Course Outline

Term:Three Subject: Advanced Marketing Management Instructor: Dayanand M.S.

Item Planned Implemented

Session No 2
Objective At the end of the session participants .
should be able to relate the different
aspects of Marketing such as;
1. Segmentation,
2. Competitive Activity and
3. Relationship Marketing
with Product Development.

Reading 1. Chapter 11 from Marketing

Material Management by Rajan Saxena
(second Edition (New Product
Development) pp. 223-245.) or
any other author on Product
Development Chapter
2. Case : Omnitel Pronto Italia
from Marketing Management
(T&C) by Quelch, Lal and K
Rangan. Pp.131-151

Pedagogy Facilitator will initiate the discussion

and responses from participants will
be sought to identify various aspects
of the case and concepts
Session No 3 Monday 27th September 2010
Objective At the end of the session participants .
should be able to
1. Use the conceptual knowledge
of Branding to analyse Brands

2. Use data in the case to design

the Unicef Brand.
.

Reading 1. Chapter 12 from Marketing

Material Management by Rajan Saxena
(second Edition (Brand Equity)
pp. 246-269.)
2. Case : UNICEF by Quelch, Lal
and K Rangan. Pp.587-610

Pedagogy Group 7 to present the case. One

participant rom the chosen
randomly to present the case.
Group Evaluation 10% for
presentation and 10% for
defence(Group can participate
for defence only)
Session No 4 Date: 29th September, 2010
Objective At the end of the session participants .
should be able to
1. Identify variables that impact
pricing of a service
2. Price the service in a simulated
environment

Reading 1. Chapter 13 from

Material MarketingManagement by Rajan
Saxena (second Edition (Pricing)
pp. 271-288.)

2. Pricing Game Simulation

Pedagogy Group Activity: Pricing Game

evaluated at 10% weightage.

Session No 5 Date: 04th October, 2010

Objective At the end of the session participants .
should be able to
1. Design a Promotional Mix for the
product in the Case
2. Identify the importance of
different promotional tools in a
given situation
Reading 1. Chapter 14 from Marketing
Material Management by Rajan Saxena
second Edition (Promotions
Decisions) pp. 291-315)
2. Case : Guru.com by Quelch, Lal
and K Rangan. Pp.275-300

Pedagogy Group 5 to present the case. One

participant rom the chosen
randomly to present the case.
Group Evaluation 10% for
presentation and 10% for
defence(Group can participate
for defence only)
Session No 6 Date: 6th October, 2010
Objective At the end of the session participants .
should be able to
1. Use data in the case to analyse
the advertising for Mountain Dew

2. Use data in the case to identify

the impact of variables such as
demographics and social and
cultural values on advertising for
the Mountain Dew brand.
.

Reading 1. Chapter 15 from Marketing

Material Management by Rajan Saxena
(second Edition (Advertising) pp.
317-353)
2. Case : Mountain Dew by
Quelch, Lal and K Rangan.
Pp.339-356

Pedagogy Group 10 to present the case. One

participant rom the chosen
randomly to present the case.
Group Evaluation 10% for
presentation and 10% for
defence(Group can participate
for defence only)

Session No 7 Date: 11th October, 2010

Objective At the end of the session participants .
should be able to
1. Design Sales Process for Avon
Ltd.

2. Use data in the case to design

Sales strategy for Avon.
.

Reading 1. Chapter 17 & 18 from Marketing

Material Management by Rajan Saxena
(second Edition (Personal
Selling and Managing the Sales
Force) pp. 365-388.)
2. Case : Avon Ltd by Quelch, Lal
and K Rangan. Pp.447-460

Pedagogy Group 9 to present the case. One

participant rom the chosen
randomly to present the case.
Group Evaluation 10% for presentation
and 10% for defence(Group can
participate for defence only)
Session No 8 Date: 13th October, 2010
Objective At the end of the session participants .
should be able to
1. Use data in the case to identify
the distribution strategy

2. Use the data in the case to

design a distribution network for
Goodyear

Reading 1. Chapter 19 from Marketing

Material Management by Rajan Saxena
(second Edition (Managing the
Distribution Function) pp. 390-
416.)
2. Case : Goodyear by Quelch, Lal
and K Rangan. Pp.401-420

Pedagogy Group 6 to present the case. One

participant rom the chosen
randomly to present the case.
Group Evaluation 10% for
presentation and 10% for
defence(Group can participate
for defence only)

Session No 9 Date: 18th October, 2010

Objective At the end of the session participants .
should be able to relate decisions of

1. Management time
2. Advertising Decisions
3. Product Decisions
4. Pricing Decisions
5. Distribution Decisions
To effect a cohesive Marketing Strategy.

Reading 1. Chapter 21 from Marketing

Material Management by Rajan Saxena
(second Edition (Marketing
Strategy) pp. 426-452)

Pedagogy GAMAR : Marketing Strategy

Simulation Game. Evaluation 10%
Session No Date: 25th October, 2010
10
Objective At the end of the session participants .
should be able to

1. Identify tools for Marketing

Control
2. Design Marketing Control
system using data in the Case.

Reading 1. Chapter 24 from Marketing

Material Management by Rajan Saxena
(second Edition (Marketing
Performance and Control) pp.
246-269.)
2. Case : Dell- New Horizons by
Quelch, Lal and K Rangan.
Pp.781-802

Pedagogy Group 8 to present the case. One

participant rom the chosen
randomly to present the case.
Group Evaluation 10% for presentation
and 10% for defence(Group can
participate for defence only)

NOTE: Remaining Sessions will be notified later.

1. Please read the chapter related to the case given in the book by K. Rangan,
R. Lal and J.Quelch. This will help you to understand the case well. This is
in addition to the reading from the book by Rajan Saksena. You can also
refer to books on Marketing by Philip Kotler and others.
2. Please note that the simulation game on Pricing carries a weight of 10% for
evaluation. The game on GAMAR (Marketing Strategy) carries a weight of
10%.
3. Group Presentations carry a weight of 20% (10% for presentation and 10%
for defence) while Class Participation will comprise of 40% weightage. The
evaluation for class participation will be based on qualitative participation
by the participants and measures will be taken to see that everyone gets a
chance to participate. The remaining 20% weightage will be for Term End
test which will be a Case analysis.