NILAMADHAB MOHANTY

Chandragupt Institute of Management Patna (CIMP)

What is marketing?
 What is marketing?
 Barter
 Exchange
 Creating, Communicating and Delivering Value to a Target market at Profit
 Should we study marketing? ( Yes/No). Why?
 Consumerism has reached every corner of globe
 Consumption is at the heart of economy
 Shopping is a respectable leisure activity
 Impact : promoting growth, wastage of resources
 Marketing is everything (McKenna, R.1990)
 Demands on the company have shifted from controlling costs to competing on
products to serving customers

 Marketing today is not a function; it is a way of doing business-

(McKenna, R.1990)
 Customer co creation – customer engagement
 Customer relationship building
 How should we study this course?
 Understanding top trends in marketing
 Accountability : what you get in return from your campaigns
 Customer insight : provides new ideas
 Lateral marketing : out of the box thinking
 Small business marketing : low cost research, low cost advertising
 Smarter marketing : buzz marketing, guerilla marketing
 Understanding the ways to address the concerns of marketing
 Knowing what marketing is, what marketing does
 Sharing with others - communication
???
 Marketing Management I
 Learning Objectives
 Understand the concepts, principles, and activities that comprise
marketing management
 Develop a disciplined approach to the analysis of marketing
problems and to the design of solutions
 Improve two important business skills – communication skill (oral
and written) and team management skills
 Develop a foundation for advance courses in marketing and
business
 Emphasise on the understanding of the language of marketing
and its use in assessing and solving marketing problems
 5 modules
 Module I: Understanding Marketing Management
 Module II: Marketing Mix Decisions
 Module III: Understanding Consumer Behavior
 Module IV: Understanding Marketing Strategy
 Module V: Marketing Campaign Management

 Readings
 Text Book
 Reference Books
 Suggested Readings
 Other reference materials
 Must-Read Marketing Articles

 Movies
  I hear and I forget. I see and I remember. I do and I understand.”
-Confucius (Chinese philosopher & reformer)
Evaluation Descriptions Marks
parameter
Class participation Preparedness, Active Listening, 5
Communication Skill
Case Analysis & Team Work , Analysis and 10 ( highest +
Write up Understanding of concepts, oral and lowest)
written communication skills (
formatting)
Marketing Plan- Marketing report writing and 15 (10 + 5)
assignment presentation skills
Surprise Quiz 4 quizzes 10 ( highest +
lowest)
Mid term Objective type questions and 20
application oriented questions
End term 40
 Class participation -take part in classroom discussions
 Preparedness - analysis, comments showing understanding of
concepts
 Active listening skill
 Effective communication skill

 Case Analysis & Write up

 Team work
 Understanding of concepts
 Oral and written communication skill
 Formatting and file submission
 Two out of the 3 cases will be considered for evaluation
 Marketing Plan- assignment
 Divided into groups of 5-6
 Design of marketing plan on a product of their choosing.
 Evaluation on their marketing report writing (10) and presentation
skills(5)
 Important things to remember
 Assign a name to your marketing team
 Prepare a concept note and submit it before 3rd session
 Prepare your marketing reports before the start of each marketing
session
 Prepare and submit the marketing plan 24 hours in advance of the
22nd session
 Group formation: before the 2nd session
 Concept note submission: before 3rd session
 All case study write ups submission: 24 hours in advance of the
designated case session
 Marketing plan write up: 24 hours in advance of the 18th
session
 Academic integrity
 Get familiarize with CIMP norms and regulations

 Honesty, Punctuality, Collective Action

 Prohibition on use of mobile/tab/laptop in the classroom
 Punctuality

Any violation of these rules will be considered an

offense and the offender will be subjected to
punishment
 PRM 35 is better than PRM 34
 “BHOOKHA” is better than “NOAH”
 “SACHIN” is better than “LARA”
 “Thanda matlab …………”
 “ Enna….”
 “ Ab ki baar….”
 You can’t expect a positive response to your inappropriate
proposal- STP, PPT
 The language of consumer community and marketing in the
context of consumer society
 The art of understanding a community and helping the
community understand us
 The skill of appreciating the differences but still be able to co
create a solution
 Art of persuasive communication : tip of the tongue, deep
inside heart, top of the brain