BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI INSTRUCTION DIVISION FIRST SEMESTER 2013-14 Course Handout Date: 01/08/2013

In addition to Part I (General Handout for all courses appended to the Time Table), this portion gives further specific details regarding the course. Course No. Course Title Instructor-in-charge Instructor : MGTS C322 : Marketing : Swati Alok : Chandrasekhar Kopparapu

1. Scope and Objective : The course is designed to provide students with an overview of the decision making process in marketing. Marketing decision-making is a process that is essentially wrapped around the fundamental goal of creating value in the marketplace. This requires a professional knowledge of market drivers, competitors capabilities, technological trends and the market dynamics of value. The orientation is toward the kinds of marketing decisions that managers must make within the modern business environment. A primary goal of this course is to provide a thorough understanding of the marketing management function and influences that the rapidly changing business environment and the various stakeholders have on this managerial function. Some specific objectives of the course include: To understand the fundamental marketing concepts and the processes that influences the market orientation of a firm. To understand the role of marketing within the organization. To analyze critically the marketing process and its relationship with the environment within which it operates. To understand the application of basic marketing ideas to organizations other than business institutions.

On successful completion of this course, participants will be able to understand and analyze the marketing strategies of organizations. They will also have a better understanding of the customers' interests. Awareness of tools available to marketing managers to facilitate planning and decision-making would be one of the gains from the course. Students are encouraged to bring some of the topical issues of contemporary concern to the class for discussion. Students will be expected to imbibe path-breaking classic marketing literature in a group setting through group discussions for a sound academic base. Marketing assignments, case analyses and class participation are all integral parts of this course. 2. Text Book: T1. Philip Kotler, Kevin Lane Keller, Abraham Koshy, MithileswarJha ; Marketing Management A South Asian Perspective, Pearson Education India Limited, New th Delhi, 14 Ed., 2011.

3. Reference Books: R1. Ramaswamy, V.K. &Namakumari; Marketing Management: Indian Context, McMillan, nd 1995, 2 Ed.

R2. RajanSaxena; Marketing Management, Tata McGraw Hill, 3 Ed., 2006. R3. McdanielCarl, Lamb &Hair Introduction to Marketing Thomson south-western, 8 Ed. 2007. 4. Course Plan: S. No. Week No. Topic Learning Objectives Readings from prescribed book -Additional Readings
th

rd

1.

Course Introduction Marketing Management: An Introduction

2.

3.

The Marketing Environment

4.

Marketing Research Analyzing Consumer Markets Industrial Behavior Buyer

An overview of the course Evaluation plan Pedagogic details To understand the concept of Marketing Awareness of the evolution of Marketing process To be sensitized to the environment of marketing and draw implications for marketing Awareness of the process of Market research Understand consumer Behavior and the influences on behavior Understand the organizational buyer behavior To understand the process of marketing strategy formation and of components of marketing plan

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Ch. 1

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Ch. 3

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Ch. 3

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5.

Ch. 5

Listen to the consumer, Economic Times, Mumbai, 30 Jan 2011, p-8 The waste wars, Economic Times, Mumbai, 1 Feb 2011, p-11 Diversification Balm for Amrutanjan? Economic Times, Mumbai, 7 Sept 2011, p-4 Customized solutions are pass, time for customized tweaking, Economic Times, Mumbai, 28 Nov 2010, p-1 Small wonders, Economic Times, Mumbai, 3 Nov 2010, p-29

6.

Ch. 6

7.

Strategic Marketing & Marketing Plan

Ch. 2

8.

Building Customer Satisfaction,Value &Retention Segmenting Targeting Market & the

9.

10.

Positioning& Differentiating the Market Offering

To recognize the importance of perceived value for the consumer and its implication for profitability Recognize the importance and need for segmentation Understand the bases of segmentation To understand and be able to apply positioning concept

Ch. 4

Ch. 7

Ch. 9 Ch. 11

Social message or smart positioning, Economic Times, Mumbai, 28 Nov 2010, p-7

S. No.

Date Time

&

Topic

Learning Objectives

11.

Product Strategy and PLC

To understand the issues related to product offering

Readings from prescribed book Ch.11 Ch. 9

Additional Readings

12.

Developing Products

New

13. 14.

7 7

Services Marketing

New product development Ch. 19 process Consumer adoption process Test-1 (Includes all the topics covered so far) Ch.12 Philippines to turn call To understand the nature centre capital of the world, of services and strategies Economic Times, Mumbai, for managing service 4 Nov 2010, p-1 quality To understand the role of brands and devise a branding strategy Ch. 10 Costly, but more takers for rebranding, Economic Times, Mumbai, 22 Mar 2011, p-6 Whats in a Logo?, Economic Times, Mumbai, 23 Feb 2011, p-27-28 More for less, Economic Times, Mumbai, 3 Nov 2010, p-31 Biyani enters elite gourmet retailing, Economic Times, Mumbai, 23 May 2011, p-4 How big retail tempts you into buying more, Economic Times, Mumbai, 18 Feb 2011, p-11 Indias best agencies in Ad production and designing, Economic Times, Mumbai, 18 Feb 2011, pp. 39-47 Case Study To announced in class be

Brand new game is it a biscuit or jam? Or both, Economic Times, Mumbai, 2 Feb 2011, p-4 Best of both worlds, Economic Times, Mumbai, 2 Dec 2010, p-10

15.

Creating & Managing Brand Equity

16. Recognize the availability of different approaches to pricing Awareness of the channel options and the criteria in selecting from the options

17. 18. 19.

10

20.

Pricing Strategies& Programs Designing & Managing Marketing Channels

Ch. 13 Ch. 11 Ch. 14 Ch. 15

21. 22.

11

Integrated Marketing Communications

23. 24.

12

Analyzing Competition

To understand the steps involved in developing a communication program To be aware of the different promotion techniques To be able to examine competition using a systematic framework

Ch.16& 17

Ch. 8

S. No.

Date Time

&

Topic

Learning Objectives

25.

13

Global Marketing

26.

TechnologyDriven Marketing

27. 28. 29. 30.

14 15 15

Major decisions in international marketing International market-mix strategies Ch.18 To learn how marketers are leveraging the power of online technology in Internet Marketing & CRM Assignment Presentations

Readings from prescribed book Ch. 20

Additional Readings

The roads across the seas, Economic Times, Mumbai, 21 Dec 2010 Looking for good bargains? Go online, Economic Times, Mumbai, 12Aug 2011

Test-2 (Includes all the topics covered after Test-1) Doubt Clearing and Course Revision Session NOTE: [Students are expected to read the cases thoroughly before coming to the class. Case file is kept in the library and the case to be discussed will be announced well before the date of discussion]

5. Evaluation Scheme: EC No. 1 2 3 4 Evaluation Component Test-I Test-II Group Assignment Comprehensive Exam Duration 1 hour 1 hour 3 hrs Weightage (%) 20 20 20 40 Date& Time 26/9, 10.00--11 AM 7/11, 10.00--11 AM To be announced 09/12 ,2.00 5.00 PM Nature of Components Closed Book Open Book Partly open book

6. Chamber Consultation Hour:Tues, Thu, Sat 11-12 PM. 7.Notices: All notices concerning this course will be displayed on the Management Group Notice Board only. Email distribution list: MGTSC322-BITSHYD on google groups. Make-up: Make-up may be given only on genuine grounds. Prior permissionhas to be obtained. Instructor-in-charge MGTS C322