TKM Institute of Management, Musaliar Hills, Kollam / Sem II / SALIL S / BATCH 2011

Course Plan: Marketing Management

COURSE OBJECTIVE

Suggested Text Books

Kotler, Keller, Marketing Management- A South Asian Perspective, Pearson
Chandrasekar K S, Marketing Management- Text and Cases,Tata McGraw Hill

Date SESSION 1
Key Theme Introduction to the Course
Objectives To ice-break and clarify the expectations of students
To specify ground rules, procedures and what is expected of them for the
rest of the semester.
To introduce basic concepts in Marketing Management
Contents Why Study Marketing
Overview of the Course
Evaluation and Course Content
Study Skills for Marketing
Group Formation
Defining Marketing for the 21st Century

Date SESSION 2
Key Themes Defining Marketing for the 21st Century – II
Objectives To Know some of the fundamental marketing concepts
To understand how marketing management has changed
Contents Scope of Marketing, Company Orientations (concepts) towards market
place
Pre-reading Chapter 1; Defining Marketing for the 21st Century
Methodology Introduction to projects

Date SESSION 3
Key Theme Developing marketing strategies and plans
Objectives To know how marketing affects customer value
To understand how strategic planning is carried out at different levels of the
organization
To know the contents of a marketing plan
Content Strategy, Tactics, Customer Value, Corporate Planning, Business Unit
Planning, Marketing Plan
Pre-reading Chapter 2 and Chapter 5
Methodology Project: Collect mission statements of ten companies from
BFSIRTEMIT sectors and critically analyze whether the mission
statements provide any useful marketing value.

Date SESSION 4
Reserve Session Case Discussion: Robinhood.

Date SESSION 5
Key Themes Gathering Information and Scanning the environment
Objectives To know the need and components of a marketing information system

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 To appreciate the usefulness of internal records
To understand the methods for tracking and identifying opportunities in the
macroenvironment
Contents MkIS, Marketing Environement, Micro and Macro factors,
Pre-reading Chapter 3
Methodology Exercise: Demand Forecasting for Airport Authority

Date SESSION 6
Guest Lecture Ms. Jyothi Gopalakrishnan: Lumier Research Solutions
Theme Advertisement Research and Marketing in Contemporary Business

Date SESSION 7
Key Themes Marketing Research and Demand Forecasting
Objectives To know what constitutes good marketing research
To know what are good metrics for measuring marketing productivity
Contents Marketing Research: Relevance, Process, Marketing Productivity
Pre-reading Chapter 4 and Relevant material from economics (Sem I)
Methodology Case: Starbucks: Customer Satisfaction (Source: HBR)

Date SESSION 8
Key Themes Creating Customer Value, Satisfaction and Loyalty
Objectives To know what are customer value, satisfaction, and loyalty, and how
can companies deliver them.
To know what is the lifetime value of customers and how marketers can
maximize it.
To know how companies can cultivate strong customer relationships.
Contents CPV, Satisfaction, CLTV, Customer Database, CRM, Data Mining
Pre-reading Chapter 5
Methodology Case: Starbucks: Customer Satisfaction (Source: HBR)

Date SESSION 9
Key Themes Consumer Markets and Business Markets
Objectives To know what major psychological processes influence consumer
responses to the marketing program.
To know how consumers make purchasing decisions
To know what is the business market, and how it differs from the
consumer market.
To know what buying situations do organizational buyers face.
Contents Factors, Buying Decision Process, Organizational Buying, Differences,
Stages in Buying Process, Types of Buying
Pre-reading Chapter 6 & 7
Methodology Case: Tanishq Jewellers

Date SESSION 10
Key Themes Segmentation, Targeting and Positioning
Objectives To know what are the different levels of market segmentation.
To know how a company can divide a market into segments.
To know how a company should choose the most attractive target
markets.
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 To know what are the requirements for effective segmentation.
To know how a firm can choose and communicate an effective
positioning in the market.
Contents Levels and Bases of segmentation; Targeting; Differentiation and
Positioning strategies.
Pre-reading Chapter 8 & 11
Methodology Case: Rogers Dilemma

Date SESSION 11
Key Themes Competition
Objectives To know how marketers identify primary competitors.
To know how to analyse competitors’ strategies, objectives, strengths,
and weaknesses.
To know how market leaders can expand the total market and defend
market share.
To know type of competitive positions.
Contents Identifying and analyzing competitors, Strategies for market leaders,
challengers, followers and nichers.
Pre-reading Chapter 9
Methodology Presentation by Students and Discussions

Date SESSION 12
Key Themes Products and Brands
Objectives To know what are the characteristics of products and how do
marketers classify products.
To know how a company can build and manage its product mix and
product lines.
To know how companies can combine products to create strong co-
brands or ingredient brands
To understand brands, brand equity and branding strategy
Contents Products, Classification, PLC, Product-Mix decisions, Brand, Brand
Equity, Branding Strategies
Pre-reading Chapter 10 & 12
Methodology Case: How much is this shampoo right for our company?

Date SESSION 13
Key Themes Marketing of Services
Objectives To know how services are defined and how they differ from goods.
To know how services are marketed.
To know how service quality can be improved
Contents Categories of services, Features, Implications, Differences, Strategies,
Service Quality
Pre-reading Chapter 13
Methodology Case: Starbucks

Date SESSION 14
Key Themes 1) Marketing of Services 2) Pricing
Objectives To know how services are defined and how they differ from goods.
To know how services are marketed.
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 To know how service quality can be improved
To understand the importance and mechanisms of pricing
Contents 1) Categories of services, Features, Implications, Differences, Strategies,
Service Quality. 2) Pricing: Importance, Types, Process of Setting Price,
responding to price changes.
Pre-reading Chapter 13, Chapter 14
Methodology Case: Starbucks: Conclusion

Date SESSION 15
Key Themes Designing and Managing Integrated Marketing Channels
Objectives To know what is a marketing channel systems, types and channel
designs.
To know what decisions companies face in managing their channels
To understand channel conflict and resolution strategies.
To understand retailing, wholesaling and logistics.
Contents Distribution, Channel Design Decisions, VMS, HMS, Value Delivery
Network, Retailing, Wholesaling and Logistics.
Pre-reading Chapter 15 & 16
Methodology Case: The Story of Goonj
Book Summary: It happened in India by Kishore Biyani.
Activity: Visit different retail outlets and identify types of
retail formats and their characteristics.

Date SESSION 16
Guest Lecture RESERVE
Theme

Date SESSION 17
Key Themes Integrated Marketing Communications
Objectives To understand the role and working of marketing communications.
To understand Marcom Mix and how to develop and effective effective
communication programme.
To know the steps are involved in developing an advertising program.
To know how sales promotion decisions are made.
To understand how companies can integrate direct marketing for
competitive advantage.
To understand interactive marketing, word of mouth and personal
selling skills.
Contents Models in Communication Process, Marketing Communication Mix,
factors, measurement, Advertising, Sales Promotions, Events and
Experiences, PR, Direct and Interactive marketing, Word of Mouth,
Designing Sales Force.
Pre-reading Chapter 17, 18 and 19
Methodology Presentation and Discussion on the following Projects:
1) Collect different Opportunity advertisements for entry level
management graduates from opportunity columns and job
sites. Comment on the appeal of the advertising.
2) Visit a Small Scale Business unit and a fairly big sized
company. Study how the marketing communication mix
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 varies
3) Create an advertising plan for a product or service of your choice

Date SESSION 18
Key Themes Global Marketing
Objectives To understand the factors that a company should review before deciding
to go abroad.
To know the methods of entering to another country. To know to what
extent the company must adapt its products and marketing program to
each foreign country.
Contents Decision to go global, Evaluating and deciding which country to enter,
country of origin effects, managing international operations.
Pre-reading Chapter 21
Methodology Case: Student Presentations and Discussion

Date SESSION 19
Key Themes Other areas in Marketing
Objectives To familiarize rural marketing initiatives
To appreciate the need, development and issues in green marketing.
To appreciate the relevance and challenges involved in social marketing.
To familiarize evolving areas in Marketing
Contents Rural Marketing, Green Marketing and Social Marketing
Online marketing, Retro Marketing
Pre-reading Chapter 21 (for Global Marketing); Marketing Management: Text and
Cases by K S Chandrasekar.
Pages: 458-472.
Methodology Projects and Discussion
1) Prepare a report by compiling different innovations involving
benchmarks in social responsibility of business/marketing.
2) Prepare a case on an organization which practices green
marketing / green business successfully in India.
Any Group: Prepare a list of online ventures started /can be
started on shoe-string budget. Why do you think this business
model will work?
Book Review: Fortune at the Bottom of the Pyramid by C K
Prahlad.

Date SESSION 20
Concluding Session Student Presentations / Guest Lecture
Catch-up and Wrapping up
Examination Questions: Discussions
Course Review

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Note
Number of sessions may be reduced to 15 as per Dean’s discretion.
Cases, content etc may be changed or interchanged as per the requirement.
Course plan is meant to guide the learning process and not a legal document.
RESERVE SESSIONS
Reserve sessions will be used for test papers, student presentations or
completing the backlogs, if any.
Projects given are indicative in nature and participants are encouraged to
do more projects for value addition after consulting the course facilitator.

MICRO-PRESENTATIONS
Concept: Micro-presentations are 5 minutes presentations at the beginning of each
session. This should ultimately lead to the main theme of the day. Students should
submit notes of micro-presentation 4days in advance. Corrected notes added with
lecture inputs will be distributed to other students.
It will summarise the “essential-reading” for a selected concept to be
discussed in the current session.
It gives interim figurative breaks during the session.
It generates lecture notes which are useful for writing examinations.
Students are encouraged to come up with a topic for micro-presentations.
Date and topic should be confirmed with the course facilitator on or
before 15th February 2011.
ACADEMIC HONESTY
Academic honesty, punctuality, non-plagiarism and originality are pre-requisite to the
course.

INTERNAL MARKS ALLOCATION

# Criteria Max. Marks
1 Attendance 5
2 Class Participation 5
3 Model Exam 5
4 Viva Voce 5
5 Project 10
6 Micro Presentation 10
Total 40

References

a) Books
Ramaswami, Namakumari, Marketing Management: Planning Implementation and
Control MacMillan, 5h edition.
Stanton, Walker, Etzel, Markting, Tata McGrow Hill (Indian Adaptation)
Kotler, Amstrong: Principles of Marketing, Pearson 2006
Kotler, Marketing Management, Pearson 2007
Kazmi, Marketing Management, Excel Books 2007
Etzel et al, Marketing: Concepts and Cases, McGraw Hill 2007
Kincaid, Customer Relationship Management: Getting it Right, PHI, 2005

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b) Journals
Indian Journal of Marketing
International Journal of Marketing Research
Icfai Journal of Marketing Management
Relevant articles and papers from EBSCO

CONTACT OF THE FACILITATOR

Salil. S
Email findsalil@gmail.com
Mobile 91-9447180487
Postal Senior Lecturer, Marketing Area
TKM Institute of Management, Musaliar Hills
Karuvelil, Ezhukone via, 691505