GALGOTIA BUSINESS SCHOOL POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT COURSE OUTLINE Course Title: Marketing Management - I First

year : PGDM 2010-12 Instructor : Kamaljit Sodhi/ Abhishek Raizada 1.0 Objectives of the course: 1.1 The objective of the course is to give the student an insight into the mechanics of marketing, starting with an understanding of how the concept of marketing itself has evolved to become more inclusive over time. 1.2 Developing an understanding of markets (-consumer markets and business markets), and marketing as a part of the dynamic business environment 1.3 The prerequisites of developing marketing plans and strategies for creating value for the customer and dealing with competition. 2.0 Outcomes of the course: 1. To develop an understanding of the basic concepts of marketing and develop an ability to apply them to case studies/ exercises and use them to understand marketing strategies of cos. 3.0 Prescribed Text: 1. Marketing Management-A South Asian perspective- Kotler, Koshy, Jha,13th edn., Pearson 4.0 Additional References: 2. 3. 4. 5. 6. Marketing management by Kotler, Keller13th edn., PHI Marketing management By Rajan Saxena, Tata McGraw Hill Marketing management By Tapan Panda, Excel Books Marketing management By Stanton , Etzel and Pandit Principles of marketing by Kurtz and Boone, Cengage learning,(12th Edn.) Trimester: I

5.0 Pedagogy: A variety of learning methods will be used which will emphasize a cooperative learning format. Instructor will facilitate a participative learning experience through lectures, discussions and presentations combined with practical exercises. Students will be encouraged to discuss issues of topical interest. Specific methods include: Lectures Net based exploratory exercises / Assignments Class discussions /Interactive exercises Quiz Cases

5.0 Evaluation Scheme: a) Continuous Evaluation Assignment Group Project (Developing a Marketing Plan) Quiz Assignment on trends in marketing b) Centralized Evaluation Mid semester exam End term exams Total Time Lines of Marketing Plan: 16th Session : 19th Session : 21st Session : 25th Session : 28th Session :

10 10 10 10 40 20 40 60 100

Selection of the product and group names information ( Group of 3 students) Submit a report on Environment Analysis, SWOT Analysis and layout of the marketing plan Submit Company , product and competition related literature review. Submit a report on competitive strategies and suggest a appropriate strategy for the product under study. Submit the final Report and presentation

Late assignments may attract the following penalties: Deduction of 10% for 1day delay 20% for 2 days delay 50% for 3 Days delay No submission permitted after 4 Days delay Late assignments are to be placed on the faculty desk with a note on the cover sheet stipulating the due date and actual date of submission

7.0Detailed Outline of the course: Session no Module SESSION WISE INSTRUCTION PLAN Topics 4-5 Marketing Environment Analysis: Defining marketing, Marketing in the present millennium the concept of exchange, customer value and satisfaction, Evolution of the marketing concept. Shifts in Marketing Management tasks, Concept of customer value Social and ethical issues in marketing. Components of a Marketing Information system Demographic environment, Economic environment, Competitive environment, Socio-cultural environment, Political-legal environment, Technological environment The marketing research system, The marketing research process, Forecasting and demand measurement Social Factors, Culture and subculture, Roles and family, Social class, Reference groups, Psychological factors, Motivation, Perception, Learning, Attitudes, Personality, Personal factors, Demographic factors, Lifestyle, Situational factors, Involvement level & Core Reading Additional Reference

1,2,3

Basic Concepts of Marketing:

Chapter 1 KKJ

Rajan Saxena/ Kurtz and Boone

Chapter3,KKJ (case study) (Quiz)

Rajan Saxena , Chapter 3

6- 7

Conducting marketing research and forecasting demand

KKJ Chapters 4

Rajan Saxena Chapter 6

8-10

Customer Behavior Analysis

Chapter 6 (case study)

Chapter 7

Consumer decision making process 11 - 12 Analysing Business Markets Market Planning and Analysis The organisational consumer. Stages in the buying process Corporate mission and objectives, Market opportunity analysis Planning corporate and SBU strategies, Resource allocation to strategic business units, BCG approach, GE approach, Generic strategies, Growth strategies, Developing a marketing plan Levels of segmentation, Bases for segmentation, VALS, Behavioristic segmentation, Demographic- Psychographic segmentation, Requirements for effective segmentation, Selection of market segments and targeting SWOT Analysis, Why competition, Factors contributing to enhanced inter- firm rivalry, Stages of competition, Forms of competition, Frame work of competition analysis, Strategies for responding to competition.(4) Building Customer value, Value creation by the firm , Cultivating customer relationships, Positioning strategy Chapter 7 (Quiz) KKJ Chapter 2 Chapter 5 RS Chapter 8

13 - 15

16 - 18

Segmentation of Customers

Chapter 8 (case study) (Quiz)

Chapter 9

19 - 24

Company analysis: & Competitor Analysis

Chapter 9

Chapter 4

25 - 28

Developing Value proposition and positioning Strategy

Chapter 11 (Case study) (Quiz)

29-30

Concluding sessions