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Post Graduate Program in Management

2014-15
TERM: I
TITLE OF THE COURSE: MARKETING MANAGEMENT- I
CREDITS: 4

Name of the Faculty member:


Ashish Sadh
Jayashima K.R.
Faculty Block:
Block-A

Email:

ashish@iimidr.ac.in

Block-B
jayasimha@iimidr.ac.in

Telephone Number:
2439528

2439538

Aditya Billore

Manoj Motiani

Block-B

Block-C

adityab@iimidr.ac.in
2439553

manojm@iimidr.ac.in
2439582

COURSE DESCRIPTION
The course provides a basic introduction to the fundamental principles and concepts of
marketing.
COURSE OBJECTIVES
The objectives of this course are to develop the participants basic analytical skills, conceptual
abilities and substantive knowledge for improved decision making in the field of marketing
management. The course is extended in the 2nd and 3rd term of first year of the PGP. It aims to
build a foundation for those participants who plan to take advanced marketing courses in the
second year.
PEDAGOGY/TEACHING METHOD:
There will be 20 classroom sessions, 75 minutes each, consisting of conceptual discussion, cases
and presentations. Assignment and presentations will be done in groups. The guidelines for the
group assignments would be provided separately. All participants are expected to come
prepared to the class after due discussion and reflection on the cases.
EVALUATION
Class Participation
Mid Term
End Term
Case Analysis (Group)
Assignments/ Presentations (Group)
Total

WEIGHTAGE
10%
20%
40%
20%
10%
100%

SCHEDULE OF SESSIONS
Module I: Understandingthe Marketing Management Process
Module Objective
This module focuses on understanding the process of marketing management and its role in
managing business.
Sessions 1 & 2: Understanding Markets and Marketing Management Process
Objective: The primary focus of these sessions is on the process of defining market opportunity
Reading: Chapter 1 KKJK
Case: Nirdosh (IIMA)
Session 3 & 4: Environment scanning for marketing decisions
Objective:The primary focus of these sessions is on the process of internal and external
environment scanning.
Reading: Chapter 3 KKJK
Case: American Well: The Doctor Will E-See You Now, HBS 510061
Session 5: Group Assignment and Class activity
Module II Competitive Dynamics
Module Objective
This module focuses on understanding challenges/opportunities arising from external competitive
dynamics, and how an organization can adapt more efficiently to changing market dynamics.
Sessions 6: Dynamics of competition
Objective:The primary focus of this session is on the process of identifying competition and
understanding dynamic nature of competition.
Reading: Chapter 9 KKJK
Case: Dogfight over Europe: Ryanair (A)HBS 700-115
Sessions 7 & 8: Dealing with competition
Objective: The primary focus of these sessions is on the process of dealing with competition at
various levels.
Reading: Chapter 9 KKJK
Case: Barco Projection Systems (A)) HBS 591133
Module III Understanding Customers
Module Objective
This module focuses on understanding the buyers behavior, factors that influence buyers
behavior, and its importance in the context of marketing decisions.

Sessions 9 & 10: Analyzing buyers behavior (B2C)


Objective:The primary focus of these sessions is on understanding buyers behavior in the context
of B2C.
Reading: Chapter 6 KKJK
Case: Aqualisa Quartz: Simply a Better Shower HBS 502030
Sessions 11, 12 &13: Analyzing buying behavior (B2B)
Objective:The primary focus of these sessions is on understanding buyers behavior in the context
of B2B.
Reading: Chapter 7 KKJK
Case: Sales Soft Inc. (A) HBS-9-596-112
Module IV Segmentation, Targeting and Positioning (STP)
Module Objective
This module examine s the STP framework which helps managers decide how they can effectively
segment their customers (S), whom to target (T) , and ultimately how to position (P) their offerings
to provide value to customers, and achieve their organisational goal.
Session 14 & 15: Market Segmentation
Objective:The primary focus of these sessions is on understanding the importance and process of
market segmentation.
Reading: Chapter 8, 11 KKJK
Case: TBA
Session 16: Target Marketing
Objective:The primary focus of this session is on understanding the importance and process of
targeting.
Reading: Chapter 8, 11 KKJK
Case: Fashion Channel HBS-2075
Session: 17: Positioning Strategies
Objective: The primary focus of this session is on understanding the importance and process of
positioning.
Reading: Chapter 8, 11 KKJK
Case: Suzuki Samurai HBS-589028
Session 18: Positioning Strategies
Objective:The primary focus of this session is on understanding the importance and process of
positioning.
Reading: Chapter 8, 11 KKJK
Case: Colgate-Palmolive Co.: The Precision Toothbrush HBS- 593064

Module V Marketing Research


Module Objective
This module examines the role of marketing research in the formulation and solution of marketing
problems. It introduces the basic concepts essential for a systematic and objective approach
towards marketing research.
Sessions 19 & 20: Marketing Research Process
Objective:
Reading: Chapter 4 KKJK
Case: Bottled Water A (IIMA)
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 (KKKJ)
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