GALGOTIA BUSINESS SCHOOL, GREATER NOIDA
POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT COURSE OUTLINE Course Title: Marketing Management II PGDM Batch : 2011-13 Instructor: Ajay Bansal/ Kamaljit Sodhi Trimester: II
1.0 Course Description : The course covers various marketing elements like Product, Price, Promotion, Place etc. and various decisions required to be taken by marketers under such headings. Course also underlines various issues and strategies to tackle these elements effectively and efficiently. 2.0 Course Objective: 2.1 The objective is to develop an insight into the elements of the Marketing Mix. 2.2 To provide an understanding for the modern marketing process and systems. 2.3 Bridging academic theory with industry practice. 2.4 To make the students aware about the latest marketing strategies and trends. 3.0 Course Prerequisite: 3.1 Understanding of basic marketing concepts (as discussed in MM-I). 4.0 Course Outcome: Students will be able to 4.1 Understand the various elements of the marketing mix. 4.2 Understand and apply marketing concepts. 5.0 Prescribed Text: By Philip Kotler, Gary Armstrong, Prafulla Y.Agnihotri & Ehsan ul Haque Principles of Marketing, Pearson, 13th Edition. 6.0 Additional References: • Marketing Management-A South Asian Perspective: Kotler, Keller, Koshy & Jha. 12 e Pearson Education • Marketing Management – By Rajan Saxena, Tata McGraw Hill • Marketing Management-Text and Cases, Tapan Panda, Excel Books 6.1 Journals • Indian Journal of Marketing • Journal of Consumer Marketing • Journal of Marketing Management 6.2 Magazines/Websites • Harvard Business Review. • Business Today. • Business World. E-References and Weblinks http://www.mcgraw-hill.com.au/mhhe/marktng/miller/stuolc/studres.htm http://www.knowthis.com/tutorials/marketing/principles_of_marketing.htm http://marketing.about.com/cs/glossaryofterms/l/blglossary.htm http://www.etstrategicmarketing.com/ http://www.tata.com/tata_sons/articles/20030423_marketing_on_trial.htm http://en.wikipedia.org/wiki/Marketing
8. bibliography. 1. • Each student is expected to make substantial contribution to the group effort. Free-loading will be penalized.0 Pedagogy: A variety of learning methods will be used which will emphasize a cooperative learning format. reference data/ tables/ graphs. competitors.2 Mid semester exam 8. Specific methods include: • Lectures • Class discussions /Interactive exercises • Quiz • Cases • Projects • Research Paper/ Article Review 8. This may be verified by faculty.0 Evaluation Scheme: 8. discussions and presentations combined with practical exercises. • Students are required to meet the faculty to discuss the progress of the project as per the schedule prescribed by the faculty from time to time.) The project report will be submitted latest by session 25. Request for subsequent changes will not be entertained.3 Project: In-depth Research Project
10 10 20 20 40 100
Group of students (Five) will select one product of any company and will have to go for secondary as well as primary research to find out its product stage. positioning.1 Project Report & Presentation 8.5 lines spacing) of 8-10 pages length (excluding cover page.3 Report Submission: The report will be typed in Times New Roman font (12 points size. communication mix. acknowledgment. etc. • Any material quoted must be accompanied by adequate acknowledgment/ reference in the bibliography. Instructor will facilitate a participative learning experience through lectures. The names of the members of each group will be intimated to the faculty latest by session 3.2 End term exams Total 8. product and brand relationship. distribution channel and logistics. Plagiarism will be penalized. Late reports will not be accepted. 8.3 Guidelines for Group Project: • Students will form groups of 5. Students will be encouraged to discuss issues of topical interest.
.1 Quizzes 8. product strategy.1 Field Assignment(Distribution) 8.7.
KKKJ Chapter 10
KAAH Chapter 18
KAAH Chapter 10 & 11
KAAH Chapter 12 & 13
MID TERM EXAM
. Calculating Value Pricing Strategies Pricing objectives Factors affecting pricing Pricing strategies Price Adjustment strategies Price changes Delivering Value Distribution Channels Objectives of distribution Levels in channels Channel design.0 SESSION WISE INSTRUCTION PLAN MARKETING MANAGEMENT II TOPIC REFERENCE Introduction to MM-II Discussion of Course Outline Group formation & selection of product for the Project purpose Product Review of MM I (Strategies) Levels of product Packaging. follower & Nicher strategies. Labeling. Channel dynamics Logistics and supply chain management Discussion Based
Sr.9. No. Channel management decisions. Warranties & Guaranties Competition Competition Analysis • Assessing & Identifying competitors • Selecting competitors to attack & avoid Competitive Strategies • Market leader.
Marketing Ethics. • Forms of direct mktg. Chapter24 (Rajan Saxena)
. (2) Product Specific Structure. Environmentalism Organizational Structures : (1) Matrix Structure. (3) Area Specific Structure Project Report & Presentation
KAAH Chapter 15
KAAH Chapter 16 & 17
KAAH Chapter 20.16-18
Communicating Value Promotion Mix Advertising & Public Relation • Setting budget • Developing strategy • Evaluating effectiveness • Major public relation tools Sales Promotion and Personal Selling • Role of sales force • Managing sales force • Personal selling process • Objectives of Sales promotion • Developing sales promotion program Direct Marketing • Benefits of direct mktg. Sustainable Marketing & Marketing Organisation : CSR. Consumerism.