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Marketing Management

IILM/LR/17-19/ 516

2017-18

Trimester I

Credit -3

The course will help the students read and interpret marketing terminologies and enable them to understand
the different marketing strategies being implemented in different business houses.
Introduction to Tutors

Module Leader: Dr Joyeeta Chatterjee

Module Tutor : Dr.Joyeeta Chatterjee (Sec A) Email : joyeeta.chatterjee@iilm.edu

Dr Anjali Singh (Sec B) Email : anjali.singh@iilm.edu

1. Introduction to the Module: This is a fundamental course in marketing and would enable the
students to understand the marketing environment, marketing information, basics of buyer
behavior, both in B2C and B2B context, how value is created and delivered to the customer and
allow them to be familiar with the tools and techniques for market analysis particularly competitor
analysis. The module would further enable the students to get an overview of creating competitive
advantage, understand the rural markets, also the global marketplace and global marketing
environment and explore other contemporary issues in marketing.

Course Focus: The Marketing Management module seeks to develop the students basic analytical
skills, conceptual abilities and substantive knowledge of marketing in a variety of real-life
marketing situations. The module would expose students to have a broad overview of marketing as
a discipline, the basic concepts, marketing practices and terminology as well as explore the
relationship of marketing with other functions of the organization. This module has number of
activities as well as readings to be done in the class which also includes group task. The readings
and activities will be a mix of individual as well as group tasks. Hence, high level of team
membership is required in this module

The objectives of this module is:

To familiarize the students with the key elements of marketing management


To provide the students with a sound framework for identifying, analyzing, and solving
marketing problems
To enhance the leadership and analytical skills

2. Module Pre-requisites: There is no pre-requisite to the module.

3. Preparing for the class and other details: We as an institution believe that (a) peer learning has
a very important role to play in determining learning outcomes and (b) learning can happen best in
the form of discussion/dialogue. Hence preparing well for the class is critical.
The course outline details on the session plan and readings for each session in the following
sections. Students are expected to go through the relevant materials/pre-readings provided in the
course pack before reaching the class room. Similarly, for sessions identified for group discussion
of the case must precede discussion of the same in the class room. Adequate preparation at an
individual/group level will determine the quality of discussion and learning from each session.
Attendance for each session is compulsory
4. Module Overview

5. Module Overview

Session No Topic
Session 1-2 Understanding marketing, marketplace and customer needs:

Marketing management in the 21st Century; Updating the Ps;


Designing a customer-driven marketing strategy, Capturing value from
customers; Marketing principles and society; Developing a global
vision.
Session 3-4 Developing Marketing Strategies: Defining the role of marketing,
Marketing strategy and marketing mix, Corporate and division
strategic planning, Business unit strategic planning.

Session 5 Assessing Market Opportunities and Customer Value


Scanning the marketing environment, Forecasting demand and
Conducting marketing research; Creating customer value & customer
relationships.
Session 6-7 Analyzing Consumer Markets and Business Markets
What influences consumer behavior? Key psychological processes;
Buying decision process, Rural consumer behavior.

Understand organizational buying process; Stages in buying process;


Managing B2B customer relationships, Institutional and government
markets
Session 8-9 Choosing and Designing Value
Identifying market segments and targets, Competitive dynamics;
Crafting the Brand Positioning; Devising a Branding Strategy.

Setting Product strategy; Understanding Product Characteristics &


Classifications, Product & Brand Relationships, Building strong
brands, Co-Branding & Ingredient Branding, Product life-cycle
strategies
Session 10 Pricing Products: Understanding price, Factors to consider when
setting prices, New-product pricing strategies
Session 11 Marketing Channels and Supply Chain Management

Nature and importance of marketing channels, Channel design


decisions, Channel management decisions, Marketing logistics and
supply chain management
Session 12 Retailing concepts, Wholesaling & Physical Distribution
Session 13 Mid-Term Test
Session 14-15 Communicating Customer Value:
Integrated Marketing Communications and its processes, The
promotion mix, Developing effective communication, Setting the total
promotion budget and mix, Socially responsible marketing
communication
Session 16-17 Personal Selling and Sales Promotion
Nature of personal selling, Managing the sales force, Supervising and
motivating salespeople, Personal selling process, Sales promotion
Session 18 -19 Direct and Online Marketing:
Building Direct Customer Relationships; Growth and benefits of
Direct Marketing, Forms of direct marketing;
Online marketing, promise and challenges, Multilevel marketing,
mobile marketing, social media marketing
Session 20 to 21 Creating Competitive Advantage in the Global Market place
Competitor analysis, Competitive strategies, Guerrilla marketing,
Ambush marketing, Global marketing environment, Deciding which
markets toenter and how, Global marketing program.
Session 22-23 Marketing Ethics and Social Responsibility
Social criticisms of marketing, Citizen and public actions to regulate
marketing, Business actions towards socially responsible marketing
Session 24 Rural Marketing:
Rural marketing environment, Rural consumer behaviour, Rural
marketing strategies, Rural marketing- Opportunities & challenges

Suggested Readings
1. Marketing Management :South Asian perspective 14 e Philip Kotler, Kevin Keller, Abraham
Koshy&MithileshwarJha (Pearson) 2013 http://www.pearsoned.co.in/prc/book/philip-kotler-
marketing-management-south-asian-perspective-14e-14/9788131767160
2. MKTG : A South Asian Perspective Lamb, Hair, Sharma & McDaniel.(Cengage Learning) -2012
Supplementary Text:

1. Marketing Management: Global Perspective, Indian Context, V.S. Ramaswamy and Namakumari
S, 5th edition 2013, Macmillan India.
2. Marketing- Asian EditionBaines, Chris Fill, Kelly Page and PiyushK.Sinha.(OUP) 2013
3. Newspapers / ET Retail.com

Free Case Links

https://hbr.org/2017/05/case-study-a-luxury-brand-competes-against-a-flashy-new-rival

https://hbr.org/2012/07/target-the-right-market
6. Session Plans

Session 1-2: Understanding marketing, marketplace and customer needs


Description of the session: This introductory session will enable thestudents to understand the
concept of marketing, the different Psand comprehend the role of marketing in business.

Learning outcome: At the end of this session students will be able to describe the functions of
different Ps, understand the significance of customer values and will be able to interpret the
different customer driven strategies and determine the relevance of marketing in business as well
as in the society.

Essential readings: Chapter1Marketing Management :South Asian perspective 14 e Philip Kotler,


Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)

Desired Reading: Chapter 1Marketing- Asian EditionBaines, Chris Fill, Kelly Page and
PiyushK.Sinha.(Oxford University Press)

Reading :The Launch of Apples iPad Mini A Customers Value Perspective


Source: Customer Value Inc, 2013
http://www.cval.com/pdfs/LaunchOfAppleIPadMini.pdf
(Date accessed 25th May 2017)

Session 3-4:Developing Marketing Strategies

Description of the sessions:These sessions will enable the students to understand the strategic plans,
the role played by different elements of marketing mix in formulating strategic plans and identify
the corporate and divisional strategic plans as well as the Strategic Business Units (SBUs)
Learning outcome: These sessions will familiarize the students with the steps required to formulate
marketing strategies.
Essential readings: Chapter 2,Marketing Management :South Asian perspective 14 e Philip Kotler,
Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)

Case Study:Blackberry: Lessons in Strategic Positioning by Dr. Charles Dennis, Brunel University.
Ref: Marketing- Asian EditionBaines, Chris Fill, Kelly Page and PiyushK.Sinha.(Oxford
University Press)

Session 5: Assessing Market Opportunities and Customer Value

Description of the session: This session shall help the students to understand the environmental
impacts of marketing and enable them to understand the procedures of capturing customer value
and relationship.
Learning outcome: The students would be able to differentiate the macro and micro environmental
impacts on business and accordingly interpret what strategies to be taken so as to capture customer
value and retain customers. Also the understand the importance of customer relationships
Essential readings: Chapter 3 Marketing Management :South Asian perspective 14 e Philip Kotler,
Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Readings:Four Ways to Build Lasting Customer Relationships; Source: Forbes.com, May 2017
https://www.forbes.com/sites/theyec/2017/05/23/four-ways-to-build-lasting-customer-
relationships/#3b5b252f7b1c017
(Date accessed 25th May 2017)

Session 6-7: Analyzing Consumer Markets and Business Markets

Description of the session: These sessions will give the students a broad framework of B2C and
B2B markets and their buying behavior.
Learning outcome: The students would be able to differentiate between B2C and B2B markets,
understand in detail their buying behavior and also identify the major influencers and the purchase
decision making methodsof two different categories of customers. In B2C there has been a
paradigm shift in the buying pattern, both in urban as well as in rural markets. The students would
be able to interpret the differences.
Essential readings:Chapter 5 and 6, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Readings:Consumer 2020: DelloitteReport , 2011, Four Ways to Build Lasting Customer
Relationships; Source: Forbes.com, May 2017

Session 8-9: Choosing and Designing Value

Description of the session: These sessions will equip the students with the concepts of
Segmentation, Targeting and Positioning, devising product strategies and understand the concept
of PLC and craft branding strategies.
Learning outcome: The students would be able to understand the concepts and importance of STP,
identify the product strategies and understand the different stages of PLC and its importance in
marketing, devise branding strategies, identify the tactics of building strong brands which would
strengthen customer relationships as well as elongate the products stay in the PLC.
Essential readings: Chapter7, 8 and 9, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Case Study- (i) Lowes Foods
Source https://www.martinlindstrom.com/case-studies/
(Date accessed 26th May 2017)
(ii) Louis Vuitton; Ref: Marketing Management :South Asian perspective 14 e Philip Kotler,
Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Session 10: Pricing Products

Description of the session: This session will enable the students with the concepts of pricing and
acquaint with the different pricing strategies.
Learning outcome: The students would be able to comprehend the importance of Pricing which is
the only P in marketing that generates revenue for the company, identify the pricing strategies that
are adopted by business houses from time to time.
Essential readings:Chapter 13 and 14, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)

Session 11:Marketing Channels and Supply Chain Management

Description of the session: This session will familiarize the students with marketing channels,
logics as well as with the dynamics of Supply Chain Management.
Learning outcome: The students would be able to understand the concepts marketing channels, the
role played by channels and enable the students to design an optimum level of channel. In addition
they would also understand the concepts of supply chain management.

Essential readings: Chapter 15, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Reading:Reading: Dell Distribution and Supply Chain Innovation. Source MaRs Library, 2011
https://www.marsdd.com/mars-library/case-study-dell-distribution-and-supply-chain-innovation/
(Date accessed 26th May 2017)

Session 12:Retailing concepts, Wholesaling & Physical Distribution

Description of the session: This session will equipthe students with the concepts of retailing,
wholesaling and the process of physical distribution.

Learning outcome: The students would be able to gather the facts and understand the concepts
retailing, specially in the Indian context, comprehend the differences between organized and
unorganized retailing, understand the changes that had happened in the retail sector in the recent
past and also know the nitty-gritties of physical distribution.

Essential readings: Chapter 16, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Readings:(i) Driving retail growth by leveraging analytics (Source Retailers Association of India,
PwC, 2016)
(ii) Building retail business for tomorrow today (Source Retailers Association of India, PwC,
2015)
Session 13:Mid Term Test

Mid-term Examination (60 min): The mid-term examination will be scheduled in the 13th session.
Topics covered in sessions 1 to 12 will be assessed in this examination. There will be two
application based questions of 5 marks each to assess your understanding of marketing and how
analytically you can use the concepts discussed in the class with the questions given.

Session 14-15:Communicating Customer Value

Description of the session: This session will acquaint the students with the concept of integrated
marketing communication, strategies of communication as well as about the different media
platforms.
Learning outcome: The students would be able to capture the concepts of IMC, identify the different
marketing communication strategy, analyze the different communications and learn to interpret
them. Moreover the students would also understand the different medium of media platforms
(includes social media too) that exists today and how best these mediums can be used to reach out
to the customers.

Essential readings: Chapter 17-18, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)

Case Study: (i) Case Study -Harris Teeter, A National Grocery Chain
https://www.singlegrain.com/about-us/case-studies/
(Date accessed 26th May, 2017)
Readingshttps://www.singlegrain.com/video-marketing/why-youtube-advertising-is-low-
hanging-fruit-for-marketers/
(Date accessed 26th May, 2017)

Session 16-17:Personal Selling and Sales Promotion

Description of the session: Through these sessions students will be able to learn the concepts of
personal selling as well as sales promotion.

Learning outcome: The students would be able to know the concepts personal selling, understand
the difference between door-to-door selling and personal selling, identify the required skills and
strategies to be a successful personal seller; the art of prospecting and also comprehend the different
sales promotion techniques.

Essential readings: Chapter 19, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)

Readings:The 4 Skills Salespeople Need for Reading Customers and Enhancing Client
Relationships
Source:http://www.salesplusprofit.com/sales/the-4-skills-salespeople-need-for-reading-
customers-and-enhancing-client-relationships/
(Date accessed 26th may 2017)

Session 18-19:Direct and Online Marketing

Description of the session: These sessions would familiarize the students with the concepts of
Direct Marketing and different online marketing platforms.

Learning outcome: The students shall be able to understand the concepts and different forms of
direct marketing, identify and interpret the CRM strategies through direct marketing and
comprehend the benefits of direct marketing. In addition, students shall also be able to understand
the different challenges of online marketers and this session would acquaint the students with
mobile marketing and social media marketing
Essential readings: Chapter 19-20, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy&MithileshwarJha (Pearson)
Readings:(i) https://www.singlegrain.com/social-media-management/best-practices/18-reasons-
why-your-instagram-posts-fail/(Date accessed 26th may 2017)
(ii)Retailing in the Digital Era (Source Retailers Association of India, PwC, 2014)

Session 20-21:Creating Competitive Advantage in the Global Market place

Description of the session: These sessions will equip the students with an overview of creating
competitive advantage and understand the global marketplace and global marketing environment.
Learning outcome: The students will be able to get an summary of creating competitive edge;
understand the global market scenario and enable them further to explore contemporary issues in
marketing, worldwide.
Essential readings:Marketing- Asian EditionBaines, Chris Fill, Kelly Page and
PiyushK.Sinha.(OUP) 2013
Chapter 21, Marketing Management :South Asian perspective 14 e Philip Kotler, Kevin Keller,
Abraham Koshy&MithileshwarJha (Pearson)
Readings:https://www.singlegrain.com/analytics-2/why-competitive-analysis-is-the-key-to-early-
success/
(Date accessed 25th May 2017)

Session 22: Marketing Ethics and Social Responsibility


______________________________________________________________________________
Description of the session: This session will familiarize the broad concept of ethics in marketing
and allow the students toidentify the business actions that can be taken towards responsible
marketing.
Learning outcome: The students will be able to understand the importance of practicing ethics while
doing business. Alike individual every business house needs to practice socially responsible
marketing. Hence the students will appreciate this fact by attending this session.
Essential readings:Chapter 22, Marketing Management :South Asian perspective 14 e Philip
Kotler, Kevin Keller, Abraham Koshy & Mithileshwar
Jha (Pearson)
Case Activity:Lifebuoys SwasthaChetna Campaign.

Session 23-24 : Rural Marketing

Description of the session: These sessions will familiarize with marketing practices being carried
out in rural side, specially in the rural India.

Learning outcome: The students will be able to get an expose of rural marketing, understand the
buying habits of rural consumers, the marketing communication exercise being carried out in rural
India, understand the strategies followed by marketers to tap the rural consumers as they find a
huge customer base at the bottom of the pyramid and also identify the challenges.
Essential readings:Chapter 10, Marketing Management: Global Perspective, Indian Context, V.S.
Ramaswamy and Namakumari S, 5th edition 2013, Macmillan India.
Case Studies:(i) Dove Hair Oil;Source Emerging Market Case Studies, Emerald Insight, 2014
(ii) Rural Marketing: A Case Study on HUL; Source: iJARS, 2013

7. Assessment Plan for Marketing Management :

Written/Oral Group/ Assessment Weightage PLGs Assessed


Individual

Class Participation Individual Case Study 5 marks L2, L3, L4


Discussion

Mid Term Assessment Individual Marketing 10 marks L4, L5, L9


Plan

End Term Test Individual Application 15 marks L2, L4, L5, L9


Based
Questions

Total 30 marks

Maps
8.1 Assessment Map

Module Name: A1 A2 A3 A4 A5

Marketing
Management

A1- Individual assignment


A2- Group assignment
A3- Open book examinations
A4- Closed book examinations
A5- Presentations

8.2 Assessment Mapping with Learning outcomes and PLGs:

Sl. Assessment Module Learning PLGs Remarks


No. Component Outcomes assessed assessed
1. Class Participants will become aware of the marketing concepts L2, L3
Participation and practices and L4
Participants will acquire critical thinking skills to analyze
the situations, effectively define the required solutions and
demonstrate the ability to communicate the solution
effectively, as well as the ability to provide suitable
recommendations.
2. Mid-term Participants will acquire critical thinking skills to design L4, L5,
Examination marketing plan and the required strategy L9

3. End-term Participants will acquire critical thinking skills to analyze L2, L4,
Examination the situation and implement the strategies. L5, L9,
Students will be able to exhibit the ability to communicate
effectively, as well as conversant and updated
recommendations.

8.3 Teaching Map


Module Name: T1 T2 T3 T4 T5 T6

Marketing management

T1: Lectures
T2: Seminars/Tutorials
T3: Projects
T4: Case Discussion
T5: Guest Lectures/Industrial Visit
T6: Lab Sessions
s

8.4 Curriculum Map

Module L1 L2 L3 L4 L5 L6 L7 L8 L9
Name:

Taught * * * * * *

Assessed * * * * *

L1-An understanding of organizations, their external context and their management

L2-An understanding of appropriate management techniques to allow investigation into business and
management issues

L3-The ability to acquire, analyze and understand data and information

L4-Critical thinking and informed judgment leading to problem solving and decision making skills

L5-Cognitive flexibility which enables adaptability to uncertainty in a rapidly changing world

L6-An understanding of disruptive and technological change and the ability to seek innovative and
entrepreneurial solutions

L7-Be able to effectively communicate and negotiate

L8-Demonstrate emotional intelligence and peoples skills in working in teams and with people

L9-Be cognizant of the impact of their individual and corporate actions on society, recognize responsible
and inclusive business practices and be sensitive to the social, economic and environmental responsibilities
of business.