INDIAN INSTITUTE OF FOREIGN TRADE

MBA(IB) 2015-17

Term-I

Marketing Management
Course Credits: 3
Faculty: RWS (ruppal@iift.edu)
-----------------------------------------------------------------------------------------------------------Introduction:
This course provides a comprehensive overview of the key concepts of marketing and helps
participants appreciate the different dimensions involved in developing marketing strategy. The
major objective of the course is to familiarize participants with the fundamentals of marketing
and to equip participants to take marketing decisions from a managerial perspective. After
completion of this course participants should gain a clear understanding of the major theoretical
issues and concepts relating to the course as well as an understanding of the practical
applications of these concepts.
Learning Objectives:
To develop an understanding the fundamental marketing concepts and conceptual
frameworks
To develop an understanding of Marketing as a strategic function in a firms business strategy
To be able to analyze the various factors impacting marketing decisions and understand their
implications
To be able to apply concepts learnt to real life business situations
Pedagogy:
Pedagogic mix will include concept discussions, case studies, exercises, assignments and
presentations. Emphasis will be on discussion and active exchange of ideas. Industry interface is
also built into the course in the form of guest lectures and projects. Emphasis is on interactive
and participative learning. Thorough pre-class preparation is a MUST.
Evaluation Components:
Quizzes / Tests
Assignments/Exercises
Project Presentation
End Term Exam (closed book)

:
:
:
:

20%
20%
20%
40%

Recommended Text Book:

Marketing Management, Kotler, Keller, Koshy and Jha, 14th ed., Pearson
Reference Books:
MKTG - An innovative approach to learning and teaching Marketing
A South Asian Perspective, Lamb, Hair, Sharma and Mc Daniel, Cengage
The Marketing Whitebook, Businessworld
Marketing Management-Text and Cases, Lal, Quelch and Rangan, Tata McGrawHill
Harvard Business Review on Marketing, Tata McGraw Hill
Session Plan: Each sessions of 2 hrs duration
1

Text & cases specified for the relevant sessions should be read before each class. For case
sessions, it is mandatory to come prepared to class after reading, discussing within your
respective groups and analyzing the cases. (R refers to additional readings which are optional)
Session No.
Module I a :
OVERVIEW OF
MARKETING &
UNDERSTANDING
THE CONSUMER

Topic
What is the marketing concept?
How does the task environment and broad environment impact
marketing?
How do consumers buy?
What factors influence buying behaviour?
How are purchase decisions made in organizations?
Introduction to marketing
Case: D. Motors
Text: Chapters 3,5
R :
Note on marketing strategy , HBS Note by Robert J.Dolan

2-3

Understanding Consumer Buying Behaviour

Understanding Organizational Buying Behaviour (B2B)
Text:

Chapters 5,6

Field Exercise-to be done in pairs before class i.e two people together
will make one submission on specified date before session 2.
Module I b :
SELECTING
CUSTOMERS

4-5

Why is market segmentation necessary?

What is the basis for effective segmentation?
How is a target market selected?
How can a firm choose and communicate an effective positioning?
Segmenting, Targeting and Positioning
Case:
Text:

P&G
Chapters 7,9

Case analysis to be done in groups. Answers to the assigned questions

to be submitted on campus 360 by 9:00 a.m on the day of session 4.
No submission will be accepted after the deadline.
Quiz

There will be a quiz on the Revlon case study + sessions 2-5,

before session 6

Module II a :
MANAGING THE
MARKETING MIX:
CREATING VALUE

How does marketing help create value for the customer?

How are product/ service offerings designed?
What is the product mix and how can it be managed?
How are services different from products?
What are the stages in new product development?
How do brands add value?
Developing the Marketing Offer and Managing the Product Mix
Case:
Text:
R:

Revlon
Chapter 11
Creating Value
HBS note by Rohit Deshpande (available in reference text
no. 4)
New Product Development and Brand Building- GF
Text:

Chapters 9, 10 (pg 261-264,pg 268)

Services Marketing- GF
Text:

Chapter 12

Project Brief - Different groups will be allotted different industry sectors. Each group has to
choose one brand in the allotted industry sector and present the following:
Current marketing strategy for the brand (STP and 4Ps)
Key consumer insights
Marketing recommendations for the coming one year
Choice of firm should be done keeping in mind the feasibility of interacting with someone in the
companys marketing team as well as with the brands customers.
Presentations will be held after module 7.

Module II b :
MANAGING THE
MARKETING MIX:
CAPTURING &
DELIVERIN
G VALUE

What should be the basis for setting price?

How can pricing be adapted for different contexts?
What kind of pricing strategy should a firm adopt?
Why are marketing channels and intermediaries required?
What have been recent changes in the type of distribution channels?
How do organizations develop and manage the distribution channels?
How can channel conflict be managed?
Setting the Pricing Strategy
Case:

R and H

Text:
Chapter 13
R:
Pricing and Market Making on the Internet, HBS Note by
Robert J Dolan and Youngme Moon (available in reference text no. 4)
(Case analysis to be done in groups. Answers to the questions given
to be handed over on the specified date before session 9. No
submission will be accepted after the deadline)
10

Developing and Managing Distribution- GF

Text:

Quiz
Module II c
MANAGING THE
MARKETING MIX:
COMMUNICATING
VALUE

11-12

Chapter 14

There will be a Quiz on session 6, 7 and 9, plus Brisk case study

before session 11
Which tools can marketers use to effectively communicate with their
consumers?
How do marketers design and leverage the communication tools?
What is the process of creating an integrated marketing communications
plan?
Designing and managing the communication mix
Case: Brisk
Text: Chapters 16, 17 and 18

Module II :
OPERATIONALIZING
AND MANAGING
THE MARKETING
EFFORT

13-15

How to put together a marketing plan

How should resources be allocated across different products and services
by a firm?
How do marketers customize strategy at different stage of the PLC?
How do marketers address Global markets?
Preparing the Marketing Plan
4

Managing resource allocation across different products

Addressing Global Markets
Presentations
PPT submissions to be made by 9:00 a.m on campus 360 on the day
presentations start (all sections to submit at the same time).
Presentations will be done in groups. Time limit of 10 minutes for
each group will be strictly followed. Content, analysis and
presentation marks would be common but Q&A component of the
presentation will be marked separately for each group member.

Additional Readings (optional):

Dhalstorm and Edelman, (2013). The coming era of On Demand Marketing, McKinsey
Quaterly, April 2013.
Rust, Moorman, Bhalla, (2010). Rethinking marketing, Harvard Business Review,
Jan/Feb2010, Vol. 88 Issue 1/2, 94-101
Davenport (2011), Know What Your Customers Want Before They Do, HBR, 2011
Wise & Zednickova (2009), The rise and rise of the B2B brand, Journal of Business
Strategy, Vol. 30 No. 1 pp. 4-13
Goyal (2012),Selling into Micromarkets, HBR 2012
The Branding Sweet Spot, Keller & Webster, MM, 2009
How Social media can be used to dialogue with the customer, Saperstein and Hastings,
Ivey Business Journal, Jan/Feb, 2010.
Michael Barnett (2011), Is your pricing strategy costing you customers? Marketing Week
I 3 February 2011
Marco Bertini (2012), Pricing to create shared value, HBR, June 2012
Joan Schneider (2011), Why Most Product Launches Fail, HBR, April, 2011
Rethinking Distribution, Narus and Anderson, HBR, Jul-Aug, 1996