IIM Udaipur: Term 6: Alignment in Marketing (AIM)

AY: 2020-21 Term: VI

Course Title: Alignment in Marketing (AIM)

Credits: 4 Sessions: 20 Course: Elective

Instructor Email Id Contact Number

Prantosh J. Banerjee prantoshb@iima.ac.in 9225537629

Course Description

For long term sustainability, a business needs to compete in a dynamic marketplace. This involves
planning a well-orchestrated marketing strategy for each of the firm’s products which takes into
account the environment and competition to deliver value to its customers through the marketing
mix. This course on Alignment In Marketing (AIM) tries to develop participants’ skill in
formulating and implementing an aligned marketing strategy in a competitive environment by
simulating a real business environment.

Course Objective

The objective of the course is to enable participants in groups to apply their conceptual learnings
from other marketing courses, create marketing strategy and compete with each other as individual
firms in a simulated environment. Cases are used as supports to reinforce participant learning.

Pedagogy:

The course is predominantly based on a group simulation exercise across sessions supported by
cases and conceptual class discussions on marketing strategy formulation and implementation.
Participants are expected to come for class prepared with their case analysis.

Simulation Exercise:

For the simulation exercise, each participant would be required to follow an operating procedure.
This would be outlined in a separate note.

Prescribed Text:
a) Lerreche & Gatignon: Markstrat Latest Version: Student Manual (L&G)
b) David Aaker: Strategic Market Management, 7th edition, John Wiley & Sons
 IIM Udaipur: Term 6: Alignment in Marketing (AIM)

Evaluation:

Component Weightage
Quiz 10%
Simulation Performance 30%
Group Presentation 20%
End-term Examination 40%
Total 100%

Session Plan (Indicative):

Session Topic Case / Simulation Reading

No.
1+2 What is Market Oriented
Strategy?
Introduction to Markstrat
Simulation
3+4 Markstrat Simulation 1
External &Internal Analysis:
SWOT
5+6 Markstrat Simulation 2
Evaluating Structural
Attractiveness
7+8 Markstrat Simulation 3
Review of Target Marketing
9 + 10 Markstrat Simulation 4
Review of Positioning
Strategy
11 + 12 Markstrat Simulation 5
Product Strategy
13 + 14 Markstrat Simulation 6
Competitive Strategy
Pahalwan's: Need for a Ansoff, I.: Strategies for
New Marketing Strategy Diversification, Harvard Business
(Product #W14488) Review, Vol. 35 Issue 5, Sep-Oct 1957,
Markstrat Simulation: pp. 113-124.
Introduction Markstrat 7: L & G Chapter 1,2,3 & 4
Lampel, Joseph, 1991. Markstrat Reports:
Robin Hood a) Individual Company Report
Markstrat Simulation 1 b) Industry Newsletter
c) MR Syndicated Reports
Aaker: Chapters 2,3,4 & 5
L&G: Chapters 5,6, & 8
Class Discussion: Industry L&G: Chapter 7 & 8
Structural Attractiveness
Markstrat Simulation 2
Brita: In Search of a Markstrat Reports
Winning Strategy Aaker: Chapter 6 & 7
(#INS326) L&G: Chapter 7 & 8
Class Discussion:
Target Marketing
Markstrat Simulation 3
PROPECIA: Helping Markstrat Reports
Make Hair Loss History Aaker: Chapter 6 & 7
(HBS # 505035)
Class Discussion:
Positioning Revisited
Markstrat Simulation 4
Biocon: Launching a New Markstrat Reports
Cancer Drug in India Aaker: Chapter 8 & 9
(HBS # 9-508-026).
Markstrat Simulation 5
The Vanca: Reworking Markstrat Reports
Digital Marketing Strategy Aaker: Chapter 10 &12
(Ivey # W17158)
Markstrat Simulation 6
 IIM Udaipur: Term 6: Alignment in Marketing (AIM)

15 + 16 Markstrat Simulation 7: Air France Internet Markstrat Reports

Market Maturity Marketing: Optimizing L&G: Chapter13
Google, Yahoo, MSN, and
Kayak Sponsored Search
(Kellogg # 5-407-753)
Markstrat Simulation 7
17 + 18 Markstrat Simulation 8: Squatty Potty: Assessing Markstrat Reports
Improving Competitiveness Digital Marketing Aaker: Chapter 14
Campaign Data (Case #
W18005-PDF-ENG)
Markstrat Simulation 8
19 + 20 Group Presentations Group Presentations ---
Course Wrap-up

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