Post Graduate Programme in Management 2013-14 TERM: I TITLE OF THE COURSE: MARKETING MANAGEMENT CREDITS: 3 Name of the Faculty member: Prof. Ashish Sadh Prof. Jayashima K.R. Prof.Sabita Mahapatra Faculty Block: Faculty Block-A Faculty Block-B Faculty Block-A Email: [email protected][email protected][email protected]Telephone Number: 2439528 2439538 2439533 COURSE DESCRIPTION This course will provide participants an understanding the challenges and dynamics invovled in selecting understanding and opperating in competitive market environment. COURSE OBJECTIVES Maketing-1 is an introductory course covering the critical and the basic processes in the field of Marketing Management. The course is extended in the 2nd term of first year of the PGP. Primarily the objective of the course is to develop amongst the participants a conceptual understanding of the processes in the field of Marketing Management. The course also attempts to provide the participants a substantive knowledge in the discipline and the analytical skills. The course is the foundation for those who plan to do further work in Marketing. PEDAGOGY/TEACHING METHOD There will be 15 classroom sessions of 75 minutes each, consisting of conceptual discussion, cases and presentations. Assignment and presentations will be done in groups. The assignemnts involve library assignments and some small filed studies. The guideline for the same will be provided separately. All participants are expected to come prepared and reflect on cases and readings.
TITLE OF THE COURSE: MARKETING MANAGEMENT CREDITS: 3 Name of the
Faculty member: Prof. Ashish Sadh Prof. Jayashima K.R. Prof.Sabita
Mahapatra Faculty Block: Faculty Block-A Faculty Block-B Faculty
Block-A Email: [email protected][email protected][email protected] Telephone Number: 2439528 2439538 2439533
COURSE DESCRIPTION This course will provide participants an
understanding the challenges and dynamics invovled in selecting
understanding and opperating in competitive market environment.
COURSE OBJECTIVES Maketing-1 is an introductory course covering the
critical and the basic processes in the field of Marketing
Management. The course is extended in the 2nd term of first year of
the PGP. Primarily the objective of the course is to develop
amongst the participants a conceptual understanding of the
processes in the field of Marketing Management. The course also
attempts to provide the participants a substantive knowledge in the
discipline and the analytical skills. The course is the foundation
for those who plan to do further work in Marketing.
PEDAGOGY/TEACHING METHOD There will be 15 classroom sessions of 75
minutes each, consisting of conceptual discussion, cases and
presentations. Assignment and presentations will be done in groups.
The assignemnts involve library assignments and some small filed
studies. The guideline for the same will be provided separately.
All participants are expected to come prepared and reflect on cases
and readings.
EVALUATION Weightage Class Participation 10% Quizzes 20% End
Term 40% Case Analysis (Group) 20% Assignments/ Presentations
(Group) 10% Total 100% SCHEDULE OF SESSIONS ModuleI 1:
Undersatnding Marketing Management Module Objective Provide an
underastnding on the processing and mix of marketing Sessions and
Objective Sessions 1 and 2: Understanding Markets and Marketing
Management Process Reading: Chapter 1 KKJK Case: Nirdosh IIMA
Session 3: Environment scanning for Marketing decisions Reading:
Chapter 3 KKJK Case: American Well: The doctor will E-see you, HBS
510061 ModuleII Understanding the Environment and Situation in
which market opporates Module Objective Participants will be
provided with insight on different environmental forces that has a
impact on business Sessions and Objective This session will provide
inputs on the challenges and dynamic which a marketer has to be
aware to develop and design his marketing plan Sessions 4 and 5:
Understanding and dealing with competition Reading: Chapter 9 KKJK
Case: Ryanair (A) HBS 700-115
Module III Understanding Customers Module Objective This module
will provide participants an oppurtunity to understanbd the buyers
as an influencing force in designing their market plan Sessions and
Objective Participants will be exposed to an understanding of
consumer in organisational context and final consumer. Sessions 6
and 7: Analysing buyers behavior (B2C) Reading: Chapter 6 KKJK
Case: Light well Match Company IIMA orHimalaya Herbal Toothpaste:
Category and Brand Involvement in an Emerging Market (HBS) Sessions
8 and 9: Analysing buying behavior (B2B) Reading: Chapter 7 KKJK
Case: Sales Soft Inc (A) HBS-9-596-112 orTinplate Company of India
need for a conceptual focus (HBS) ModuleIV Segmentation Targeting
and Positioning Module Objective The module will exposure
participants to the concept of which market to why and how to
target a particular segmnet Sessions and Objective This session
will provide participant an understanding about how to segment
markets which segment to target and how to position their marketing
mix for the target market. Session 10: Market Segmentation Reading:
Chapter 8,11 KKJK Case; OntelaPicDesk (A)/Clean Edge Razor Session
11: Target Marketing Reading: Chapter 8,11 KKJK Case: Fashion
Channel: Market Segmentation
Session: 12: Positioning Strategies Reading: Chapter 8,11 KKJK
Case: Brand Revitalizing and Brand Reinforcement: The Case of Arrow
Shirts in the Indian Context Session 13: Positioning Strategies
Reading: Chapter 8,11 KKJK Case:The Saffola Journey IMB 359 HBS
2075 or Positioning Tata Nano AKEL 602 ModuleV Marketing Research
Module Objective This module will deal with marketing research
process Sessions and Objective This session will provide
participant an understanding of the importnace of marketing
research and the process involed Sessions 14 and 15: Marketing
Research Process Reading: Chapter 4 KKJK Case: Bottled Water A IIMA
or No Case Additional Reading Required Reading: The recommended
text for the course is Marketing Management by Philip Kotler, Kevin
Lane Keller: Abraham Koshy and Mithileshwar Jha 13th edition,
Pearson education (K&K)
