School name -ID-1

SVKM’s Narsee Monjee Institute of Management Studies

Name of School: School of Business Management

Interdisciplinary Offerings Fall Session: From End July to Mid Nov

Day & Timings : Monday

Course : Sales and Marketing Venue : SBM, Mumbai
4.30 – 7.30 pm
Teaching Scheme Evaluation Scheme
Per Hours Internal
Term End
Total Total Continuous
week per Credits Examinations (TEE)
Hours Sessions Assessment (ICA)
lectures week (weightage)
(weightage)
45 1 3 3 15 40 60
Pre-requisite:
Objectives:
The goal of this course is to get participants to understand the dynamic nature of the market place and
the paradigms in creating a value for the customer which in turn leads to improvement in the
organization’s top line and return on investment.
Outcomes:
After completion of the course, students would be able to :
 Develop a broad understanding of the Marketing Management and Sales function.
 Understand the nuances of several important aspects of the Marketing and Sales function.
 Apply well established analytical techniques/models/frameworks to understand business
situations.
 Understand the linkages of marketing with other functional areas of business
Detailed Syllabus
Duration
Unit Description
(Hrs.)
1 Core Marketing Concepts 3
These sessions will focus on fundamental marketing concepts and formats; the
process of value creation. Key concepts in marketing and how they relate to business
strategy
Essential Reading:
KK; Chapter 1 & Chapter 2.RS: Chapter 1
2 Segmenting and Targeting markets, Positioning market offerings 3
Understanding the logic and necessity of segmenting the market,
Segmentation bases for B2C and B2B Markets
Essential Reading:
KK: Chapter 9 RS: Chapter 8
Pricing
Pricing Strategies
Promotional Pricing
Differentiated Pricing
Piece of Business Pricing
Performance Pricing
Essential Reading: Ch. 13 – RS; Ch. 16 – KK
3 Understanding Competition & the Competition Process 3
Understand the concept of competition
Strategies of the market leader and market challenger
Porter’s 5 Forces framework for evaluating industry attractiveness
Strategic Intent
Dealing with competitors much larger than your own company

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 School name -ID-1
SVKM’s Narsee Monjee Institute of Management Studies
Name of School: School of Business Management

A new format of setting course for the long term, distinct from Long Term Strategic
Planning
Essential Reading:
KK; Chapter 12; RS: Chapter 3
4 Designing the market offer/ New Product Development
Understanding how the market offer flows from needs of the target market,
positioning strategy chosen and the competitive strategies.
Essential Reading:
KK Chapter 13,15
Case: Tata Ace
5/6 Creating Brand Equity, Crafting the Brand Positioning 6
Brand Equity
Brand Elements
Brand Equity Models
Brand as a Product
Brand as an Organisation
Brand as a person
Brand as a Metaphor
Brand Architecture
Essential Reading:
KK Chapter 11, David Aaker: Building Strong Brands, J.N.Kapferer: Brand
Architecture
Case: Eileen Fisher: Repositioning The Brand.
7 Distribution & Channel Strategies 3
Channel strategies for B2C Markets
Horizontal and Vertical Marketing Systems
Adding value at the store
Essential Reading:
KK Chapter 21,
8 Channel Strategies for B2B Markets 3
Company owned channels, Company Connected Channels, Independent Partners,
Distributors
Value Added Resellers
Strategies used by Industrial Distributors
9 Student Assignment Presentations 3
10 Core Competencies of the Corporation
What are Core Competencies
How can a company develop Core Competencies
How can the Core Competency model be used for strategic advantage
How is the Core Competency model is different from the SBU Model
Essential Reading
Core Competencies of the Corporation, Gary Hamel, C.K.Prahalad
11 Strategy as Leverage
Doing more for less
How can a company from an emerging economy challenge well established global
players
Developing an Innovation Architecture
How can innovation be institutionalized

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 School name -ID-1
SVKM’s Narsee Monjee Institute of Management Studies
Name of School: School of Business Management

How can the Silicon Valley Model be used by corporations to develop greenfield
businesses
12 IMC, Advertising & Media 3
Media Advertising
Experiential Marketing
Strategic Promotions
One-to-one Marketing
Buzz Marketing
Essential Reading:
KK Chapter 17
13 Designing and Managing Services 3
Introduction to the Gaps model of Service Management
Designing a service using the Service Blueprinting method
Service failure and recovery
Essential Reading:
KK Chapter 14
14 Environmental Context of Marketing Decisions 3
The session will focus on macro environmental issues that have impacted businesses,
new opportunities created and new approaches to doing business.
Key content
Major environmental developments that have impacted business
15 Student Project Presentations 3

45
Total

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