IBS Hyderabad

Academic Year – 2022-23

Course Handout

Course Name: Marketing Management-I No. of Sessions: 33

Programme: MBA Course Credits: 3
Faculty Name: Dr. Gaurav Bhatt Room No: C 107

Course description

The course aims to acquaint students with the necessary knowledge and skills required
for Marketing and Marketing Management functions in an organization. It takes them through
the conceptual and practical foundations in which the marketing discipline operates to create,
capture, deliver and sustain value through different activities and processes.
Course Objectives:

● To describe the theoretical foundations in the discipline of marketing.

● To discuss the influence of macro and micro environment on marketing decisions.
● To discuss how marketers identify target segments and create appropriate marketing
programs to address the needs of these segments.
● To discuss the process by which marketers manage the Product, Price, Place and
Promotion mix elements.
● To discuss, analyze and appreciate the emerging technical and digital disruptions that are
being applied widely in the marketing function.

Learning Outcomes: At the end of the course, every student is expected to:
● Understand the theory and practice behind marketing decisions.
● Understand how the external and internal environment jointly impact an organization and
its marketing capabilities.
● Understand how the marketing mix can be a significant tool for marketers in creating
value and competing with rivals.
● Understand the emergence and rapid diffusion of technology platforms that are disrupting
the field of Marketing.

Recommended Text Book:

Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N Sheth and G Shainesh,
“Marketing Management, 16th Edition, Pearson Publications, 2021.

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Course Outline

Topic / Area Pedagogy /

Session Case Details Chapter Reading Key Concepts covered
Covered Prerequisite
Discussion
Importance & Scope of Marketing
Prerequisite-
Introductory Ice
Core Marketing Concepts
Introduction to Breaker Chap -1:
Philip Kotler
Marketing / Defining Marketing for
1 Speech on The new Marketing Realities
Marketing in the New Realities;
Marketing:
21st Century pp.3-21
Company Orientation towards the
https://www.youtub Market Place
e.com/watch?v=sR-
qL7QdVZQ
Case Study
Discussion Marketing Management Tasks
Grove Fresh Ltd
Prerequisite- The Holistic Marketing Concept
- Marketing
Chap - 1:
Marketing Organic Juices
Swayam Video: Defining Marketing for Updating the Four Ps
2&3 Process / (2006)
https://www.youtub the New Realities
Marketing Mix (MKTG128)
e.com/watch?v=2m
oe1OVbtWo&index
=54&list=PLNsppm
bLKJ8L37GuTTX2
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Case Study
Discussion

Prerequisite-

Toys R Us Influential micro environment

ITC Foods’
Bankruptcy: developments
Growth and
Micro and Marketing
Future Prospects Analyzing the Macro
4&5 Macro- Environmental Analyzing the Macro-environment
(2006) environment
Environment Factors)
(MKTG135)
https://www.greatid Influential macro environment
easforteachingmark developments
eting.com/toys-r-us-
bankruptcy-
marketing-
environmental-
factors/
Case Study Kellogg’s Indian
Discussion Experience
Factors influencing Consumer
(MKTG017)
behavior
Prerequisite
Chap - 3 Key psychological processes
Consumer Swayam Video:
6 &7 Analyzing Consumer Buying Decision Process: Five Stage
Markets Swayam Video: https://www.you
Markets Model
https://www.youtub tube.com/watch?
Behavioral Decision Theory &
e.com/watch?v=POj v=POjHaYbwp
Behavioral Economics
HaYbwpwo&index wo&index=30&
=30&list=PLNsppm list=PLNsppmb
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Organization Buying

Participants in Business Buying

Process
Cummins India
– Consumer
Chap -4 Purchasing/ Procurement Process
Business Case Study Driven
8 Analyzing Business Stages in the Buying Process
Markets Discussion Modularization
Markets
Strategy (2005)
Managing B2B Customer
(MKTG104)
Relationships

Institutional & Government Markets

Dove’s Foray
into Men Care:
‘Journey to
Comfort’ or Bases for segmenting Consumer
Uncomfortable Markets
Journey
Case Study Ahead?’(2011) Bases for segmenting Business
Discussion (MKTG279) markets

Prerequisite- https://www.you Effective Segmentation Criteria

Chap - 6
Market tube.com/watch?
9 & 10 Identifying Market
Segmentation How to segment a v=TsDoKukPU Evaluating & Selecting market
Segments and Target
market- UM segments
Customers
https://www.greatid
easforteachingmark Swayam Video: Steps in the Segmentation process
eting.com/how-to- https://www.you
segment-a-market/ tube.com/watch? Levels of market segmentation
v=EnPxv9m9M
Zs&list=PLNsp Requirements for effective
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Case Study Mercedes-Benz
Discussion India –
Targeting a
Prerequisite- Younger Chap - 6 Market Targeting
11 Segment without Identifying Market
Targeting
https://research- Diluting the Segments and Target Choosing the most attractive target
methodology.net/b Brand Customers markets
mw-segmentation- (MKTG427)
targeting-and-
positioning/

12 Assessment-1 Assignment/Test

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Academic Year – 2022-23

Dabur
Developing a value proposition and
Chyawanprash: Chap - 7
positioning
13 Case Study Repositioning and Crafting a Customer
Positioning
& 14 Discussion Continuous Value Proposition and
Reinforcement Positioning

Discussion

Prerequisite
Swayam Video: Product Characteristics &
https://www.youtub Chap - 8 classification
Introduction e.com/watch?v=RD Designing and
15
to Product FIoqiWimw&list=P Managing Products Power of Design
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-

Glaceau : Product & Brand Relationships

Chap - 8
Marketing
Case Study Designing and
16 Product mix Vitamin Water Packaging, Labeling, Warranties &
Discussion Managing Products
(2007) Guarantees
(MKTG166)
Product
Case Study
Lifecycle
Discussion
Lifebuoy in India: Product Lifecycle
Prerequsite-
Product Life
Cycle Strategies Appropriate Marketing strategies at
Swayam Video: Chap - 17
17 (2009) each stage of the product life cycle
https://www.youtub Driving Growth in
& 18 (MM0026)
e.com/watch?v=FT Competitive Markets
Marketers adjustment of their
dOtXm8Ow4&inde
strategies and tactics for an economic
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downturn or recession
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New Product
Development at
Schwan Food
Case Study Company- New Product options
Discussion Innovation
through Challenges in NPD
Prerequisite- Communication
(MKTG082) Chap - 18 Organizational Arrangements
19 New Product
KFC Zinger Introducing New
& 20 Development
Launch) Swayam Video: Market Offerings Managing the Development process:
https://www.greatid https://www.yout Ideas; Concept-to strategy;
easforteachingmark ube.com/watch?v Development to commercialization
eting.com/kfc- =k1GSxUGvnhc
zinger-launch/ &index=27&list= Consumer Adoption process
PLNsppmbLKJ8
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Case Study
Discussion
Pricing it Right: Understanding Pricing
Three Caselets in
Prerequisite-
Pricing* Setting the price
Pricing Chapter 11
(Priceline.com;A
21 & 22 Objectives , Allocating Fixed Managing Pricing and
pple Iphone; Adapting the price
programs and Costs- Sales Promotions
Fuzeon)
Pricing Process https://www.grea
Company adapting prices to meet
tideasforteaching
(MKTG187) varying circumstances and
marketing.com/a
opportunities
llocating-fixed-
costs/

Price
Chapter 11 Company’s initiation of price change
Optimization at
Adapting the Case Study Managing Pricing and
23 Northern Group
price Discussion Sales Promotions Company’s response to competitor’s
Retail
price challenge
(MKTG085)
Hindustan
Case Study
Unilever
Discussion
Limited’s
Channel Design
Prerequisite-
Decisions to
penetrate
Which Channel Marketing Channels & Value
inaccessible
Would You Chapter 15 Networks
markets
Choose? Designing and
24 & 25 Channel Design (MM0080)
https://www.grea Managing Role of Marketing Channels
tideasforteaching Distribution
Swayam Video:
marketing.com/ Channels Channel Design Decisions
https://www.yout
which-channel-
ube.com/watch?v
would-you-
=l01ert9hpdA&lis
choose/
t=PLNsppmbLKJ
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&index=32
Major types & trends of marketing
intermediaries

Physical Case Study Chapter 16 Retailing, Wholesaling

26
Distribution Discussion -do- Managing Retailing
Private Labels

Market Logistics

27 Assessment-2 Assignment/Test

Channel Management decisions

Channel Conflict at
Samsung India Chapter 15
Channel Case Study Channel Integration & Systems
28 (2014) Designing and
Management Discussion
Managing
Conflict, Cooperation &
(MKTG342) Distribution Channels
Competition

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Academic Year – 2022-23
Pepsi's Kendall
Discussion Jenner AD:
Communication
Prerequisite- Gone Wrong
Role of marketing communications
(MKTG367)
Integrated
Chapter 13 Developing effective communications
Marketing https://www.youtu
Promotion-mix
Communication be.com/watch?v=d
Integrated Designing an Deciding on the Marketing
s: Tools A5Yq1DLSmQ
29 & 30 Marketing Integrated Marketing Communications Mix
(VIDEO)
Communication Campaign in the
https://www.gr Swayam Video:
(IMC) Process Digital Age Managing the Integrated marketing
eatideasforteac https://www.youtu
communications process
hingmarketing. be.com/watch?v=4
com/integrated- eSzwcy3Dzo&inde
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Discussion

Prerequisite-

Swayam
Marketing Developing & managing an
Video:
‘Baahubali’: advertising program
Managing Mass https://www.yo Chap - 12
India’s Biggest
Communications utube.com/watc Managing
31&32 Blockbuster Deciding on Media & Measuring
( Advertising and h?v=TWgXBE Marketing
(MKTG344) Effectiveness
Public Relation) Mt3- Communications
A&list=PLNsp
Public Relations
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dex=35

Aventis’
Successful Sales
Managing Mass Promotion Chap - 12
Advertising versus Promotion
Communications Campaign Using Managing
33
(Sales Promotion) ‘Connection Marketing
Sales promotion Process
Cards’(2005) Communications
(CLMC026)

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.
b. Read the Case Study / material/video/prerequisite 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.

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 IBS Hyderabad
Academic Year – 2022-23
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the timelines given
in the section below. 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. 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.
g. Attendance is compulsory in all sessions. However, refer to guidelines in your academic
handbook for exceptions.
h. Formal dressing is suggested for all students. Do not roam in the academic area/ attend classes in
chappals / shorts / informal t-shirts.

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. Before the student takes
the end examination he / she will be aware of the progress in each course up to an extent of 60 marks.
Students not taking the evaluation according to the timelines mentioned above will not be given another
opportunity excepting in rare circumstances of extreme illness or hospitalization.

Component Component Expected slot / due Marks declaration Weightage (in

Number date of Assessment to students by %)
Class Participation 1 Session 30 Session 33 10
Assessment-1 2 Session 12 Session 15 15
Assessment-2 3 Session 28 Session 30 15
Project 4 Session 20 Session 25 20
End exam At the end of the semester 40
Total 100