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FORE SCHOOL OF MANAGEMENT, DELHI

Post Graduate Program in Management


Name of the Course: Marketing Management 1
Credit: 1
Term: I
Academic Year: 2013-14
Faculty: Prof. Bhalender Singh Nayyar
Contact: 9811025325
bhalender@fsm.ac.in

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

Reading assignment of pre-circulated readings


Lectures and participative discussions
In-class problem solving of case studies
In-class lab assignments both individual and group
Written examination

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

MKTG by Dheeraj Sharma Cengage Learning

Suggested Journals and Websites


Journal of Marketing

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.

Case Analysis Guide:


What is the main issue and the secondary issues?
What are the decision alternatives?
Which alternative would you pursue and why?
Some solutions for the secondary issues
Avoid repetition of case facts.
Decisions are to be made in terms of the above analysis above and NOT the
other way around
It is recommended that each member of the group reads the case individually
and then the same is discussed in the group and analysed. Be sure to pay
attention to the exhibits in the case; these often contain information that will be
useful in analyzing the situation. Individual case analysis in a single sheet
will have to be handed over before the case is discussed in class.
As a part of your preparation for class, ten groups will be formed. The purpose of
these groups is to assist each participant in developing his or her understanding
of the issues and topics raised in the cases. The discussion group is a useful and
informal forum in which to test your ideas. Any three groups will be asked to make a
presentation for each case. The case presentation will be at random and each member of
the group is expected to know all the aspects of the case. The groups will be the same
for the term project.

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