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Basics of Marketing
Academic Year: PGDM 20112013
Module Leader : Prof. Sujit Sengupta/ Sonia Takkar
INTRODUCTION TO THE TUTORS Anurupa Singh
S No 1.
Course Tutors Dr Anurupa B Singh
Email id firstname.lastname@example.org
In India as well. marketing has become the front running functionality of all organizations which hope to reach out to customers in any which way. butter. Modern retail. These are called “management parlance”. All these need an institution that would package them and present them in front of customers in such a way that they would be picked by all who see it. jam and then there are services like banking. and migration of rural masses to urban areas created the potential for large scale markets. though not in a very systematic way yet. tourism and education. Here comes the role of organizations. since the dawn of consumerism propelled by the liberalization and privatization by the Government of India in 1991. and therefore modern distribution channels have evolved. As business people sought to exploit these markets. comprising 4Ps: Product. publicity. Price. While reading the above lines you would have come across a number of technical terms used very commonly in the world of management.INTRODUCTION TO THE COURSE The origin of modern marketing can be traced to the Industrial Revolutions that took place in Britain around 1750 and in the USA and Germany around 1830. Try to imagine a world where people are producing for themselves and choose not to depend on others. The activities revolving around designing the product. Organizations are manufacturing commodities & producing services and are also trying to sell them in the market place. retailing them and simultaneously promoting them using different tools. . deciding the price for the same. There are products like bread. Advances in production and distribution. the institutions of marketing such as advertising media and distribution channels began to grow. Advertising. It is not possible for every human being to produce for themselves. Place & Promotion. sales promotion. form the essence of marketing. The key marketing activity is the management of a company‟s marketing mix. Public relations. While they are rather complicated terms at a first glance. et al have evolved and are used in conjunction with host of pricing strategies to lure the customer. this course will equip you enough to move ahead in your management classes and use these words confidently for all your discussions and dissertations. This would be a very far-fetched world and rather impossible to even survive in. This course will take you through the world of marketing and bring clarity about the various aspects that form a crucial part of management and corporate functioning.
S Namakumari 2009 Fourth Edition Macmillan Publishers India Ltd. analytical and evaluation skills. 2. conceptual abilities and substantive knowledge in the field of marketing To familiarise the students with marketing terminology To encourage students to take a marketing orientated view of business issues To sensitise them to aspects of marketing in daily life and to their role and behaviour as consumers To help them develop analytical writing and presentation skills through the use of group presentations. case analysis. Knowledge & Understanding On successful completion of this module students will have knowledge and understanding of the key concepts and principles of marketing. Personal Transferable Skills On successful completion of this module students will have acquired project management. research.2009 Sixth Edition McGrawhill.Objectives The primary objectives of the course are as follows: To develop basic analytical skills. Also a couple of lectures from Principles & Practices of Marketing by David Jobber. Subject-Specific Skills On successful completion of this module students will have developed an ability to evaluate a company's marketing effectiveness 3. Learning Outcomes 1. . class discussions and assignments. Recommended course text and reading The core prescribed text for this course is: Title: Author: Edition: Publisher: Marketing Management (Global Perspective Indian Context) V S Ramaswamy.
.27.25 Chapter 34 Chapter 35.28 The case of Scissors CASE 35 Google: staying Ahead of the game Questions 1 and 2 Q & A interactive Session Chapter 18 (Jobber) Chapter 42.2. Students are expected to read the case/reading before coming for the session.7 Chapter 16.and 4 The case of Indian Passenger car market 5 6 7 8 9 10 Segmentation .36.43 11 12 Special fields in marketing Putting it all together Not all chapters from the text highlighted above will be covered within the lectures – it is the student‟s responsibility to read all the relevant chapters to ensure knowledge is covered.17 Chapter 6 (Jobber) Three Questions CASE 12 Microsoft: Bully or Benefactor Questions 1.2 Chapter 5.Targeting & Positioning Marketing Mix Decision : Product Marketing Mix Decision : Price Marketing Mix Decision : Promotion Marketing Mix Decision : Place Digital Marketing Chapter 18.BASICS OF MARKETING Session 1 2 3 4 Topic What is Marketing & Scope of marketing Marketing Environment –Macro Environment & Micro Environment Understanding Consumer Buying Behaviour Marketing Ethics Reading/Case PEST Analysis Exercise How do you Decide? Chapter Chapter 1.24.37 Chapter 26.20 & 22 Chapter 21.
customers. competitors. legal. Namakumari Learning Outcomes: This session will apprise the students about the need for studying the marketing concepts & how pervasive is marketing for any organization. Session 3: Understanding Consumer Buying Behaviour The old adage “Give the lady what she wants” serves as an evergreen dictum on smart marketing. The session will also emphasize on the dynamics of the consumer decision making process. social. Namakumari PEST analysis Exercise: Students will be required to chose any product ( for eg. Mobile phone. Namakaumari Chapter 7-Marketing Environment in India. Essential Reading: Chapter 5-The marketing Environment. technological forces on marketing decisions. Also they will learn specifically about the Indian environment. Namakaumari Chapter 2-Fundamentals of Marketing. The students will also get to know about the various marketing subjects that they will be going to study in their first year of post graduate programme. Marketing certainly hinges on understanding „the lady‟ and creating a customer out of her through this understanding. social. Namakumari Chapter 17-The Indian Consumer and the Rising Consumer Market of India. changing fashion & globalization & change in consumer behavior has a dramatic impact on the fortunes of companies. legal.SESSION PLAN Session 1 : Marketing Concepts & Scope of marketing Marketing is a vibrant & a challenging activity that requires an understanding of basic concepts & how they can be applied in practice. Cosmetics & many more) & will be required to assess the political. distributors) & macro environment ( PEST analysis). Learning Outcome: This session will make the student understand the difference between micro & macro environment & the impact of political. This session will enlighten the students about some of the marketing terminologies which they might be unaware of so that they can sail through rest of the marketing subjects comfortably. Essential Reading: Chapter 16-Understanding Consumer Behavior. Essential Reading: Chapter 1-Understanding Marketing in a New Perspective. economic & technological environment‟s impact on them. Soft drinks. Namakumari . Session 2: Marketing Environment-Macro & Micro Environment A marketing oriented firm looks outwards to the environment in which it operates. Understanding consumer behavior is thus very important because consumers are changing due to factors like income. So this session will make the student understand the marketing environment and the major forces acting on companies in their micro environment (which includes suppliers. adapting to take advantage of emerging opportunities and to minimize potential threats.
Who is likely to influence your choice of brand? What buying centers roles do they play? 2. Thus the marketers try to grip the diverse nature of . McDonald‟s (Health concerns) etc. To what extent do you believe consumers have a choice when it comes to software? What factors impact upon a consumer‟s ability to choose computer software & hardware? 2. foreign holiday or bar of chocolate) & answer the following questions. Session 4 : Marketing Ethics There are numerous examples that can be quoted where clouds have gathered over organizations like Wal-Mart (allegations of poor employee relations). In the process it creates a monopoly that wipes out potential markets for innovative newcomers. which makes it necessary to understand ethics not only for the sake of the organizations but also for the society as a whole. Targeting & positioning of Markets Very few products or service can satisfy all customers in a market. Session 5 : Segmentation. jeans. how would you go about purchasing that product? 3. the decision making process involved as to who buys & why. This session helps students to understand how decisions affect the wider community beyond the sole interests of shareholders. What do you consider the main challenges facing Microsoft in future? Do you think it is capable of meeting those challenges? Learning Outcome: By the end of the session the students will develop an understanding of the ethical issues in marketing. rebadging them and then bundling them with its operating system. So in light of this concept it discusses how Microsoft‟s success doesn‟t stem from the technological innovation but from buying in innovative ideas. 3. Questions for discussion 1. corporate social responsibility and legal & regulatory responses to ethical concerns. What evidence is there to suggest that Microsoft is unfairly monopolizing the market? Do you consider its behavior to be unethical? Justify your answer. Not all customers want or are prepared to pay for the same things. It says that consumer well being is synonymous with freedom to choose.Activity : How do you decide Wherein students will have to chose any of the four products (mp3 player. Essential Reading: Chapter 6-Understanding Marketing ethics & CSR . & the choice criteria used to evaluate products. Jobber Case Discussion: Microsoft: Bully or Benefactor Case Overview: The case brings in an important consumer need & that is choice. Using the five stages in the consumer decision making process as a guide. Questions for discussion 1. What factors (choice criteria) would you use when evaluating the brands you are considering for purchase? Learning Outcome: The students will understand the dimensions of consumer buying behavior. rather than being forced to accept certain combinations.
Namakumari Chapter 25-Introducing New products. It will discuss about how ITC managed to take the brand out of the rut and conducted it to new peaks of growth. Thus students will understand the reasons & importance of segmenting & targeting. The marketers by grouping the customers with similar needs provides a commercially viable method of serving the customers. product life cycle & new product development. Namakumari Case Discussion The case is about Scissors Cigarette.Segmentation and targeting: The case of Indian Passenger car market. Essential Reading: Chapter 21-Product Management: The Fundamentals. Price. Thus will help the students get a practical application of the theoretical concepts of segmentation & targeting Learning Outcome: After going through this session the students will understand the concepts of segmentation and target marketing and the factors that can be used to evaluate market segments.Differentiation & Positioning the market offering. Namakumari Chapter 24-Managing a Brand‟s PLC. The core element in the marketing mix is the product as it is the product that satisfies the functional requirements of the customers. Namakumari Chapter 20. Marketing managers make sure that the product satisfies the needs of the customers & finally develop them into brands & then try to maintain the brand loyalty. Essential Reading: Chapter 18-Market Segmentation and Targeting with Value Orientation. Place & Promotion. Namakumari Chapter 22. It discusses about the varied needs of Indian buyers whether it be in terms of prices or the benefits sought & How with so much of competition around various players have segmented the market.Namakumari Case of Indian passenger car market The case discusses about the main bases for segmenting the Indian passenger car market. will understand concepts like product line . If the watch does not tell the time & the car does not start when required these products will be rejected by the customers. . The students will get to know how different strategies are adopted by the company during different stages of its product life cycle.Product From this session will start the discussion about the 4p‟s of marketing-Product. the breadwinner brand of ITC. They will understand how a marketer decides where he wants to compete & how he wish to compete. product mix. Learning Outcome: After going through this session the students will be able to identify the difference between a product & a brand. Session 6 : Marketing Mix Decision . The students will understand the importance of positioning & repositioning as a part of effective marketing strategy.markets & this is called market segmentation.
also they will learn the factors that affect price setting and when & how the marketers decide to initiate price increases and cuts. Namakumari Chapter 28-Retailing-The manufacturers Perspective. Namakumari Chapter 36-Advertising Management. So here comes different concepts used in the promotion of the product like advertising .Namakumari Learning Outcome: The students will understand various forms of promotion that an organization can chose depending upon on the size & location of the market and also the audience to whom the message has to be communicated. price and promotion the marketer has to plan as to how this product will reach the end consumer. warehousing. it should be blended with other p‟s to form a coherent mix that provides a superior customer value.Namakumari Chapter 27-Marketing channels.Session 7: Marketing Mix Decision – Price Pricing is the odd one out from the marketing mix as it is the revenue earner unlike all other three wherein the company spends from its pocket. Also students will learn about the ethical issues in the promotion methods used specially in advertising. Namakumari Learning Outcome: This session will make the student understand the various pricing strategies and the pros & cons of each. Essential Reading: Chapter 35-IMC for building & Conveying Value. public relations etc. So this session will apprise the students about the how the products are made available through channel distribution system. What needs to be understood is the fact that pricing should not be done in isolation. Session 9: Marketing Mix Decision – Place When all the decisions have been made regarding product. Essential Reading: Chapter 34-Pricing to capture Value. direct marketing. transportation & channel members conflict. Namakumari Learning Outcome: The students will get an understanding of types of channels of distribution. inventory control. personal selling . physical distribution system. So this session will help students learn why setting prices is an important aspect of marketing decision making. Namakumari Chapter 37-Sales Promotion . . Students will understand various levels of channels Essential Reading: Chapter 26-Distribution logistics & Supply chain Management. terms like order processing. Session 8: Marketing Mix Decision – Promotion Once the product has been made and the price has been set the marketer decides as to how this product or service will be communicated to the desired audience.
Namakumari Chapter 43-Rural Marketing in India: The changing Picture. assess the benefits and limitations of digital technologies. Thus it becomes essential to discuss about these two fields of marketing. And secondly the opportunities that awaits marketers in the rural areas where almost 70 % of our population is residing. . Session 11: Special fields in Marketing This session will involve discussion about two areas. Questions for discussion 1. which have enabled the company to create competitive advantage in the search engine market? 2. Essential Reading: Chapter 18-Digital Marketing. What are Google‟s resources and capabilities. Similarly they will get to know about the different strategies marketers adopt to market the same product in urban & rural areas. its pros and cons and the main digital media available. Thus in this session students will learn about the key elements of the digital age.Marketing of services & Rural marketing . the main digital media available . The major reasons behind this are that India being the second fastest growing economy in the world is transforming from an agricultural to a service economy with contribution of services to the GDP being the highest. How does Google differentiate itself from the competition and in doing so create competitive advantage? Learning Outcome: The student will get a general idea of the digital marketing planning. Internet is a major communication channel because of the vast amount of time people spend surfing the net. The case also suggests that with changing technologies & new entrants joining the market the company may need to continue to innovate if it is to stay ahead. It talks about the Google‟s resources & capabilities and considers how the company will sustain competitive advantage & its market leading position in the future.Session 10: Digital Marketing Internet has provided the impetus for many companies to rethink the role of technology and evidence already indicates the extent of its global impact. Essential Reading: Chapter 42-Marketing of services. For consumers digital technologies have not provided the means to search for and buy products while time and money but also socialize and be entertained Digital marketing spans the marketing mix as it provides marketing communications channels and its means of distribution. Jobber Case Discussion: GOOGLE: Staying ahead of the game Case Overview: The case revolves around Google & stresses upon the point that how creative use of information technology can enhance the capabilities of any company. Namakumari Learning Outcome: By the end of this session the students will learn the difference between a product & service and how marketing of services is even more challenging than products.
segmentation. A couple of students can be asked as to what they have prepared in their report Learning Outcome: By the end of this session the students will not only have an understanding of the basic concepts of marketing but they would have also learnt by now how to apply these concepts practically by the report they have to submit. the environment & the industry. The students will submit a 10 Page (Maximum) crisp report on any company/product. targeting & positioning strategies. The report will carry 30 marks & the faculty will take a test of 20 marks(Closed Book) in the last session on the concepts taught. which can be a MCQ test or a mix of MCQ and subjective questions.Session 12: Putting it all together In this session we turn our attention to solving student‟s queries of all the sessions taken till now. it‟s SWOT & 4p‟s of marketing. Assessment details From the very first lecture each individual student will be asked to choose a company/product & apply the theoretical concepts learned in the classroom to that company side by side & by the end of the module they should be able to submit a report on their learning‟s & findings. so that they can understand how to apply the marketing concepts in practical. This session is a synchronization of basic concepts taught in the course. The report shall include brief about company. Assessment Map This table shows main assessment methods which are used across module and its stages: Module Basics of Marketing A1 * A2 A3 A4 A5 A6 * Notes: A1: Individual test/ Assignment A2: Group Assignment/ Project A3: Open Book Examination A4: Close Book Examination A5: Group Presentation A6: Individual Report Teaching Map This table shows main delivery methods which are used across module and its stages: Module Basics of Marketing Notes: T1: Lectures T1 * T2 T3 * T4 * T5 T6 .
L4: The ability to acquire & analyze data and information. L2: An awareness of current issues in business & management which is informed by research & practice in the field. L5: The ability to apply relevant knowledge to practical situation. L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices. their external context and their management.T2: Seminars/Tutorials T3: Projects & Presentation T4: Case Discussion T5: Guest Lectures/Industrial Visits T6: Lab Sessions Curriculum Map This table shows the main learning outcomes which are developed and/or assessed in this module: Module Basics Marketing L1 * L2 * L3 L4 * L5 * L6 L7 * L8 * L9 * of Notes: L1: An understanding of organizations. *********************** . L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues. L9: Be sensitive to the social economic and environmental responsibilities of business. L6: The ability to work & lead effectively in a team based environment. L7: An improvement in both oral & written communication skills.
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