Course Planner for Marketing Management Course Code: BA 9223

Program : MBA
Objective of the Course: The course aims at imparting the basic knowledge on the practice of marketing and the concepts that are involved during the practice.
Unit Session Topics

Batch: 2011-2013

Semester II

Title of Article / Case

Introduction and plan for the course Marketing Definitions Conceptual frame work Definition, Marketing interface with other functional areas Marketing as a process RS Role of marketing in the modern organization - RS Stages of marketing practice RS Marketing Environment : Internal and External, Integrated marketing Internal marketing Marketing in global environment Prospects andChallenges

Facilitator(S) Faculty

1.Holistic Marketing Dimensions (Fig Page Number 22, MM Text Book. 2.Rural Marketing, page number 12 Marketing Memo- MM Text Book. 3.Evolution of Marketing 1.Core marketing Concepts 2.Macro Environment and Marketing Michael Porters five force model

1. Ajeeth. A 2. Arun Karthic. T 3. Arvind. S

1. Bharathi Kannan. M 2. Dhatchayani Jennifer. N Mahendra Kumar. P.G Vinothkumar. B Deepthi Divakaran Rajini. T.R Chilambarasan. R

When one Business Model isnt Enough Infosys The challenges of Global Branding

Marketing Strategy The Value Delivery Process, Porters Generic Value Chain Value Chain, Core Competencies Services Economy moves Online The Skills oppourtunity

Ajeeth. A Naveen Kumar. S

Resource allocation to SBUs, growth opportunities, SWOT Analysis

1.GE Matrix 2.BCG Matrix 3.Ansoff Product Market Expansion Grid (Matrix) 1. Porters generic strategies 2. Trends shaping the business landscape, page number 69 Marketing Memo- MM Text Book.

Drivers of Marketing Strategymarket Intelligence, 2. demographic environment, economic environment, socio cultural environment

SUGAPRIYA. G JAISRE. K 1.Bhuvanesh. K 2. Chidambar am. Rm 3. Deepak Kumar. M.R 1. Deepika. V 2. Deepthi Divakaran

Strategies for Industrial marketing Consumer marketing Services marketing Competitor analysis

Dhivagar. C Analyzing the rural Environment, Page Number 82 Marketing Memo- MM Text Book. ITC in Rural India Arun Karthic. T Palaniappan. A Arvind. S Palanisamy. K Bharathi Kannan. M Pradeep Kumar. C Bhuvanesh. K Gautam. M

Analysis of consumer and industrial markets Strategic Marketing mix components

Hidden Threat

Muthoot Finance 9,10 Marketing Mix Decisions Product planning and development The measures of Market Demand, a Vocabulary for Demand Measurement, Page Number107, MM Text Book. Super Shampoo Products and the Indian Mass market Daddy Cool II 11 12 Product life cycle Product life cycle Product Classification Consumer Durable 13 Strategies at each stage Breakthrough Marketing Accenture, Page Number 235, MM Text Book. Breakthrough Marketing-P &G, Page number 253, MM Text Book. 14 Services Triangle Service Quality Model Carnation Auto 15 Product Mix Strategy Product system and Mixes, page number 321, MM Text Book. Devising a branding strategy, page number 270, MM Text Book. 16 17 The Nirma Story Breakthrough marketing-Toyota, page number

Senthil Nathan. S Gokul. R Silambarasan. H.A Preethi. P Keerthivasan. R Madhumathi. R Chilambarasan. R Prithivirajan. S Kannan. K Karthick. R Praveenkumar. R Preethi. P Madhumathi. R Vimalraj. A Naveen Kumar. S Kavitha. K Keerthivasan. R Vignesh. R Mahendra Kumar. P.G 2

315, MM Text Book. Developing products for rural Markets Page Number317 Marketing Memo- MM Text Book. 18 Packaging and Labeling Characteristics of services Slower Trade, Smaller Packs Root Cause Analysis (Ishikawa Diagram) for customer failure 19 New Product Development Steps in New product Development The Innovators DNA Menaga. M

Palaniappan. A Palanisamy. K SUBASH CHANDER. S.R HARIHARAPRA SAD. D Pradeep Kumar. C Vasanthan MUKHESH KANNAA. R YOGANANDH. M THIYAGARAJAN .I Gowthami. R Sathishkumar. R Gautam. M Gunasekaran. S Hariharaprasad. D Jaisre. K Deepika. V Priyanga. R Vignesh. C Jayasri. S Dhatchayani Renuka. N Priya. C Sathish Kumar. B Divya Priya. V Priyanga. R

20

Market Segmentation, Levels of Market Segmentation Targeting, and Positioning NIKE Inc

21

Psychographic segmentation- VALS segmentation system Behavioural Segmentation

22

Socio Economic Classification (SEC) for segmentation and Segmenting rural Markets Business of Luxury Horlicks Repositioning Strategy

23

Patterns of Target Market Selection Zen of Positioning

24

Channel Management

Consumer and Industrial Marketing Channel Levels Cloud Computing

25

Retailing in India and Pakistan, Page Number434, Marketing Memo- MM Text Book. Channel design decisions

26

Rajini. T.R 3

Vertical marketing system and horizontal marketing system 27 Competitors Envy and Supply Chains Pride Types of retailers, helping stores to sell, page 441, MM Text Book. Organised Rural Retailing, Page Number 452, Marketing Memo- MM Text Book. 29 Shopping Malls Retail Giants of TamilNadu 30 Advertising and sales promotion Elements of marketing communication Mix and definition of each of the elements. Macro model of Communication process and AIDA model 31 TATA Gold Plus Five Ms of Advertising 32 Budget for marketing communication Measuring effectiveness of marketing communication and scheduling of advertising 33 Events, experiences and Public Relations Role of social media on brand communications 34 Components and concepts in interactive marketing Experiential Marketing, Page Number 510 Marketing Memo- Marketing Management Text Book 35,3 6 37 Pricing objectives, policies and methods Buyer Behavior Understanding industrial and individual buyer behavior Influencing factors Pricing Methods available for a marketer Difference between business market and consumer market

Renuka. N Menaga. M Mohammed Yusuf. M Sabarish. M Sanjana Deepak Kumar. M.R Priya. C Gowtham. K Sinthu. S Sathish Kumar. B Sathishkumar. R Gowthami. R Sri Nandhini. D Gunasekaran. S Senthil Nathan. S Silambarasan. H.A Sinthu. S Sri Nandhini. D Vinothkumar. B Subash Chander. S.R Sugapriya. G

28

Prithivirajan. S Gowtham. K

Think consumer Think Employment

Faculty Praveenkumar. R Chidambaram. Rm 4

38

39

Buyer Behaviour Models Online buyer behavior, Building and measuring customer satisfaction Customer relationships management Customer acquisition, Retaining, Defection

Model of consumer decision making Online Retailing

Gokul. R Dhivagar. C

Future of Shopping Designing Sales force The Ordinary Heros of Taj Steps in Selling Process

Jennifer. N Vasanthan Kannan. K Thiyagarajan. I Vasudevi. N Karthick. R Vaishak Ravikumar Vignesh. Bl

40

41

Market Research and trends in Marketing Marketing Information System, Spot light on Key Developing Markets, Page Research Process, Concepts and Number 591 Marketing Memo- MM Text Book. applications : Product, Advertising, Promotion, Consumer Behaviour Marketing Research Process Entering Uncharted Waters

Dinasree. P.M Sabarish. M Dinasree. P.M Divya Gireesh

42

Marketing Insight Getting into customers head with Qualitative Research, Page Number 95, MM Text Book. IDEO, Page number101 Marketing MemoMM Text Book. Retail research Customer driven Organizations, Cause related Role of a Product Manager marketing, Ethics in marketing, Online marketing trends

Divya Priya. V Vignesh. R

43

Made in India, for the World Break through Marketing - Starbucks, Page Number 624 MM Text Book.

Sanjana Divya Gireesh Vimalraj. A Vasudevi. N Yoganandh. M

44

Globalisation in South Asia, Page Number 585 Marketing Memo- MM Text Book. Marketing Memo-Major marketing Weaknesses, Page number 645, Marketing Management Text book

45

Amways Indian Network Marketing Experience

Jayasri. S Vaishak Ravikumar 5

When Unhappy Customers Strike back on the Internet

Vignesh. Bl Kavitha. K

Faculty- Marketing

Date: 02.02.2012