Birla Institute of Technology & Science, Pilani

Work-Integrated Learning Programmes Division

First Semester 2013-2014
Course Handout

Course No. : MM ZC411

Course Title : Marketing
Instructor : LEELA RANI

Course Description:

Definition and scope, consumer behaviour, competitive behaviour, demand estimation, new product
introduction, product/brand management, pricing policies, channels of distribution, credit management,
advertising and other sales promotion, positioning, marketing regulation, market research basics of industrial
marketing.

Scope and Objectives:

The course is designed to provide students with an overview of the decision making process in marketing.
Marketing decision-making is a process that is essentially wrapped around the fundamental goal of creating
value in the marketplace. This requires a professional knowledge of market drivers, competitors capabilities,
technological trends and the market dynamics of value. The orientation is toward the kinds of marketing
decisions that managers must make within the modern business environment. A primary goal of this course is
to provide a thorough understanding of the marketing management function and influences that the rapidly
changing business environment and the various stakeholders have on this managerial function.

Some specific objectives of the course include:

To understand the fundamental marketing concepts and the processes that influences the market orientation
of a firm.
To understand the role of marketing within the organization.
To analyze critically the marketing process and its relationship with the environment within which it
operates.
To understand the application of basic marketing ideas to organizations other than business institutions.

On successful completion of this course, participants will be able to understand and analyze the marketing
strategies within their organizations. They will also have a better understanding of the customers' interests.
Awareness of tools available to marketing managers to facilitate planning and decision-making would be one
of the gains from the course. An important aspect of this course is its topical nature. Issues of current
importance, related to marketing, will also be examined.

Prescribed Text Book

T1. Kotler Philip and K.L. Keller, Marketing Management, Pearson Education, 13th Ed., 2009.

Reference Books

R1. William D. Perreault, Jr. E. Jerome McCarthy, Basic Marketing: A Global Managerial Approach, Tata
McGraw-Hill, 14th Ed., 2002
R2. Ramaswamy, V.K. & Namakumari; Marketing Management: Indian Context, MacMillan, 1995, 2 nd
Ed..

Suggested Readings

Marketing classics: Pub. Harvard Business Review.

MM ZC411 (Course Handout)
Plan of Self Study
Week
Topic
No.
1 Defining Marketing for the
21st Century
2 Developing Marketing
Strategies and Plans
3 Gathering Information and
Scanning the Environment
4 Conducting Marketing
Research and Forecasting
Demand
5 Creating Customer Value,
Satisfaction, and Loyalty
6 Analyzing Consumer
Markets
7 Analyzing Business Markets
8 Identifying Market
Segments and Targets
9 Review Session
Syllabus for Mid-Semester Test (Closed Book): Topics in Week No. 1 to 9
10 Creating Brand Equity
11 Crafting the Brand
Positioning
Dealing with Competition
First Semester 2013-2014 Page 2
Chapter
Learning Objectives
Reference
The importance and scope of Marketing, Core T1-Ch. 1
marketing concepts, The new Marketing Page No. 2-30
Realities, Company Orientation toward the
Marketplace, Marketing Management Tasks.
Marketing and customer value, Corporate and T1-Ch. 2
Division Strategic planning, Business Unit Page No. 33-57
Strategic Planning, Product plan.
Components of a Modern Marketing T1-Ch. 3
Information System, Internal Records and Page No. 65-86
Marketing Intelligence, Analyzing the Macro-
environment, The Demographic environment,
Other major macro-environments.
The marketing research system, The marketing T1-Ch. 4
research process, Measuring marketing Page no. 90-115
productivity, Forecasting and demand
measurement.
Building Customer Value, Satisfaction, and T1-Ch. 5
Loyalty, Maximizing customer lifetime value, Page No. 119-
cultivating customer relationships, customer 145
databases and database marketing.
Factors influencing consumer behavior, Key T1-Ch. 6
psychological processes, The buying decision Page 149-178
process, theories of consumer decision making.
Organizational Buying, Participants in the T1-Ch. 7
business buying process, the Page No. 182-
purchasing/procurement process, stages in 204
buying process, Managing Business-to-
Business customer relationships, Institutional
and government markets.
Levels of Market Segmentation, bases for T1-Ch. 8
segmenting consumer markets, bases for Page No. 208-
segmenting business markets, market targeting. 230
Meaning of Brand Equity, Building brand T1-Ch. 9
equity, measuring brand equity, managing brand Page No. 235-
equity, devising a branding strategy, customer 263
equity.
Developing and communicating a positioning T1-Ch. 10
strategy, differentiation strategies, product life- Page no. 268-
cycle marketing strategies. 288
Competitive forces, Identifying competitors, T1-Ch. 11
Analyzing competitors, Competitive strategies Page no. 293-
for market leaders and other strategies, 315
balancing customer and competitor orientations.
MM ZC411 (Course Handout) First Semester 2013-2014 Page 3

Plan of Self Study

S.
Topic Learning Objectives Chapter Reference
No
12 Setting Product Product characteristics and classifications, T1-Ch. 12
Strategy differentiation, product and brand Page No. 317-343
relationships, Packaging, labeling,
warranties, and guarantees.
13 Designing and The nature of services, market strategies for T1-Ch. 13
Managing Services service firms, managing service quality, Page no. 345-373
managing service brands, managing
product-support services.
14 Developing Pricing Understanding pricing, setting the price, T1-Ch. 14
Strategies and adapting the price, initiating and responding Page no. 375-407
Programs to price changes.
15 Designing and Marketing channels and value networks, role T1-Ch. 15
Managing Integrated of marketing channels, channel design Page No. 409-439
Marketing Channels decisions, channel management decisions,
channel integration and systems, conflict,
cooperation, and competition, E-commerce
marketing practices.
Managing Retailing, Retailing, private labels, wholesaling, T1-Ch. 16
Wholesaling, and market logistics. Page no. 442-467
Logistics
16 Designing and The role of marketing communications, T1-Ch. 17
Managing Integrated developing effective communications, Page no. 469-495
Marketing deciding on the marketing communication
Communications mix, managing the integrated marketing
communications process.
Managing Mass Developing and managing an advertising T1-Ch. 18
Communications: program, deciding on media and measuring Page no. 498-529
Advertising, Sales effectiveness, sales promotion, events and
Promotions, Events, experiences, public relations.
and Public Relations
17 Managing Personal Direct marketing, Interactive marketing, T1-Ch. 19
Communications : word of mouth, designing the sales force, Page No. 532-563
Direct and Interactive managing the sales force, principles of
Marketing and personal selling.
Personal Selling
18 Review Session
Syllabus for Comprehensive Exam (Open Book): All topics given in Plan of Self Study

Evaluation Scheme:

EC Evaluation Duration Weigh- Day, Date, Session,Time

No. Component & tage
Type of Examination
EC-1 Assignment/Quiz ** Details to be announced 15% ** Details to be announced on
on LMS Taxila LMS Taxila
website by website by
Instructor Instructor
EC-2 Mid-Semester Test 2 Hours 35% Saturday, 07/09/2013 (FN)*
(Closed Book)* 10 AM 12 Noon
EC-3 Comprehensive Exam 3 Hours 50% Saturday, 09/11/2013 (FN)*
(Open Book)* 9 AM 12 Noon
MM ZC411 (Course Handout) First Semester 2013-2014 Page 4

** Please check the details by 24th July, 2013 on LMS Taxila web site.
* Legend:
AN: AfterNoon Session; FN: ForeNoon Session

Closed Book Test: No reference material of any kind will be permitted inside the exam hall.
Open Book Exam: Use of any printed / written reference material (books and notebooks) will be permitted inside the
exam hall. Loose sheets of paper will not be permitted. Computers of any kind will not be allowed inside the exam
hall. Use of calculators will be allowed in all exams. No exchange of any material will be allowed.

Note:
It shall be the responsibility of the individual student to be regular in maintaining the self study schedule as given in
the course handout, attend the online/on demand lectures as per details that would be put up in the BITS LMS Taxila
website www.taxila.bits-pilani.ac.in and take all the prescribed components of the evaluation such as Assignment
(Course Page on LMS Taxila), Mid Semester Test and Comprehensive Examination according to the Evaluation
Scheme given in the respective Course Handout. If the student is unable to appear for the Regular Test/Examination
due to genuine exigencies, the student must refer to the procedure for applying for Make-up Test/Examination, which
will be available through the Important Information link on the BITS WILP website on the date of the Regular
Test/Examination. The Make-up Tests/Exams will be conducted only at selected exam centres on the dates to be
announced later.

Instructor-in-Charges