing I Course Plan

1/5

MBA 2011-2013 Tbimester II - Marketing IMBA - 236LessonPlan - SectionJFaculty: Vedha Balaji

3 Credits

1. CourseOverviewMarketingplays a very crucial role in the organization'sursuit for making profits. Hence, tbecomesmperativeo exposehe students f business anagemento gainan nsightof thebasicmarketingoncepts.Thiscourses designed s an ntroductiono marketing. ho course evelops asicknowledge fvariousmarketing oncepts nd heir applicationsn business rganisations.tudents ill progressthrough he opicsof marketing fundamentals, external environmental forces affectingmarketing,onsumer uyingbehaviour, roductdecisions, istribution, ndpricingstrategies.

2. Course earningOutcomes- Thiscourse ims o develop asic onceptual nowledgef marketingn decisionmaking.- To make tudentsware hatdecisionmaking or marketingmanagersequires nderstandinghebuyers,he internal nd externalorces peratingn theenterprisend n theenvironmenthatarerelevantor marketing ecisions.- To familiarise oncepts f developing product,manage roduct ifecycles, ricing& channeldecisions.

3. PrescribedTextL. Czinkota, arketingManagement, engage ublicotions2. Koshy otler,MarketingManagement,earsonPublications4. ReferenceBooks

7. Kotler Philip,MarketingManagement, el'vDelhi:PrenticeHalIof IndiaPublications2. RamaswamyS.and Namakumari.,MarketingManagement Planning,mplementationndControlThe ndianContext,MacMillan IndiaLtd Publications,2006)3. S. Neelamegham, arketing in India- Cosesand Readings,New Delhi: Vikas Publications,(2007)5. Session ontentand Schedule

Hrs Date Teaching ReadingMethod Reference

RemarksTopicUnit 1: Introduction, Scopeand Concepts(4 hours)Introductiono thesubject, ourse lan,CIAs,pedagogy,etc.,MarketingManagement-Introduction,definition, cope;coremarketing

09/09/IL Lecture&discussion

t L2/09/Il CaseStudy:GroveFresh

HBS NoteonMarketingCreating alue orCustomers,HBSNoteon

Case reparation


2/5

concepts;customersatisfaction;companyorientedtowards he marketplace-value chain,

marketingmix

suppliers,intermediaries,customers,competitors ndpublic;

L4/09111,Discussion Economics ift toMarketing

marketing rocesstarget onsumers,developinghemarketingmix,managinghemarketing ffort

14/09/11, Discussion Mappingheworldof customersatisfaction

Unit 2: Marketing Environment (1 hour)MarketingEnvironment(Macro)demographic,economic,atural,technological,political,egal,socialandcultural

15/09/11 Studentteampresentation

Unit 3: ConsumerBehaviour(3 hours)Consumer uying-characteristicsaffecting onsumerbehaviourthebuyer oles;Typesof buyingbehaviour

lIt6/09/LI Case Real-timeStudy: MarketingRealBeautv

Case reparation

E/X}/LL Lecture. Sr**C*ornurr, *.ri,i. r.t.[discussion umbCompanies21,/09/IL Lecture&discussion

I

buyerdecision 1process,rganizationbuyingbehaviourUnit 4: Market Segmentation5 hours)Segmenting,Targeting ndPositioning levelsof segmentation

I 2l/09/II Case HBSNoteonstudy: MarketSegmentation,TargetMarketSelection ndPositioning

Read he articlesandcaseBMW


3/5

patterns,rocedures, 1 22l09ltl Lecture&requirementsoreffectivesegmentationTargetmarket 1. 23/09/11,selection, valuation,nichingPositioning 1. 26/09/L1,Caseconcept, sa Study:strategy, Cielocommunicatinghestrategy,ositioningby user, roductbenefit, tc.

Casepreparation

lHow o position a L 28109/LLdiscussionpractical rientation;

discussion

Unit 5: Product 6 hours)Product:evelsof a 1product,ndividualproduct ecision

2B/09|IL Lecture&discussion Read heconceptI

Product: roduct, I 29l09lIt Lecture&classification, discussionCIA 1 1 30/09/11 iProductmix,product L 03/L1,/LL Student ExtendProfits,Not Readcase ndline decisions team Product ines referencematerialpresentationCaseStudy:ITCFoodsBranddecisions; 1, 04/LL/L1, Case CasepreparationPackagingnd Study:labeling MaggiBrand nIndiaNewproductdevelopment 1, I0/LL/LL Case HBS Noteon Case ndStudy: Concept esting be readNPD atSchwann

Foods

articleso

Newproduct L [/n/[ HBS Note on Read he concept


4/5

development ProductDevelopment AcustomerdrivenapproachProductife cycle I4l1,L/n Student

teampresentationCaseStudY:GlaxoSmithKline

HBA NoteonProduct ife Cycle;Breakfreerom theproductifecycle

Case reparation

Forget hePLC Article to be read lconcepuThe ogicofProductifeextensions

Productife cyclestages L L7/IT/T1,

Unit 6: Pricing(4 hours)Pricing factorsaffecting ricing,objectives,ricingapproaches

2l/L1,/fi, CaseStudy:AirDeccanHBSNoteonPrinciples fPricing;

i;.;.;,;;;,;;;;----iRead heconcept1

Settingheprice 24/I1,|LL CaseStudy:SatyamInfowayMindyour pricingcues Case reparationReadheconcept

Adoptingheprice; L Z9/II/LIpriceadjustmentpricechangesHow to fight apricewar

CIA2 oulztLlUnit 7: ChannelManagement 4 hours)

jChannels Nature; 1, 02/I2lL1, Case HBSNoteonchannel ehaviourorganization;middlemen,hannelsvstem

Study: ChannelGlaceau ManagementCase reparationReadheconcept

ReadheconceptI

jArticle o beread

05/L2/lL discussion Pullingaway romPushMarketingChannel esigndecision, esign,modificationschannel ynamics,retailing,Channel 0B/12/IL Studentteam HBS Note onReorienting


5/5

managementdecisions presentati Channels fon DistributionUnit 8: Integrated Marketing ( 1 Hour)ContemporaryMarketing Greenmarketing,Mobilemarketing,OnlineMarketing,RuralMarketing, iralmarketing, rossculturalmarketing,directmarketing,etc

09lI2lII Discussion & teampresentations

Marketingn 3D

6. CIA I1. MCQs Weights ssigned points)30/09/112. Continuousssessmentf case iscussionweight ssigned0points)3. Class articipation5 points)

7. Mid-term Examination: OctoberL8-22,2011Module - o Module4 (onlysegmentationnd argeting)8. CIAII

1. Presentationsgreenmarketing,mobilemarketing, iral marketing, ross-culturalmarketing,ural marketing,guerrillamarketing, ocialmediamarketing, ocialmarketing,other ontemporaryopics weightassigned points)Novemeber 4,20tL2. MCQs 5 points)0LllUtI3. Continuousssessmentf case iscussion10points)9. LearningMethodologyThe earningmethodlogys a combinationf discussion,ecture, ase tudyanalysis ndexploringthe eadingeference.hesubject f marketing anbecomprehendedy bringingnto heclassnomeveral ontemporaryssues. ence hestudent part romreadingheconcept,eadingreferencend hecase tudy s alsoexpectedo beabreast f the atest appenenings.hestudents

areadvisedo read n particular,he ollowingmagazinesMorketingMastermind, he4Ps,Pitch,and heBrandEquityeditionof theEconomic imes Wednesday).10. Studentsare Expectedl-. to be seatedn theclasswell in time.2. read heassigned aterial or theclass.3. read hecase tudyatleast timesandmakenotes f theiranalysis eforeenteringheclassroom.t is to be noted hatstudents ill be assessedontinuoslyhroughouthecourseor casediscussions.heassessmentriteria, part rom contributiono thediscussion, ouldalsobebehaviourn the class oom.

4. submitassignmentsn time.5. maintain lassroomecorumNote:All the articlesand case tudiesmentionedwill be mailed o theclass.

Marketing I Course Plan

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