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TKM Institute of Management, Musaliar Hills, Kollam / Sem II / SALIL S / BATCH 2011

Course Plan: Marketing Management

COURSE OBJECTIVE

Suggested Text Books

TKM Institute of Management, Musaliar Hills, Kollam / Sem II / SALIL S / BATCH 2011

Kotler, Keller, Marketing Management- A South Asian Perspective, Pearson

Chandrasekar K S, Marketing Management- Text and Cases,Tata McGraw Hill

Date

SESSION 1

Key Theme

Introduction to the Course

Objectives

To ice-break and clarify the expectations of students To specify ground rules, procedures and what is expected of them for the rest of the semester.

To introduce basic concepts in Marketing Management

Contents

Why Study Marketing Overview of the Course Evaluation and Course Content Study Skills for Marketing Group Formation

Defining Marketing for the 21 st Century

 

Date

SESSION 2

Key Themes

Defining Marketing for the 21 st Century – II

Objectives

To Know some of the fundamental marketing concepts

To understand how marketing management has changed

Contents

Scope of Marketing, Company Orientations (concepts) towards market

place

Pre-reading

Chapter 1; Defining Marketing for the 21 st Century

Methodology

Introduction to projects

 

Date

SESSION 3

Key Theme

Developing marketing strategies and plans

Objectives

To know how marketing affects customer value

To understand how strategic planning is carried out at different levels of the organization

To know the contents of a marketing plan

Content

Strategy, Tactics, Customer Value, Corporate Planning, Business Unit

Planning, Marketing Plan

Pre-reading

Chapter 2 and Chapter 5

Methodology

Project: Collect mission statements of ten companies from BFSIRTEMIT sectors and critically analyze whether the mission statements provide any useful marketing value.

 

Date

SESSION 4

Reserve Session

Case Discussion: Robinhood.

 

Date

SESSION 5

Key Themes

Gathering Information and Scanning the environment

Objectives

To know the need and components of a marketing information system

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To appreciate the usefulness of internal records

To understand the methods for tracking and identifying opportunities in the macroenvironment

Contents

MkIS, Marketing Environement, Micro and Macro factors,

Pre-reading

Chapter 3

Methodology

Exercise: Demand Forecasting for Airport Authority

 

Date

SESSION 6

Guest Lecture

Ms. Jyothi Gopalakrishnan: Lumier Research Solutions

Theme

Advertisement Research and Marketing in Contemporary Business

 

Date

SESSION 7

Key Themes

Marketing Research and Demand Forecasting

Objectives

To know what constitutes good marketing research To know what are good metrics for measuring marketing productivity

Contents

Pre-reading

Marketing Research: Relevance, Process, Marketing Productivity Chapter 4 and Relevant material from economics (Sem I)

Methodology

Case: Starbucks: Customer Satisfaction (Source: HBR)

 

Date

SESSION 8

Key Themes

Creating Customer Value, Satisfaction and Loyalty

Objectives

To know what are customer value, satisfaction, and loyalty, and how can companies deliver them. To know what is the lifetime value of customers and how marketers can maximize it. To know how companies can cultivate strong customer relationships.

Contents

CPV, Satisfaction, CLTV, Customer Database, CRM, Data Mining

Pre-reading

Chapter 5

Methodology

Case: Starbucks: Customer Satisfaction (Source: HBR)

 

Date

SESSION 9

Key Themes

Consumer Markets and Business Markets

Objectives

To know what major psychological processes influence consumer responses to the marketing program. To know how consumers make purchasing decisions To know what is the business market, and how it differs from the consumer market. To know what buying situations do organizational buyers face.

Contents

Factors, Buying Decision Process, Organizational Buying, Differences,

Stages in Buying Process, Types of Buying

Pre-reading

Chapter 6 & 7

Methodology

Case: Tanishq Jewellers

 

Date

SESSION 10

Key Themes

Segmentation, Targeting and Positioning

Objectives

To know what are the different levels of market segmentation. To know how a company can divide a market into segments. To know how a company should choose the most attractive target markets.

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To know what are the requirements for effective segmentation. To know how a firm can choose and communicate an effective positioning in the market.

 

Contents

Levels

Bases

and

of

segmentation;

Targeting;

Differentiation

and

Positioning strategies.

 

Pre-reading

Chapter 8 & 11

 

Methodology

Case: Rogers Dilemma

 
 

Date

SESSION 11

Key Themes

Competition

 

Objectives

To know how marketers identify primary competitors. To know how to analyse competitors’ strategies, objectives, strengths, and weaknesses. To know how market leaders can expand the total market and defend market share. To know type of competitive positions.

 

Contents

Identifying and analyzing competitors, Strategies for market leaders,

challengers, followers and nichers.

 

Pre-reading

Chapter 9

Methodology

Presentation by Students and Discussions

 
 

Date

SESSION 12

Key Themes

Products and Brands

 

Objectives

are the characteristics

To know what

of products

how do

and

classify

marketers

products.

To know how a company can build and manage its product mix and product lines.

 

To know how companies can combine products to create strong co- brands or ingredient brands

To understand brands, brand equity and branding strategy

 

Contents

Products, Classification, PLC, Product-Mix decisions, Brand, Brand

Equity, Branding Strategies

 

Pre-reading

Chapter 10 & 12

 

Methodology

Case: How much is this shampoo right for our company?

 
 

Date

SESSION 13

Key Themes

Marketing of Services

 

Objectives

To know how services are defined and how they differ from goods. To know how services are marketed. To know how service quality can be improved

 

Contents

Categories of services, Features, Implications, Differences, Strategies,

Service Quality

 

Pre-reading

Chapter 13

Methodology

Case: Starbucks

 
 

Date

SESSION 14

Key Themes

1) Marketing of Services 2) Pricing

 

Objectives

To know how services are defined and how they differ from goods. To know how services are marketed.

 

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To know how service quality can be improved To understand the importance and mechanisms of pricing

Contents

1) Categories of services, Features, Implications, Differences, Strategies, Service Quality. 2) Pricing: Importance, Types, Process of Setting Price,

responding to price changes.

Pre-reading

Chapter 13, Chapter 14

Methodology

Case: Starbucks: Conclusion

 

Date

SESSION 15

Key Themes

Designing and Managing Integrated Marketing Channels

Objectives

To know what is a marketing channel systems, types and channel designs. To know what decisions companies face in managing their channels

To understand channel conflict and resolution strategies. To understand retailing, wholesaling and logistics.

Contents

Distribution, Channel Design Decisions, VMS, HMS, Value Delivery

Pre-reading

Network, Retailing, Wholesaling and Logistics. Chapter 15 & 16

Methodology

Case: The Story of Goonj

Book Summary: It happened in India by Kishore Biyani. Activity: Visit different retail outlets and identify types of

retail formats and their characteristics.

 

Date

SESSION 16

Guest Lecture

RESERVE

Theme

 

Date

SESSION 17

Key Themes

Integrated Marketing Communications

Objectives

To understand the role and working of marketing communications. To understand Marcom Mix and how to develop and effective effective communication programme. To know the steps are involved in developing an advertising program. To know how sales promotion decisions are made. To understand how companies can integrate direct marketing for competitive advantage. To understand interactive marketing, word of mouth and personal selling skills.

Contents

Models in Communication Process, Marketing Communication Mix, factors, measurement, Advertising, Sales Promotions, Events and Experiences, PR, Direct and Interactive marketing, Word of Mouth,

Designing Sales Force.

Pre-reading

Chapter 17, 18 and 19

Methodology

Presentation and Discussion on the following Projects:

1) Collect different Opportunity advertisements for entry level management graduates from opportunity columns and job sites. Comment on the appeal of the advertising. 2) Visit a Small Scale Business unit and a fairly big sized

company. Study how the marketing communication mix

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varies

3) Create an advertising plan for a product or service of your choice

Date

SESSION 18

Key Themes

Global Marketing

Objectives

To understand the factors that a company should review before deciding to go abroad. To know the methods of entering to another country. To know to what extent the company must adapt its products and marketing program to each foreign country.

Contents

Decision to go global, Evaluating and deciding which country to enter,

country of origin effects, managing international operations.

Pre-reading

Methodology

Chapter 21 Case: Student Presentations and Discussion

 

Date

SESSION 19

Key Themes

Other areas in Marketing

Objectives

To familiarize rural marketing initiatives To appreciate the need, development and issues in green marketing. To appreciate the relevance and challenges involved in social marketing. To familiarize evolving areas in Marketing

Contents

Rural Marketing, Green Marketing and Social Marketing

Online marketing, Retro Marketing

Pre-reading

Chapter 21 (for Global Marketing); Marketing Management: Text and Cases by K S Chandrasekar.

Pages: 458-472.

Methodology

Projects and Discussion

1) Prepare a report by compiling different innovations involving benchmarks in social responsibility of business/marketing. 2) Prepare a case on an organization which practices green

marketing / green business successfully in India. Any Group: Prepare a list of online ventures started /can be started on shoe-string budget. Why do you think this business model will work? Book Review: Fortune at the Bottom of the Pyramid by C K

Prahlad.

Date

SESSION 20

 

Concluding Session

Student Presentations / Guest Lecture Catch-up and Wrapping up Examination Questions: Discussions Course Review

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Note

Number of sessions may be reduced to 15 as per Dean’s discretion.

Cases, content etc may be changed or interchanged as per the requirement.

Course plan is meant to guide the learning process and not a legal document.

RESERVE SESSIONS

Reserve sessions will be used for test papers, student presentations or completing the backlogs, if any.

Projects given are indicative in nature and participants are encouraged to do more projects for value addition after consulting the course facilitator.

MICRO-PRESENTATIONS Concept: Micro-presentations are 5 minutes presentations at the beginning of each

session. This should ultimately lead to the main theme of the day. Students should submit notes of micro-presentation 4days in advance. Corrected notes added with lecture inputs will be distributed to other students.

It will summarise the “essential-reading” for a selected concept to be

discussed in the current session. It gives interim figurative breaks during the session.

It generates lecture notes which are useful for writing examinations.

Students are encouraged to come up with a topic for micro-presentations. Date and topic should be confirmed with the course facilitator on or before 15 th February 2011.

ACADEMIC HONESTY

Academic honesty, punctuality, non-plagiarism and originality are pre-requisite to the course.

INTERNAL MARKS ALLOCATION

#

Criteria

Max. Marks

1

Attendance

5

2

Class Participation

5

3

Model Exam

5

4

Viva Voce

5

5

Project

10

6

Micro Presentation

10

 

Total

40

References

a) Books Ramaswami, Namakumari, Marketing Management: Planning Implementation and Control MacMillan, 5 h edition. Stanton, Walker, Etzel, Markting, Tata McGrow Hill (Indian Adaptation) Kotler, Amstrong: Principles of Marketing, Pearson 2006 Kotler, Marketing Management, Pearson 2007 Kazmi, Marketing Management, Excel Books 2007 Etzel et al, Marketing: Concepts and Cases, McGraw Hill 2007 Kincaid, Customer Relationship Management: Getting it Right, PHI, 2005

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b) Journals

Indian Journal of Marketing

International Journal of Marketing Research

Icfai Journal of Marketing Management

Relevant articles and papers from EBSCO

CONTACT OF THE FACILITATOR

Email

Salil. S findsalil@gmail.com

Mobile

91-9447180487

Postal

Senior Lecturer, Marketing Area TKM Institute of Management, Musaliar Hills Karuvelil, Ezhukone via, 691505

b) Journals Indian Journal of Marketing International Journal of Marketing Research Icfai Journal of Marketing Management

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