SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION
Program: MBA Trimester: V
Course: Marketing Implementation Code: 80203M010
Teaching Scheme Evaluation Scheme
Classroo Practical/ Tutorials Credit Continuous Term End
m Group Work Evaluation Examination
Session (TEE)
14 10 4 3 60% 40%

Course Rationale:
The Marketing Implementation course aims at addressing the implementation skills expected to
particularly benefit executives in marketing function. The course builds on the marketing knowledge
and experience of the participants in order to develop an appreciation for the implementation issues
and develop those skills that help marketing decisions yield results in practice.

Course Objectives:
1. Seeks to fill the gap in the marketing curriculum with regard the issues faced by managers when
they execute the marketing strategy.
2. Introduce Frameworks suitable for Marketing Implementation

Learning Outcomes:
1. Discriminate issues related implementation as against the better known issues and more popular
issues related to strategy.
2. Diagnose a marketing problem situation and uncover the causes as strategy related or
implementation lasted or both.
3. Construct a useful template to guide good marketing practice.

Prerequisite:
 Three years working experience in the marketing function

Pedagogy:
Case Study and Lecture

Textbook:
Managing Marketing : Text , Cases &Readings, Thomas V. Bonoma ,The Free Press, 1984.

Reference Books:
Managing Marketing Linkages: Text, Cases and Readings,Frank V. Cespedes, Prentice Hall, 1996.

Journals:
 Harvard Business Review
 Journal of Marketing Practice

Links to websites:
Evaluation Scheme:

 Class Participation 10%

 Case Analysis 50%
 Term-End Exam 40 %
 Total 100%

Session Plan:
Topic Learning Pedagogical Tool Textbook
Outcomes Chapters &
Readings
1-2 Introduction to issues Appreciate the Case: Introductory
of Strategy and distinction between Computer Devices Note: Basics &
Execution what? & How? of Inc. Actions
issues in Marketing (TextBook Case-1)
Function
3-4 Skills for theexecution Demonstrate the skills Case:
of the marketing of managing The Gillette
activity of Advertising marketing Company: Personal
implementation Care Division
challenges in (Text Book Case-2)
promotion
5-6 Execution skills related Analyze the issues in Case: Revisit the
to Trade Fair promotional strategy Trade Shows: Introductory
Promotion Strategy such as Trade Fair National Mine Note (above)
Service Company Note:
(TextBook Case-3) Get More out
of your Trade
Shows
7-8 Skills of Execution in Diagnose problems of Case:
Personal Selling execution in Personal Kramer
Selling Pharmaceuticals
(Text Book Case-4)

9-10 Managing the Pricing Analyze the Case:

Function challenges in Pricing: The Hertz
executing a Pricing Corporation
Strategy (Text Book Case-5)

11-12 Skills for managing Demonstrate the skills Cases: Introductory

marketing at the of managing North American Note: Program
program level marketing Phillips Lighting & Policy
implementation Corporation
challenges in (Text Book)
marketing program
13-14 Skills for managing  Demonstrate the Case: Introductory
marketing at the skills of managing Alcan Aluminum Note: Program
policy level marketing Corporation: & Policy
 Course Integration implementation Building Products
challenges in Division
marketing policy (Text Book)
 Recap of Course
Learning
Outcomes