Course Outline - Mmii

8/14/2019 Course Outline - Mmii

http://slidepdf.com/reader/full/course-outline-mmii 1/6

STRICTLY FOR USE OF IMI-PGDM ONLY

MARKETING MANAGEMENT-II

COURSE OUTLINE (2008)

Instructor: Dr Singhvi Term: III CREDIT: 3

Phone: 3120

E-mail: singhvi@imi.edu

Objectives

The objective of this course is to develop the leamer's conceptual understandingof themarketing process, add substantiveknowledge in the remainingmarketing-mixvariables,

provide a few basic analytical skill in managing these variables and integrating themarketingfunction in a firm.Course Content & Pedagogy

Marketing II is following Marketing-I. Marketing II aims to cover place, pricing and

promotion decision of the firm and will also deal with marketingplanningand marketing

organization.Case analysis,Field studies, concept and discussionwill be used as primaryvehicle for learning. Cases need preparation at learner level and further arguing in

allocatedGroup. Individual learneris required to takecare of this aspect.Individuallearner

may be called on to present and defend hislher analysis and recommendations. Classsessionsare aimedto probe, extendandapply the textmaterial.Field assignmentneed to be

done rigorously. Project work is a continuouswork and the relevant portion need to be

completed as the topics are covered.Essential readingsare expected to be read before theclass.

~eadin2 Material:TexfBook:

XIIItheditionof 'MarketingManagement-A SouthAsianPerspective' byKotlerand others

8/14/2019 Course Outline - Mmii

http://slidepdf.com/reader/full/course-outline-mmii 2/6

Evaluation Criteria:

ClassParticipationand casediscussion

Group Assignment:No.1:

No.2:EndTerm

20%

15%

25%40%

Note: For Group assignmentseach member will be evaluating the contribution of othermembers individually and the same will be submitted to me directly. In case peerevaluation is found to be collusive about which my decision will be final, I will have to

award myself to each member of the group and in such case the award will be relativelylowerthan othergroups.InstructorlStudentInteraction

Please do not hesitate to email or phone or contact in person, if you have any question

whatsoever regardingthe course or any related issue. But please limit this only on thedayof the class. You should prefer e-mail contact. All assignments are to be submitted on

time and late submission is not allowed. The assignments in font size 12 in hard copymay be dropped in StudentPost box outside in the lane ofmy room on second floor.Group Assignment No.1

Pricin!!:Strate2ies for consumer products

OBJECTIVES

I. Familiarizewith the pricing strategiesand practices prevalent in an industry

2. Hypothesize the variables which might be stimulating a particular firm to adopt a particularpricing strategy

STEPS

I. Selecta brandedconsumerproductto investigateand get the product registered withme.

2. Find out a list of various brands of the product available in markets (as defined in the

8/14/2019 Course Outline - Mmii

http://slidepdf.com/reader/full/course-outline-mmii 3/6

9. Each group will present the analysis for 8 minutes and answers to queries for another 5

minutes or so. Negativemarkswill be awardedon exceeding the time for presentation10. The illustrative list of product is Toothpastes, Toilet Soaps, Washing Soaps, Ball Point

Pens, Cigarettes, Cosmetics,Jams andJellies, Tea, Biscuits.

The written analysis in crisp formwillbe submittedtwo daysbefore the day of SessionNo 6-7.Group Asshmment No.2

Marketine: Stratee:v- Formulation & ImplementationOBJECTIVES

1. Familiarizewith the process of fonnulating and implementingmarketing strategy of afinn.

2. Drafting the variables which stimulatesa finn to adopt a particular marketing strategyand tactics

3. Appreciationof the linkage of differentmodulesof themarketing courseSTEPS

(1) Select a product category and a finn. The product selected should be such where one

of the manufacturer/marketeris selling online. Your selected finn should be one thatis not selling on line. Get it registeredwith me beforeSession No.3.

(2) Collect data trom secondary sources with respect to the finn and the product toenable you to carry out the marketanalysisfor the finn in this product category

(3) Hypothesize/develop/workoutthe next year'smarketing situation for the product andthefinnjn viewof finn'sstrengthsandweaknesses -

(4) Detennine goals and objectivesfor the marketingfinn for next year(5) Fonnulate your strategy tomeet the situation

(6) Detail out the implementation steps to attain the strategy including the tentativebudget and profit impact for the.firm

(7) Review the website of the manufacturer'slmarketer's of your product category.(8) Frame a strategicmarketing plan for onlineselling for your selected finn.

8/14/2019 Course Outline - Mmii

http://slidepdf.com/reader/full/course-outline-mmii 4/6

r

I

I

I

I

~

IIII

T

R

P

2 T

R

C

GP

3 T

R

C

GP

4-

CourseBriefingand DesigningtheMarketingChannelsI. CourseOutline

2. Pp400-415

Be ready withyour observationon the Course OutlineReviewMM-I

Think of types and characteristicsof channel in different product

market situationsTIME TO REGISTER PRODUCT FOR PRICING ASSIGNMENT

ChannelManagement

I.Pp415-429Marico IndustriesLtd

I. Formulatea long termdistributionstrategy

2. Reviewthe existing channel structure.

3. Recommendan appropriate channelstructure for improving the market coverage

today.4. Suggestan action plan to improverelationwith the existing dealers

Wholesaling& Store RetailingI. Pp430-4462. Read Businessmagazines to familiarizewith retailing and wholesaling scenario

in India

PlanetHealth

I. Findoutthe profitabilityofeach of the formats and suggest one which should

be adopted.2. Whatvalues PHwants to deliver?How does each format stand with regard to

delivering such value?3. Howdoeseach fonnat relate to location?

4. Whatchanges are requiredforeach of the formats with respect to categories,layout and brandingdecisions.

Non-store Retailing1. Pp 516-533

2. Read BusinessMagazines to familiarizewith the currentNon-store Retailing inIndia

Avon.com(A)

1. Examinethe existing retailing systemotAvon.-

2. ShouldAvon establish other forms of retailing? Sell directly to consumers?

I.

2.3.

-

8/14/2019 Course Outline - Mmii

http://slidepdf.com/reader/full/course-outline-mmii 5/6

8 T PricingDecisionsR 1. Pp394-399

2. Making EffectivePricingDecisionsC VirginMobile USAGP 1. What advice wouldyou give for selection of a pricing strategy? And why?

2. You may like to understandthe behavior of consumer and the competitivemoveswhile keeping inmind the obiective(s) of VirginMobile.

9 T Managing IntegratedMarketingCommunicationR J. Pp 454-483,507-515C Launching the BMWZ3Roadster

J. What is the structureof marketingcommunication given in the case?2. Doyou think the proposed IMCplan shall work in short term and long-term?3. Can you suggest a plan for launchof this or similar product in Indianmarket?

JO T Developing and ManagingAdversisingProgramR Pp 484-493C MountainDew: SelectingNewCreativeGP 1. What are your observationson the process of developing advertising followed in the

case?

- 2. __Commentupon the relationshipbetween client and communicationagencies.3. Develop a comprehensivedesign to effectively communicate with the consumers in

India in the currentmarketsituation for MountainDew.

11 T

Evaluating the AdvertisingEffectivenessR Pp 493-501C Charles Schwab& Co.- collect from librarian

----- Ge_____ 1.Whatcircumstances motivateddevelopmentoftheTIC campaign?2. Evaluate the companystrategybehind the TIC campaign.3. How effective was the TIC test market? Evaluate the results.4. Would you support Saeger's TIC budget request for 2006.

12 T Sales Promotion

R J.pp 501-507_2. Incentiveoutlay ratios inFMCGin India

C Boots:Hair Care SalesPromotionGP . What are the financialand strategic implicationsof the three promotional

alternatives?

8/14/2019 Course Outline - Mmii

http://slidepdf.com/reader/full/course-outline-mmii 6/6

18-19

~.-

[1T--j"Marketing StrategyFormulationP ! pp 41-59

! C i Gcta CorporationI ! GP \ J. Define the marh;t ~Jldcompelition for GETA's products.! ! 2. Develop a marketing St:':1tcgy for GETA in relation to possible segments, target! I i consllmersll)uyers. product pusitioning and competition?

! ; 3. To do SQ, you may lib to evaluate the product market choice, segmentation ofi . market and its prioritization,assess product-marketstrategy for short termas well as

I i for long term, pricing strategy options, communication strategy, personal selling

I J.--L strategY-,..E:!.~'ket.ingnd.field organization

16 I.T i MarkeringStrategy ImplementationR i Pp 633-634C ! National Pharmaceuticals Ltd.- Annual Marketing Planning

G!.' J. I. Inter£.l:ct the concerns at the end of the case

17 IT IOrganising, EvaluatingandControlling themarketingeffortR i Pp 612-633, '634-642GP

I

' 1. Study marketingorganizationofNational Pharma,Geta, Organizationwhere you

have served and the firm chosen by you for assignment. Evaluate and recommendi changes, if necessary. Do you think that product category affects the structuring ofImarketing department?: 2. Be preparedto sharein yourGroupand lateron inClass,yourassessmentof firm

chosen for the assignment and/or previous serving organization's (a) stage of

marketing departmentevolutionand (b) 'form' of their marketingdepartment.

3. Indicatethe concernsin the area of Evaluatingand Controllingthe marketingperformance for firmchosen for GANo.2

TIMETO SUBMITG.A.No.2Presentation ofGA-II

Marketing inFutureand WrapUpI. Pp 17-20,533-37.642-647

2. AppeI,dixAF.i4of 12'!'edition ~ .

3. Contextual Marketing-Thereal businessof the Internet

-

T

T

R