17 & 18, Knowledge Park II, Greater Noida 201306, U.P.

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COURSE MANUAL MARKETING MANAGEMENT PGDM (IB) 2011 13 (Term I)

Facilitator Sushil Pasricha Course Objective

email ID sushil.pasricha@iilmcms.ac.in

Marketing Management course is designed to introduce the basic concepts of marketing to students. The course will impart broader understanding of marketing and its role in companies. It will provide information about the tactics employed by companies in marketing of goods and services. Value Delivery is the crux of marketing today; marketing is to be treated as a Value Delivering Process. This leads to customer satisfaction and realisation of business purposes. Learning Outcomes Introduction to Marketing and its understanding in a new perspective Understanding of the Marketing Environment Developing Marketing Strategy Analysing Consumers and Selecting Markets Learning the fundamentals of Product Management Learning about Differentiation & Positioning Learning the role of Supply Chain Management

Text book Marketing Management, South-East perspective by Philip Kotler, Abraham Koshi & Mithaleshwar Jha Newspapers & Magazines Regular study of the newspaper The Economic Times Magazine, 4Ps Business & Marketing

Session No. 1 2&3 4

Unit No. & Name I - Understanding Marketing Management

5&6

7 8 9 10 11 12 13

14 15 16 17 & 18

Topic Chapter 1 Defining Marketing for the 21st Century Case study of Xerox Chapter 2 Developing Marketing Strategies & Plans Case Study of Sony Chapter 3 Gathering II Capturing Marketing Information & Scanning the Insights Environment Case study of Nirma Chapter 4 Conducting Market Research & Forecasting Demand Case study of Exxon Chapter 5 Creating Customer Value, Satisfaction & Loyalty Case study of Puma III Connecting with Customers Chapter 6 Analysing Consumer Markets Case study of Nike Chapter 7 Analysing Business Markets Case study of Pentland Group Chapter 8 Identifying Market Segments & Targets Case study of Unilever Chapter 9 Creating Brand Equity IV Building Strong Brands Case study of Dolce& Gabana Chapter 10 Crafting the Brand Positioning Case study of Goodnight Chapter 11 Dealing with Competition Case study of Airtel and Procter&Gamble Mid Term Chapter 12 Setting Product Strategy Case study of Dupont V Shaping the Market Offerings Chapter 13 Designing & Managing Services Case study of Federal Express Chapter 14 Developing

19 & 20 VI Delivering Value 21

22 VII Communicating Value 23 & 24

25

VII Communicating Value

26 27

VIII Creating Long-Term Growth

Pricing Strategies & Programmes Case study of HUL Chapter 15 Designing & Managing Value Networks & Channels Case study of Maruti Suzuki Chapter 16 Managing Retailing, Wholesaling & Logistics Case study of Walmart Chapter 17 Designing & Managing Integrated Marketing Communications Case study of Columbia Pictures Chapter 18 Managing Mass Communications: Advertising, Sales Promotion, Events & Public Relations Case study of world Disney Chapter 19 Managing Personal Communications: Direct Marketing & the Sales Force Case study of Amway Chapter 20 Introducing New Market Offerings Case study of Caterpillar Chapter 21 Tapping into Global Markets Case study of John Deere

Guest Lectures will be arranged during the term. Experts from the industry will be invited to delineate the industry-perspective of marketing.

Assessment Criteria Internal Marks (Assignments & Presentations) Mid-Term Examination Final Examination

20 20 60