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Executive Postgraduate Programmes (EPGP 07)

Course Outline
Course Title
Course Credit
Session Duration

Marketing Management
Dr. Joffi Thomas
90 mins

1. To understand marketing as a concept, process and function of business.
2. To develop conceptual understanding and decision making abilities necessary for
designing and executing marketing strategy and marketing programs.
Course Text Book (CTB): Philip Kotler and Kevin Lane Keller (2011), A Framework for
Marketing Management, Fifth Edition, Dorling Kindersley India Pvt. Ltd.
Course Pack (CP): Cases and readings are provided to you as a course pack. Note that all
readings are compulsory.
Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha 2012, Marketing
Management: A South Asian Perspective, 14th Edition, Pearson Prentice Hall, New Delhi.

Weightage (%)

(a) Class Preparation & Participation

Case Analysis Note (Group Work)
Class Participation- Individual


(b) Quiz


(c) End Term


(d) Project Work (Group Work)


Session #



Module 1: Marketing: Concept, Process and Function


Introduction to Marketing:
Concept and Evolution


Marketing Process
Case Discussion

4 &5

Marketing Function
Case Discussion

Case - Vora and Company

CTB: Chapter1, Definining Marketing for the 21st
Case: Cottle Taylor: Expanding the oral care group in
CTB: Chapter 2, Developing & Implementing
Marketing Strategies and Plans

Module 2: Formulating Marketing Strategy: Understanding Value


Segmentation and Targeting

Case Discussion

Case: Vanraj Mini Tractors: Is Small Beautiful?

CTB: Chapter 7, Identifying Market Segments and


Differentiation & Positioning

Case Discussion

Case: Positioning the Tata Nano(A)

Chapter 9: Crafting the Brand Positioning

Module 3: Developing Marketing Programs: Creating, Communicating & Delivering Value


Product & Brand

Case Discussion

Case: Matrix Footwear India Ltd.

CTB: Chapter 8, Creating Brand Equity; Chapter 10:
Setting Product Strategy
Note on Brands and Branding


Advertising :
Case Discussion & Presentation
Exercise I

Case: PSI India : Will Balbir Pasha help Fight Aids (A)
Article: What becomes an icon most?
CTB: Chapter 15- Designing and Managing Integrated
Marketing Communications; Chapter 16: Managing
Mass Communications


Case Discussion

Case: Atlantic Computers: A Bundle of Pricing Options

Chapter 12, Developing pricing Strategies and Programs



Channel Management
Case Discussion

Developments in Marketing &

Course Review

Case: Unilever in India: Hindustan Levers Project

CTB: Chapter 13, Designing and Managing Integrated
Marketing Theory and Practice: Evolving
through Turbulent Times
Re- inventing Marketing

Guidelines for Case Preparation, Case Analysis Note Submission & Class Participation
1. Preparing for Case Discussion
Marketing Management course primarily employs case based pedagogy. A note that
explains the rationale for the use of case method and the approach to case method can
be accessed from the link given in the footnote1 . All the participants are required to
read this note before analyzing the first case- Vora and Company.

All participants are expected to analyze the case after going through the specified
reading (s) for each session. Effective learning through the case method requires
individual preparation, small group discussion before the class, in class discussion
and in and out of class reflection.

2. Case Analysis Note: Submission

Each group (max. size: 4) is required to submit a two/three page case analysis note
for specified cases. You should ensure that your analysis addresses the assignment
questions. The first page of the case analysis note should include:
o Major decision issues in the case
o Recommendation/inferences on the major issues.
o Summary of Analysis (quantitative and qualitative) supporting the
Remaining one / two pages should be used to present detailed analysis / calculations
to support your recommendations.

The submission should include a cover page mentioning name and roll no. and
follow the format as follows: 11 font size, Times New Roman, 1 inch margin on all

Groups must make their submissions (hardcopy) one hour before the scheduled
session. Non submission / late submission would affect your grades adversely.

3. Class Participation:
1. Active involvement of participants in class discussions is essential to ensure that the
learning objectives are met. Individual participants are encouraged to present their
analysis /recommendation of the case/reading material.
2. An individual or a group may be picked up at random to present the main point of
their case analysis in the class to ensure that they get an opportunity to contribute.
3. Class participation marks will be awarded based on the quality of contributions
made. The following contributions will be positively rateda. Managerially useful and analytical interpretation of case facts
b. Insightful comments Vs repeating case facts
c. Regularity, relevance and depth of comments
d. Ability to synthesize and build on others comments
e. Quality of responses to instructors questions

Purewal, Jesse and Adam Berman (2006), Making the Case Method Work for You, Haas School of Business, University
of California, Berkeley

Marketing Management 1
Project Guidelines

To provide an opportunity for participants to apply theoretical frameworks and

models of marketing planning & decision making learned in the course.

To help develop Marketing Plan design and writing skills

Participants are required to develop an annual marketing plan for a chosen brand of a chosen
company and submit it in the specified format. This is a group assignment and participants are
expected to work in teams. The plan could be developed in three stages- (i) First do a
situation analysis (5Cs), identify trends and assess the opportunities and challenges for
the brand. (ii) Describe the marketing strategy and program of the brand chosen for the
previous year, 2014 (iii) Critique the current marketing strategy and compare with the
competitors strategies (iv) Set an ambitious and realistic marketing objective for the
chosen brand and formulate marketing strategy and program for 2015
Participants are required to understand the current marketing plan (2014) and formulate an
annual marketing plan for a chosen brand of a chosen company for 2015 and submit it in the
specified format. This is a group assignment and students are expected to work in teams.
Participants are expected to collect as much relevant information as possible to analyze the
current situation to propose the plan. You may analyze the current marketing plan for the
company by analyzing the business environment (5Cs) and comparing the selected brands
marketing plan with that of a closely competing brand. You may then suggest changes to be
made in the current marketing plan considering the business strategy and relevant
environmental factors. In case of non-availability of certain information, logical assumptions
would be accepted. The proposed plan should provide brief justification/ rationale of the
suggested action/ strategy wherever possible.
The marketing plan document needs to be submitted on or before the deadline. The report
not exceeding 15 pages in single line, 11 point Times New Roman font should be uploaded on
Moodle. The document cover page must specify the brand; product category and company
name along with names and roll # of all the group members. The broad framework/ structure
of the marketing plan document is attached in annexure. Please note that this structure is just
an indicative and students may adapt it to suit their plan writing requirements.
Evaluation would be based on the use of relevant information, breadth as well as depth of
analysis, relevance of the strategy and action programs and appropriate use of the concepts
learned in the course.
Selection of Brand-Product/ Company:
You may form groups with a maximum size of 4. Based on the group interest, information
availability, public information on company plans, the group has to select a brand/ product in a
product mix of existing Indian company.
There are two submissions to be made; a one page abstract and project report

One page abstract: (two pages including the cover page) about the existing marketing plan of
the selected brand. Please mention group member names and the selected brand/product
category/company in the document &

Project Report: the indicative structure of the report is given below.

Indicative Structure of the Project Report

Executive Summary:
One/ two page summary of analysis and recommendations.
Project Context Selection: Give a brief description of the company,
product category and brand selected for the project. Rationale for
choosing the brand/ product/ company
Situation Analysis:
Analysis of company, customer, competition, collaborators and context t
identify opportunities, threats and future scenario
Marketing Objectives
What are the short term and long term business/marketing objectives?
You shall set ambitious and realistic objectives for the brand for the short
and long term.
Marketing Strategy
Segmentation Scheme, Segments profiles
Target Segment & rationale
Positioning & rationale
You may describe current marketing strategy, critique them, analyse
competitors strategies and formulate an alternate marketing strategy to
attain the set marketing objectives.
Marketing Action Program
You may describe the current marketing mix, critique them, anlayse
competitions marketing programs and formulate an alternate marketing
List the different activities and estimate the time and money involved.
Prepare an activity schedule & make expense forecasts
Financial Projections
Prepare Revenue Forecast; Quarterly/ Monthly Sales projections
Prepare an income statement for 2014-2015
Sources of Information

Submission Deadline:
Selection of the Brand/ Product/ Company and submission of one page abstract should
be made by Session6
Final submission by Session 16

Malcolm McDonald 2005 (Fifth Edition), M a r k e t i n g Plans: How to P repare Them,
How to Use T hem, Elsevier Butter-worth Heinemann.
The Marketing White Book 2012-2013, Business World.