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Marketing Management
How does an organization work and where does marketing fit in ?
MISSION
Why we exist
VALUES
What’s important to us
VISION
What we want to be
CORPORATE / SBU STRATEGY
Our game plan
Delighted
Customers
Satisfied
Shareholders
Mission
Business Planning
Taking corrective
Product Planning action
The Business Value Chain
Firm Infrastructure
Procurement
Margin
Operations
and Sales
Outbound
Marketing
Logistics
Logistics
Inbound
Service
Primary
Activities
e ul a Vr e dl oher a h S
Customer Value
• Value Exploration
• Value Creation
• Value Delivery
SWOT Analysis
• External
- Opportunities Opportunities Threats
- Threats
Marketing Opportunity
• Short supply
• Existing product or service in a superior way
• New product or service
Legislation to
sse ns uoi r e S
• Text Book
Marketing Management – South Asian
Perspective – Kotler, Keller, Koshy & Jha
• 10 Cases
• 2 Exercises
Evaluation
Attendance 10 %
Assignments 20 %
Final exam 30 %
Guidelines
• Class door will be shut at stipulated time – late comers will not be
permitted (you loose attendance as well as participation grades)
• Focus will be on your ability to apply the concepts and not on
learning by rote
• Encourage healthy class discussion
• Case preparation
• Plagiarism / copying will not be tolerated
• Mobiles switched off
• Laptops only for taking notes
• Assignments to be typed and submitted in hard copy
• Fast paced and intensive – do not slip up!!
• Course outline