JAIPURIA INSTITUTE OF MANAGEMENT, INDORE

PGDM, TERM I
Course Title: Marketing Manageent!I "M#$%&'
Course Cre(it: )
Nu*er o+ Sessions: ,-
1-2. Course Code, Course Title
Course Code:
Course Title:
"M#$%&' Marketing Manageent!I
3-4. Course Overview, Programme Level Learning Goals
Course Overview:
The focal concern of marketing function in the present scenario is creation and delivery of
customer value and building of profitable customer relationships. The underlying issues that emerge
from this concern are developing a well-rounded understanding of the consumer needs and wants,
deciding on the target markets that an organization can serve best, and developing a compelling
value proposition to attract, keep, and grow the targeted consumers. The rewards accrue to the
organizations in the form of increased share of the market, incremental profits, and consolidated
customer equity.
Outstanding marketing organizations develop integrated marketing programmes that deliver on
customer value, create customer delight, and more importantly build lasting customer relationships.
This course focuses upon the process of translating a firms marketing ambition into reality, in a
structured way. The students shall be eposed to the building blocks of marketing as a field of study.
!t will sensitize the students to the nature of a firms marketing environment and help them
understand the significance of effective scanning of this environment, understanding its implications
and effectively managing it. The students will be eposed to the role of strategic thinking and
strategy formulation in marketing success.
The course will address issues and challenges of understanding the customer, segmenting a given
market to locate pockets of market opportunity for targeting and subsequently effective positioning
of the firms products and services. The course will also focus upon the significance of the
marketing mi, and the core concepts of marketing as they apply in development of products,
specifying of prices, designing of distribution and creation of effective promotion. Overall, this
course will address issues like"
a# $ow to market in an environment of changing needs, wants, and lifestyles%
b# $ow to effectively develop a marketing mi to suit strategies%
c# $ow to develop services and bundle them with products when consumers are demanding more
personalized services%
d# $ow to comprehend consumer psyche and behaviour in the background of new technologies%
e# $ow to sustain marketing efforts in a socially responsible manner%
&
f# $ow to apply marketing thought and customer orientation to business and non-business
situations.
This course will equip the students with an understanding of the fundamental principles guiding a
firms marketing initiative. !t will give them perspective on the core concerns, issues and challenges
facing a marketing oriented organization. T.e stu(ents are e/0e1te( to re2ie3 t.e 1ourse
rea(ings an( t.e in(i1ate( 0ortion o+ t.e 0res1ri*e( te/t +or 1lass (is1ussions 0rior to
atten(ing ea1. session4
5. Learning Outomes
'fter attending this course the student is epected to be able to "
&" (evelop a sound understanding of the fundamental marketing concepts.
)" *omprehend the marketing function in an organizational contet for accomplishing its purpose.
+" ,elate with marketing function in a creative way
-" (esign marketing related value enhancers for the organization
." /ring about a fresh perspective on marketing issues and challenges facing a profit, not for profit
and public policy related organization.
!. List o" To#is$ %odules
To#i$ %odule Contents$ Cone#ts
%odule 1: 0nderstanding the marketing
function
1. Understanding the marketing
function
2. Basic concepts and orientations of
marketing
3. The changing marketing
landscape and the signifcance of
thinking customer
%odule 2: 'nalyzing the marketing
environment
1. Firms Micro enironment
2. Firms Macro enironment
%odule 3: Marketing !trateg" 1. #rgani$ational strategic %lanning&
the role of marketing' designing
(usiness portfolios
). 1anaging the marketing effort
2 1easuring and managing ,O! on
marketing investment
%odule 4: 0nderstanding consumer behavior &. 3hat is behavior 2consumer decision
making#$ow 4 why does it change
2characteristics affecting */, influences
on buying behaviour#
). 5ature of consumer choices.'doption
of new products
+. $ow do organizational buyers behave%
2Organizational buying behavior#
)
%odule 5: 6egmentation, targeting and
positioning
&. 1arket segmentation
). 6egmentation eercise
+. 1arket targeting
-. (ifferentiation and positioning
%odule !: 1arketing mi &4 0nderstanding and (esigning the
1arketing 1i
,4 PRODUCT
a. 3hat is a product 2 levels7product
service continuum#
b. 8roduct 8lus - the augmented product
c. Ob9ectives of the product policy
d. $ow do they grow% 2*ommodity,
product form and brand life#1arket life
cycle
)4 PRICE
a. 3hat is price -discount : margin
b. 8ricing ob9ectives 8ublic policy
and pricing
-4 P5ACE
a. 3hat is intermediation and
disintermediation% various formats of
distribution% (istribution ob9ectives
b. *hannel compatibility with 6T8
c. !nnovation to maimize reach 2how
channel members add value#
a. ;customer convenience and new
distribution 7 marketing formats,
8ublic policy and distribution
decision
$4 PRAMOTION
a. 3hat is promotion 2 promotion mi,
role of /T<, power of on-line, social
media#
b. 8romotion ob9ectives
c. The new marketing communication
landscape
d. The need for !1*
%odule &: !ntegration &. (eveloping integrated marketing mi "
*omprehensive case study
&. 'valuation Criteria
Com#onent (esri#tion )eig*t
)nd Term
)*ams
!t will be based on conceptual questions, situation specific
application oriented questions and short case studies, =nd
term eam will only cover post midterm course coverage.
*ourse readings are an integral component of learning in
this course. 't least one of the questions will be based on
3+ , -ase 1
.+ , -ase 2
+
these readings which will not be specified to the students
Mid Term )*ams !t will be based on conceptual questions, situation specific
application oriented questions and short case studies.
*ourse readings are an integral component of learning in
this course. 't least one of the questions will be based on
these readings which will not be specified to the students.
2+ ,
/ui$$es There will be three quizzes based on multiple choice,
open ended and fill in the blank2s# type of question. These
will be conducted unannounced. One of these shall be
administered pre- midterm, and two post midterm. /est of
the three will be considered for course grades.
10 , -ase 1
1+ , -ase 2
Assignent Re2ie3 o+ t.e Marketing A1ti2ities o+ a +ir o+ 1.oi1e:
This is a written report which shall be submitted by
groups of students. The report will include a# scanning of
micro and macro environments of a given industry. The
assignment is worth &> marks. The students shall be
awarded marks for the structure of the report and
referencing styles 2) marks#, 5ature of the information
provided 2+ marks#, depth of analysis using concepts of
marketing 2+ marks#, *larity in communication 2) marks#.
The ,eport is due for submission on t.e Fri(a6 o+ t.e
3eek o+ ,,n( le1ture session4 8lease ensure that the
assignment is submitted by ..>> 81 on that day.
,equests for etension of the submission deadline will
not be entertained.
2+ , -ase 1
2+ , -ase2
In!1lass
Presentation:
The student groups are epected to make a presentation of
not more that &. minutes in duration on the allocated
topic. The topics for presentation are indicated in the
session plan below. The groups for these presentations
will be same as those for the written assignments. The
students shall be awarded marks for the structure of the
presentation 2) marks#, <evel of analysis 2- marks#,
'pplication of concepts 2) marks#, *larity of
communication 2) marks#.
10 , -ase 1
1+ , -ase 2
+. ,eommended$ ,e"erene Te-t .oo/s and ,esoures
Te*t
Books
&. 1arketing 1anagement-' 6outh 'sian 8erspective" ?otler, 'rmstrong, 'gnihotri
4 $aque. &+
th
edition 8earson =ducation 2?''$, &+e#
-ourse
1eading
&. <evitt, T, 2&@A># BB1arketing 1yopia, Harvard Business Review, Col. +D 2Euly-
'ugust#, pp. )---F.
). $amel, G. 4 8rahalad, *.?. 2&@D@#, H6trategic !ntentI, Harvard Business Review,
1ayJ Eune, pp A+-FA.
+. $ill, T. 4 3estbrook ,. 2&@@F#, BB63OT 'nalysis" !ts Time for ' 8roduct
,ecall, Long Range Planning, Col. +>, 5o. &, pp -A-.).
-. 6cheibehenne, /., Greifeneder, ,. 4 Todd, 8. 1. 2)>&>#. K*an There =ver be Too
1any Options% ' 1eta-'nalytic ,eview of *hoice OverloadK, Journal of
Consumer Research Col. +F, pp. ->@--)..
.. 6heth-Coss, 8. 4 *arreras, !. 2)>&>#. BB$ow !nformative is Lour 6egmentation% '
-
6imple 5ew 1etric Lields 6urprising ,esults, Marketing Research, winter, pp.
D-&+. 'merican 1arketing 'ssociation
A. Trout, E., 2&@A@#,KK8ositioningK is a game people play in todays me-too market
placeK, Industrial Marketing, Col..-, 5o.A, 2Eune#, pp. .&:...
F. ,eeves, , 2&@A&#, Reality in Advertising. 5ew Lork" 'lfred '. ?nopf.
,eferences &. ?otler, 8hilipM ?eller, ?evinM ?oshy, 'braham 4 Eha, 1ithileshwar"
H1arketing 1anagement, a 6outh 'sian 8erspectiveI, )>>A, &)
th
=dition,
8earson =ducation. 5. (elhi. 2???E, &)e#
). 6aena, ,a9anM H1arketing 1anagementI, )>>D, -
th
=dition, Tata 1cGraw $ill,
5. (elhi.
+. =vans, Eoel ,. 4 /erman, /erry" H1arketing 1anagement, !ndian =dition,
)>>F, *engage <earning, 5. (elhi.
-. ,amaswamy, C 6 4 5amakumari, 6" 1arketing management : Global
8erspective, the !ndian *ontet, )>>@, -
th
=dition, 1acmillan, 5. (elhi.
.. $arvard /usiness ,eview 2$/,#
A. Eournal of *onsumer ,esearch
F. Eournal of 1arketing
D. !ndustrial 1arketing 1anagement
@. Eournal of ,etailing
&>. Eournal of 'dvertising
&&. 'cademy of 1arketing 6cience ,eview
!nternet
,esource"
&. www.hul.co.in 2$industan 0nilever <imited#
). www.pg.com 28rocter and Gambler#
+. www.amazon.com 2 'mazon#
-. www.flipkart.com 2Nlipkart#
.. www.samsung.com 26amsung#
A. www.volvocars.com 2Colvo#
F. www.loreal.co.in 2<oreal#
D. http"77www.mckinsey.com7mgi7publications7indiaOconsumerOmarket7slideshow7m
ain.asp
0. 1ession Plan
1essio
n
(ate To#i ,e2uirements
: ,eadings$
Cases
Learning
Outome
%odule 1: Un(erstan(ing t.e arketing +un1tion
1. 0nderstanding the marketing
function"
2hy Marketing! How could it
"e defined! hat is the
marketing #rocess! hat is its
#ur#ose for various
stakeholders!$
*h & p. --A
?''$
*h & p. )&-))
?''$
*lass discussion
2,eal 1arketing
&.)#
To develop a
basic
understanding of
marketing
functions
2. /asic concepts and
orientations of marketing.
*h & p. @-&) ?''$
*lass discussion
To comprehend
the marketing
.
Finalization of presentation
schedule and groups
Briefing of Assignment
26hare of customer
vs. *ustomer
=quity#
functions in an
organizational
contet
3. The changing marketing
landscape and the significance
of Bthinking customer
2Market develo#ment and
creating customer value#

*h & p. A-@
?''$
,eading &
21arketing 1yopia#
*lass discussion
To identify key
elements of a
customer driven
marketing
organization
%odule 2: Anal67ing t.e arketing en2ironent
.. Nirms 1icro environment *h + p. .D-A&
?''$
*lass discussion
To identify the
environmental
forces that effect
the companys
ability to serve its
customers
0. Nirms 1acro environment
Presentation&: ,eview of
micro environment of a firm of
choice.
*h + p. A&-D>
?''$
?''$ *h + p. A@-
F>
*lass discussion
2,eal 1arketing
+.&#
To identify the
environmental
forces that effect
the companys
ability to serve its
customers
%odule 3: %ar/eting 1trateg3
2. Organizational strategic
8lanning" the role of marketing
(esigning business portfolios
Presentation ,: ,eview of
macro environment in an
industry of choice.
,eading ) 26trategic
intent# ?''$
*h ) p. +---&
?''$
*lass discussion
To appreciate the
importance of
strategic planning
3. 1anaging the marketing effort
1easuring and managing ,O!
on marketing investment
Presentation ): ,eview of
business portfolio of a firm of
choice.
*h ) p. -D-.-
?''$
,eading+
263OT 'nalysis#
*lass discussion
21arketing by
numbers p...
?''$#
To develop an
ability to identify
the key elements
of ,O1!
%odule 4: Un(erstan(ing 1onsuer *e.a2ior
4. 3hat is behavior 2consumer
decision making#
$ow 4 why does it change
2characteristics affecting */,
*h . p.&&A-&)@
?''$
*lass discussion
2,eal 1arketing
To identify
factors effecting
consumer
behavior and their
impact on
A
influences on buying behavior#
Presentation -: factors
effecting consumer behaviour
for a product of choice
2cultural and social#
..&# decision making
5. 5ature of consumer choices
'doption of new products
Presentation $: factors
effecting consumer behaviour
for a product of choice
2personal and psychological#
*h . &)@-&+&
?''$
,eading - 2*hoice
overload#
*h . &++-&+F
?''$
*lass discussion
21arketing by the
numbers p. &+D
?''$#
To identify the
different kinds of
buying situations
1+. $ow do organizational buyers
behave%2Organizational buying
behavior#
Presentation 8: analysis of
adoption pattern of an
innovation of choice.
*h A &->-&.F
?''$
Guest Session &
2,eal 1arketing
A.)#
To understand the
differences
between business
markets and
consumer markets
%odule 5: Segentation, targeting an( 0ositioning
11. 1arket segmentation
Students must bring in
information after research in
the field or in the library on
the visible patterns of market
segmentation in a specific
product/service category in
the next class
?''$ *h F p.
&A)-&F>
,eading .
2!nformative
6egmentation#
*lass discussion
2,eal 1arketing
F.&#
To identify the
bases of
segmenting
markets
12. 6egmentation eercise
Case: Allen Soll6 ! Entering
t.e In(ian 9oen:s 9estern
9ear Market
*lass discussion
26haring of
observations#
To develop an
ability to segment
markets
13. 1arket targeting
Presentation ;: Nield visit
based presentation on
segmentation patterns of a firm
of choice in a specific product
category.
*h F p. &F>-&FD
?''$
*lass discussion
To identify
attractive market
segments to target
1.. (ifferentiation and positioning
Case: 5u/ ! Strong
Di++erentiation
Presentation <: (esk research
based presentation of market
targeting by a specific firm
*h F p. &FD-&D.
?''$
,eading A
28ositioning#
*lass discussion
To develop an
ability to
differentiate and
identify types of
positioning
F
%odule !: Marketing i/
10. 0nderstanding and (esigning
the 1arketing 1i
Presentation =: 'nalysis of
the - 8s of a particular
company of choice
*lass discussion To develop and
design a
marketing mi
12. Product
3hat is a product
2 levels7product service
continuum#
8roduct 8lus - the augmented
product
Ob9ectives of the product
policy
*h D p. &@>-&@A
?''$
*lass discussion
2,eal 1arketing
D.)#
To develop an
ability to classify
products and
services
13. $ow do they grow%
2*ommodity, product form and
brand life#
1arket life cycle
Presentation &%: levels of
product in a particular product
category of choice.
*h @ p. )+A-)--
?''$
To identify
various levels of
products and the
value delivered at
each level
14. Price
3hat is price -discount -
margin
Presentation &&: analysis of
product life cycle stages in a
particular product category of
choice.
*h &> p. )-F-).A
?''$
*lass discussion
To comprehend
pricing and its
different forms
15. 8ricing ob9ectives
8ublic policy and pricing
Presentation 1! 8ricing
practices in an industry 2as
well as a particular firm in that
industry# of choice.
!nstructor 5otes
*h && p. )D)-)D.
?''$
To appreciate the
different pricing
ob9ectives used
by a firm and its
linkage to the
customer value
perception
2+. Place
3hat is intermediation and
disintermediation% various
formats of distribution%
(istribution ob9ectives
*hannel compatibility with
6T8
Case: Tu00er3are in In(ia
*h &) p. )@>-)@+
*h &) p. +>>-+>)
?''$
*lass discussion
2Nigure &).&#
To identify ways
and means of
transfer of value
from
manufacturer to
the customer
D
21. !nnovation to maimize reach
2how channel members add
value#
;customer convenience and
new distribution 7 marketing
formats
8ublic policy and distribution
decision
Presentation 1"! desk research
on 6T8 and channel design in a
firm of choice.
*h &) p. +>>-+>)
?''$
Guest Session ,
2,eal 1arketing
&).&#
To identify
conventional and
contemporary
channels of value
delivery
22. Promotion
3hat is promotion 2 promotion
mi, role of /T<, power of on-
line, social media#
8romotion ob9ectives
*h &- p. +-)-+-A
?''$
*lass discussion
2,eal 1arketing
&-.&#
To develop an
ability to
understand the
promotion mi
23. The new marketing
communication landscape
The need for !1*
Presentation 1#! review of the
promotion mi of a firm of
choice.
*h &- p. +-+- +--
?''$
*h &-, p. +-A-+-F
?''$
*lass discussion
2,eal 1arketing
&-.)#
To appreciate the
changing
landscape of
promotion and
need for !1*
%odule &: Integration
2.. (eveloping integrated
marketing mi "
*omprehensive case study
Presentation &$: review of the
promotion strategy of a firm
2and a particular product of
that firm#of choice on the
following parameters
1. 6hat audience
have they targeted
2. #(7ectie of
promotion
3. Medias used and
why
.. 'nalysis of
Tagline for the
product
*lass discussion To develop a
linkage between
different concepts
taught
@