INSTITUTE OF MANAGEMENT TECHNOLOGY

PGDM, PDGM (Finance) & PDGM (Marketing)

Term - I, AY 2019-2020
Course Handout-Section A

Course Code. : MKT101

Course Title : Marketing Management- I
No. of Sessions : 20
Duration of session : 90 Min
Instructor(s) : Dr. Manoj Das/ /Dr. Rambalak yadav/Dr. P.K. Mohanty
Email:
manoj_nair@imthyderabad.edu.in/rbyadav1988@imthyderabad.edu.in/pkmohanty@imthyderabad.edu.in

1. Course Description

The course covers the basic fundamentals of marketing which would serve as building blocks for students
in understanding business issues with a marketing focus.The course would enable the student to build
knowledge, understanding, and skills in the analysis of marketing problems. Specific learning goals
which this course would aim to accomplish are:

1. Functional Proficiency & Integration Ability - Graduating students would have a good understanding
of core, functional, business knowledge and the capacity to apply the knowledge in different contexts.
They would inculcate the ability to integrate different functional areas in solving business problems.

2. Analytical and Critical Thinking Ability - Graduating students will be able to critically evaluate,
analyze and interpret information to solve problems and make business decisions.

3. Leadership and Interpersonal Skills - Graduating students would have an understanding of the
components of leadership effectiveness and how to develop them as well as would be able to perform and
work well in teams.

4. Communication Skills - Graduating students would demonstrate effective written and oral
communication skills.

5. Ethical and Global perspective - Graduating students would be able to understand nuances of ethical
issues and global environment. They would have the ability to manage in different cultures and contexts.

6. Creativity and Innovation - Graduating students would have the capacity to think creatively. They
would learn to adapt and innovate to solve problems and to manage in unpredictable environments.
2. Course Objective

The objective of the course is to impart basic understanding of the fascination realm of marketing.
After the course student will be equipped with the basic concepts, emerging trends in Marketing.

The course will enable the students to equip themselves with marketing knowledge to face the challenges
in the fast changing business environment. Having a practical approach, this course is designed to develop
marketing leaders having clear concepts and innovative thinking style.

At the completion of the course the students should be able to:

LO-1: Identify environmental factors (internal or external) and evaluate their implications on marketing
decisions.

LO-2: Apply the marketing concepts, processes and activities in the real world business environment.

LO-3: Practice the marketing concepts, processes and activities in the marketplace within the ethical and
socially responsible standards of cultural diversity, religion and mankind.

LO-4: Apply different marketing strategies and recommend an appropriate mix of such strategies to
address a given marketing task, problem or situation.

LO-5: Work effectively in teams.

LO-6: Articulate and communicate effectively

LO-7: Understand ethical implications of actions

3. Learning Goals and Assessment:

S.No. Learning goals Learning Outcomes Learning Assessment

method
The course aims At the end of the course the students should be The outcomes would be
to impart able to assessed through
1. Functional Understanding of concepts (LO 1,2) Class Participation
Proficiency & Clarity of conceptual knowledge possessed (LO Assignment
Integration 1,2) Mid-Term Examination
Identification of environmental factors and their Group Project Report
implications on marketing decisions (LO 3,4) End Term Exam
2. Analytical and  Recommendation of appropriate Class Participation
Critical strategies to address real world marketing Assignment
Thinking task, problem or situation (LO 1,2,3,4) Mid-Term Examination
Ability  Group Project Report
Application of the marketing concepts End Term Exam
and strategies (LO 3,4)
3. Communication  Effective Articulation & Communication  Class
Skills (LO 6) Participation
(CP)
 Group Project

4. Leadership and Work effectively and efficiently in teams  Group project

Interpersonal as well as learn ability to coordinate  Written Assignment
Skills team-work (LO 5)  Class Participation
(CP)

5 Ethical and  Understand ethical implications of Assignments

Global marketing actions (LO 7) Mid-Term Quiz
Perspective Group Project
Report End Term
Exam
6 Creativity and  “Out of box thinking” and suggesting  Group project
 Innovation innovative solutions, within the ethical  Written Assignment
Skills and socially responsible framework (LO
3,4)

4. Text Book

Kotler, Keller, “Marketing Management”, 15th Edition, Pearson Prentice Hall

5. Reference Books:

Chandasekhar, K –Marketing Management– Text and Cases”, 2010, Tata McGraw Hill.

Govindarajan, M., “Marketing Management – Concepts, Cases, Challenges and Trends”, 2nd Edition,
PHI. – A South Asian Perspective”, 13th Edition, 2009, Pearson Prentice Hall.

Kotler,P, Keller,K ”A Framework for Marketing Management”, 4th Edition, Pearson.

Mullins, J, Walker ,O, and Boyd Jr. H, “Marketing Management :A Strategic Decision making
Approach”, 2010, Tata McGraw Hill.

Peter, J.P, and Donnelly Jr., J., “Marketing Management”, 2009, Tata McGraw Hill.

Course Prerequisites

Marketing Management is an introductory/foundation course in the area of marketing and as such has
no prerequisites.

6. Pedagogy

The following pedagogical tools would be used to bring out the stated learning objectives
among the students:

1. Discussions: Every session would require the students to come prepared with suggested
text and readings related to a given topic. Students would be encouraged to go through
additional reference material for their preparation. An intensive discussion based on the
suggested reference material would enable the students to have a clearer understating of the
marketing concepts, processes and activities. 2. Case study analysis/discussions: The case
study analysis would enable the students to identify environmental factors, evaluate their
implications on marketing decisions and apply the marketing concepts, processes and
activities to the real world business situations. Most of the case study analysis would be done
through class-room discussion mode. But if desired by the faculty, they could also take a
written analysis of the case from each student.

3. Assignments: The assignments would be designed to make students identify environmental

factors, evaluate their implications on marketing decisions and understand application of
different marketing strategies. “Out of box thinking” and suggesting innovative solutions,
within the ethical and socially responsible framework, to a given marketing problem would
be encouraged and appreciated.
 4. Interaction with Practitioner: To ensure a blend of theory and practice in the pedagogical
approach being followed, practitioners from the industry would be invited to take at least
15% of the course sessions. The focus of these interactions would be to enable the students to
appreciate the application of marketing theory to the contemporary business environment.
The practitioners could also offer students industry oriented live projects.

5. Group Project: Group project would take the understanding that the students possess of
various marketing strategies to a different level altogether. The project would comprise of an
exploratory study leading to analysis and recommendations on a marketing problem. 6. Mid-
term Test and Examination: The main purpose of conducting the test and examination would
be to ascertain if the students are well versed with the conceptual knowledge and its
application in the area of marketing.

7. Course Content and Session Plan

S. Date& Timing Topic

No. of session Readings/ Cases/
Additional Reference Resources / Videos
1 1st July Introduction to the
course outline and
(1:30-2:45) pedagogical approach
2 4th July Introduction to Scope of marketing
Marketing
(1:30-2:45) Core marketing concepts

Changing orientation towards marketplace(Chapter1)

th
3 8 July Introduction to Scope of marketing
Marketing
(1:30-2:45) Core marketing concepts

Changing orientation towards marketplace(Chapter1)

th
4 11 July Developing Marketing Mission statement & corporate strategic planning
Strategies & Plan
(1:30-2:45) Framework for developing a marketing plan (Chapter2)
5 12th July Case 1: AMERICAN WELL: THE DOCTOR WILL E-SEE YOU NOW(510061-PDF-
ENG)
(10:00-11:15)
6 15th July Marketing Environment Analyzing macro & micro environment
and Marketing Research
(1:30-2:45) Understanding and applying Marketing Information System

Marketing research process

Forecasting & demand measurement(Chapter 4 and 5)

th
7 18 July Marketing Environment Analyzing macro & micro environment
and Marketing Research
(1:30-2:45) Understanding and applying Marketing Information System
 Marketing research process

Forecasting & demand measurement(Chapter 4 and 5)

th
8 19 July Case 2: TruEarth Healthy Foods: Market Research for a New Product Introduction
(Brief Case) - 4065-PDF-ENG
(10:00-11:15)
9 29th July Creating Customer Value and CRM
Value and CRM Building customer value, satisfaction & loyalty
(1:30-2:45) Cultivating customer relationships (Chapter 3)
10 1st August Case 3 – Hilton Hotels: Brand Differentiation through Customer Relationship
Management (809029-PDF-ENG)
(1:30-2:45)
11 9th August Consumer Markets and Factors influencing consumer behavior (CB)
Buyer Behavior
(10:00-11:15) Key psychological processes

Buying decision process

Allied concepts in CB (Chapter6)

12 12th August Case 4: Flipkart: Grappling with Product Returns (W18425-PDF-ENG)

(1:30-2:45)
13 16th August Industrial Markets Characteristics of industrial markets

(10:00-11:15) Participants and stages in business buying process

Institutional and government markets (Chapter 7)

th
14 26 August Segmenting & Targeting Levels and bases of segmenting consumer & business markets
Market targeting (chapter 9)
(1:30-2:45)
Case 5: The Fashion Channel (HBS Brief Cases-2075-PDF-
ENG)
15 29th August Crafting Brand Developing & communicating a positioning strategy
Positioning
(1:30-2:45) Differentiation strategies (Chapter 10)
16 5th September Creating Brand Equity Building Brand Equity

(1:30-2:45) Measuring and Managing Brand Equity

Devising a Branding Strategy (Chapter 11, page 323-345)

17 6th September Case 6 – Reckitt Benckiser: Developing a New Laundry-Care Category in
(10:00-12:40) India(W16421-PDF-ENG)

18 6th September Creating Competitive Competitive forces

(10:00-12:40) Advantage & Identifying and analyzing competitors
Competitive Strategies
Market-leader strategies

Market-challenger strategies
 Market-follower strategies

Market-nicher strategies

Balancing customer and competition orientations (Chapter 12)

19 9th September Ethics Marketing Ethics’ article authored by Dr.Linda Ferrel.
http://college.cengage. com/business/modules /marktngethics.pdf
(1:30-2:45)

20 9th September Students Project Presentations

(4:30-5:45)

*Practitioner Sessions
8. Practitioner Details
To be communicated during the course

9. Assessment Scheme:

EC Evaluation Weightage Date & Time

No. Component (%)
1 Class participation
Round 1 10 1-5 weeks
Round II 10 6- 10 weeks
2 Case Analysis 15 ( Each case carries 2.5
marks & is to be
submitted 1 day before
the class EOD)
3 Mid Term Written Exam 20
4 Group Project 15 To be submitted on 18th
session(EOD)

5 Comprehensive Exam 30

Case Submission Guidelines : Start with a half page summary of the case highlighting the key facts
& decision making issues presented in the case followed by answers to the questions shared with
you.( to be submitted solutions 2 days before the scheduled class EOD)

Details about the assessment components and guidelines

i. Class Participation

The following rubrics will be used while assessing the students. The students are expected to read
the assigned reading material and the case (if any) thoroughly.
 A B C D
Preparation(20%) Is well prepared for class Is usually prepared for Is rarely prepared for Is almost never
with assigned reading class with assigned the class prepared for the class
material reading material
Quality of Input inVoluntarily & frequently Offers consistently Occasionally offers Offers limited or no
Discussion (30%) offers creative or original appropriate responses responses, nothing responses, or single
responses/ and occasionally that really challenges word responses;
interpretations/ creative or original the class to think Is unable to connect
observations; responses; beyond the obvious; theory to the case; Is
Is consistently able to Is frequently able to Is weakly able to unable to relate
connect theory to the connect theory to the connect theory to the concepts across cases
case; case; case; &to other related
Is consistently able to Is occasionally able to Is unable to relate disciplines
relate concepts across relate concepts across concepts across
cases &to other related cases &to other related cases &to other
disciplines disciplines related disciplines

Level of Involves others in class Responds to others’ Rarely raises any Never raises any
Engagement in discussions by asking questions but does not questions; questions;
Class (30%) questions and seeking raise any pertinent Is neither able to build Shows no interest in
others’ responses; questions; on others’ ideas nor class discussion and
Offers follow up Offers matter of fact able to comprehend or appears distracted
responses, builds on otherresponses and seldom consolidate content
ideas; builds on others’ ideas; discussed thus far
Enhances class learning Merely paraphrases
by consolidating ideas ideas already expressed
expressed at different
points of time during the
discussion
Behavior(20%) Demonstrates leadership Can assist the leader n Is a mere spectator to aGoes back to an issue
by being able to bring the streamlining the class wayward point and after it is already been
class back on track discussion once initiatedkeeps away from discussed and settled;
during wayward by the leader and also conflict situations Raises unrelated points
discussions; assists the leader in and disrupts the flow of
Possesses the ability to diffusing onflicts the class;
diffuse conflicting Does not give enough
situations opportunity to assess
class participation

ii. Written Assignment

Group of 6-7 students will have to submit analysis and discussion on a case.

iii. Mid term

Each student will be administered through a written test and students are required to answer questions
consisting of either MCQs/fill up the blanks/True or False /concept clarifiers in 30 minutes.
iv. Group Project Guidelines

I. This is a group assignment. Each group should select ONE company. No two groups can pick up the
same company. The group should carry out following for the company picked up by them:

a. Apply your understanding of consumer behavior, marketing research and CRM to the chosen company.

b. Apply segmentation, targeting, and positioning strategies for that company and see how they are faring
in comparison to their competitors.

c. Draw perceptual map for that particular company after in-depth discussions (on different parameters)
with at least TEN consumers, Please draw implications for marketing decisions.

d. Do not either increase or decrease the sample size. Please conduct in-depth discussions by asking
probing questions.

d. Do not construct a structured questionnaire. Just carry with you a list of questions to guide your
discussions.

e. You may assign a 2-member team to discuss with one consumer.

f. The report should be limited to 5 pages (1.5 spacing, Times New Roman- 12pt) Including Appendix if
any.

Some representative companies are:

• Indigo • Dabur

v. Comprehensive Exam (at the end of the trimester)

An end term exam covering the entire syllabus will be for 2 hrs. The exam pattern will be consisting of
MCQ, subjective and analytical questions.

10. Plagiarism Policy

Copying of the language, structure, ideas, or thoughts of another and representing the same as one's own
original work amounts to plagiarism. Examples of plagiarism include: failing to use quotation marks
when directly quoting from a source; failing to document distinctive ideas from a source; fabricating or
inventing sources; and copying information from books and the internet.

Students found guilty of plagiarism will not be evaluated. Instructor shall decide to give warning or grade
cut or refer such students to the disciplinary committee for further action.

11. Consultation Hours: Monday & Tuesday, 4:00 PM -5:30 PM

Note: Make-up examination may be given only on genuine grounds. Prior permission has to be
obtained.