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to Part I (General Handout for all courses appended to the Time Table), this portion gives further specific details regarding the course. Course No. Course Title Instructor-in-charge Instructor : MGTS C322 : Marketing : Swati Alok : Chandrasekhar Kopparapu
1. Scope and Objective : The course is designed to provide students with an overview of the decision making process in marketing. Marketing decision-making is a process that is essentially wrapped around the fundamental goal of creating value in the marketplace. This requires a professional knowledge of market drivers, competitors’ capabilities, technological trends and the market dynamics of value. The orientation is toward the kinds of marketing decisions that managers must make within the modern business environment. A primary goal of this course is to provide a thorough understanding of the marketing management function and influences that the rapidly changing business environment and the various stakeholders have on this managerial function. Some specific objectives of the course include: To understand the fundamental marketing concepts and the processes that influences the market orientation of a firm. To understand the role of marketing within the organization. To analyze critically the marketing process and its relationship with the environment within which it operates. To understand the application of basic marketing ideas to organizations other than business institutions.
On successful completion of this course, participants will be able to understand and analyze the marketing strategies of organizations. They will also have a better understanding of the customers' interests. Awareness of tools available to marketing managers to facilitate planning and decision-making would be one of the gains from the course. Students are encouraged to bring some of the topical issues of contemporary concern to the class for discussion. Students will be expected to imbibe path-breaking classic marketing literature in a group setting through group discussions for a sound academic base. Marketing assignments, case analyses and class participation are all integral parts of this course. 2. Text Book: T1. Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileswarJha ; “Marketing Management – A South Asian Perspective”, Pearson Education India Limited, New th Delhi, 14 Ed., 2011.
3. Reference Books: R1. Ramaswamy, V.K. &Namakumari; “Marketing Management: Indian Context”, McMillan, nd 1995, 2 Ed.
Economic Times. 11 “Social message or smart positioning”. R3. 3 Ed. 5 Positioning& Differentiating the Market Offering To recognize the importance of perceived value for the consumer and its implication for profitability Recognize the importance and need for segmentation Understand the bases of segmentation To understand and be able to apply positioning concept Ch. 2006. Week No. RajanSaxena. 1 -- Ch. 4 Building Customer Satisfaction. 3 Ch.. 2 8. Mumbai. p-4 “Customized solutions are passé. p-7 . 5 “Listen to the consumer”. 7 Sept 2011. Economic Times. Tata McGraw Hill. 1 3. 2 The Marketing Environment 4. No. time for customized tweaking”. 6 7. 7 Ch. p-11 “Diversification Balm for Amrutanjan?” Economic Times. Mumbai. Economic Times. “Marketing Management”. 1 Feb 2011. McdanielCarl. Course Plan: S.R2. 1 Course Introduction Marketing Management: An Introduction 2. 3 Ch. 8 Ed. Mumbai. Lamb &Hair “Introduction to Marketing” Thomson south-western. 4 Ch. 30 Jan 2011. Mumbai. 3 Nov 2010. 3 -- Ch. Topic Learning Objectives Readings from prescribed book -Additional Readings th rd 1. Economic Times. 3 -- 5. 2 Marketing Research Analyzing Consumer Markets Industrial Behavior Buyer An overview of the course Evaluation plan Pedagogic details To understand the concept of Marketing Awareness of the evolution of Marketing process To be sensitized to the environment of marketing and draw implications for marketing Awareness of the process of Market research Understand consumer Behavior and the influences on behavior Understand the organizational buyer behavior To understand the process of marketing strategy formation and of components of marketing plan -- Ch. 9 Ch. 28 Nov 2010. 5 10. 2007. Mumbai. 28 Nov 2010. 4. Economic Times. p-1 “Small wonders”. p-8 “The waste wars”.Value &Retention Segmenting Targeting Market & the 9. Mumbai. 4 Strategic Marketing & Marketing Plan Ch. p-29 6.
for managing service 4 Nov 2010. Mumbai. 23 May 2011. 22. 11 Ch. p-31 “Biyani enters elite gourmet retailing”. of services and strategies Economic Times. Mumbai. p-11 “India’s best agencies in – Ad production and designing”. Mumbai. Recognize the availability of different approaches to pricing Awareness of the channel options and the criteria in selecting from the options 17.12 “Philippines to turn call To understand the nature centre capital of the world”. 13 Ch. Economic Times. Economic Times. Economic Times. p-6 “What’s in a Logo?”. 14 Ch. 18 Feb 2011. 19.S. p-1 quality To understand the role of brands and devise a branding strategy Ch. p-4 “Best of both worlds”. Date Time & Topic Learning Objectives 11. 18. 6 Product Strategy and PLC To understand the issues related to product offering Readings from prescribed book Ch. 19 process Consumer adoption process Test-1 (Includes all the topics covered so far) Ch. Mumbai. Mumbai. 3 Nov 2010.11 Ch. 8 Creating & Managing Brand Equity 16. 18 Feb 2011. Mumbai. 24.16& 17 Ch. No. pp. p-27-28 “More for less”. Economic Times. 9 10 20. 2 Feb 2011. Mumbai. Economic Times. p-4 “How big retail tempts you into buying more”. Economic Times. Economic Times. 14. 10 “Costly. 9 Additional Readings 12. 6 Developing Products New 13. Mumbai. 22 Mar 2011. Pricing Strategies& Programs Designing & Managing Marketing Channels Ch. 15 21. 8 . 2 Dec 2010. 11 Integrated Marketing Communications 23. p-10 15. Mumbai. 23 Feb 2011. but more takers for rebranding”. Economic Times. 7 7 Services Marketing New product development Ch. 39-47 Case Study –To announced in class be “Brand new game – is it a biscuit or jam? Or both”. 12 Analyzing Competition To understand the steps involved in developing a communication program To be aware of the different promotion techniques To be able to examine competition using a systematic framework Ch.
00 – 5. 21 Dec 2010 “Looking for good bargains? Go online”. Email distribution list: MGTSC322-BITSHYD on google groups. Make-up: Make-up may be given only on genuine grounds. TechnologyDriven Marketing 27. 29. 30. 1 2 3 4 Evaluation Component Test-I Test-II Group Assignment Comprehensive Exam Duration 1 hour 1 hour 3 hrs Weightage (%) 20 20 20 40 Date& Time 26/9. Economic Times. Thu. Date Time & Topic Learning Objectives 25. No. 14 15 15 Major decisions in international marketing International market-mix strategies Ch.Notices: All notices concerning this course will be displayed on the Management Group Notice Board only. 28. 20 Additional Readings “The roads across the seas”. Sat 11-12 PM.00 PM Nature of Components Closed Book Open Book Partly open book 6. Mumbai. Mumbai. Economic Times.00--11 AM 7/11. Case file is kept in the library and the case to be discussed will be announced well before the date of discussion] 5.S.18 To learn how marketers are leveraging the power of online technology in Internet Marketing & CRM Assignment Presentations Readings from prescribed book Ch. 13 Global Marketing 26. Instructor-in-charge MGTS C322 . 10. 7. 12Aug 2011 Test-2 (Includes all the topics covered after Test-1) Doubt Clearing and Course Revision Session NOTE: [Students are expected to read the cases thoroughly before coming to the class. Chamber Consultation Hour:Tues.00--11 AM To be announced 09/12 . 10. Prior permissionhas to be obtained. Evaluation Scheme: EC No.2.