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INDIAN SCHOOL OF BUSINESS

MARKETING MANAGEMENT

Term and Academic Year: Term 1: 2017-18


Faculty: Rajdeep Grewal (Sessions 1-5), grewalr@unc.edu
Siddharth S Singh (Sessions 6-10), Siddharth_Singh@isb.edu
Office Hours: By appointment

INTRODUCTION

This course addresses the management challenge of designing and implementing the best combination
of marketing actions to carry out a firm's strategy in its target markets. Specifically, this course seeks
to develop your skills in applying the analytic perspectives, decision tools, and concepts of marketing
to the following decisions. The course is largely divided into two mutually integrated modules:

1. Elements of marketing programs: Product offering (including branding, the breadth of


product line, features, quality level, and customer service), pricing (capturing the value
created for the customer), distribution channels (the role of distributors, retailers, and
other intermediaries), and marketing communications (developing an effective balance
of advertising, sales promotion, and personal selling)

2. Marketing planning: Segmentation, targeting and positioning (assessing market potential,


analyzing customer behavior, focusing resources on specific customer populations and
against specific competitors)

OBJECTIVES

Your basic objective is to develop your own understanding and management skills in this critical
aspect of general management. Our primary objective is to stimulate and guide this process. To
achieve these joint objectives, the course will use lectures and case discussions to help you:

1. Appreciate the value of marketing concepts when they are used as guides for understanding
management problems and developing comprehensive marketing programs;

2. Develop a disciplined approach to the analysis of marketing situations;

3. Expand your decision making skills by requiring you to make and defend marketing decisions
in the context of realistic problem situations with incomplete information;

4. Make connections between marketing and other functional areas of business;

5. Understand the role of marketing in global business strategies;

6. Appreciate how the elements of successful marketing programs fit together.

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LEARNING GOALS
Aside from the learning objectives mentioned in the introduction, the course will focus on the
following learning goals as well:

Critical and Integrative Thinking


Each student shall be able to identify key issues in a business setting, develop a perspective that is
supported with relevant information and integrative thinking, to draw and assess conclusions.

Assessment: Examination, Group write-ups of cases, and Class Participation

Interpersonal Awareness and Working in Teams


Each student shall demonstrate an ability to work effectively in a team, exhibiting behavior that
reflects an understanding of the importance of individual roles and tasks, and the ability to manage
conflict and compromise, so that team goals are achieved.

Assessment: Unilever Brazil and Giant Consumer products group case write-ups

Ethical Responsibility

Each student shall be able to identify ethical issues, understand the impact of a particular issue on
various stakeholders, recognize the rights and responsibilities of the stakeholders, and systematically
analyze the pros and cons of any decision related to the ethical issue.

Assessment: Discussion of the case Marketing Antidepressants: Prozac and Paxil. Each student has
to think about the ethical issues, if any, and how to address them.

Awareness of Global Issues Affecting Business

Each student shall be able to identify key relevant global factors, and be able to analyze the impact of
the global environment on business issues, as compared with domestic factors.

Assessment: Discussion of the case Evaluating Unilever Brazils approach against that of Indian
firms during class discussion.

COURSE MATERIALS

Required Textbook: Managing Marketing: An Applied Approach; Authors: Noel Capon,


Siddharth Shekhar Singh ; ISBN 13 : 9788126548514 ;ISBN 10 : 8126548517

Recommended Readings: Kotler, Philip, Kevin Lane Keller, Abraham Koshy, and
Mithileswar Jha (2007): Marketing Management: A South Asian Perspective, (Thirteenth
edition), Prentice-Hall / Pearson.

GRADING

The weighting of the inputs for the final course grade is:

Class Participation 10%


Case Write-up Marketing Antidepressants: Prozac and Paxil (Groups: Course work Code 4N) 25%
Case Exercises Sessions 2-5 (Groups: Course work Code 4N) 25%
Final Exam (individual) 40%

100%
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Final Exam

The final exam will consist of a number of short-answer/brief essay questions. You will need to
conduct quantitative analysis discussed in the course. The questions will explore how well you can
extend the lessons learned both in class to real world management decision environments. The final
exam will be based on the Precise Software Solutions (HBS 9-503-064-PDF-ENG). Do note that
on addition to case related questions the exams will contain questions from issues covered in class.

Group Case Exercises

There will be group case exercises that are to be done in class or as homework depending on
time. These exercises will be based on Sony EyeToy, Virgin, and Atlantic cases. More details on
these exercises will be given in class.

SCHEDULE

Session Session Topics Reading/Case


Required Reading:
1) Customer Value Propositions in Business
Course Introduction and the Markets
Session 1: role of Marketing in the 2) Note on Low Tech Marketing Maths
firm
Recommended Reading:
Capon & Singh: Chapters 1 & 4
Required Reading:
1) Sony EyeToy
Session 2: Product Management
Recommended Reading:
Capon & Singh: Chapters 12, 13, & 14
Required Reading:
1) Virgin Mobile USA: Pricing for the Very
Pricing: Consumer Markets First Time
Session 3:
Recommended Reading:
Capon & Singh: Chapters 19 & 20
Required Reading:
1) Atlantic Computer: A Bundle of Pricing
Session 4: Pricing: Business Markets Options
Recommended Reading:
Capon & Singh: Chapters 19 & 20
Required Reading:
1) Tanishq: Positioning to Capture the
Integrated Marketing
Session 5: Indian Womens Heart
Communications
Recommended Reading:
Capon & Singh: Chapter 15 & 16
Required Reading:
1) Analyzing Consumer Perceptions
Session 6: Strategic Marketing: STP
Recommended Reading:
Capon & Singh: Chapters 7,8 & 9

Required Reading:
Session 7: Strategic Marketing: STP 1) Marketing Antidepressants: Prozac and
Paxil

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Customer Required Reading:
Analysis/Customer 1) Rosewood Hotels and Resorts: Branding
Session 8 Decision Making to Increase Customer Profitability and
Customer Lifetime Value Lifetime Value
Economic Value to the Recommended
Required Reading:Reading:
Customer Capon & Singh: Chapter
1) Lenovo: Building 2 Brand
a Global
Session 9 Building and Managing
Recommended Reading:
Brands
Capon & Singh: Chapter 11
Required Reading:
1) GolfLogix: Measuring the Game of Golf
Session 10 Marketing Channels
Recommended Reading:
Capon & Singh: Chapter 18

Guidelines for Case Write-ups


Policy on the use of outside sources of information: Course work Code 4N

Do not use any outside sources of information when preparing for case discussions or producing
written case analyses. Outside sources of information include the library, the mass media, the
Internet, and any people outside of your learning team. Cases are designed to be self-contained
sources of information about specific business situations. Using outside information creates two
problems. First, certain information may be deliberately left out or disguised. Obtaining this
information not only will not help, it may actually confuse or misguide you in your analyses. Second,
this course uses a combination of classic and more recent cases. The analyses that can be done for
the classic cases are widely available from a variety of sources (including students from previous
years). These classic cases are retained because of their proven success as teaching tools, but all of
the learning is in discovering for yourself how to apply the concepts covered in lectures and readings.
If you use other sources, you are cheating yourself as well as other students.

Case: Marketing Antidepressants: Prozac and Paxil. This case is a group assignment.

1. Prozac and Paxil are two of the best-selling mental health drugs in the history of
pharmaceuticals. However, in 2001, the market landscape for antidepressants is about to
shift. The patent on Prozac is about to expire, and both Lilly and Glaxo must decide how to
respond to the generic SSRIs that are about to crash the market. The assignment requires the
discussion of:

What was the value proposition of the early antidepressants (the MAOIs and the tricyclics)? Was
the value proposition of Prozac similar to these early antidepressants, or different? How was the
value proposition of Paxil differentiated from that of Prozac?
Why did the early antidepressants (the MAOIs and tricyclics) fail to achieve widespread
acceptance in the market? What factors accounted for the success of Prozac? What factors
accounted for the success of Paxil?
What are the different ways that Lilly and SmithKline Beecham/GlaxoSmithKline (SKB/GSK)
have captured value from their respective drugs? Have these companies done a good job of
maximizing their products revenue potential?
In anticipation of Prozac coming off patent, Lilly has adopted a multi-pronged strategy. What do
you think of the various elements of this strategy? In general, should the company scale back on
marketing Prozac, or should it ramp up its Prozac marketing efforts in anticipation of generic
competition? What should GSKs marketing strategy be for Paxil, now that Prozac is coming off
patent? Should it be similar to, or different from, Lillys strategy?

Case Write-up: This case is a group assignment. Please work in groups of 5 and submit your
group assignment (10 pages all inclusive, single spaced, 12 point font) at the beginning of the
third session. 4
COURSE SCHEDULE
Session 1: Course Introduction and the role of Marketing in the firm

This class introduces the role of marketing in the firm and focuses on the notion of value and the
difference between a product focus and a customer focus. Readings and discussion lay the
foundation for marketing strategy and analytics.

Reading Assignment:
1) Customer Value Propositions in Business Markets
2) Note on Low Tech Marketing Maths
3) Capon & Singh: Chapters 1 & 4

Session 2: Product Management

At the core of marketing implementation are the 4 Ps. This session would focus on the first of
these, i.e., product. Issues relation to new product management, product policy, and product
portfolios will be discussed

Reading Assignment:
1) Sony EyeToy (HBS 9-505-024).
2) Capon & Singh: Chapters 12, 13, & 14

Case Discussion: Sony EyeToy

Sony EyeToy case helps us understand the importance of products for firms managing a
portfolio of products. While preparing the case, try to answer the following questions:

1) Is EyeToy an important product for Sony? What role does EyeToy play within Sony
Computer Entertainment Europes (SCEE) strategic objectives?
2) Although sales figures for EyeToy Play have been impressive, those for EyeToy Groove have
been disappointing. What are reasons for Plays phenomenal success and Grooves failure to
emulate Plays performance?
3) If you were Phil Harrison, would you continue to invest in the development and marketing of
EyeToy software? Is so, how much? Why?
4) What EyeToy software should Sony focus on in the coming years? Which of the concepts
currently in pipeline is most attractive? More generally, what is the ideal EyeToy
development pipeline? Why?
5) What is the appropriate marketing strategy for EyeToy products? Specifically, how should
Sony advertise, price, and bundle its new products? Why?

Session 3: Pricing: Consumer Markets

In this session we will address the following issues: How do consumers process and evaluate
prices? How should a firm set prices for new and existing products? How should a firm
adapt prices for varying market circumstances? What is the role of competitors prices?

Reading Assignment:
1) Virgin Mobile USA: Pricing for the Very First Time (HBS 9-504-028).
2) Capon & Singh: Chapters 19 & 20

Case Discussion: Virgin Mobile USA: Pricing for the Very First Time

Focus on the following questions for case analysis:

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1) Given Virgin Mobiles target market (14 to 24 year olds), how should it structure its pricing?
The case lays out three pricing options. Which option would you choose and why? In designing
your pricing plan, be as specific as possible with respect to various elements under consideration
(e.g., contracts, the size of subsidies, hidden fees, average per minute charge, etc.).
2) How confident are you that the plan you designed will be profitable? Provide evidence of
financial viability of your pricing strategy.
3) The cellular industry is notorious for high customer dissatisfaction. Despite the existence of
service contracts, the big carriers churn roughly 24% of customers each year. What is the source
of all this dissatisfaction? How has the various pricing variables (contracts, pricing buckets,
hidden fees, off-peak hours, etc.) affected consumer experience? Why havent the big carriers
responded more aggressively to customer dissatisfaction?
4) How do major carriers make money in the industry? Is there a financial logic underlying their
pricing approach?
5) What do you think of Virgin Mobiles value propositions (the VirginXtras etc)? What do you
think of its channel and merchandising strategy?
6) Do you agree with Virgin Mobiles target market selection? What are the risks associated with
targeting this segment? Why have major segments been slow to target this segment?

Session 4: Pricing: Business Markets

In business markets products are sold based on value calculations carried out at the level of
individual customers. We explore these value calculations as well as role of salesreps as value
merchants.

Reading Assignment:
1) Atlantic Computer: A Bundle of Pricing Options (HBS 2078).
2) Capon & Singh: Chapters 19 & 20.

Case Discussion: Atlantic Computer: A Bundle of Pricing Options

Focus on the following questions for case analysis:

1) What price should Jowers charge DayTraderJournal.com for the Atlantic Bundle (i.e., Tronn
Servers plus PESA software tools)?
2) There are four ways to price Tronn explore the advantages and disadvantages of each approach.

Session 5: Integrated Marketing Communications

In this session we will address the following issues: What is the role of marketing
communication? What are the major steps in developing effective communications? What
is communication mix and how should it be set? What is an integrated marketing
communications program?

Reading Assignment:
1) Tanishq: Positioning to Capture the Indian Womens Heart (HBS 9-507-025).
2) Capon & Singh: Chapter 15 & 16.

Case Discussion: Tanishq: Positioning to Capture the Indian Womens Heart

Focus on the following questions for case analysis:

1) Trace the evolution of the Tanishqs positioning from 1995 to 2006. Write down
Tanishqs positioning statement specifically in 1995/96 and the periods between 1998 to
2001, and 2001 to 2003. How smooth has the transition been over time? Which of the
positioning were sustainable, if any? What is Tanishqs current positioning? Assess the
fit of this positioning with the target segments needs.
2) What are the similarities and differences between the jewelry as investment and
jewelry as adornment market segments? How does that influence marketing strategy?
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3) Analyze the consumer research findings in Exhibits 14a, b, c and Appendices A, B,
and C. How do you think the firms approach to understanding consumer behavior has
changed over time? How did this affect the brand positioning over time?
4) Evaluate the rationale underlying the GoldPlus offering? Is GoldPlus sustainable or
can it be easily replicated? Which of the two brands (Tanishq or GoldPlus) would you
position to go after the plain gold wedding jewelry market in Indias smaller cities and
rural locations? Why?

Session 6: Strategic Marketing: STP

We discuss segmentation, targeting and positioning strategy in this session. The single
most important aspect of marketing strategy involves defining the product offerings
positioning. This session will introduce the students to concepts and practices of
segmentation, targeting and positioning.

Reading Assignment:
1) Analyzing Consumer Perceptions.
2) Capon & Singh: Chapters 7, 8 & 9.

Session 7: Strategic Marketing: STP

Reading Assignment:
1) Marketing Antidepressants: Prozac and Paxil.

Case Discussion: Marketing Antidepressants: Prozac and Paxil


This session focuses on marketing strategy and covers Segmenting, Targeting, and Positioning in
the context of the pharmaceutical industry.

Assignment Questions:

1) What was the value proposition of the early antidepressants (the MAOIs and the tricyclics)?
Was the value proposition of Prozac similar to these early antidepressants, or different? How was
the value proposition of Paxil differentiated from that of Prozac?
2) Why did the early antidepressants (the MAOIs and tricyclics) fail to achieve widespread
acceptance in the market? What factors accounted for the success of Prozac? What factors
accounted for the
success of Paxil?
3) Case Exhibit 10 consists of a self-test for Social Anxiety Disorder. Take a look at the
questions on
this test and come up with a prediction for what an average individual of average mental health
would score on tis test. (Possible scores range from 0 to 68).
4) What are the different ways that Lilly and SmithKline Beecham/GlaxoSmithKline
(SKB/GSK) have captured value from their respective drugs? Have these companies done a good
job of maximizing
their products revenue potential?
5) In anticipation of Prozac coming off patent, Lilly has adopted a multi-pronged strategy. What
do you think of the various elements of this strategy? In general, should the company scale back
on
marketing Prozac, or should it ramp up its Prozac marketing efforts in anticipation of generic
competition? What should GSKs marketing strategy be for Paxil, now that Prozac is coming off
patent? Should it be similar to, or different from, Lillys strategy?

Session 8: Customer Analysis: Customer Decision Making and Customer Lifetime Value

This session explores customer-centric marketing in more detail, including approaches to market
analysis and customer lifetime value (CLV), arguably the most important concept in marketing
today.
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Reading Assignment:
1) Rosewood Hotels and Resorts: Branding to Increase Customer Profitability and
Lifetime Value.
2) Capon & Singh: Chapter 2.

Case Discussion: Rosewood Hotels and Resorts: Branding to Increase Customer Profitability
and Lifetime Value
Some of the concepts learned in class are applied in the context of this case.

Session 9: Building and Managing Brands

Reading Assignment:
1) Lenovo: Building a Global Brand.
2) Capon & Singh: Chapter 11.

Case Discussion: Lenovo: Building a Global Brand


This session addresses issues related to branding through the case.

Assignment Questions:

1) Why did IBM want to sell its PC business? Why did IBM sell to Lenovo?
2) What explains Lenovos success prior to the acquisition?
3) What challenges did Lenovo face after the acquisition?
4) How should Lenovo handle the brand management challenges associated with the
acquisition?
5) In trying to become a global brand, does Lenovo have a problem coming from China?

Session 10: Marketing Channels

In this session we will address the following issues: What is a marketing channel system and
value network? What work do marketing channels perform? What are the issues involved in
managing channels?

Reading Assignment:
1) GolfLogix: Measuring the Game of Golf.
2) Capon & Singh: Chapter 18.

Case Discussion: GolfLogix: Measuring the Game of Golf

Focus on the following questions for case analysis:

1) How does the xCaddie create value? Is it compelling?


2) What is the market potential for the GolfLogix devices?
3) What are the advantages of going through the golf courses? Through retail channels?
4) If you could only choose one of the two channels, which would you choose courses or retail?
5) Given the option of selling through both channels, what would you do?

Attendance & Punctuality


Learning is an interactive process. ISB students are admitted partly based on the
experiences they bring to the learning community and what they can add to class
discussions. Therefore attendance is an important aspect of studying here. You have to
be present in all the classes. Absence is only appropriate in cases of extreme personal
illness, injury, or close family bereavement. Voluntary activities such as job
interviews, business school competitions, travel plans, joyous family occasions, etc. are
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never valid reasons for missing any class. The faculty with the assistance of the
Academic Associate will keep track of your attendance and decide on the nature and
extent of penalty for any absence from the class. Penalty may include reduction
in grade. Late arrival is disruptive to the learning environment; so you have to be in
class before the scheduled time. Most courses meet twice a week during the day.
Normally there are no classes scheduled on Friday or in the evenings, but there are
exceptions. Class and Exam schedules are posted on the PGP intranet site. Any change
in the class schedule is notified in advance.

Many professors choose to base part of the course grade on class participation,
which may include an attendance component. If you find it necessary to miss a
class or make a late submission, you must seek permission from the instructor in
advance. In case of illness, the professor may also require a letter of confirmation
from a qualified doctor.

Coding scheme for ALL course work

What kinds of collaborative activities are allowed?


What material can be referred to?[1]

References/Codin g Can I discuss general Can I discuss specific Can I refer to Can I refer to the
Scheme concepts and ideas relevant issues associated with external case-study solutions
to the assignment with the assignment with material?[2] or problem set
others? others? solutions?

4N N N N N
3N- a Y N N N
3N-b N N Y N
2N-a Y Y N N
2N-b Y N Y N
2N-c N N Y Y
1N Y Y Y N
0N Y Y Y Y

As a general rule:

Students are responsible for submitting original work that reflects their own effort and interpretation. Remember that any
submission should be your own work and should not be copied in part or verbatim from any other source whether external
or internal.
An honour code violation is an honour code violation. A violation under coding scheme 0N is not less severe than others.
A 0N coding scheme submission is judged against a 0N coding scheme,
and a 4N coding scheme submission is judged against a 4N coding scheme; therefore, any honour
code violation is equally severe irrespective of the coding scheme of the submission.
Students can discuss cases and assignments with the course instructor and the Academic Associate for the course.
Required and recommended textbooks for the course and the course pack can be used to answer any individual or group
assignment.
Although not all submissions may be subject to academic plagiarism checker (e.g. turn-it-in), in retrospect, if the Honour
Code committee feels the need, any of the previous submissions of an individual or a group can be subjected to turn-it-in
or any other academic plagiarism checker technology.
When in doubt, the student should contact the instructor for clarifications.

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Evaluation and Grading Policy
Course Name Marketing Management
Professor Name
Academic Associate(s): Anju Singh, Pankaj Singh, Neha Haryani

Marks will be released within days of Soft Copy Submissions


Grading Components
submission (Please Tick) (Please Tick)
Individual Assignments 3 5_x Y N
Group Assignments 3 5 7 x Y N
Quiz 3 5_x Y N
Term Report 5 7 10_x Y N
Other 5 7 10 Y N
After L5 and L10 x
CP
Only after L10

*All changes to course outline/submission deadlines/class schedule/grading to be posted on LMS.


*We request that all marks are revealed by first Wednesday of the next term.
*All grading timelines to be communicated to the students by end of Lecture 1.
*All components (except CP) revaluation policies will be similar to end term exam revaluation policies.
*AA can inform ASA about any extra venue requirement 1 working day in advance

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