IBS Hyderabad (Academic Year – 2021-22)

Course Handout

Course Code : SHMM422

Course Title : Marketing Management-II Semester: II
Faculty Name : Dr.Surjit Kumar Kar Room No: C-106
Consultation Hours (Day/time) : Thursday (9.30-11.00am)
Join through Google Meet- Check Google Calendar Invite
Email: surjitk@ibsindia.org

Course Description :
The second part of Marketing Management is an extension of the conceptual foundations
discussed in MM I covered in semester I of the program. Students learn how the marketing mix
is used extensively for successful value creation. The course also discusses how marketers
formulate and execute marketing strategies. The role of brands, services, customer relationship
and marketing audit are also discussed.

Course Objectives:
At the end of the course the students are expected to..
1. Discuss the role of marketing mix elements in decision making
2. Describe how marketers formulate and execute marketing strategies.
3. Discuss the role of brands.
4. Discuss the role of services.
5. Discuss the role of marketing audit and information systems.

Learning Outcomes:
● Discuss competitive dynamics and how to integrate marketing strategy into the overall
business strategy with special reference to finance, HR, operation & Technology.
● Discuss the frameworks for analyzing customer preferences and enhancing customer
intimacy through services and brand management.
● Influence of social media, social marketing and effectiveness of rural marketing to
marketer.
HBS Case Studies
1. Uber: Competing Globally- 720404-PDF-ENG
2. Melissa Wood Health: How to Win in the Creator Economy- 521086-PDF-ENG
3. THE YES: Reimagining the Future of E-Commerce with Artificial Intelligence- 521070-
PDF-ENG
4. Yushan Bicycles-917539-PDF-ENG
5. Hindustan Unilever's "Pureit" Water Purifier-511067-PDF-ENG
6. Tech with a Side of Pizza: How Dominos Rose to the Top- 421057-PDF-ENG

Recommended Text Book:

● Marketing Management, 15th Edition, by Kotler, Keller Pearson Publication
Reference Books:
● Marketing Management: A South Asian Perspective, 14th Edition, by Kotler, Keller,
Koshy and Jha. Pearson Publication
● Marketing Management, 13th Edition by Philip Kotler, Gary Armstrong, Prafulla
Y. Agnihotri and Ehsan ul Haque.,Pearson Publication
● MKTG”, -A south Asian Perspective by Lamb, Hair, Sharma and McDaniel,
Cengage

Course Outline
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Session Topic/ area Case/ Additional

No Covered Learning Outcome* Reading & Video Chapter
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Relevant
Reflections on chapters of
Semester 1 Sem 1
1-2 Introduction Revise 4P’s Learnings Syllabus
Strategic planning at different
levels of organization;
Components of marketing Uber: Competing Chapter 2
3-4-5 Strategic Planning plan Globally Pp33-53
Competitive strategies of Uber: Competing
Market leader, Globally
Dealing with the Challengers, Followers &
6-7-8 competition Nichers, Chapter 12
How does branding work,
Brand equity- building, Melissa Wood
measuring & managing, Health: How to
Brand decisions in developing a Win in the Creator
9-10-11 Management branding strategy Economy Chapter 11
TEST 1
Online marketing Melissa Wood
communication options,social Health: How to
Influence of media platform, using social Win in the Creator
Social Media & media, creating word of Economy
13-14 Online Marketing mouth buzz Chapter-19
GUEST LECTURE
THE YES:
Reimagining the
Marketing Research System Future of E-
Marketing Research Process Commerce with
Using Research finding in Artificial Chapter 5
16-17 Market Research marketing Strategy. Intelligence pp.135-153
Defining & Classifying
services, New services
realities, THE YES:
achieving excellence in Reimagining the
services marketing, Future of E-
improving service quality, Commerce with
Services improving customer support Artificial
18-19-20 Marketing services Intelligence Chapter 14
Guest lecture
22-23 Global Marketing Factors to review before Yushan Bicycles Chapter 8
deciding to go abroad, PP. 233-258
evaluating & selecting
specific foreign markets to
enter, differences between
marketing in a developing
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and a developed market,

major ways of entering a
foreign market
ReferenceBoo
Hindustan k
Marketing Potential of rural Unilever's Kotler &
"Pureit" Water
markets in emerging Purifier Armstrong,
24 Rural Marketing economies PP.A27
Hindustan
Objectives of Social Unilever's
"Pureit" Water
Marketing, Social Marketing Purifier Chapter 23
25-26 Social Marketing Planning process pp-723
Hindustan
Marketing to neo-middle Unilever's The Fortune at
"Pureit" Water
class, Marketing in Emerging Purifier the Bottom of
27 BOP Marketing Economies the Pyramid
Test 2
Customer value & companies
delivering value,
lifetime value and Tech with a Side
Interface of maximization, of Pizza: How
Marketing with cultivating strong customer Dominos Rose to Chapter 23
29 Operations relationships the Top PP-720
Tech with a Side
Interface of of Pizza: How
Marketing with Financial implications of Dominos Rose to Chapter 23
30 Finance Strategic planning the Top Pp751-756
Designing and managing a Tech with a Side
Interface of sales force, improving of Pizza: How
Marketing with selling, negotiating, and Dominos Rose to Chapter 20
31 HRM relationship marketing skills the Top PP 629-641
lifetime value and Tech with a Side
Interface of maximization, of Pizza: How
Marketing with cultivating strong customer Dominos Rose to
32 Technology relationships the Top Chapter 3
Stakeholder Approach ReferenceBoo
Tech with a Side k
of Pizza: How Kotler &
Dominos Rose to Armstrong,
33 Marketing Ethics the Top Chapter 20
Expectations from Students
a. Students must report to the respective sessions well before the announced time.
Latecomers will not be permitted to join the class after the scheduled time. If late, the
attendance for that session will be marked as absent.
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b. Read the Case Study / material well prior to the class discussion. He/she is also expected
to read the chapter indicated in the course plan as the faculty directs.
c. In the class discussion students are expected to participate actively and contribute to
individual and group learning. Evaluation is based on active participation.
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the
timelines given in the evaluation section. Absence from these evaluations will mean non
awarding of marks in that particular component
e. Wherever applicable, group assignments require each student to contribute to the group
effort. This enhances group effectiveness and leads to greater appreciation of working in
groups.
f. Formal dressing is suggested for all students. Do not roam in the academic area/ attend
classes in chappals / shorts / informal t shirts
g. Students are expected to show high regard and appreciation for in class discipline and
desist from using mobile phones. This disturbs the class ambience and unnecessarily
diverts attention of other students as well as the faculty member.
h. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the
faculty and clarify doubts if any, seek explanations and get mentored if needed.
i. Attendance is compulsory in all sessions. However, refer to guidelines in your academic
handbook for exceptions.
Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following schedules have been
drawn. Students are expected to go through the dates / sessions mentioned and prepare
accordingly.

Component Expected slot / due Marks declaration by Weightage

date
Test-1 Session 13 Session 17 20
Project Session 20 Session 25 10
Test-2 Session 28 Session 32 20
Class Session 30 Session 33 10
Participation
End exam At the end of the semester 40
Total 100

Project Evaluation: Each student group has to do a field project on a topic. The evaluation of
this will be through project component of evaluation plan
Brief profile of the Faculty Member: http://ibshyderabad.org/Facultyprofiles/Marketing/Surjit-
Kumar-Kar.pdf