AMITY BUSINESS SCHOOL AMITY UNIVERSITY HARYANA Amity Education Valley, Gurgaon (Manesar) Course Manual Programme: MBA

Batch 2012-2014 Subject : Marketing Management (MBA- 104 ) Faculty Name: Dr. Mani Shreshtha Semester: I Email: mshreshtha@ggn.amity.edu

1. Course Overview: This course on marketing aims to provide a fundamental understanding of concepts related to marketing function. It makes the students aware about various decisions taken by a marketer and respective tools available to take these decisions. It will enable the students to realize the importance of customers and their behavior in the context of marketing decisions. 2. Course Coverage: Outline Philosophies of Marketing Management Environmental Scanning Buying decision making Market Segmentations, Targeting, and Positioning (STP) Product Decisions Pricing Decisions Channel Decisions Contemporary Issues in Marketing Marketing Strategies for Leaders, Challenges, Followers and Nichers

3. Learning Outcomes: At the end of the course students should be able to: Acquire knowledge about key concepts and elements of marketing management along with different philosophies adopted by a marketer Demonstrated transferable cognitive skills in relation to the analysis, synthesis and evaluation of the knowledge of marketing. Understand marketing mix and strategies adopted to handle it Prepare a marketing plan keeping in view the customer and organization perspective. 4. Main text Kotler, P. and Armstrong, G., Principles of Marketing, 12th Edition, Pearson Education Kotler, P. and Keller, K.L., Marketing Managementl, 13th Edition, PHI

5. Additional Texts: Ramaswamy, V.S. and Namakumari, S., Marketing Management: Global Perspective Indian Context, 4th Edition, McMillan Miller, K., Layton, R, Etzel, M., and Walker, B., Stanton, W. Fundamentals of Marketing, 4th Edition, Tata McGraw Hill Pandey, M., Contemporary Indian Cases in Marketing, Biztantra, 2009

6. Other readings: Daily Newspapers : Business Standard, Economic Times, Business Line, The Financial Express Periodicals: The Week, Economist, Forbes, Fortune, Business World, Business Week 7. Web Resources: http://knowledge.wharton.upenn.edu http://www.marketingterms.com http://www.marketingprofs.com

8. Assessment Scheme: Components Case/ Presentation/ Assignment Weightage % 5 5 5 5 10 70 Project Quiz/ Seminar Attendance Mid Term Exam End Term Exam

9. Session Plan: MBA 104: Marketing Management Total No Sessions 36 Topics and Issues

Session (s)

Readings/ Cases/Assignments Text: Principles of Marketing by K&A

Module I: Understanding Marketing in New perspective

1-4

Fundamentals of Marketing: Customer Value and Case 1- NOKIA: Satisfaction, Customer Delight, Value Chain, Marketing Marketing in Modern Mix Elements Organization

Conceptualizing Tasks and Philosophies of Marketing Management, Difference between marketing and Selling, AssignmentRelationship marketing, Social marketing, Environmental Scanning Scanning the Marketing Environment, Marketing Strategic formulation Planning, marketing plan

Module II: Analyzing Consumers & Selecting Markets The factors influencing consumer behavior. The stages in the buying process, the buying decision making process, factors effecting the buying decision.

Text: Principles of Marketing by K&A

5-10

Case 2- Bang & Olufsen: Market Segmentations, Levels of Market Segmentations, Getting Your Bang for Patterns, Procedures, Requirement for Effective your Buck Segmentation, Case 3- Gale Company Evaluating the Market Segments, Selecting the Market Assignment-STP Segments, QUIZ-1 Tool for Competitive Differentiation, Developing a Positioning Strategy. Module III: Managing Product & Pricing Strategies Text: Principles of Marketing by K&A

Classification of products, New Product development, development, Adoption process stages of product

11-17

Product mix decisions and line management, Length, width and depth of a line, line analysis Assignment-NPD, PLC, Pricing Product life cycle, stages in lifecycle and factors affecting each stage, Managing product life cycles. Brand management, Setting the price, adapting the price, initiating and responding the price changes,

Module IV: Designing: Managing the Integrated Communication Channel functions and flows. Channel design decisions. Channel management decisions. Channel dynamics; vertical horizontal and multi channel marketing systems. Market Logistics decisions.

Text: Principles of Marketing by K&A

18-25

Assignment-Channel Effective Communication, Integrated Marketing Selection, Sales Communication, Marketing Communication Process, Promotion Promotion mix, Advertising, Personal Selling, Direct Marketing Sales Promotion and Publicity and Public Relations Module V: Emerging Trends in Marketing Text: Principles of Marketing by K&A Quiz-2

An Introduction to Internet Marketing, E-Marketing, Multi Level Marketing, Case 4- Future of Books Green Marketing, 26-32 Event Marketing, Types of Events, Sponsorship, Cause Related Marketing, Marketing for Non Profit Organizations Marketing Strategies for Leaders, Challenges, Followers and Nichers 33-36 Reserved for Presentations Individual and/or group presentations allotment Assignment- Marketing Strategies

Case studies, Pre Reads and assignments will be provided to students well in advance through Amizone.

Detailed Session Plan: Module- I: Understanding Marketing Management - Module Objective(s): This module provides an orientation towards marketplace and gives understanding to the students about the importance and scope of marketing, fundamental concepts, marketing tasks etc. - Students will be able to differentiate marketing with sales and clearly pinpoint various environmental factors affecting marketing function. - Discussion Question-Is marketing necessary for the success of a company? Module- II: Analyzing consumer and selecting markets - Module Objective(s): This module emphasize on the relevance of understanding the requirement of consumers and developing a logical way of market selection. - Students will be able to identify factors influencing consumer decision making. Also, students will learn the STP way of identifying a market. - Discussion Quest: How consumers make their buying decisions? Module- III: Managing Product and Pricing Strategies - Module Objective(s): This module will provide an understanding about Product and Price related decisions taken by a marketing manager. - Students will be able to apply strategies for Product and Pricing elements of Marketing Mix - Discussion Question: How pricing in retail sector is influencing customers.

Module- IV: Designing: Managing the Integrated Communications - Module Objective(s): This module will provide an overview about various IMC element used by the marketer to influence its target customer group. It also helps in identifying the relative advantage of each element. - Students will be able to take a channel selection decision and plan a integrated marketing communication campaign. - Discussion Question: How outdoor advertising has changed over the years? Module- V: Emerging Trends in Marketing - Module Objective(s): This module will introduce latest issues and developments in the field of marketing. - Students will get familiar with the application of latest concepts in marketing. - Discussion Question: How Green Marketing efforts of companies are vied by the customers?