Course Outline: Marketing Management I (MRK1301)

Area: Marketing | Credit: 3

Programme: PGDM | Duration: June to September, 2019 | Term: I
_______________________________________________________________________
Instructor(s) Name : Rituparna Basu & Swapnarag Swain
Email : r.basu@imi-k.edu.in; s.swain@imi-k.edu.in
Phone (Extn no.) : 033-66529659; 033-66529604
Meeting Hours : 9am to 5.30pm, Mon – Fri
_______________________________________________________________________

Course Description

This course introduces the function of marketing and its basic tenets that influence strategic
and tactical decision making. Principally, we will examine the strategic concepts and tools
that guide how a firm chooses its target markets, develops a value proposition for its target
customers, and successfully differentiates from competitors. During this phase we will learn
both fundamental principles of strategic marketing management, as well as contemporary
perspectives relevant to the changing economy. We will use a mixture of lectures,
discussions, cases, readings and experiential exercises to examine how marketing works in
our lives through identification, creation and delivery of customer value.

Course Objective: At the end of this course students will be able to:
 Understand basic concepts of marketing and application of the same in business
context.
 Develop understanding of contemporary marketing environment and its impact on
marketing decisions.
 Design segmentation, targeting and positioning for a product.
 Analyze marketing strategy implemented by existing products.

Mapping between Course objectives and Program Objectives

Program Objectives Course Course Course Course

Objective 1 Objective 2 Objective 3 Objective 4
Program Objective 1.1
Demonstrate enhanced oral and
written communication
capability in business situations.

Program Objective 1.2

Demonstrate capability to make
effective presentations related

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to business cases and research
through correct and precise use
of language leading to logical
conclusions.
Program Objective 1.3 Yes
Demonstrate awareness of
socioeconomic environment,
both domestic and international

Program Objective 2.1

Demonstrate values for ethical
decision making
Program Objective 2.2
Demonstrate ability to discern
between ethical and non-ethical
practices in business situations.

Program Objective 3.1 Yes

Demonstrate enhanced
analytical thinking in business
situations.
Program Objective 3.2 Yes
Demonstrate ability to solve
business problems based on
analytical thinking.

Program Objective 4.1

Demonstrate understanding of
general management and
functional areas of business
organizations.

Program Objective 4.2 Yes

Demonstrate ability to apply
concepts, tools and techniques
of gen. management as well as
functional areas to real life
situations.

Pedagogy
The course includes a mix of class lectures, case discussions and interactions. The course would
also involve students in subject driven action learning through team activities for inducing a
more application oriented approach.

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Evaluation Criteria
Evaluation Component Weightage
Class Participation 10
Mid Term 30
Quizzes 10
End-term Examination 40
Individual Project 10
Total 100

Class Participation (10): Class participation would be measured during case discussions and
in-class activities along the pre and post mid-term sessions. A minimum of 4 class
participation activities would be conducted during the course, and students are expected to
participate in all the activities to score higher.

Quizzes (10): A total of 2 quizzes will be conducted, 1 in the pre mid-term sessions and 1 in
the post mid-term session. Average of the quizzes will be considered for final grading

Mid and End-Term Examination (30+40): 1.5- 2 hours written exam will be conducted
with a mix of subjective questions to test the theoretical, conceptual and application
orientation of the learner.

Individual Project (10): Each student will be assigned an existing brand on which they will
have to map all the marketing concepts; namely the 4 Ps, STP and Competitive strategy. The
project needs to be submitted before the end term in soft copy only.

Resources

The textbook forms the basic reading material for the course. In addition, the participants are
also supposed to go through the readings recommended in the course outline and those
circulated during the course. Course participants are also required to regularly go through
academic journals, business magazines and websites.

Text book:
- Philip, K., Kevin, K., Abraham, K., & Mithileshwar, J. Marketing Management-A
South Asian Perspective 14 e 2013. Pearson

Reference books:
- Ramaswamy & Namakumari, Marketing Management: Indian Context Global
Perspectives 6e 2018. Sage
- Cases and additional reading materials will be provided separately as and when
required

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Detailed Session Plan

Session
Topic/s Readings/Tasks
No.
What, When and Why of Marketing
1-2 Book Ch 1-2
Customer Value Creation Book Ch 4
3
Understanding the Environment Book Ch 3
4-5

6 Marketing Environment in India

Analyzing Consumer & Business Markets Case Study: Marquee Ch 5-6
7-9
Mid term
Identifying Market Segments and Targets Caselet: Viopatch Book Ch
10-11
7
Case Study: Positioning the
Tata Nano – A & B,
Crafting Brand Positioning
12-13 Available on HBS, Product
Id- KEL602 & KEL603
Book Ch 9
Defining and Understanding Product Book Ch 11
14-15
Introduction to Services Book Ch 12
16
Dealing with Competition and Marketing Strategy Book ch 2, 8
17-18

Academic integrity

a) Plagiarism is the use of or presentation of ideas, works that are not one’s own and
which are not common knowledge, without granting credit to the originator.
Plagiarism is unacceptable in IMI Kolkata and will invite penalty. Type and extent of
penalty will be at the discretion of the concerned faculty.

b) Cheating means using written, verbal or electronic sources of aid during an

examination/ quiz/ assignment or providing such assistance to other students (except
in cases where it is expressly permitted by the faculty). It also includes providing false
data or references/list of sources which either do not exist or have not been used,
having another individual write your paper or assignment or purchasing a paper for
one’s own submission. Cheating is strictly prohibited at IMI Kolkata and will invite
penalty as per policies of the Institute.

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