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INDIAN INSTITUTE OF MANAGEMENT CALCUTTA

MARKETING MANAGEMENT -I
Course Code: MK 101; Credits: 3
PGP-Term I (2017-18)

Instructor: Prof Ramendra Singh (Email: ramendra@iimcal.ac.in); Ext: 2110

INTRODUCTION TO MARKETING

AMA (American Marketing Association, July 2013 definition) states that:

“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.”

At the core of all marketing activities lies managing the process through which firms can
successfully create and deliver value to their customers and other stakeholders. A successful
marketer would first understand customers’ needs, and then fulfill these needs by designing and
offering products and services at prices that provide ‘value’ to customers. Needless to mention,
products or services should be conveniently accessible to customers, and value propositions must
be communicated clearly to them. Unsuccessful marketing efforts often are a result of failure in
one or more of these activities-understanding customer needs accurately, designing an
inappropriate product or service, targeting customers with an inappropriate product, unfair
pricing, poor availability of products in the distribution channel, confused positioning of value in
consumers’ minds, or not properly communicating value to the customer. Such marketing
failures result in loss of sales revenues, low profitability, loss of market share, besides incurring a
huge dent on the company’s brand image and reputation.

The objective of this course is to introduce marketing to students-its concepts, theories,


applications using the best & worst practices. Through this course, you would be able to
understand and intelligently apply marketing concepts (without the needless jargons!) such as
segmentation, targeting, positioning, needs, wants, demand, offerings, brands, value and
satisfaction, exchange, transactions, relationships and networks, marketing channels, supply
chain, competition, the marketing environment, and marketing programs. Needless to say,
MK101 being the fist course in marketing would lay a strong foundation to pursue advanced
courses in marketing.

EXPECTED LEARNING OUTCOMES

At the end of this course, you are expected to understand and apply the following concepts:
1. The nature and scope of marketing and the environmental influence on it.
2. Who is a customer? Who is a consumer? How to create and deliver value to customers?
3. The consumer’s decision process for purchase and shopping.
4. How to segment the market, and target appropriate segments profitably?
5. How to communicate clear differentiating value proposition to customers?

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6. Design elements of marketing mix (product, price, place, and promotion) and its
interlinkages, to offer best value to customers.
7. Finally, plan, create, and execute successful marketing programmes for the firms.

COURSE READINGS
Text Book

Philip Kotler, and Kevin Keller [KK] (Latest Edition). Marketing- Management, 15th Edition,
New Delhi: Pearson Education.

OTHER LEARNING RESOURCES

Marketing Dictionary: http://www.marketing-dictionary.org/home

COURSE EVALUATION

Elements Weightage

Quizzes (Announced)1 40%


Group Project 30%
End Term 30%

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There would be total of 3 announced quizzes, and best 2 of the 3 quiz marks would be considered. All quizzes
would be of equal weightage.

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SESSION PLAN
T: TOPIC FOR DISCUSSION; C: CASE; E: EXERCISE; R: TEXT READINGS
Module 1: Customer Value

Session 1: T: Introduction to Marketing


R: (1) Chapter 1
(2) “Marketing Myopia”, by Theodore Levitt, Harvard Business Review (July-August), 1960,
45-56.

Session 2: Customer Value


R: Chapter 1
Case: Micro Fridge

Session 3: T: Customers’ Buying Behavior-I


R: Chapter 5
E: In-class exercise

Session 4: Customers’ Buying Behavior-II


R: Chapter 6
Case: Colgate Palmolive: Cleopatra

Session 5: Pricing
R: Chapter 16

Module 2: Marketing & The Organization

Session 6: T: Marketing Environment


R: Chapter 4

Session 7: T: Market Segmentation & Targeting -I


R: Chapter 9
E: In-class exercise

Session 8: T: Market Segmentation & Targeting -II


R: Chapter 9
Case: Biopure Corp.

Session 9: Marketing Strategy


R: Chapter 3
Case: Kutchina-In search of a Marketing Strategy

Module 3: Product & Brand Management

Session 10: T: Managing products over life cycle

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R: Chapter 12 & 13

Session 11: T: Managing Product Mix & Portfolio


R: Chapter 13
E: In-class exercice

Session 12: T: Managing Services


R: Chapter 14
Case: Club Med (A)

Session 13: T: Brand Equity & Brand Positioning


R: Chapters 10 & 11
Case: RIN Detergent: To Position or Reposition

Module 4: Sales & Distribution Management

Sessions 14: T: Personal Selling & Sales Management


R: Chapter 20

Sessions 15: T: Managing Sales Force


R: Chapter 20
Case: Pharma Talent

Session 16: T: Managing Distribution Channels


R: Chapter 21 & 22
Case: Hunter Business Group: Team TBA

Sessions 17: T: Retailing


R: Chapter 22

Module 5: Marketing Communications

Sessions 18 :T: Advertising


R: Chapter 17, 18, 19

Sessions 19: T: Sales Promotions


R: Chapter 18

Session 20: Course Wrap


Case: Colgate-Palmolive Co.: The Precision Toothbrush

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MM-I-Group Assignment (30 marks)

All groups need to complete one field based project as assignment. In this project you have to
choose one industry from the following industries and one of the following products. After
choosing the industry and a product, you have to choose one brand on which you would be
working on. For example, a group can choose FMCG as industry, then choose Shampoo as
product and then choose Clinic Plus brand. So that group would analyze this brand in the context
of Shampoo industry. All groups need to inform the about their choice before June 30th on the
following emails: anwesha_tta@iimcal.ac.in with cc to: ramendra@iimcal.ac.in

Industries(Choose one) Products/Services(Choose one)


Automobile Car, Motor cycle, Scooty
FMCG Soap, Shampoo, Toilet Cleaner, Detergents,
Washing Powders, Atta,
Jam,Noodles,Cornflakes,Oats, Milk
Durables TV, Refrigerator, Microwave, Washing
machines, Furniture,PCs/Laptops
Services Hospitals, Hotels, Airlines, Spas and Saloons,
Restaurants, Bars, Real Estate, Financial
Broking.

After the group has chosen as above, they have to study the following:

1. Study and analyze the chosen organization and its industry, its macro and micro
environment and conduct organization’s SWOT analysis. You may use secondary
sources of data such as analyst reports, web sources, magazines, journals etc. for this
research (10 marks). TO BE SUBMITTED BY JULY 10th.
2. Analyze its product portfolio and product management practices. Also, analyze its
segmentation strategy and TG chosen. Also, analyze its brand positioning and marketing
communication strategy using its advertisements (10 marks). TO BE SUBMITTED BY
AUGUST 10TH .
3. Conduct in-depth interviews with at least 10 customers in the market to understand the
consumer behavior that leads to purchase of this product. Identify critical customer
insights by analyzing these interviews. (10 marks). TO BE SUBMITTED BY
SEPTEMBER 10TH .

Each submission should be less than 10 pages (single spacing). Credit would be given for
analysis which is analytical rather than being descriptive. Please use the marketing concepts
learnt in the class for analyzing. Please give full references. Kindly avoid plagiarism. Plagiarism
or late submissions will attract penalty.

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