MARKETING MANAGEMENT

I YEAR                      TERM 2

 

Course plan v.1

 

 

Session

Topic

Reading

1 & 2

Marketing Concept; Trends in Marketing. Marketing vs. Selling.

4 P’s of Marketing Mix

Chap 1

Cadbury- Year Round Celebrations - Article

 

Value Chain and Elements of marketing analysis. Contents of a Marketing Plan

Chap 2

Mahindra Scorpio video

 

Understanding the Marketing Environment. Demand Supply curve. PEST Forces, Trends in Macro environment. Competition, Concentration Ratios, HH Index

Chap 3

Teams to present gist of Mahindra video

Consumer Durables in India

 

Market Research and forecasting

Chap 4

 

Customer Value. Consumer Behaviour,

Chap 5

 

Factors influencing buyer behaviour, theories of motivation.

Chap 6

 

Elements of Industrial buying behaviour, Understanding Industrial Markets .Models of Industrial buying behaviour., Auctions and tenders.

Chap 7

Case: Plastic Technologies India

 

Segmentation, Targeting and Positioning. Levels of Market Segmentation, Segmentation procedures, market targeting , positioning,

Chap 8

 

Brand building .competitive strategies. Differentiation

Chap 9

 

The Product Life cycle. Product portfolio analysis. Line stretching / line pruning / branding decisions. Consumer adoption process.

Chap 11

 

Product Strategies

Chap 12

 

Pricing Strategies. Price Elasticity of demand, Cartels and Collusion. Govt. policies, subsidies.

Chap 14

 

Distribution decision . Channel functions and flows. Types of intermediaries. Multi channel marketing systems. Channel conflicts .

Chap 15

 

Retailers and wholesalers .Franchising. The retail revolution in India

Chap 16

 

Marketing Communication Strategy . Integrated Marketing Communication

Chap 17

 

Advertising, Sales Promotions, Publicity, PR

Chap 18

 

Services Marketing – Nature Characteristics and Strategy

Chap 13

 

Personal Selling Selecting training  and Motivating sales force

Chap 19

 

Rural Marketing

TBA
  Case Discussions 5 TBA

 

Each Topic will take approximately 2 hours.

 

TEXT:

 Marketing Management , 12 e . A South Asian Perspective by Kotler, Keller, Koshy and Jha , Pearson Education, India .

 

Readings:

1.    Marketing Myopia : Theodore Levitt, HBR.

2.   22 Immutable Laws of Marketing Ries and Trout.(ASB Library)

3.   Consumer Durables in India. I.C.F.A.I

4.   Plastic Technologies India P Ltd. Case : Industrial Marketing by KK Havaldar - TMH

5.   Article from Mint: "Cadbury Hopes to Cash in on Year round Celebrations" http://epaper.livemint.com/Web/Article/2007/09/10/006/10_09_2007_006_002.jpg

6.   Marketing in the Networked Economy- Kotler - HBR pdf

 

7. Mahindra in USA : http://www.businessweek.com/magazine/content/07_45/b4057063.htm

 

Evaluation:

 

 

    REVISED

Attendance, Class Participation, Presentations

20%

15%

Assignments / Personal Learning Paper

20%

20%

Quiz, Mid Term

30%

15%

Final

30%

25%

Marketing & Money

0

25%

 

 

 

 

 


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