Centre for Teaching, Learning, and Professional Development

Course Outline Template

JAIPURIA INSTITUT !" #ANA$#NT, LUC%N!&
P$D#, P$D# '"S(, P$D# 'R#(, TR# I
Co)rse Title* #ar+eting #anagement,I (105)
Co)rse Instr)ctors* Dr- Shalini Nath Tripathi
Co)rse Credit* .
N)m/er of Sessions* 01 !ffice 2t No* 013
1-2. Course Code, Course Title
Course Code:
Course Title:
(105)
#ar+eting #anagement,I
3-4. Course Overview, ro!ramme "evel "earnin! #oals
Course Overview:
The focal concern of marketing function in the present scenario is creation and delivery of customer
value and building of profitable customer relationships. The underlying issues that emerge from this
concern are developing a well-rounded understanding of the consumer needs and wants deciding
on the target markets that an organi!ation can serve best and developing a compelling value
proposition to attract keep and grow the targeted consumers. The rewards accrue to the
organi!ations in the form of increased share of the market incremental profits and consolidated
customer e"uity.
#utstanding marketing organi!ations develop integrated marketing programmes that deliver on
customer value create customer delight and more importantly build lasting customer relationships.
This course focuses upon the process of translating a firm$s marketing ambition into reality in a
structured way. The students shall be e%posed to the building blocks of marketing as a field of study.
&t will sensiti!e the students to the nature of a firm$s marketing environment and help them
understand the significance of effective scanning of this environment understanding its implications
and effectively managing it. The students will be e%posed to the role of strategic thinking and
strategy formulation in marketing success.
The course will address issues and challenges of understanding the customer segmenting a given
market to locate pockets of market opportunity for targeting and subse"uently effective positioning
of the firm$s products and services. The course will also focus upon the significance of the
marketing mi% and the core concepts of marketing as they apply in development of products
specifying of prices designing of distribution and creation of effective promotion. #verall this
course will address issues like'
a) (ow to market in an environment of changing needs wants and lifestyles)
b) (ow to effectively develop a marketing mi% to suit strategies)
c) (ow to develop services and bundle them with products when consumers are demanding more
personali!ed services)
d) (ow to comprehend consumer psyche and behaviour in the background of new technologies)
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Course Outline Template
e) (ow to sustain marketing efforts in a socially responsible manner)
f) (ow to apply marketing thought and customer orientation to business and non-business
situations.
This course will e"uip the students with an understanding of the fundamental principles guiding a
firm$s marketing initiative. &t will give them perspective on the core concerns issues and challenges
facing a marketing oriented organi!ation. The st)dents are e2pected to revie4 the co)rse
readings and the indicated portion of the prescri/ed te2t for class disc)ssions prior to
attending each session-
5. "earnin! Out$omes
*fter attending this course the student is e%pected to be able to '
1' +evelop a sound understanding of the fundamental marketing concepts.
,' -omprehend the marketing function in an organi!ational conte%t for accomplishing its purpose.
.' /elate with marketing function in a creative way
0' +esign marketing related value enhancers for the organi!ation
5' 1ring about a fresh perspective on marketing issues and challenges facing a profit not for profit
and public policy related organi!ation.
%. "ist o& Topi$s' (odules
Topi$' (odule Contents' Con$epts
(odule 1: 2nderstanding the marketing
function
Understanding the marketing
function
Basic concepts and orientations of
marketing
The changing marketing
landscape and the signifcance of
thinking customer
(odule 2: *naly!ing the marketing
environment
Firms Micro environment
Firms Macro environment
Presentation 5* Review of micro and
macro environment of a frm of
choice.
(odule 3: Marketing trateg! "rgani#ational strategic $lanning%
the role of marketing& designing
'usiness portfolios
Presentation 0* /eview of macro
environment in an industry of choice.
3anaging the marketing effort
( 3easuring and managing /#& on
marketing investment
Presentation .* /eview of business
portfolio of a firm of choice.
(odule 4: 2nderstanding consumer behavior 4hat is behavior (consumer decision
making)(ow 5 why does it change
,
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(characteristics affecting -1 influences
on buying behaviour)
6ature of consumer choices.*doption
of new products
Presentation 1* analysis of adoption
pattern of an innovation of choice.
(ow do organi!ational buyers behave)
(#rgani!ational buying behavior)
(odule 5: 7egmentation targeting and
positioning
3arket segmentation
7egmentation e%ercise
3arket targeting
Presentation 6 : 8ield visit based
presentation on segmentation patterns
of a firm of choice in a specific product
category.
+ifferentiation and positioning
Presentation 7* +esk research based
presentation of market targeting by a
specific firm
(odule %: 3arketing mi% 2nderstanding and +esigning the
3arketing 3i%
Prod)ct
4hat is a product ( levels9product
service continuum)
:roduct :lus - the augmented product
#b;ectives of the product policy
(ow do they grow) (-ommodity
product form and brand life)3arket life
cycle
Presentation 8* levels of product and
analysis of product life cycle stages in a
particular product category of choice.
Price
4hat is price -discount < margin
:ricing ob;ectives :ublic policy and
pricing
Presentation 9* :ricing practices in an
industry (as well as a particular firm in
that industry) of choice.
Place
4hat is intermediation and
disintermediation) various formats of
distribution) +istribution ob;ectives
-hannel compatibility with 7T:
&nnovation to ma%imi!e reach (how
channel members add value)
=customer convenience and new
distribution 9 marketing formats :ublic
.
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policy and distribution decision
Presentation :* desk research on 7T:
and channel design in a firm of choice.
Promotion
4hat is promotion ( promotion mi%
role of 1T> power of on-line social
media)
:romotion ob;ectives
The new marketing communication
landscape
The need for &3-
Presentation 53* review of the
promotion mi% of a firm of choice.
(odule ): &ntegration +eveloping integrated marketing mi% '
-omprehensive case study
Assignment d)e this 4ee+
). *valuation Criteria
Component +es$ription ,ei!-t
(nd Term
()ams
&t will be based on conceptual "uestions situation specific
application oriented "uestions and short case studies ?nd
term e%am will only cover post mid term course coverage.
-ourse readings are an integral component of learning in
this course. *t least one of the "uestions will be based on
these readings which will not be specified to the students
*+ ,
Mid Term ()ams &t will be based on conceptual "uestions situation specific
application oriented "uestions and short case studies.
-ourse readings are an integral component of learning in
this course. *t least one of the "uestions will be based on
these readings which will not be specified to the students.
-+ ,
.ui##es There will be three "ui!!es based on multiple choice
open ended and fill in the blank(s) type of "uestion. These
will be conducted unannounced. Two of these shall be
administered pre- mid term and one post mid term. 1est
of the two will be considered for course grades.
/+ ,
Assignment 'Revie4 of STP and mar+eting mi2(* This is also a
written report which shall be submitted by groups of
students. The students will have to review the
segmentation targeting and positioning strategies of an
organi!ation of choice. They will also have to review the
marketing mi% of the chosen firm. The report will be
based on a combination of desk research as well as field
investigation. 7tudents are encouraged to bring in
evidence and insights from multiple sources. The report
preparation and referencing guidelines suggested in
-+ ,
0
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business communication course in the first term must be
strictly adhered to. The students must ensure that the
report is original in content updated on information and
free of factual theoretical and grammatical errors. The
assignment is worth ,0 marks. The students shall be
awarded marks for the structure of the report and
referencing styles (0 marks) -omprehensiveness of the
content (0 marks) +epth of analysis (@ marks) and
application of the concepts of marketing (0 marks)
-larity in communication (, marks). *ssignment , is due
for submission on the "rida; of in the 4ee+ of 01
th
lect)re session- :lease ensure that the assignment is
submitted by 5.00 :3 on that day. /e"uests for
e%tension of the submission deadline will not be
entertained
In,class
Presentation*
The student groups are e%pected to make a presentation of
not more that 15 minutes in duration on the allocated
topic. The topics for presentation are indicated in the
session plan below. The course instructor will stop the
presentation once the time limit is over. &t is advised that
the students practice their presentation to manage time
effectively. The groups for these presentations will be
same as those for the written assignments. &t is
encouraged that the choice of industry for both the
assignments and the presentation is uniform in order to
develop in-depth insights on it. The presentations are
worth 10 marks. The students shall be awarded marks for
the structure of the presentation (, marks) >evel of
analysis (0 marks) *pplication of concepts (, marks)
-larity of communication (, marks).
/+ ,
.. /e$ommended' /e&eren$e Te0t 1oo2s and /esour$es
Te)t
Books
1. :rinciples of 3arketing-* 7outh *sian :erspective' Aotler
*rmstrong *gnihotri 5 (a"ue. 1.
th
edition :earson ?ducation (A**( 1.e)
0ourse
Reading
1. >evitt T (1B@0) CC3arketing 3yopia$$ Harvard Business Review Dol. .E (Fuly-*ugust)
pp. ,0-0G.
,. (amel H. 5 :rahalad -.A. (1BEB) I7trategic &ntentJ Harvard Business Review
3ayK Fune pp @.-G@.
.. (ill T. 5 4estbrook /. (1BBG) CC74#T *nalysis' &t$s Time for * :roduct
/ecall$$ Long Range Planning Dol. .0 6o. 1 pp 0@-5,.
0. 7cheibehenne 1. Hreifeneder /. 5 Todd :. 3. (,010). L-an There ?ver be Too
3any #ptions) * 3eta-*nalytic /eview of -hoice #verloadL Journal of
Consumer Research Dol. .G pp. 00B-0,5.
5. 7heth-Doss :. 5 -arreras &. (,010). CC(ow &nformative is Mour 7egmentation) *
7imple 6ew 3etric Mields 7urprising /esults$$ Marketing Research winter pp.
E-1.. *merican 3arketing *ssociation
@. Trout F. (1B@B)LL:ositioningL is a game people play in today$s me-too market
placeL Industrial Marketing Dol.50 6o.@ (Fune) pp. 51<55.
G. /eeves / (1B@1) Reality in Advertising. 6ew Mork' *lfred *. Anopf.
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/eferences 1. Aotler :hilipN Aeller AevinN Aoshy *braham 5 Fha 3ithileshwar'
I3arketing 3anagement a 7outh *sian :erspectiveJ ,00@ 1,
th
?dition
:earson ?ducation. 6. +elhi. (AAAF 1,e)
,. 7a%ena /a;anN I3arketing 3anagementJ ,00E 0
th
?dition Tata 3cHraw (ill
6. +elhi.
.. ?vans Foel /. 5 1erman 1erry' I3arketing 3anagement$$ &ndian ?dition
,00G -engage >earning 6. +elhi.
0. /amaswamy D 7 5 6amakumari 7' 3arketing management < Hlobal
:erspective the &ndian -onte%t ,00B 0
th
?dition 3acmillan 6. +elhi.
5. (arvard 1usiness /eview ((1/)
@. Fournal of -onsumer /esearch
G. Fournal of 3arketing
E. &ndustrial 3arketing 3anagement
B. Fournal of /etailing
10. Fournal of *dvertising
11. *cademy of 3arketing 7cience /eview
&nternet
/esource'
1. www.hul.co.in ((industan 2nilever >imited)
,. www.pg.com (:rocter and Hambler)
.. www.ama!on.com ( *ma!on)
0. www.flipkart.com (8lipkart)
5. www.samsung.com (7amsung)
@. www.volvocars.com (Dolvo)
G. www.loreal.co.in (>o$real)
http'99www.mckinsey.com9mgi9publications9indiaOconsumerOmarket9slideshow9main.asp
3. 4ession lan
4essio
n
+ate Topi$ /e5uirements:
/eadin!s'
Cases
"earnin!
Out$ome
(odule 1
/
2nderstanding the marketing
function'
(hy Marketing! How could it
"e defined! hat is the
marketing #rocess! hat is its
#ur#ose for various
stakeholders!$
-h 1 p. 5-@
A**(
-h 1 p. ,1-,,
A**(
-lass discussion
(/eal 3arketing
1.,)
To develop a
basic
understanding of
marketing
functions
-
1asic concepts and
orientations of marketing.
Finalization of presentation
schedule and groups
Briefing of Assignment
-h 1 p. B A**(
-lass discussion
(7hare of customer
vs. -ustomer
?"uity)
To comprehend
the marketing
functions in an
organi!ational
conte%t
@
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1
The changing marketing
landscape and the significance
of Cthinking customer$
(Market develo#ment and
creating customer value)

A**(
/eading 1
(3arketing 3yopia)
-lass discussion
(3arketing 3yopia)
To identify key
elements of a
customer driven
marketing
organi!ation
(odule 2
*
8irm$s 3icro environment -h . p. 5B-@1
A**(
-lass discussion
(3arketing publics)
To identify the
environmental
forces that effect
the company$s
ability to serve its
customers
5
8irm$s 3acro environment
Presentation5* /eview of
micro environment of a firm of
choice.
A**( -h . p. @1-
G5
A**( -h . p. @B-
G0
-lass discussion
(/eal 3arketing
..1)
To identify the
environmental
forces that effect
the company$s
ability to serve its
customers
(odule 3
%
#rgani!ational strategic
:lanning' the role of marketing
+esigning business portfolios
Presentation 0* /eview of
macro environment in an
industry of choice.
A**(
/eading , (7trategic
intent
A**( -h , p. .5-
.E
-lass discussion
To appreciate the
importance of
strategic planning
2
3anaging the marketing effort
3easuring and managing /#&
on marketing investment
Presentation .* /eview of
business portfolio of a firm of
choice.
A**( -h , p. 0E-
55
A**( -h , p.
555@
/eading.
(74#T *nalysis)
-lass discussion
(3arketing by
numbers)
To develop an
ability to identify
the key elements
of /#3&
(odule 4
3
4hat is behavior (consumer
decision making)
(ow 5 why does it change
A**( -h 5 p.11G-
1.0
To identify
factors effecting
consumer
behavior and their
G
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(characteristics affecting -1
influences on buying behavior)
A**( -h 5 p.
1,0-1,1
-lass discussion
(/eal 3arketing
5.1)
impact on
decision making
4
6ature of consumer choices
*doption of new products
Presentation 1* analysis of
adoption pattern of an
innovation of choice.
A**( -h 5 1,B-
1.0
/eading 0 (-hoice
overload)
A**( -h 5 1..-
1.E
-h 5 p. 1.E-1.B

-lass discussion
(3arketing by the
numbers)
To identify the
different kinds of
buying situations
/+
(ow do organi!ational buyers
behave)(#rgani!ational buying
behavior)
A**( -h @ 100-
155
A**( -h @ p.
15,-15.
Huest 7ession 1
(/eal 3arketing
@.,)
To understand the
differences
between business
markets and
consumer markets
(odule 5
//
3arket segmentation
Students must bring in
information after research in
the field or in the library on
the visible patterns of market
segmentation in a specific
product/service category in
the next class
A**( -h G p.
1@,-1G0
/eading 5
(&nformative
7egmentation)
-lass discussion
(/eal 3arketing
G.1)
To identify the
bases of
segmenting
markets
/-
7egmentation e%ercise
Case* Allen Soll; , ntering
the Indian &omen<s &estern
&ear #ar+et
-lass discussion
(7haring of
observations)
To develop an
ability to segment
markets
/1
3arket targeting
Presentation : 8ield visit
based presentation on
segmentation patterns of a firm
of choice in a specific product
category.
A**( -h G p. 1G0-
1GG
A**( -h G p. 1G1
-lass discussion
(8igure G., )
To identify
attractive market
segments to target
/*
+ifferentiation and positioning A**( -h G p. To develop an
E
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Presentation !: +esk research
based presentation of market
targeting by a specific firm
Case* L)2 , Strong
Differentiation
1GE-1E5
/eading @
(:ositioning)
-lass discussion
(8igure G.0 Dalue
proposition)
ability to
differentiate and
identify types of
positioning
(odule %
/5
2nderstanding and +esigning
the 3arketing 3i%
-lass discussion To develop and
design a
marketing mi%
/%
Product
4hat is a product
( levels9product service
continuum)
:roduct :lus - the augmented
product
#b;ectives of the product
policy
-h E p. 1B0-1B,
-h E p. ,1@-,1G
A**(
-lass discussion
(/eal 3arketing
E.,)
To develop an
ability to classify
products and
services
/2
(ow do they grow)
(-ommodity product form and
brand life)
3arket life cycle
Presentation ": levels of
product and analysis of
product life cycle stages in a
particular product category of
choice.
-h B p. ,.@-,00
A**(
To identify
various levels of
products and the
value delivered at
each level
/3
Price
4hat is price -discount -
margin
-h 10 p. ,0G-,5@
-h 10 p. ,0B
A**(
-lass discussion
(8igure 10.1
-onsiderations in
setting price)
To comprehend
pricing and its
different forms
/4
:ricing ob;ectives
:ublic policy and pricing
Presentation #: :ricing
practices in an industry (as
well as a particular firm in that
industry) of choice.
-h 10 p. ,E,-,E5
-h 10 p. ,51
A**(
To appreciate the
different pricing
ob;ectives used
by a firm and its
linkage to the
customer value
perception
-+
Place -h 11 p. .00-.0, To identify ways
B
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Course Outline Template
4hat is intermediation and
disintermediation) various
formats of distribution)
+istribution ob;ectives
-hannel compatibility with
7T:
Case* T)pper4are in India
-h 1, p. ,B,
A**(
-lass discussion
(8igure 1,.1)
and means of
transfer of value
from
manufacturer to
the customer
-/
&nnovation to ma%imi!e reach
(how channel members add
value)
=customer convenience and
new distribution 9 marketing
formats
:ublic policy and distribution
decision
Presentation $: desk research
on 7T: and channel design in a
firm of choice.
-h 11 p. .00-.0,
-h 1, p. ,B,
A**(
Huest 7ession ,
(/eal 3arketing
1,.1)
To identify
conventional and
contemporary
channels of value
delivery
--
Promotion
4hat is promotion ( promotion
mi% role of 1T> power of on-
line social media)
:romotion ob;ectives
-h 10 p. .0,-.0@
A**(
-h 10 p. .05-.0@
A**(
-lass discussion
(/eal 3arketing
10.1)
To develop an
ability to
understand the
promotion mi%
-1
The new marketing
communication landscape
The need for &3-
Presentation %&: review of the
promotion mi% of a firm of
choice.
-h 10 p.
.0@ A**(
-h 10 p. .5E-.5B
A**(
-lass discussion
(/eal 3arketing
10.,)
To appreciate the
changing
landscape of
promotion and
need for &3-
(O+6"* )
-*
+eveloping integrated
marketing mi% '
Assignment due this 'eek
-lass discussion To develop a
linkage between
different concepts
taught
10. Conta$t +etails:
10
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Course Outline Template
5ame of the 6nstructor% 7r. halini 5ath Tripathi
"8ce 9ocation% 9ucknow
Telephone% +:--;-14*-4<
(mail% halini.tripathi=>aipuria.ac.in
Teaching ?enue% 9ucknow campus
@e'site% www.7aipuria.a$.in
"8ce Aours% 4%1+ am ;:%1+ pm
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