Indian Institute of Management, Udaipur

Two year MBA program

Academic Year 2020-21

Course Outline for Marketing Management

Credits : 4 Term: I
Instructor : Profs. Arundhati Bhattacharyya, Rajesh R Nanarpuzha &
Ankur Kapoor
Email : arundhati.bhattacharyya@iimu.ac.in, rajesh.nanarpuzha@iimu.ac.in
ankur.kapoor@iimu.ac.in
Phone :
Meeting hours :
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Course objective

On completion of this course the students should be able to think critically about the elements
of marketing and marketing management. They should be able to synthesize and apply those
thoughts and concepts to develop a holistic marketing outlook. Such an outlook will enable
them to structure and create the appropriate marketing approach in their respective fields in
the future.

Course Material

 Marketing Management – Philip Kotler and Kevin Lane Keller (15th Ed). Henceforth,
this book shall be referred to as KK.
 Cases and readings: Provided in the course pack

Learning Objectives (LO)

1. Understand the basics of marketing
2. Apply various concepts of marketing in a real/simulated environment to realize how
marketing works.
3. Enable participants with decision making skills leading to successful marketing
strategy
4. Develop the ability to integrate various marketing concepts leading to the
understanding of marketing as a holistic function

Assessment
Two surprise quizzes 10% (LO 1-4)
Class participation1 25% (LO 1-4)
Mid-term 15% (LO 1, 4)
Group project & presentation 30% (LO 2, 4)
End-term 20% (LO 1, 4)

1
Participation credit will be given for QUALITY of contribution and engagement in discussions
(repeating what someone else has said or restating what is already mentioned in a given case can
lead to negative class participation marks). Answers by students via the chat box DURING the
respective class will also count towards class participation for that class.
Course requirements

 As you will soon be entering the workforce, I have high expectations in terms of
professional behaviour in our class. Attendance and promptness are two parts of
professional behaviour: I expect you to attend class sessions, arrive on time, and stay
in class for the entire class period.

 Class participation forms a sizeable portion of your class grade. It is easier and less
intimidating to participate in class when you have already been exposed to and
thought about the material. I therefore expect you to have read the course readings
PRIOR to coming to class. Be advised that class time will be interactive, so your
preparations prior to class are an integral part of your experience and learning in this
course. Furthermore, during each case discussion, I shall randomly call a student to
summarize the main issue/s of the case under consideration, and call other students to
continue the discussion of the case from thereon. Thus, preparing for the classes is
crucial.

 As future managers who have to deal with complex situations and make confident
decisions under conflicting and ambiguous conditions, your role as a student in this
class includes expressing and defending your thoughts as well as arguing with, and
(civilly) challenging the statements of others. In other words, simply being a passive
listener might have served you well in your school days, but will neither help you in
this class, nor in your future career as a good manager.

In sum, be prepared, be thoughtful, be expressive and be courteously challenging

of others’ thoughts.

Note Well:

 I encourage you to go beyond the course readings and assignments to identify and
share (via email) examples of current events that apply to course concepts. I am happy
to share and incorporate articles/events that you find into our class discussions. So,
please feel free to email me articles that you consider to be applicable to course
content.

 All the submissions shall be run through the anti-plagiarism software available in the
institute. Any adverse report from the software will attract penalties in accordance
with program guidelines. Any other academic aberration will also be dealt with
accordingly. We have a ZERO-TOLERANCE approach to plagiarism.

 In case of absence in examination, the score shall be considered to be zero. There will
not be any make-up examination.

 The book contents will not be “taught” in class. You are to read the book by yourself
and clear your book-based doubts during my meeting hours. Given the number of
students, do remember to email me AT LEAST 48 hours in advance to reserve your
personal time with me. (We shall use the class hours to mainly go beyond the book.)
Evaluation/Assignments

1. Two surprize quizzes (Individual effort)

You will be administered two surprize quizzes that will test your knowledge of the
concepts of the course till the day of the respective quiz. Course concepts include
those in your assigned readings as well as those gleaned from case discussions.

2. Group Project (Group assignment)

The group project will be a comprehensive assignment spanning the entire semester.
Each student group should self-select a product by session 2. You, as a group, must
research and plan the marketing of the product, drawing on the learnings in this term.
This project will enable you to practice actual product management, thereby relating
concepts to reality. Each group will need to submit an interim report for the same by
session 12 and final report by session 22. Class presentations of your group project
may occur on sessions 23 and 24. More details about the project will be discussed in
session 1.

3. Mid term/End term (individual effort)

Both the mid-term and the end term MAY be closed book examinations. The same
will have a mix of multiple choice, short answer and essay type questions, or could
have mini-cases. The questions will be application oriented, not requiring you to
replicate information from the course text verbatim.

4. Class Participation (individual effort)

The entire course will have classroom activities and discussions. You are required to
attend classes regularly and participate in the discussions and activities with diligence.
If you are absent, obviously you cannot participate, and thus will not be eligible for
class participation marks for that day.
 Detailed Session Plan

Session # Topic Prior Preparation In-Class Assigned Work

1 Watch Rory
Introduction & Marketing Strategy
Case/Activity Due
Class Discussion of:
Sutherland’s talk “Life
lessons from an ad man” 1 What is marketing?
available at
http://www.ted.com/tal 2 Overview of core
ks/rory_sutherland_life concepts of
_lessons_from_an_ad_ Marketing
man and summarize, in a
single paragraph, the 3. Group Project
ESSENCE of what you clarification, if any
understood from his talk.
Estimated viewing and
writing time: 20 minutes

Read
1 HBR note on
Marketing Strategy

2 Chapter 1 - KK
2 Read: Discussion of Name of product
Marketing Research 1. Chapters 4 and 5 Marketing Research selected for
KK Methods marketing group
Optional read: project (see #2 of
2. “Are you Evaluations/Assig
ignoring trends nment)
that could shake
up your
business,” Ofek
and Wathieu

3 Read: Case: Walmart: From

Competition and Environment 1. Chapter 12 KK China to India

2. “Marketing
analysis toolkit:
Situation
Analysis –
Thomas
Steenburgh and
Jill Avery

4 Read: 1. Marketing Case: Homeless

Partnerships analysis toolkit: Situation
analysis - by Thomas
Steenburgh and Jill
Avery
2. Hughes, J., & Weiss, J.
World Cup: Social
entrepreneurship,
cause marketing, and
a partnership with
Nike
 (2007). Simple rules for
making alliances work.
Harvard Business
Review, 85(11)
5 Read: Class Activity:
Consumer Behaviour 1. Chapter 3 KK “What we Do”
2. Chapter 6 KK

6 Read: Case: Exploring

Consumer Behaviour 1. Chapter 6: Analyzing brand person
consumer markets relationships
2. Implicit predictors of
consumer behavior -
Nancy Puccinelli

Optional read:
1. Analyzing consumer
preferences - Robert
Dolan
7 Read: Class Activity: How
B2B Buying 1. Chapter 7 KK a college buys
Optional read:
1. “A model of
industrial buying
behaviour” Jagdish
Seth
8 Read: Case: Unilever in
Segmentation and Targeting 1. Chapter 9 KK brazil 1997-2007
2. “Rediscovering
Market
Segmentation,”
Yankelovich and
Meer

9 Read: Case: Unilever in

Segmentation and Targeting 1. Chapter 9 KK brazil 1997-2007
contd.
10 Read: Case: Eileen Fisher
Positioning 1. Chapter 10 KK
2. “Mapping Your
Competitive
Position”,
Richard D’Aveni
11 Read: Class Activity: New
Product Management 1. Chapter 13 and Product Development
15 KK Activity
Optional read:
1. “Engineering
reverse innovations,”
Winter and
Govindrajan
12 Read: Case: State Bank of
Services Marketing 1. Chapter 14 KK India: “SMS
Optional read: Unhappy”
1. “A practical guide
to combining
products and
services,” Shankar,
Berry and Dotzel
13 Read: Case: Branding Yoga
Brand Management 1. Chapter 11 KK
Optional read:
2. “Branding in the
Age of Social
Media,” Holt

14 Read: Case: Branding Yoga

Brand Management 1. Chapter 11 KK

15 Read: Students’ class Communicate

Integrated Mktg Com 1. Chapters 17 and
19 KK
16 Read: Chapter 18 KK
Advertising Optional read:
1. “Creativity in
Advertising: When It
Works and When It
Doesn't,” Reinartz and
Saffert
17 Read:
Communication Activation 1. Chapters 17 and
19 KK
presentations of your brand
“communicate your
brand”
Case: Reinventing
Officers Choice
Whiskey: Spoiled for
Choice
Class Activity:
Communicate your
Brand Part 2

18 Read: Case: DMART:

Retailing and Distribution 1. Chapter 22: KK Disrupting food
2. The old pillars of new retailing
retailing - Leonard Berry
Optional Read:
1. Note on retail
economics - David Bell
19 Read: Case: Z
Personal Selling and Sales 1. Chapter 20 KK Corporation/Class
Management 2. Humanize your Activity: Handling
selling strategy - Sales
Harvey Mackay
Optional Read:
1. Managing selling
and the salesperson -
Frank Cespedes
20 Read: Case: Virgin Mobile
Pricing 1. Chapter 16 KK USA: Pricing for the
Optional Read: very first time
1. “Pricing to create
 shared value,”
Bertini and
Gourville
21 Read: Case: Virgin Mobile
Pricing 1. Chapter 16 KK USA: Pricing for the
very first time
22
Wrap Up Summary discussions
23 Project Presentations
24 Project Presentations