Course Planner for Marketing Management

8/2/2019 Course Planner for Marketing Management

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Course Planner for Marketing Management

Course Code: BA 9223Program : MBA Batch: 2011-2013 Semester IIObjective of the Course:

The course aims at imparting the basic knowledge on the practice of marketing and the concepts that are

involved during the practice.

Unit Session Topics Title of Article / Case Facilitator(SI 1 Introduction and plan for the

courseMarketingDefinitions -

Conceptual frame work

Definition, Marketing interfacewith other functional areas

Faculty

2 Marketing as a process RSRole of marketing in the

modern organization - RS

Stages of marketing practice

RS

1.Holistic Marketing Dimensions (Fig PageNumber 22, MM Text Book.

2.Rural Marketing, page number 12

Marketing Memo- MM Text Book.

3.Evolution of Marketing

1.Ajeeth. A2.Arun Karthic3.Arvind. S

3 Marketing Environment :Internal and

External, Integrated marketing

Internal marketing

1.Core marketing Concepts

2.Macro Environment and Marketing

1.BharathiKannan. M

2.DhatchayaniMichael Porters five force model Jennifer. N

4 Marketing in globalenvironmentProspects

andChallenges

When one Business Model isnt EnoughMahendra Kum

P.G

Vinothkumar. B

InfosysThe challenges of Global Branding

Deepthi

DivakaranRajini. T.R

5 Marketing StrategyThe Value Delivery Process,Value Chain, Core

Competencies

Porters Generic Value Chain

Chilambarasan.

Services Economy moves OnlineAjeeth. ANaveen Kumar.

The Skills oppourtunity SUGAPRIYA. G

JAISRE. K

6 Resource allocation to SBUs,

growth opportunities, SWOTAnalysis

1.GE Matrix2.BCG Matrix3.Ansoff Product Market Expansion Grid

(Matrix)

1.Bhuvanesh. K

2. Chidambam. Rm3. Deepak

Kumar.

M.R

Drivers of Marketing Strategy-

market Intelligence,demographic environment,

economic environment, socio

cultural environment

1.Porters generic strategies2. Trends shaping the business landscape,

page number 69Marketing Memo- MM TextBook.

1. Deepika2. Deepthi

Divakara


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7 Strategies for Industrial

marketingConsumer marketing

Services marketing

Competitor analysis

Analyzing the rural Environment, PageNumber 82Marketing Memo- MM Text

Book.

Dhivagar. C

ITC in Rural IndiaArun Karthic. T

Palaniappan. AArvind. S

8 Analysis of consumer andindustrial marketsStrategic Marketing mix

components

Hidden Threat

Palanisamy. KBharathi Kann

M

Muthoot FinancePradeep KumarBhuvanesh. K

9,10 Marketing Mix DecisionsProduct planning anddevelopment

The measures of Market Demand, aVocabulary for Demand Measurement, Page

Number107, MM Text Book.

Gautam. M

Super Shampoo Products and the Indian

Mass market

Senthil NathanGokul. RSilambarasan.

H.A

Daddy Cool Preethi. P

II 11 Product life cycleProduct life cycle

Keerthivasan. R

12 Product Classification Madhumathi. R

Consumer Durable Chilambarasan

Prithivirajan. S13 Strategies at each stage Breakthrough MarketingAccenture, PageNumber 235, MM Text Book.

Kannan. K

Breakthrough Marketing-P &G, Page number

253, MM Text Book.

Karthick. R

14 Services Triangle Praveenkumar.

Service Quality Model Preethi. P

Carnation Auto Madhumathi. R

Vimalraj. A

15 Product Mix Strategy Product system and Mixes, page number 321,

MM Text Book.

Naveen Kumar.

Devising a branding strategy, page number270, MM Text Book.

Kavitha. K

16The Nirma Story Keerthivasan. R

Vignesh. R

17Breakthrough marketing-Toyota, page number

Mahendra KumP.G


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315, MM Text Book.

Developing products for rural Markets PageNumber317Marketing Memo- MM Text

Book.

Menaga. M

18 Packaging and Labeling Palaniappan. A

Characteristics of services Palanisamy. K

Slower Trade, Smaller Packs

SUBASHCHANDER. S.RHARIHARAPR

SAD. D

Root Cause Analysis (Ishikawa Diagram) forcustomer failure

Pradeep Kumar

19 New Product Development Steps in New product Development Vasanthan

The Innovators DNA MUKHESH

KANNAA. R

YOGANANDH

THIYAGARAJA. I

20 Market Segmentation,Targeting, and Positioning

Levels of Market SegmentationGowthami. R

NIKE Inc Sathishkumar.

Gautam. M

21 Psychographic segmentation- VALS

segmentation system

Gunasekaran. S

Behavioural Segmentation Hariharaprasad.

22 Socio Economic Classification (SEC) forsegmentation and Segmenting rural Markets

Jaisre. K

Business of Luxury Deepika. V

Priyanga. R

Horlicks Repositioning Strategy Vignesh. C

23 Patterns of Target Market Selection Jayasri. S

Zen of Positioning Dhatchayani

Renuka. N

24 Channel Management Consumer and Industrial Marketing Channel

Levels

Priya. C

Cloud Computing Sathish Kumar.Divya Priya. V

25 Retailing in India and Pakistan, Page

Number434,Marketing Memo- MM TextBook.

Priyanga. R

26 Channel design decisions Rajini. T.R


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Vertical marketing system and horizontal

marketing system

Renuka. N

27Competitors Envy and Supply Chains Pride

Menaga. M

Mohammed

Yusuf. M

28 Types of retailers, helping stores to sell, page

441, MM Text Book.

Sabarish. M

Organised Rural Retailing, Page Number 452,

Marketing Memo- MM Text Book.

Sanjana

29Shopping Malls

Deepak Kumar.

M.R

Priya. C

Retail Giants of TamilNadu Gowtham. K

Sinthu. S

30 Advertising and sales

promotionElements of marketing communication Mix

and definition of each of the elements.

Sathish Kumar.

Macro model of Communication process andAIDA model

Sathishkumar. R

31TATA Gold Plus

Gowthami. RSri Nandhini. D

Gunasekaran. S

Five Ms of Advertising Senthil Nathan.

32 Budget for marketing communication Silambarasan. H

Measuring effectiveness of marketingcommunication and scheduling of advertising

Sinthu. S

33 Events, experiences and Public Relations Sri Nandhini. D

Role of social media on brand communications Vinothkumar. B

34 Components and concepts in interactive

marketing

Subash Chander

S.R

Experiential Marketing, Page Number 510

Marketing Memo- Marketing Management

Text Book

Sugapriya. G

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Pricing objectives, policies and

methods Pricing Methods available for a marketer

Prithivirajan. S

37 Buyer BehaviorUnderstanding industrial and

individual buyer behavior

Difference between business market and

consumer market

Gowtham. K

Influencing factors Faculty

Think consumer Think EmploymentPraveenkumar.Chidambaram.

Rm


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38 Buyer Behaviour

ModelsModel of consumer decision making Gokul. R

Online buyer behavior,

Building and measuring

customer satisfaction

Online RetailingDhivagar. C

39 Customerrelationships management Future of Shopping

Jennifer. NVasanthan

Kannan. K

Customer acquisition,Retaining, Defection

Designing Sales force Thiyagarajan. I

40The Ordinary Heros of Taj

Vasudevi. N

Karthick. R

Steps in Selling Process Vaishak

Ravikumar

41 Market Research and trends

in Marketing

Marketing Information System,Research Process, Concepts and

applications : Product,

Advertising, Promotion,Consumer Behaviour

Spot light on Key Developing Markets, Page

Number 591Marketing Memo- MM TextBook.

Vignesh. Bl

Marketing Research Process Dinasree. P.M

Entering Uncharted Waters Sabarish. M

Dinasree. P.M

42 Marketing InsightGetting into customershead with Qualitative Research, Page Number

95, MM Text Book.

Divya Gireesh

IDEO, Page number101Marketing Memo-

MM Text Book.

Divya Priya. V

Retail researchCustomer

driven

Organizations, Cause relatedmarketing, Ethics in marketing,

Online marketing trends

Role of a Product Manager

Vignesh. R

43Made in India, for the World Sanjana

Divya Gireesh

Break through Marketing - Starbucks, Page

Number 624MM Text Book.

Vimalraj. A

44 Globalisation in South Asia, Page Number -585Marketing Memo- MM Text Book.

Vasudevi. N

Marketing Memo-Major marketing

Weaknesses, Page number 645, Marketing

Management Text book

Yoganandh. M

45Amways Indian NetworkMarketingExperience

Jayasri. SVaishak

Ravikumar


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When Unhappy Customers Strike back on the

Internet

Vignesh. BlKavitha. K

Faculty- Marketing Date: 02.02.2012

Documents

Course Planner for Marketing Management