Marketing Management

(MGT 019)
Gaganjeet Sraw
Dr.Girish
Rubinder
 The learning goals.......
1)Critical thinking and reasoning: more specifically,
• analyzing critically the tasks of marketing under
contemporary conditions, and examining the major
functions that comprise the marketing task;
• evaluating various types of strategies that can be
employed in guiding marketing activity, and
• developing an awareness of the major types of
problems faced by organizations, with an emphasis on
sound approaches to effective decisions.
2)Marketing knowledge and conception
3)International perspective
 Class-Organization
• 10 minutes for review and attendance
• 5 minutes for media watch
• 40 minutes for lecture/ discussion/activity/presentation
• 5 minutes for take home activity
 Course Materials
• Course Materials
• Marketing Management:Kotler, Keller, Koshy and Jha-South Asian
Perspective(Pearson Ed.)
• Marketing Management : Ramaswamy and Namakumari(MacMillan)
• Marketing In India(Cases and readings): S.Neelamegham(Vikas Pub.)
• Marketing Concepts and cases:Etzel,Walker,Stanton,Pandit-SIE(Tata
McGraw)
• Marketing Management:Lal, Quelch,Rangan-SIE(Tata McGraw Hill)
• Marketing Management:Kumar, Meenakshi( Vikas Publishing)
• Global Marketing Management:Lee,Carter(Oxford University Press)
• Marketing Management(ICFAI CMR)
• Day-to-day Power point slides
• Handouts
 Websites
• http://www.bized.co.uk
• http://www.marketingpower.com
• http://www.oup.com
• http://www.knowthis.com
• http://www.marketingteacher.com
• http://www.hbsp.harvard.edu
• http://www.tutor2u.net
• www.wikipedia.com
• http://www.businessworld.in/content/view/900/955
• http://www.cba.uni.edu/slides/ /
• http://www.learnmarketing.net/slides.htm
• www.allaboutmarketing.com,
• www.wikipedia.org,
• www.swlearning.com/marketing,
• www.allaboutbranding.com,
• www.businessweek.com,
• Business standard
• Business week
• Domain-b.com
• http://www.businessandeconomy.org/sresult.asp?sin=videos&pageno=1
• www.traininglibrary.com,
• www.prenhall.com/chet_kotler_marketing,
• www.businessworld.com,,
• ocw.mit.edu/OcwWeb/Sloan-School-of-Management,
• www.icmr.icfai.org/casestudies.
• http://faculty.lebow.drexel.edu/RosenbloomB/
• http://www.imds.iupui.edu/imds/M200bb.shtml
• http://www.docstoc.com/docs/273319/Lecture-2-ch-2b
• http://people.bath.ac.uk/cg255/
 What is Expected?
Class Participation and Discussion
• This is a READING, THINKING, AND
DISCUSSION INTENSIVE course.
• It is critical that you READ and THINK ABOUT
the assigned task PRIOR to each class.
• Do not be reluctant to voice your opinion.
What do you know about marketing?
 What is Marketing?

Marketing is an organizational function and a

set of processes for creating, communicating
and delivering value to customers and for
managing customer relationships in ways
that benefit the organization and its
stakeholders.

(The American Marketing Association)

 Activity for today

For an organization of your choice, study in

detail how it has changed its product offering
over time in response to various changes in
market demand