(PGDM)
Area: Marketing
Course Faculty:
Dr.Rakesh Singh, Dr. Sandeep Puri, Dr Tripti Ghosh Sharma, Dr.Prantosh Banerjee
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Course Description:
A firms proficiency in creating, capturing, and sustaining value greatly impacts its ability to
achieve desirable financial outcomes. As a firms value generation activity directly impacts top-
line revenues, it is essential that managers understand the process of developing and managing
marketing strategy that identifies and deliver customer value. AMA (American Marketing
Association, July 2013 definition) states that:
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large.
Marketing Management 1 introduces you to the essentials of marketing (key concepts, methods
of analysis, strategies, and tactics) critical to managing profitable customer relationships in
todays dynamic and connected environment. The overarching objective is to provide
participants with not only an introduction to marketing strategy but also an opportunity to apply
that understanding. This course is designed to build a strong foundation for you to pursue
advanced courses in marketing.
Learning Objectives:
(a) Demonstrate informed capabilities relating to marketing domain through the application
of conceptual knowledge with applied orientation in both local and global context.
(b) Develop the ability to skill forward thinking through innovation while taking marketing
decisions.
(c) Demonstrate ethical orientation while taking business decisions (Outcome 2.2).
Pedagogy:
An array of pedagogical methods is utilized, including case studies, in-class presentations,
lecture-demonstrations & team projects.
Evaluation
Students will be evaluated on the basis of case analysis, group projects, class participation, and
end-term exam. The weightage given to each of these units is listed below:
Class Participation 10%
Situation Analysis 10%
Group Project submission 20%
Group project presentation 10%
End Term Exam 50%
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Learning outcome to be assessed
Specific Assessment Method Weightage
a b c
Group Assessment Methods
Group Project Submission 20%
Group Project Presentation 10%
Class Participation 10%
Individual Assessment Methods
Situation Analysis 10%
End-term Exam 50%
*AACSB AOL sub goal 2.2 (Demonstrate ethical orientation while taking business decisions) to be
assessed in the course. (To be conducted after 16th session)
In addition to above mentioned journals, please keep track of other journals, websites, published articles
and papers on Marketing theory and practice.
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Course Outline: Session/Module/Reading Material
Readings:
Chapters 1 and 3 of Text Book
Coca-Colas new boss tries to move beyond its core product, The Economist May 18th, 2017
Readings:
Readings: A Generic concept of Marketing by P Kotler
Chapters 1 and 3 of the text-book
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Session 3: Environmental Scanning
Marketing environment
PESTEL Analysis
Readings:
Chapter 4 of Text Book.
Readings:
Marketing Myopia, by Theodore Levitt, Harvard Business Review (July-August), 1960, 45-56.
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Session 5: Influencers on Consumer Behaviour
Factors influencing consumer behaviour
Readings:
Chapter 7 of Text Book.
Case Study: British Columbia Box Limited
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Session 8: Marketing Research
Marketing research process
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Session 12: Brand Positioning
Introduction to branding and brand positioning
Sessions 13 (75 minutes)
15 minutes 20 minutes 10 minutes 15 minutes 15 minutes
Brand Positioning POP & POD Differentiation strategies Writing a Positioning
Positioning strategy Statement