LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT Two Year Full Time Post Graduate Pro ram i! Ma!a eme!

t Trimester " II #ourse #ode$ %%&&'& A)ademi) Sessio!$ &'%*+&'%, #ourse Title$ Mar(eti! Ma!a eme!t II
I!stru)tors$ -o.eeta #/atter0ee1Smita S/arma1 1Gaura2 -os/i

OB-E#TI3ES This is the second part of the course on Marketing Management and seeks to further develop the student's basic analytical skills, conceptual abilities, and substantive knowledge of marketing in a variety of real-life marketing situations. This part of the course is expected to help students to: esign and develop programmes for other elements of the marketing mix including pricing, advertising, promotion, distribution and field sales management !et an overview of creating competitive advantage. "nderstand the global marketplace and global marketing environment. #xplore contemporary issues in marketing !et an opportunity for presenting and defending their own analysis $both written and verbal%, and for critically examining and discussing the analysis done by other fellow students. #ourse #o!te!t Module Sessio! To5i) 6 Readi! 1s No4 No41s I %+& Desi !i! a!d Ma!a i! Ser2i)es The nature of services, The new service realities, &chieving excellence in services marketing, Managing product-support services 'eadings (otler, (eller, (oshy, )ha, $*+,-%, .Marketing Management., /h ,* 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,* 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h ,7 II &+* De2elo5i! Pri)i! Strate ies a!d Pro rams "nderstanding pricing, 2etting the price, &dapting the price, 8nitiating and responding to price changes Readi! s (otler, (eller, (oshy, )ha, $*+,-%, .Marketing Management., /h ,0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,9, *+ 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h 9 III ,+7 Desi !i! a!d Ma!a i! I!te rated Mar(eti! #/a!!els Marketing channels and value networks, The role of marketing channels, /hannel design decisions, /hannel management decisions, /hannel integration and systems, ,

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/onflict, cooperation and competition, # commerce marketing practices Readi! s (otler, (eller, (oshy, )ha, $*+,-%, .Marketing Management., /h ,7 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,-, ,7 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h Retaili! 9 :/olesali! 6 Lo isti)s 'etailing, 6rivate labels, :holesaling, Marketing logistics Readi! s (otler, (eller, (oshy, )ha, $*+,,%, .Marketing Management., /h ,; 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,; 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h ,#ases$ 2wapna 6radhan, $*+,+%, 35ast food retailing in 8ndia-'aising the <uality and service bar. , 3'etailing Management, Text = /ases. Desi !i! a!d I!te rated Mar(eti! #ommu!i)atio!s The role of marketing communication, /ommunication process, eveloping effective communication, eciding on the marketing communications mix, Managing the integrated marketing communications process Readi! s (otler, (eller, (oshy, )ha, $*+,,%, .Marketing Management., /h ,> 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,>, ,? 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h ,+, ,,, ,* #ase$ 2ahoo, eba@aniA Byas, 6reeta 1, $*++?%, 3#mami's 5air and 1andsome 5airness /ream., 88M& Ma!a i! Mass #ommu!i)atio!s eveloping and Managing an &dvertising 6rogram, eciding on media and measuring effectiveness, 2ales promotion, #vents and experiences, 6ublic relations Readi! s (otler, (eller, (oshy, )ha, $*+,,%, .Marketing Management., /h ,? 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,?, ,C 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h ,+, ,,,,* >ui? 1 #lass Assessme!t Term 5a5er 5rese!tatio!s

%%+%* 3II %, Ma!a i! Perso!al #ommu!i)atio!s irect marketing, 8nteractive marketing, :ord of mouth, esigning the sales force, Managing the sales force, 6rinciples of personal selling Readi! s (otler, (eller, (oshy, )ha, $*+,,%, .Marketing Management., /h ,C 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,C, ** 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h ,+, ,,, ,*, ,C #ase$ 6iyush (r 2inha, &bhishek, $*++9%, 4iharTimes.com, 88M& 3III %,+%7 I!trodu)i! New Mar(et O@@eri! s Dew product options, /hallenges in new product development, Managing the development process: 8deas, /oncept to strategy, evelopment to commercialiEation Readi! s *

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(otler, (eller, (oshy, )ha, $*+,-%, .Marketing Management., /h ,9 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ,, 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h C Ta55i! i!to GloBal Mar(ets /ompeting on a global basis, eciding whether to go abroad, eciding which markets to enter, eciding how to enter the market, eciding on the marketing program, /ountry-of-origin effects Readi! s (otler, (eller, (oshy, )ha, $*+,-%, .Marketing Management., /h *+ 0amb, 1air, 2harma, Mc aniel, $*+,*%, 3M(T!., /h ; 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, /h ? Pro0e)t Prese!tatio!s

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The case study/s will be provided from Harvard Business Press, Journals, Agencyfaqs per the latest mar!eting trends"

other sources as

PEDAGOGY The course would have classroom sessions as well as field-based assignments to achieve the above ob@ectives. The classroom sessions will include discussions and presentations by the students on the recommended readings, and assigned cases. 4efore attending each session, the students will be expected to study the readings assigned for the day, and discuss the case lets in their group. The readings will be discussed in the class, followed by presentations and discussions on the case. &s field assignments are an important part of the learning process in this course, the students will be expected to devote considerable time in addition to their class sessions for carrying out such assignments. C I! ea)/ )lass9 t/ere would Be dis)ussio!s o2er latest /a55e!i! s i! Busi!ess 6 mar(eti! 9 )o2eri! !atio!al as well as i!ter!atio!al Bou!daries4 C #o!tem5orar. Issues$ 2tudents are re<uired to write a term paper on the one of the contemporary issues as listed below and submit the written write-up $approx. *+ pages% and make the presentation. !reen marketing, 8nternetFmobile advertising, Dew techni<ues in Marketing 'esearch, 4randFcustomer e<uity, #merging retail formats in 8ndia, #xperiential marketing, /hanging socio-economic customer profiles, /onvergence = Marketing /ommunication adaptation by MD/s, 5inancial products selling, 'ural distribution and new technology for rural marketing

E3ALUATION The course will be evaluated on the following basis: #nd Term #xamination 8nternal &ssessment I!ter!al Assessme!t Brea(+u5 /lass participation: /ase 6resentation: /lass &ssignments: 0ive 6ro@ect: Term 6aper: ,+ marks ,+ marks ,+ marks ,+ marks ,+ marks ;+ marks ;+ marks

BASI# READINGS (otler 6, (eller (, (oshy & and )ha M, Marketing Management, ,7th edition, *+,-, 6earson #ducation 0amb, 1air, 2harma, Mc aniel, M(T!: :hatGs 8nside, /engage 0earning, ,st edition, *+,* 4aines, 5ill, 6age, 2inha, $*+,-%, Marketing, &sian edition, Hxford "niversity 6ress SUGGESTED READINGS B.2. 'amaswamy and Damakumari 2, Marketing Management: !lobal 6erspective, 8ndian /ontext, 7th edition *+,+, Macmillan 8ndia. 6hilip (otler, !ary &rmstrong, 6rafulla I &gnihotri, #hsan ul 1a<ue, 6rinciples of Marketing, ,-th edition, *+,+, 6earson #ducation #tEel, :alker, 2tanton, 6andit, Marketing, ,7th edition, *+,+, Tata Mc!raw 1ill &run (umar = D Meenakshi, Marketing Management, *nd edition, *+,+, Bikas 6ublishing