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Sem1 Lesson Plan Module 3

Sem1 Lesson Plan Module 3

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Published by Saras Dalmia

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Published by: Saras Dalmia on Mar 09, 2011
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LESSON PLAN
Class of : 2012Semester : 1Course : Marketing ManagementModule : 3Session : 13Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,sources – internal data, marketing intelligence & marketing research, characteristics of consumer behavior, types of buying decisions & buying decision process.
Detailed Coverage:
Marketing Information System (MkIS) - Consists of people, equipment & procedure, togather, sort, analyze, evaluate and distribute the, needed, timely & accurate informationto marketing decision makers.
Illustration: Research Results - Understanding Consumer Behavior
Understanding Consumers -Unilever 
Understanding Consumers - Pepsico
Understanding Consumers - Erricson
Structure of MkIS – 
1.
Internal record system
2.
Marketing intelligence system
3.
Marketing research system
4.
Marketing decision support system
Ref. Book: Marketing Management (11
th
Edition) By Philip KotlerSection DateAB
 
CD
LESSON PLAN
Class of : 2012Semester : 1Course : Marketing ManagementModule : 3Session : 14Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,sources – internal data, marketing intelligence & marketing research, characteristics of consumer behavior, types of buying decisions & buying decision process.
Detailed Coverage:
1.
Internal record system
The order to payment cycle
Sales information system
Illustration:
Uberall 
- Data Instruments assisting sales people
Databases, data warehouses & data mining
Concept of ‘Carpet Bombing’ 
2.
Marketing intelligence system
Information from the market / environment
Sales force spots market developments & reports
Market happenings reported by channel members
Gather information by purchasing the competitors products or utilizing their service
Information from publications, conferences & seminars
Information gathering from customer advisory panels or customer clubs
Purchase of information from other agencies / government departments
3.
Marketing research system
Marketing Research is a systematic design, collection, analysis and reporting of data &findings relevant to a specific marketing situation or a problem.
Ref. Book: Marketing Management (11
th
Edition) By Philip KotlerSection DateABCD
LESSON PLAN
 
Class of : 2012Semester : 1Course : Marketing ManagementModule : 3Session : 15Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,sources – internal data, marketing intelligence & marketing research, characteristics of consumer behavior, types of buying decisions & buying decision process.
Detailed Coverage:The Research Process – 
Problem IdentificationCollect InformationDevelop Research planMake DecisionsAnalyze the InformationPresent the Findings
Illustration:
MR at 
P & G 
4.
Marketing decision support system (MDSS)Ref. Book: Marketing Management (11
th
Edition) By Philip KotlerSection DateABCD
LESSON PLAN
Class of : 2012Semester : 1Course : Marketing ManagementModule : 3Session : 16Sl.No. Content
Marketing Information & Consumer Behavior – Need for marketing information,sources – internal data, marketing intelligence & marketing research, characteristics of consumer behavior, types of buying decisions & buying decision process.
Detailed Coverage:Consumer Behavior:Meaning of Consumer Behavior

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