PGCBM-20 l Term-I

Principles of Marketing l 10 sessions l Course instructor: Debasis Pradhan

This Principles of Marketing course has been organized to discuss the issues of importance to the marketing organizations and the environment in which they are embedded. It is expected that the proposed course design will lead to the fulfillment of the objectives outlined for this course. I. Objectives: a. To trace theoretical developments in the marketing to understand its evolving domain and perspective. b. To develop and understanding of the concepts and practices in marketing in the context of business organizations. c. To understand the use of concepts and practices in operationalising marketing effort of business organizations d. To appraise the students with various dimensions of emerging knowledge in marketing and its impact on changing relationships between the marketing and society. II. Pedagogy As marketing students, we will realize that all organizations vacillate between efficiency and customer satisfaction. While lecture method is the most efficient method of teaching, its effectiveness in imparting learning is enhanced when it is supported by discussion of suitable case studies. In such pedagogy, participation from the students is not only important, but is mandatory. My effort will be to use pedagogical techniques that encourage students to get involved in the learning process rather than being passive observers. All are encouraged and expected to take greater initiative and go through the act of learning. I will make all possible attempts to facilitate the process. Being the first basic course on Marketing, the course material includes some basic readings which are considered as timeless classics in the field of Marketing. As managers all of you are supposed to take important decisions in your respective organizations. Some real life decision-making cases will be used to illustrate the theoretical underpinnings in marketing. It will also test your analytical skills. I shall regard academic dishonesty as a serious matter and expect responsible behavior from your end. I believe that we will have a mutual learning experience. Students are expected to come to the class having completed the assigned readings (corresponding readings from related chapters from the text book and the course packet). Surprise Quizzes may be held any time (even in the first session) based on these readings. III. Book and study material Compulsory Readings 1. Marketing Management, Kotler, Armstrong, Agnihotri & Haque, 13th Edition 2010, Pearson Education. 2. Readings and cases included in the course-pack.

Other Suggested Books: 1. 2. 3. 4. 5. 6. Whats in a Brand by Jones John Philip, Tata McGraw Hill Publishing Company Limited Marketing as Strategy by Kumar Nirmalya, HBS Press Marketing Warfare by Al Ries and Jack Trout, Plume Book Positioning by Al Ries and Jack Trout, Warner Books Positioning by Subroto Sengupta Marketing and Branding by S Ramesh Kumar, Pearson Education

IV. Evaluation Component Quizzes Assignments and in-class presentations Project End Term V. Session wise Details Sess Title ion No. 1. Introduction to Course and Marketing Management Learning Objectives Readings Assignment Type Individual Individual and group Group Individual Weight 30% 10%

30% 30%

1. Core Concepts of Marketing 2. Marketing Orientations 3. Tools in Marketing Analysis

1. Chapter 1 Text Book. 2. Marketing Myopia 3. Marketing is everything 4. What the Hell is Market Oriented? 1. Chapter 1 and 2, and 3 of Text Book 2. HBS note on Marketing Strategy 3. Bhavsar's Herbal Smoking Device: Nirdosh (Case)

Scanning the environment and Assessing Marketing Performance. Marketing Environment

1. How to scan an environment of a firm? 2. Devising a marketing strategy

Marketing Information Systems

1. Importance and Types of MIS 2. Sources of Market Information 3. Market Research basics

1. Chapter 3 and 4 of Text Book 2. Biopure Corporations (Case)

Industry and Competition

1. Competitor analysis 2. Industry attractiveness 1. Tool for planning and managing the portfolio of a firm 1. Importance and scope of CB 2. Models of CB 3. Determinants of Consumer Behavior

1. Chapter titled Creating competitive advantage from text-book. None

Product portfolio analysis Consumer Behavior

1. Models of Consumer DecisionMaking 2. Analyzing Consumer Markets , Chapter-6 1. Models of Consumer decisionmaking 2. Chapter 5, Kotler and Armstrong 3. Case: TiVo

Consumer Behavior

1. Choice and Usage 2. Consumer behavior & diffusion of innovation

8.

Segmentation, Targeting

1. Basics of Segmentation 2. Techniques of Segmentation 3. Targeting

1. Benefit segmentation 2. Rediscovering market segmentation 3. Identifying Market Segment and Targets,

910

Positioning

1. Basics of positioning 2. Analyzing and understanding consumer perception

Chapter 7, Kotler & Armstrong. 1. Analyzing Consumer Perceptions 2. Chapter 7, Text book 3. Case discussion : Aqualisa 4. Case: Rin

Brief in- class presentations

Grading process The participants shall initially be assigned, on each evaluation component, either a numerical score or an appropriate a letter grade followed by a corresponding numerical score. The total of such weighted numerical scores would then be standardized, and a grade [on a nine-point scale] finally assigned, such that the percentage of A+ & A together is limited to 30% of the class strength, D+, D & F together to 15%, and the final grades are spread . Project The assignments included in the course would be aimed at reinforcing the classroom learning and sharpen analytical skills. The assignments will be carried out in-groups consisting of 4-5 students. The assignment details have been given in the course pack separately.

The course outline has been designed by Debasis Pradhan of XLRI, Jamshedpur.