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Introduction
Marketing is the system of activities designed to scan and identify market
opportunities and plan product, promotion, pricing, and distribution strategies.
Marketing Management 1 will concentrate on the following:
Defining Marketing and the Marketing Process.
Understanding the Marketplace and Consumers.
Choosing Value through Segmentation, Targeting and Positioning,
Competitive Dynamics.
Brand Positioning and Creating Brand Equity.
Designing Value through Product Strategy, New Product Development and
Product Life Cycle
Services Marketing.
Communicating Value through Integrated Marketing Communications and
Managing Mass Communications with special focus on Advertising, Public
Relations and Events.
The details of the coverage of Marketing Management 2 will be covered in the
next term
Objective
The objectives of this course are to:
1. Develop a conceptual understanding of environment analysis, competitive
analysis, consumer behaviour and segmentation and targeting.
2. Expose students to the common problems that marketers face especially
in the areas of product and promotion.
3. To develop basic oral and written presentation skills, analytical thinking
and creativity, and working in teams.
Learning Outcomes
On completion of this course a student should be able to:
1. Recall the vocabulary and terms used in marketing
2. Assess market opportunity, competitive analysis, segmentation, targeting
and positioning as key marketing tools
3. Develop a feel of key issues involved in building strong brands, shaping
the market offerings and delivering value after understanding consumer
behaviour.
Pedagogy
Text Book
Marketing Management, A South Asian Perspective by Kotler, Keller, Koshy
Jha 14th edition Pearson Education
Support
MM Whats Inside by Iacobucci and Kapoor Cengage Learning
Evaluation:
Your final grade in the course will be based on both individual and group work:
Class Participation/Case Analysis
10%
Quizzes
10%
Consumer Behaviour Assignment
5%
Project
15%
Mid Term Examination
20%
Final Examination
40%
Please avoid absenteeism because a surprise quiz may be conducted in any
session. No make good quizzes will be conducted except medical grounds.
Please note that no late assignments will be accepted. All written work is due at
the beginning of class on the due date.
Class Participation:
Class participation grading is necessarily subjective. Some guidelines are:
1.
Comments should show evidence of analysis and add to the
understanding of the situation through application of theory gleaned from
class lectures and reading materials.
2.
Do not read out of a piece of paper
3.
Enhance your listening skills
4.
Be concise and convincing
5.
Keep in mind that your grade for class participation is not simply a
function of the amount of "air time" you take up.
I expect each class member to be prepared at all times to comment in any class
session. To reinforce this expectation, I will cold call throughout the ensuing
discussion (whether or not the class members hand is raised).
The teaching will be drawn from the text book and the support books. All the
students are expected to have read the relevant chapters (including all caselets
in the chapters) before attempting the case analysis and the class discussions.
Additional reading material may be put up two sessions in advance