EMPI BUSINESS SCHOOL

Session Plan
2017-19
Semester 1
Section A and B

Paper: Marketing Management

Instructor: HITESH MANOCHA

COURSE OBJECTIVES

The purpose of this course is to make students familiar with the concepts of
marketing. Marketing has considerably changed in the latter half of the
previous century.
The course aims to make students understand the concepts and applications
of marketing in the real life situation.

TEXT BOOK

Marketing Management, Kotler and Keller, 15th edition (MM)

REFERENCES

1. Marketing Management by Ramaswamy and Namkumari

2. Marketing Management by Rajan Saxena

PEDAGOGY

This will entail a combination of lectures, assignments, case

discussions/presentations and written examinations.

EVALUATION

Attendance: 5 %
Presentations: 10 %
Mid-term: 10 %
Class participation: 5%
Assignments: 10 %
End term examination: 60%

SESSIONWISE DETAILS

Session 1, 2, and 3
Understanding basic concepts
MM chapter 1

Session 4
Marketing environment
MM chapter 5

Session 5
Market Research
MM Chapter 3

Session 6, 7 and 8
Case: Vora and company

Session 9 and 10
Understanding buyer behavior
MM Chapter 6

Session 11 and 12
Dealing with the competition
MM Chapter 12

Session 13
Case Discussion; Amway India’s network marketing experience

Session 14
Case: Discussion: Pepsi killing softly

Session 15 and 16
Understanding market segmentation and target marketing
MM Chapter 8

Session 17 and 18
Role of positioning
MM Chapter 10

Session 19 and 20
Role of product management
MM Chapter 13

Session 21
Case Discussion; Indigo Airlines: Driving customer value

Session 22
Case Discussion; Patanjali plans to leave its competitors far behind.

Session 23 and 24
Role of Pricing
MM Chapter 16

Session 25 and 26
Role of Distribution
MM Chapter 21 and 22

Session 27
Case Discussion: Scorpio-Developing the world-class product.

Session 28
Case Discussion: Hindustan Lever Distribution network

Session 29 and 30
Managing Promotions
MM Chapter 17 and 18

Assignment
 1. This assignment aims you to learn the various concepts of strategic
management by carrying out a field study and refer books, academic
journals. Collection of information, meeting the right people,
preparing a report and improving your analytical skills would be the
key learning outcomes.

2. Annexure 1 consists of various topics related to the subject

3. I will form groups for the same.

4. I will allocate a topic to each group.

5. Though it is based primarily on the secondary sources of data, you are

highly encouraged to carry out primary research.

6. The group is expected to submit an assignment and also if time

permits make a presentation on this topic.

GUIDELINES
1. Each group has to carry out primary research. This is
MANDATORY.

2. Attach the visiting card of the person you have met.

3. Word limit: 3500 words (excluding annexure).

4. The report and the presentation must include the following: ONE
report per group

1. Objectives of the study

 2. Analysis of research

3. Findings

4. Recommendations

5. Conclusions

5. Weight age: 10 %.

6. Plagiarism is a serious offence. PLEASE DO NOT DOWNLOAD

ANY MATERIAL FROM THE WEBSITES IN YOUR REPORT.
ANY VIOLATION WILL ATTRACT ZERO MARKS IN THE
ASSIGNMENT. WE REPEAT REFRAIN FROM DOING THIS.

7. WE EXPECT YOU TO WRITE THE ASSIGNMENT IN YOUR

OWN LANGUAGE AND NOT BORROWED FROM THE
WEBSITES.

8. Please provide name, address and contact no of the person you have
met. You will lose marks in absence of this. This is IMPORTANT

9. Last date: 26th Oct 2017

Good luck

Hitesh Manocha

Annexure 1
Topic 1.
  Take a product of your choice.

 Analyze how PEST factors have impacted the working of the

organization. Keep a time frame of last five years for your analysis.

 Recommendations/learning

Topic 2.

 Organizations do not have same loyalty programs for every customer.

 They discriminate based on certain factors.

 Choose any one product of your choice and analyze its loyalty
programs for various set of customers.

 Analyze how it designs different loyalty programs for various types of

customers.

Topic 3.

 Role of women in purchase of many household items is on the

increase. It could be car, durables etc.

 Analyze the role of women in the consumer decision making process

for any product of your choice.

 Support your answer with suitable data/literature/advertisements.

 Recommendations

Topic 4.

 Tata Motors have targeted the 1 lac plus(Nano), 3 lac(Indica), 5-7

lac(Indigo), 30 lac plus(Jaguar, Land Rover)

 Analyze how Tata decided to target these segments. You need to

analyze why Tata do not have cars in the 15 lac range?
  You need to analyze various factors which are taken into consideration
in choosing the various segments.

 Provide recommendations base on your analysis.

 You need not choose Tata Motors only. You can choose any other
company/products. Carry out a similar analysis for any other product
of your choice.

Topic 5.

1. Take a product of your choice and analyze its packaging.

2. Discuss the considerations in choosing the design, color and layout of

the packaging.

3. Record your learning.

Topic 6.

1. Take any one retailer of your choice.

2. Identify its various locations.

3. Study the product range.

4. Analyze the considerations in doing the same.

5. Conclusions/learning’s

Topic 7.
1. Identify the various customer segments of the chosen product.
2. For each segment, draw the flowchart of the distribution channel from
producer to consumer.

3. Also identify the number of channel partners-is it a zero, one, two or

three level channel.
 4. Identify the role of each channel partner.
5. Recommend how to improve its performance.

PRESENTATIONS

Guidelines

Each group will make a presentation on the cases allotted for discussion in
the session plan.

Your analysis should include

What is the main issue and what are the secondary issues?
What are the decision alternatives for the main issue?
Which alternative would you pursue and why?
A brief solution of the subsidiary issues
Do not arrive at a decision and then rationalise it. The process is as
important as the end result.

It is recommended that each member of the group reads the case

individually, prepares an individual analysis and then the same is discussed
in the group for the presentation. Please pay attention to the exhibits in the
case; these often contain information that will be useful in analyzing the
situation.

As a part of your preparation for class, groups should be formed during the
first session. The purpose of these groups is to assist each participant in
developing his or her understanding of the issues and topics raised in the
cases. The discussion group is a useful and informal forum in which to test
your ideas. Each group should be ready with their analysis.

Any group(s) will be asked to make a presentation for each case. The same
groups will be used for the project.

Each group is supposed to be ready with their analysis and a power point
presentation of 15 minutes. Plagiarism is highly discouraged. Any
instance will mean an automatic deduction of 20% from the evaluation.
The case presentation will also be at random and each member of the group
is expected to know all the aspects of the case.

Weightage: 10 %

CLASS PARTICIPATION/CASE PREPARATION

Guidelines

Class participation grading is necessarily subjective. Some guidelines are:

 Comments should show evidence of analysis and add to the
understanding of the situation.
 Do not read out of a piece of paper or state case facts in the
analysis.
 Comments should show an understanding of theories, concepts
presented in class lectures or reading materials.
 Enhance your listening skills.
 Be concise and convincing.
 Keep in mind that your grade for class participation is not simply a
function of the amount of "air time" you take up.

I expect each class member to be prepared at all times to comment in any

class session. To reinforce this expectation, I can ask anybody throughout
the ensuing discussion (whether or not the class member’s hand is raised).

Weightage: 5 %