Professional Documents
Culture Documents
2014-15
TERM: I
TITLE OF THE COURSE: MARKETING MANAGEMENT- I
CREDITS: 4
Email:
ashish@iimidr.ac.in
Block-B
jayasimha@iimidr.ac.in
Telephone Number:
2439528
2439538
Aditya Billore
Manoj Motiani
Block-B
Block-C
adityab@iimidr.ac.in
2439553
manojm@iimidr.ac.in
2439582
COURSE DESCRIPTION
The course provides a basic introduction to the fundamental principles and concepts of
marketing.
COURSE OBJECTIVES
The objectives of this course are to develop the participants basic analytical skills, conceptual
abilities and substantive knowledge for improved decision making in the field of marketing
management. The course is extended in the 2nd and 3rd term of first year of the PGP. It aims to
build a foundation for those participants who plan to take advanced marketing courses in the
second year.
PEDAGOGY/TEACHING METHOD:
There will be 20 classroom sessions, 75 minutes each, consisting of conceptual discussion, cases
and presentations. Assignment and presentations will be done in groups. The guidelines for the
group assignments would be provided separately. All participants are expected to come
prepared to the class after due discussion and reflection on the cases.
EVALUATION
Class Participation
Mid Term
End Term
Case Analysis (Group)
Assignments/ Presentations (Group)
Total
WEIGHTAGE
10%
20%
40%
20%
10%
100%
SCHEDULE OF SESSIONS
Module I: Understandingthe Marketing Management Process
Module Objective
This module focuses on understanding the process of marketing management and its role in
managing business.
Sessions 1 & 2: Understanding Markets and Marketing Management Process
Objective: The primary focus of these sessions is on the process of defining market opportunity
Reading: Chapter 1 KKJK
Case: Nirdosh (IIMA)
Session 3 & 4: Environment scanning for marketing decisions
Objective:The primary focus of these sessions is on the process of internal and external
environment scanning.
Reading: Chapter 3 KKJK
Case: American Well: The Doctor Will E-See You Now, HBS 510061
Session 5: Group Assignment and Class activity
Module II Competitive Dynamics
Module Objective
This module focuses on understanding challenges/opportunities arising from external competitive
dynamics, and how an organization can adapt more efficiently to changing market dynamics.
Sessions 6: Dynamics of competition
Objective:The primary focus of this session is on the process of identifying competition and
understanding dynamic nature of competition.
Reading: Chapter 9 KKJK
Case: Dogfight over Europe: Ryanair (A)HBS 700-115
Sessions 7 & 8: Dealing with competition
Objective: The primary focus of these sessions is on the process of dealing with competition at
various levels.
Reading: Chapter 9 KKJK
Case: Barco Projection Systems (A)) HBS 591133
Module III Understanding Customers
Module Objective
This module focuses on understanding the buyers behavior, factors that influence buyers
behavior, and its importance in the context of marketing decisions.