1. Marketing Management-2 Course Outline.docx

Instructor: Narasimhan Rajkumar Course Objective: In the Term-1 course of Marketing Management-I, the focus was on the strategic aspects of Marketing Management i.e. Market Analysis, Consumer Behaviour, Segmentation, Targeting and Positioning. In continuation of this, Marketing Management-II (MM-II) will focus on the formulation of marketing activities, viz., designing Product, Brand, Promotion, Distribution, and Price to help the company communicate the Position to the customers. At the end of the course, the participants will be able to 1. Understand the links between marketing corporate strategy of Segmentation, Targeting and Positioning with the Marketing Operational Strategy of designing the 4 Ps 2. Conceptualize the role of Product, price Place and Promotion in creating value for customers. 3. Conceptualize the process and create the “go to market” strategy for New Products. Pedagogy Pedagogic mix may include standard standalone sessions, case studies, games, simulations, exercises, assignments and presentations. Emphasis will be on discussion and active exchange of ideas. The course is intended to be a vehicle for self-learning and group learning. Carefully thinking out your position and displaying tenacity in defending it from attack by skeptics are both important requirements. A willingness to share your perspectives, knowledge, and experience is another important factor for a satisfactory classroom experience in this course. The learning process will be inductive i.e. we will understand the concepts as applied to a real life company. To ensure that learning occurs and doubts are clarified it is imperative that all designated pre-class preparatory work is done and we are all prepared to spend time in class in clarification of doubts / issues.

Evaluation Assessment Logic The learning objectives enunciated at the beginning of this course outline seek to ensure that your learning in this course can be used to design solutions, from a marketing management perspective, for business problems. The assessment of this learning has been designed on the premise that this learning, in turn, requires that you remember and understand concepts and ideas, know how to apply them and be comfortable in being able to use them to analyse (deconstruct) situations and design (evaluate and construct) solutions. The table below outlines a rough mapping of the evaluation components to the dimensions of learning

Components

Remembering and Understanding

Application of Understanding

Quizzes

To assess ability to discuss and explain concepts

To assess ability to apply/ use concepts and theories to given data/ situations

(Minor)

Analysis

Evaluation and Synthesis

To assess ability to analyse case situations

(Major) Assignments

To assess ability to apply/ use concepts and theories to given data/ situations

Project

End Term

To assess ability to discuss and explain concepts (Minor)

To assess ability to apply/ use concepts and theories to given data/ situations (Minor)

To assess ability to analyse case situations

To assess ability to design solutions and build up arguments to justify the decision

To assess ability to critically analyse real life situations

To assess ability to design, plan solutions for real life situations; to assess ability to build up arguments to justify the solution using concepts and theories

To assess ability to analyze case situations

To assess ability to design, plan solutions for real life situations; to assess ability to build up arguments to justify the solution using concepts and theories (major)

(Major)

Component Project Quizzes Assignments

Weight ages 20% 25% 20%

Description This is a group effort. 2 mega quizzes of 12.5 marks each Groups will have to submit a written write up of the cases before the case is discussed. The discussion questions are given in the outline. Each group will have to submit 4 assignments. Briefing will be given later

End Term Exam (after end of 35% course) Grading

Components (other than quiz) will be graded on the following scale Grade

A+

A

B+

B

C+

C

D+

D

F

Con.

10

9

8

7

6

5

4

3

0

The grading scale for the final marks will be % Marks

> 80

75-79

70-74

65-69

60-64

55-59

50-54

45-49

<45

Grade

A+

A

B+

B

C+

C

D+

D

F

Marks will be rounded off to the nearest whole number. What do grades mean? Grade A+

Points (out of 10) 10

A B+

9 8

B

7

C+

6

Meaning Considerable grasp of the material, with original thinking and thereby offering a unique insight into the issue at hand. Such a test/assignment/project is a pleasure to read…it “sings”! The paper is clear without grammatical and punctuation errors, supporting evidence is presented in a coherent and logical manner. The paper should reflect the participants’ true engagement with the subject. All that A+ means except writing style. All that A+ means except writing style and coherency. A paper that contains all that A+ means except that the paper does not have the elegance of an A+ paper. The paper shows a command over the subject, but lacks clarity, and a lack of care. It also lacks comprehensiveness. The evidence is not presented coherently, or fully. Also indicates an inability to look at all implications. Demonstrates an understanding of the subject, but lacks the larger implications. Generally incomplete and sloppy in presentation. Has grammatical and punctuation errors.

C

5

D+

4

D

3

F

0

Barely addresses the issues involved. Repeats the facts without adequate discussion, deviates from the topics and is not comprehensive. The analysis is general without evidence. However, has some knowledge of the subject matter. All of what C means, expect the paper has serious flaws interms of logic, coherence, writing style. Also the context is not mentioned and evidence is “Created” to suit one’s analysis. Very little subject matter grasp. No evidence provided. Incoherent. Substantial errors in presentation rendering the writing incomprehensible. Quoting out of context and lazy! No clue about the subject.

Estimated effort required to be expended on the course (other than the class time) Average reading of 2 hours per session x 20 sessions

40 hours

Preparatory Work for Mega Quizzes and End Term 5 hours x 3

15 hours

Effort required, per person, for group tasks

10-20 hours

Total

65-75 hours

Textbook 1. Marketing Management (online resource) from McGraw Hill. (ONLINE) 2. Marketing Management By Phillip Kotlar et al. (the book has already been provided with term 1 (PK) Additional Readings 1. 2. 3. 4. 5. 6. 7.

The Marketing Imagination: Theodore Levitt, Free Press Marketing Management by Rajan Saxena, Tata McGraw Hill Publishing Company Limited Marketing and Branding by S Ramesh Kumar, Pearson Education What’s 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

Session-wise plan

1. Understanding the Context of Marketing Decision Variables: The Attribute-Benefit-Value ladder a. Readings: Note on Marketing Strategy b. Case: Saxonville Sausage Company 2. Segmentation, Targeting Positioning and Marketing Decision Variables. a. Reading: Market Segmentation, Targeting and Positioning b. Case: Birth of Swatch 3. Product Management-1: Product Mix Decisions: Managing the Product Line; Width and Depth. a. Note on Product Policy b. Note on Product Variety c. Note on Price Discrimination d. Case: Cambridge Software Corporation 4. Product Management-2: Strategic Product Management: Interrelations between other Marketing Decision Variables and the Product Decision. a. Case: Pintura Corporation: The Lena Launch Decision 5. Brand Management: Strategic Brand Management; Role of Brands; The Brand Adoption Cycle; Brand Architecture a. Reading: Brands and Branding b. Case: Mahindra “Rise”: A Brand Architecture Decision 6. Pricing Management-1: Nature of Price: Demand/Supply versus Value. Types of Pricing Strategies: Cost Plus; Skimming; Penetration; Target Return; PLC pricing; Yield Management a. Note on Pricing Policy 7. Pricing Management-2: Strategic Pricing Management a. Case: Signode Industries Ltd. 8. Distribution Management-1: Decisions regarding channels of distribution; Managing the Company-Customer Flows; a. Note on “Go to Market” Strategy 9. Distribution Management -2: Economics and Evaluating the Channel performance: Managing the Distributor a. Case: An Irate Distributor 10. Distribution Management-3: Logistics and Supply Chain Management: Inventory and Transportation and Storage issues and costs. a. Case: Dakota Office Products 11. Retail Management: Role and Classification of retailers; Retail Positioning Decision; Retailer Performance Management a. Note on Retail Positioning 12. Integrated Marketing Communications-1: Understanding the Components of Marketing Communication; their roles and decisions a. Note on Integrated Marketing Communication 13. Integrated Marketing Communication-2: Resource Allocation between the various components of IMC; pros and cons and how to manage the performance a. Case: Reliance Baking Soda: Resource Allocation 14. Integrated Marketing Communication: Role of Personal Selling and management of sales force a. Note on Personal Selling b. Case: Sales Force Integration at Fed Ex. -A 15. Integrating the 4 Ps: How does each Marketing Decision variables interact with each other

16.

17.

18.

19.

20.

a. Integrated Case: Eco7: Launching a new Motor Oil New Product Launch and Management: Managing Innovation in an organisation; the challenge of new product development and go to market strategy a. Case: Optical Distortion, Inc. Marketing of Services: The nature of Service; Additional Marketing Decision Variables; creating and sustaining competitive advantages and services. a. Reading: The Services Imperative b. Case: Housing.com Digital Marketing Concepts: Introduction to Digital Marketing; Types of Digital Marketing; The Digital Marketing Strategy and Plan a. Social Strategies That Work b. Case: Tech Talk: Creating a Social Media Strategy Business to Business Marketing a. Value Proposition is Business to Business Markets b. PV Technologies: Were they Sleeping at the Switch? Customer Centricity: The Customer Journey Map and Relationship Marketing a. The Customer Centred Innovation Map b. Customer Journey Map c. EMC2: Delivering Customer Centricity

Attendance Norms: As per Manual of Policies