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MBA(IB) 2015-17
Term-I
Marketing Management
Course Credits: 3
Faculty: RWS (ruppal@iift.edu)
-----------------------------------------------------------------------------------------------------------Introduction:
This course provides a comprehensive overview of the key concepts of marketing and helps
participants appreciate the different dimensions involved in developing marketing strategy. The
major objective of the course is to familiarize participants with the fundamentals of marketing
and to equip participants to take marketing decisions from a managerial perspective. After
completion of this course participants should gain a clear understanding of the major theoretical
issues and concepts relating to the course as well as an understanding of the practical
applications of these concepts.
Learning Objectives:
To develop an understanding the fundamental marketing concepts and conceptual
frameworks
To develop an understanding of Marketing as a strategic function in a firms business strategy
To be able to analyze the various factors impacting marketing decisions and understand their
implications
To be able to apply concepts learnt to real life business situations
Pedagogy:
Pedagogic mix will include concept discussions, case studies, exercises, assignments and
presentations. Emphasis will be on discussion and active exchange of ideas. Industry interface is
also built into the course in the form of guest lectures and projects. Emphasis is on interactive
and participative learning. Thorough pre-class preparation is a MUST.
Evaluation Components:
Quizzes / Tests
Assignments/Exercises
Project Presentation
End Term Exam (closed book)
:
:
:
:
20%
20%
20%
40%
Text & cases specified for the relevant sessions should be read before each class. For case
sessions, it is mandatory to come prepared to class after reading, discussing within your
respective groups and analyzing the cases. (R refers to additional readings which are optional)
Session No.
Module I a :
OVERVIEW OF
MARKETING &
UNDERSTANDING
THE CONSUMER
Topic
What is the marketing concept?
How does the task environment and broad environment impact
marketing?
How do consumers buy?
What factors influence buying behaviour?
How are purchase decisions made in organizations?
Introduction to marketing
Case: D. Motors
Text: Chapters 3,5
R :
Note on marketing strategy , HBS Note by Robert J.Dolan
2-3
Chapters 5,6
Field Exercise-to be done in pairs before class i.e two people together
will make one submission on specified date before session 2.
Module I b :
SELECTING
CUSTOMERS
4-5
P&G
Chapters 7,9
Module II a :
MANAGING THE
MARKETING MIX:
CREATING VALUE
Revlon
Chapter 11
Creating Value
HBS note by Rohit Deshpande (available in reference text
no. 4)
New Product Development and Brand Building- GF
Text:
Services Marketing- GF
Text:
Chapter 12
Project Brief - Different groups will be allotted different industry sectors. Each group has to
choose one brand in the allotted industry sector and present the following:
Current marketing strategy for the brand (STP and 4Ps)
Key consumer insights
Marketing recommendations for the coming one year
Choice of firm should be done keeping in mind the feasibility of interacting with someone in the
companys marketing team as well as with the brands customers.
Presentations will be held after module 7.
Module II b :
MANAGING THE
MARKETING MIX:
CAPTURING &
DELIVERIN
G VALUE
R and H
Text:
Chapter 13
R:
Pricing and Market Making on the Internet, HBS Note by
Robert J Dolan and Youngme Moon (available in reference text no. 4)
(Case analysis to be done in groups. Answers to the questions given
to be handed over on the specified date before session 9. No
submission will be accepted after the deadline)
10
Quiz
Module II c
MANAGING THE
MARKETING MIX:
COMMUNICATING
VALUE
11-12
Chapter 14
Module II :
OPERATIONALIZING
AND MANAGING
THE MARKETING
EFFORT
13-15