Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

About the Instructor:

spuri@imt.edu sbspuri@gmail.com 9910024801

No. of contact hours Session Duration

: 30 (Thirty Hours)

: 90 Minutes.

1. Course Objective and Scope : In todays environment, marketing has undergone a dramatic and exhilarating transformation in terms of development of the marketing practices and catering to the need of the customer. Marketing begins with the customer in mind and ends with the customer in mind. Once a company has established themselves and their role in the industry, the next hurdle they will face is to differentiate from the competition. Marketing activities can facilitate in increasing brand awareness as well as in creating the right brand image. Marketing activities can be weaved around product, pricing and distribution channel. Marketing management seeks to meet organizational objectives by effectively satisfying customers in a dynamic environment. Energy sector is experiencing significant and sustained growth that few industries in our economy have endured. It is widely recognized in today's dynamic and highly competitive marketplace that effective marketing is absolutely critical to the achievement of corporate goals and, ultimately, enhancing shareholder satisfaction. This course aims at sharing the nuances of designing and implementation of the marketing program in terms of the elements of marketing mix. This course provides an overview of marketing processes and marketing principles, and provides students with the opportunity to apply the key concepts to practical business situations.

The aims of the course include:

To focus students' attention on the theoretical and practical difficulties of devising and implementing market-led strategic change. Recognize and evaluate the assumptions underlying many traditional models within marketing, demonstrating this by using appropriate concepts, models and frameworks.

Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

Compose, defend and argue the value of customer satisfaction and customer focus, through exhibiting an appreciation of such issues by using appropriate concepts, models and frameworks. Evaluate and appreciate the principles underlying the management of marketing information and intelligence, demonstrating this outcome by using appropriate concepts, frameworks and examples. Develop ability among students to manage people and groups effectively. Demonstrate high proficiency of Business Skills in globally competitive environment and understand social responsibilities of business. Develop marketing programs to build a strong consumer based brand equity.

Pedagogy Class Room Lectures Case Discussions Working in Groups by Students on topics discussed in the class and their presentations Project Presentations Videos

2. Required text Book : 'Marketing Management' by Philip Kotler, Kevin L. Keller, Abraham Koshy, Mithleswar Jha -A South Asian Perspecive - PHI , Latest edition. Additional reading material will be provided on a regular basis

3. EVALUATION COMPONENTS : Components of Evaluation for the Course Class Participation Percentage Distribution for the Component 10%

Quizzes (please mention the number of quizzes 10% that you wish to do and scores for each quiz)
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Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Project-1 Project- 2 Mid Term Examination End Term Examination Other Total 100% Sandeep Puri Marketing Management 10% 20% 20% 30% Term Credit s I 3

4. DETAIL SESSION OUTLINE Session No-1&2 Session Title Introduction to Marketing Management Purpose of Marketing, Marketing Concepts, Myopia of Product/Market Concept, Basic Principles of Marketing, Delivering Profitable Value, Companys Orientations to Market (Production, Product, Selling, and Marketing), Differences between Selling and Marketing Concepts, and Social Marketing Concept. Developing marketing strategies and plans, creating customer value The topic covers the following aspects: The value delivery, value chain, customer value proposition, Defining mission and business, SWOT analysis, Porters Five force Model, BCG Matrix and PESTEL analysis Gathering information, Conducting Market research and scanning the environment The topic covers the following aspects: Explaining Companys Marketing Environment, Micro Environmental
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Session No-3 Session Title

Session No-4 Session Title

Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

factors and Macro Environmental forces discussing these environmental factors and forces in Indian Context, marketing intelligence system, Market Research Reading Material Additional Reading Case Title Pedagogy Session No-5&6 Session Title

Discussion/Simulation/Group Presentation Buying Behaviors of Customers

The topic covers the following aspects: Why the study of Consumer Behaviour is essential for marketers, Buyers Cultural, Social, Personal, and Psychological Characteristics, Consumer Buying Decision Process, Organizational Buying Behaviour.
Case Title BC Box Assignment Questions: 1. Which machine do you suppose BC Box purchased? Why? 2. What are the key events in the process of buying the machine? Group these events into major stages of the buying process 3. Discuss the members involved in the different stages of buying process. 4. What are the key learnings from the case? Discussion/Simulation/Group Presentation Creating Customer Value Customer Relationships and
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Pedagogy Session No-7 Session Title

Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

This topic covers the following aspects: Creating and Delivering Customer Value, customer satisfaction, customer retention and customer loyalty, customer lifetime value Reading Material Additional Reading Case Title Nectar Assignment Questions 1. What should Justin King do with the program? 2. What should Rob Gierkink do with the program to keep Sainsburys happy? 3. What should he do to keep the other sponsors happy? 4. What should he do to keep the collectors collecting? 5. Should Sainsburys Stay with Nectar or Implement a Solo Program? Discussion/Simulation/Group Presentation Segmentation of Customers The topic covers the following aspects: Definitions of Market Segment and Market Segmentation, Fundamental Factors for Effective Market Segmentation, Segmentation Bases and their Classifications, Targeting Strategies, Segment marketing, Niche marketing, Types of segmentations. Fashion Channel Assignment Questions 1. How would you interpret the consumer and the market data if you were Dana Wheeler? 2. What is the expected outcome
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Pedagogy Session No-8 Session Title

Case

Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

Pedagogy Session No-9 Session Title

of each of the targeting scenarios. 3. Develop a factual analysis of the segmentation options, and evaluate the pros and cons of each. 4. If you were Dana Wheeler, what would you recommend and why? 5. Is there any change management issue in this case? Discussion/Simulation/Group Presentation Setting the product strategy This session defines what is a product, product mix, line, depth, width and product life cycle. Discussion/Simulation/Group Presentation Creating Brand Positioning

Pedagogy Session No-10 Session Title

The

topic covers the following aspects: Value Proposition, Positioning, Distinction between Value Proposition and Positioning and different positioning strategies and models.

Case Title

Dove Assignment Questions: 1. What is a brand? Why Unilever want fewer of them? 2. Discuss the evolution of Doves positioning from 1950s to 2007? How Dove is perceived today? 3. How do you view the Brand
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Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

Pedagogy Session No-11&12 Session Title

promotion of Dove? 4. What are the risks for Dove brand today? Discussion/Simulation/Group Presentation Dealing with competition The topic covers the following aspects: Identifying Competitors, Strategic Groups, Sources of Potential Competitors, Components of Competitor Analysis, Value Chain and Competitive Activities, Competitive Strength Grid, Dimensions of Market Entry and Exit Barriers. Various strategies of the leader, challenger, follower and nicher are done in detail with Indian examples. Whirlpool Assignment Questions 1. Define the structure of marketing from the customers point of view instead of the traditional provider point of view. 2. What are the growth drivers that reinforce the decision on pursuing the entry? 3. Analyse the impact of Porters 5 forces for the built-in appliance industry. 4. What should be the strategic objectives of Whirlpool while considering the diversification plans?

Case Title

Session No-13 Session Title

Marketing of Services This session covers the different characteristics of services and their challenges for the marketers.
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Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

Session No-14 Session Title

Pricing Concept of pricing, price determination of a product, price changes and adjustments

Session No-15 Session Title

International Marketing This session covers the different steps involved in global marketing operations. Topics include: Management orientation, Marketing entry decisions, product positioning and advertising.

Reading Material Additional Reading Case Title

Vietnam Market entry decision Assignment Questions: 1. Does Vietnam present an attractive investment opportunity? 2. Is it too late for U.S companies to enter Vietnam? 3. What Recommendations would you make to each of the three US MNCs regarding whether to enter Vietnam, mode of entry, and timing? 4. What factors will determine the success of MNCs in Vietnam? Discussion/Simulation/Group Presentation Managing Retailing, Wholesaling and Logistics This session covers: Marketing channels and value networks, Channel management decisions, Retailing, Wholesaling and Logistics
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Pedagogy Session No-16 Session Title

Post Graduate Diploma in Management Batch : 2013-2015

Facul ty Cours e Sandeep Puri Marketing Management Term Credit s I 3

Session No-17&18 Session Title

Managing advertising and sales promotion, Personal selling This session explains what is advertising and sales promotion and relates it to the product life cycle. Explains concepts of personal selling Discussion Project Presentations

Pedagogy Session No-19&20 Session Title Reading Material Additional Reading Case Title Pedagogy

Group Presentation

5. PROJECT AND OTHER ASSIGNMENT DETAILS:

6. MID TERM AND END TERM EXAMINATION DETAILS : This should brief session list after which midterm examination will be undertaken. The nature of the examination (closed book/open book), duration of examination (for both midterm and end term), Type of examination (case based/MCQ type) should also be mentioned.