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Format For Instruction Plan [for Courses with Lectures and Tutorials
Course No MGT546
Cours Title MARKETING OF IT PRODUCTS
Course Planner 12311 :: Kanwal Gurleen
Lectures Tutorial Practical Credits 3 1 0 4
1 Venkatesh K., Marketing of Information Technology, Tata McGraw Hill, First Edition, 2008
Other Specific Book:
2 Jakki Mohr, Sanjit Sengupta, Stanley Slater, Marketing of High Technology Products and Innovations, Prentice Hall Publications, 2001 3 Roberts Mary Lou, Internet Marketing, Cengage Learning, 2007 4 Chaffey Dave, Johnston Kevin, Mayer Richard, Internet Marketing, Pearson education, 2009 5 Kotler, Keller, Koshy & Jha, Marketing Management, 13th edition ,Pearson Education Asia
Other Reading Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference) 6 “Marketing High tech products: Lessons in customer focus from the marketplace”, Rosen, Schroeder, Purinton, Marketing of High tech products (www.amsreview.org/articles/rosen06-1998.pdf) 7 “The size of Zero Computing” Dataquest Magazine, 15 Feb 2009, P 88 8 “Software Editions: An application of segmentation theory to the packaged software market” Journal of Management Information Systems, 2000, Vol. 17, No.1, P 87 9 Consumers’ willingness to pay for Non-pirated software, Journal of Business Ethics (2008) 10 “Investing in the IT that makes a competitive difference”, Harvard Business Review, July 2008, P 98 11 “Reverse Engineering: Google’s Innovation Machine”, Harvard Business Review, Apr 2008, P 58 12 Saving the Internet”, Harvard Business Review, June 2007, P 49 13 “Executive insights: Use of Internet in international marketing”, Journal of International Marketing, Vol. 11, 2003 1 Approved for Spring Session 2010-11
indianpcmag.htm 28 http://www.org/page.html IBM’s Secret for making the sale 23 http://www.com/content/ITstrategy/200 7/107120421. (Web adress) (only if relevant to the courses) 17 www. Harvard Business Review.businessweek.ciol.asp 19 http://pcquest.youtube.col1 26 http://www. 2004 16 “3G vs WiMax (Whom will enterprises court?)”.14 Teaming up to Crack Innovation and Enterprise Integration”.youtube.com/2403-13237_23. P48 Relevant Websites Sr.313855.cfm/Information_Techn ology_Services IT Products and services information 24 http://dqindia. No. Tips and News of Information technology IT strategies in slowdown Decision making and planning for right IT purchase Development and the Information age 21 http://biztech2.com/watch?v=24.com Salient Features Reviews.icmrindia. ICMR Case studies.com/watch?v=v_ds086Kh QA 30 Case 1: Zee telefilms:Breaking the Jinx (P73:Book Contemporary indian cases in marketing) 31 Case 2:AVAL:Marketing to the indian consumer (P47:Book:Contemporary indian cases in marketing) 32 Case 3: Rocekwell Automations:Researching customer perceptions(P87:Book:Contemporary Indian cases in marketing) 33 Case 4: Scorpio from Mahindra-Geared up for success 34 Case 5: Eveready:Building a strong network (P149:Book:Contemporary indian cases in marketing) Article “Passing the Acid test” related to role of channel partners in IT Article “Globalization and technology” Article “My space sued for copyright infringement” – Mini case study Article “Mobile marketing takes off in India” Video – Recession and IT firms.com 18 http://pcquest.com/p/articles/mi_qa4026/is_ 200310/ai_n9316427/?tag=content.com/india/news/enterprisesolutions/ global-it.in.cHvzDXGk 29 http://www.asp 25 http://findarticles.indianpcmag.rti.com/content/industrymarket/ focus/2009/109052104.htm 27 http://www.: Moving beyond direct sales.ciol. Video – Information Technology: An introduction Segmentation case Consumer behavior case Marketing research case Product case Distribution case 2 Approved for Spring Session 2010-11 . Nov 2008. P 90 15 Dell Inc.bnet.Global IT buyers’ tendency to buy “green” products conceived of positive impact on environment buyers-reveal-greenperception/ 28171/0 22 http://www.com/content/ITstrategy/2008/108120 101.com/globalbiz/conte nt/apr2009/gb20090427_800674. Tutorials. 15 Feb 2009.org/business%20Update s/micro %20casestudies/IT%20&%20Systems/ MCIT0005.ciol.asp 20 www. Dataquest magazine.
Chapter 1 ->Reference :6. planned Part 1 Week 1 Lecture 1 Marketing Scope and Concepts ->Reference :5.Marketing research case ->Reference :5.Chapter 4 ->Reference :32.Mera Desh Retailing case (P339:Book:Contemporary indian cases in marketing) Detailed Plan For Lectures Week Number Lecture Number Lecture Topic Chapters/Sections of Homework to be Assigned Pedagogical tool Textbook/other to students Demonstration/case reference study/images/anmatio n ctc.Chapter 3 ->Reference :5. ->Reference :29.Chapter 8 ->Reference :30.Segmentation case ->Reference :5. ->Reference :5.Chapter 4 Case: Rockwell Automations Lecture 8 Market Research Techniques 3 Approved for Spring Session 2010-11 .Chapter 1 ->Reference :29. HomeWork 4 Allocation Article Video Lecture 2 Environmental analysis Case: Analyzing the rural environment.35 Case 6: Cadbury's Dairy milk chocolate(P211:Book :Contemporary indian cases in marketing) Promotion case 36 Case 7:Large format rural retail stores:Mera Gaon.Book5.Book5.P82 Case:Zee telefilms ltd Lecture 3 Market segmentation and targeting Week 2 Lecture 4 Lecture 5 Lecture 6 Product Life cycle Differentiation and Positioning Introduction to Marketing Information technology Week 3 Lecture 7 Market Research ->Reference Term Paper 1 Allocation :5.P303 ->Reference :1.Chapter 11 HomeWork 1 Allocation Note-Ref.
Chapter 2 ->Reference :5.Chapter 6 HomeWork 1 Submission Case: AVAL:Marketing to indian consumer Week 4 Lecture 10 Consumer behavior process Part 2 Week 4 Lecture 11 Lecture 12 Information technology Intellectual property Market Understanding high tech customers ->Reference :1.Chapter 14 HomeWork 2 Submission Quiz 1 Article HomeWork 2 Allocation Article Article Week 5 Lecture 13 Lecture 14 Segmentation theory of packaged software Introduction to product mix Discussion Case: Scorpio from Mahindra-Geared p for success Lecture 15 Week 6 Lecture 16 IT product mix introduction Classification of information technology product market and services market Lecture 17 Lecture 18 Brand Management and concepts Branding of IT products and services Week 7 Lecture 19 Lecture 20 Pricing Techniques Pricing Techniques Mini Case: Consumer perception.Chapter 9 ->Reference :5.Chapter 6 4 Approved for Spring Session 2010-11 .Chapter 9 ->Reference :5. 4/Ch8. P361 Lecture 21 Pricing of IT product and services ->Reference :1.Product mix case ->Reference :1.Chapter 2 ->Reference :21. P355 Mini Case: Which planet are you on? 4/Ch8.Chapter 4 ->Reference :2.Chapter 2 ->Reference :1.Chapter 6 ->Reference :31. ->Reference :1. ->Reference :7.Week 3 Lecture 9 Consumer behavior ->Reference :5. ->Reference :8.Consumer behavior case ->Reference :5.Chapter 5 ->Reference :6.Chapter 2 ->Reference :33.Chapter 9 ->Reference :1.
Chapter 16 ->Reference :1.Chapter 8 ->Reference :20.Chapter 11 ->Reference :14.Chapter 8 ->Reference :5.Distribution case ->Reference :5.Chapter 11 ->Reference :11.P355 Lecture 26 IMC components Article Lecture 27 Planning marketing communication-online and offline promotional techniques ->Reference :4.Chapter 8 ->Reference :4.Chapter 20 Article Week 10 Lecture 28 Lecture 29 Planning marketing communication -online and offline promotional technique New product development process Part 4 Week 10 Lecture 30 Launching of information technology products and services ->Reference :1.Chapter 16 ->Reference :34.Chapter 8 HomeWork 3 Allocation Case:Eveready:Building a strong network Lecture 23 Distribution strategies Article Lecture 24 Technical support of channel partners in marketing of IT distribution strategies Article Week 9 Lecture 25 Interactive Marketing communication Mini case: consumer perception.MID-TERM Part 3 Week 8 Lecture 22 Distribution strategies ->Reference :5.4/ch8.Chapter 16 ->Reference :13.Chapter 15 ->Reference :4.Chapter 12 ->Reference :24.Chapter 12 ->Reference :5. Article Week 11 Lecture 31 Innovation and enterprise integration HomeWork 3 Submission Article 5 Approved for Spring Session 2010-11 .
Chapter 18 ->Reference :15.mobile marketplace and ->Reference transaction through wireless technology :3.Chapter 10 ->Reference :36.Chapter 18 ->Reference :12.Chapter 18 ->Reference :35.Chapter 10 ->Reference :5.Chapter 18 ->Reference :1.Chapter 10 ->Reference :5.Week 11 Lecture 32 Advertising and promotions management ->Reference :2.Page 466 Case: Large format rural retail stores Lecture 39 Green technology Discussion Spill Over Week 14 Lecture 40 Lecture 41 Lecture 42 Week 15 6 Lecture 43 Consumer's willingness to pay for non pirated softwares Reviews. Tips and News of Information technology IT strategies in slow down IBM secret for making the sale ->Reference :9. Tutorials.Chapter 13 ->Reference :28. ->Reference :22.Promotion's case ->Reference :2. Article Article Article Article Approved for Spring Session 2010-11 .Chapter 13 Case: Cadbury's dairy milk chocolate Lecture 33 Advertising and promotions management HomeWork 4 Submission Article Week 12 Lecture 34 Information technology in India Term Paper 1 Submission video Lecture 35 Lecture 36 Market Scenario and Marketing Quiz 2 Article Future of new technologies. B2C and E-retailing marketing techniques B2B.Chapter 10 ->Reference :4.Book 4 Chapter 10.Retailing case Week 13 Lecture 37 Lecture 38 Case: E Malls.Chapter 13 ->Reference :1. ->Reference :18.Chapter 14 ->Reference :23.Chapter 14 ->Reference :7. ->Reference :17.Chapter 14 B2B. B2C and E-retailing marketing techniques ->Reference :4.
The evaluation criteria would be: Introduction : 3 marks Segmentation bases:3 marks Targeting Strategies:4 marks Product Mix:3 marks Recommendation:2 marks Study the following for the assigned product of an IT company:(a) Branding strategies.Designing and analysis of print ad:5 marks 3. Homework 1 Topic of the Homework Each student will be assigned a particular IT company for which they need to study:(a) Segmentation bases. The evaluation criteria includes: 1. Also give suitable recommendations and suggestions for every IMC component included. (b) Targeting strategies.Recommendations and suggestions:5 marks Nature of homework (group/individuals/field work Individual Homework 2 Individual Homework 3 Individual 7 Approved for Spring Session 2010-11 . (c) Product-mix Provide suitable recommendations based on your findings.Analysis of IMC components: 5 marks 2.Details of homework and case studies Homework No. The evaluation criteria would be: Introduction : 3 marks Branding strategies: 3 marks Positioning: 3 marks Factors: 3 marks Suggestions: 3 marks Develop the detailed IMC plan for the allotted company using all the relevant components of communication. (c) Factors affecting branding and positioning. (b) Positioning. The plan should also consist of a designing and analysis of the print ad for your company. Assume the total budget to be 70 Lakhs.
Analyze what kind of marketing strategies mostly used to promote these technological products. consider x best out of y components of CA. 8 List down 10 IT products of your choice and study their market positioning in comparison to direct competitors. Conduct a comparative analysis on the basis of marketing success and growth (market share and profitability) of the chosen firms. Critically examine its evolution. 7 Study the “Dot-com Bubble” boom among companies worldwide. Desktop PC. Analyze changing mobile technology and capitalizing on its potential by marketers. Analysis of origin of Outsourcing services 3 Identify top 10 Indian IT firms and study innovative marketing tools used by these companies to promote their products and services. 2 Study the role of outsourcing in IT and IT enabled services industry: Its advantages and disadvantages in global perspective. 9 A study related to selling strategies adopted by IT companies in competitive environment and problems faced by mid sized firms to compete with large and cost efficient large firms 8 Approved for Spring Session 2010-11 . 4 3G spectrum technology: An IT innovation paradigm in India. Topic 1 Identify and analyze the key challenges (e. advantages and list of few major companies involved in usage of search engine marketing. Piracy and imitated products) faced by IT companies to market their products and suggest effective actions to overcome these problems. 6 Study how does search engine marketing is found to be a profitable option to promote products or services by companies. Analyze 20 different internet based companies in terms of their marketing practices and their contribution in economic growth.Homework 4 Case Study (To be discussed during tutorials) The evaluation criteria would be: Concept clarity:3 marks Communication skills:3 marks Audio/visual aids:3 marks Case analysis:6 marks Group Scheme for CA:out of 100* Component Homework Term Paper Quiz Frequency 3 1 2 Total :Out Of 4 Each Marks Total Marks 15 25 15 55 45 25 30 100 * In ENG courses wherever the total exceeds 100. 5 Notebook PC vs. No. as explained in teacher's guide available on the UMS List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper) Sr.g.
Making of groups for case based presentations Case Study Presentation :Advertising :Times of India Case analysis Case Study Presentation: Zopa launches a new leading Case analysis model Offline marketing vs online marketing Case Study Presentation: Boo hoo learning from the largest european dot com failure Case Study Presentation :Tesco. 14 Identify the impact of Piracy on IT industry.role play. 15 Outline a comprehensive marketing plan for the chosen IT company in B2B perspective (a) Marketing strategies (b) Product-mix (c) Pricing strategies (d) Promotion strategies (e) Distribution strategies And recommend suitable suggestions The evaluation criteria would be: Introduction : 2 Marketing strategies: 2 Product Mix:2 Pricing strategies:2 Promotion strategies:2 Distribution strategies:2 Recommendations:3 Plan for Tutorial: (Please do not use these time slots for syllabus coverage) Tutorial No. Study how well IT firms are equipped with sufficient strategies to tackle with such harmful impacts.com uses the internet to support its diversification strategy Term Paper Review Approved for Spring Session 2010-11 Role play Case analysis . 11 Study the globalization of IT industry and its impact on economic development on India. Analyze the impact of global financial crisis on Indian IT industry. Study the influence and success of mobile advertisement in present era of competition.business game etc) Tutorial 1 Tutorial 2 Tutorial 3 Tutorial 4 Tutorial 5 Tutorial 6 Tutorial 7 9 Subject clarity. Lecture Topic Type of pedagogical tool(s) planned (case analysis.problem solving test.10 Explore the strategies used by any ten big IT firms while launching new IT products and services in market. 12 Mobile Advertisement: A widely used medium of promotion by marketers. 13 The Green Technology: Study its applications to IT industry and influence on customers in the market.
com Term Paper Review Case Study Presentation :Boots mine diamonds in their customer data Revision and problem solving session Case analysis 10 Approved for Spring Session 2010-11 .After Mid-Term Tutorial 8 Tutorial 9 Tutorial 10 Tutorial 11 Tutorial 12 Tutorial 13 Case Study Presentation: Learning from Amazon's culture of metrics Case Study Presentation: Making FMCG brands sizzle online Case analysis Case analysis Case Study Presentation : Refining the online customer Case analysis experience at dabs.
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