Indian Institute of Management Kashipur

Post Graduate Programme

Marketing Management I

Course Details:
Academic Session : 2018-19
Term :I
Course Name : Marketing Management - I
Name of Instructor(s) : Prof. Kumkum Bharti/Prof Madhurima Deb/Prof Rajat Sharma

Course Objectives

Marketing is the core of an operating business. It is an organizational philosophy and a set of guiding principles
for interfacing with customers, competitors, collaborators, and the environment. Marketing entails planning
and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. It starts with
identifying and measuring consumers' needs and wants, assessing the competitive environment, selecting the
most appropriate customer targets and developing marketing strategy and implementation program for an
offering that satisfies consumers' needs better than the competition. Marketing is the art and science of creating
customer value and market place exchanges that benefit the organization and its stakeholders.

Hence, the main objectives of this course are to improve the ability of students to:
1. PLO1 a/b-Assess market opportunities by analyzing customers, competitors, collaborators, context, and
the strengths and weaknesses of a company.
2. Develop effective marketing strategies to achieve organizational objectives.
3. Design a strategy implementation program to maximize its chance of success.
4. PLO1f -Communicate and defend your recommendations and critically examine and build upon the
recommendations of your classmates both quantitatively and qualitatively.

Learning Outcomes

Marketing Management-I is designed to serve as an introduction to the theory and practice of marketing.
Students will learn the basics of Marketing and improve their ability to develop effective marketing
 Indian Institute of Management Kashipur
Post Graduate Programme
strategies and assess market opportunities, as well as design strategy implementation programs. In addition,
students will have the opportunity to communicate and defend their recommendations and build upon the
recommendations of their peers. We will explore the theory and applications of marketing concepts through
a mix of cases, discussions, lectures, assignments, and group projects.

Pedagogy

The course will be primarily taught though a combination of class discussions, presentations, take-home
exercises, and case studies. The class discussion will involve the readings assigned for the class. Students
are encouraged to actively participate in these discussions.
Class Participation
Class Participation includes discussion on assigned readings, cases, student presentations, examples etc. It
also includes individual responses to the case questions before the class. Here are the questions I ask myself
to evaluate class participation. Did this student
Attend class? Come prepared for class? Actively participate in class? Contribute to the classroom learning
experience of his/her classmates? Interact in a pleasant and professional manner?
Please note that Quality of the class participation is most important. Sheer quantity is neither sufficient nor
necessarily desirable.

Quizzes
Quizzes are an important component of the course. There will be both announced and surprise quizzes.
Surprise quizzes will be based on the prescribed readings of that session.
Group Formation
Groups will be formed by the faculty. Each group will have 5 students.
Group Exercise Presentation
Each group will work on an exercise (a small case) and present it in the class. Groups will identify a product
or service (after consulting course faculty) and prepare a plan using the theoretical concepts about that
particular session in which the exercises will be presented. The presentation has to be submitted in the class
before the assigned session. More details will be provided in the introductory session.

Term Project
The term project is a strategic marketing plan for a business idea. This group project gives you an opportunity
to test and advance your ability to understand and analyze marketing situations, identify an opportunity, design
 Indian Institute of Management Kashipur
Post Graduate Programme
a marketing strategy and implementation plan. It requires a good grasp of marketing concepts, strong decision-
making and team-work skills. More details about project will be provided in the Introduction section
a) The length of the report should be between 12 and 15 typed pages.
b) Project Reports should be submitted in-class at the beginning of the 19th session of the course.
c) Both the Project Report and the Presentation of the Project Report will be evaluated. The criteria of
evaluation will be the depth of research, originality of the data and its analysis, and credibility of the analysis.
The ability to use a theoretical lens is also an important parameter of evaluation.

Resources Required for the Course

A. Prescribed Text Book

The prescribed textbook for this course is: - Noel Capon, and Siddharth Shekhar Singh, Managing Marketing:
An Applied Approach, 3th Edition, Wiley, New Delhi.
B. Additional References if any
In addition to the prescribed textbook, cases have been provided from other sources, as mentioned in the
course outline.
Evaluation Method
Course Evaluation
Sr. No. Component Weightage Duration Of Nature of
(%) Examination Examination
(Open Book
/Closed Book)
a) Mid Term 15 2 hours 30 Open Book PLO1a/b
Examination minutes

b) End Term 25 2 hours 30 Open Book PLO1a/b

Examination minutes
c) Quiz 20 Between 15- Closed Book
30 minutes
d) Project 20 _ _ PLO1f

e) Class 10 _ _
Participation
f) Article/case 10 _ _
review

Session-wise Plan
 Indian Institute of Management Kashipur
Post Graduate Programme

Week 1 Session 1 Prescribed readings for the session

Topic Introduction to Managing Marketing

Readings Book, Chapter 1
Class Case Discussion: Hindustan Unilever’s ‘Pureit’ Water Purifier
activity
Session 2
Topic Customer Value
Readings Book, Chapter 2
Class
Activity Case Discussion: Kimura K.K.: Can This Customer Be Saved?

Week 2 Session 3
Topic Customer Value
Readings Book, Chapter 2
Class
Activity Case Discussion: Maru Batting Center
Add. Using Customer Relationship Management to Analyze the Lifetime
Readings Value of a Customer
Session 4
Topic Marketing Environment
Readings Book, Chapter 3 & 5
Class
Activity Case Discussion: India's Amul: Keeping up with the Times

Week 3 Session 5
Topic Understanding Consumer Behaviour
Readings Book, Chapter 4

Class Case: Brand revitalizing and brand reinforcement: the case of arrow
Activity shirts in the Indian context
Session 6
 Indian Institute of Management Kashipur
Post Graduate Programme
Topic Understanding Consumer Behaviour
Readings Book, Chapter 4
Class
Activity Consumer Behavior Exercises

Week 4 Session 7
Topic Understanding Consumer Behaviour
Readings Book, Chapter 4
Class
Activity Consumer Behavior Exercises continued
Session 8
Topic Forecasting
Readings --
Class
Activity Case: Wilkins, A Zurn Company: Demand Forecasting

Week 5 Session 9 Marketing Research

Topic
Readings Book, Chapter 6
Class Group Exercises: Newspaper clippings/follow the news/annual reports
Activity analysis
Session 10 Segmentation, and Targeting
Topic
Readings Book, Chapter 8
Class
Activity Case Discussion: Coca-Cola Goes Green: The Launch of Coke Life

Week 6 Session 11
Topic Segmentation, and Targeting
Readings Book, Chapter 8
Class
Activity TBD
Session 12 Positioning
 Indian Institute of Management Kashipur
Post Graduate Programme
Topic Book, Chapter 9
Readings
Class
Activity Case : Evoe Spring Spa: A Positioning Dilemma

Week 7 Session 13
Topic Marketing Strategy
Readings Book, Chapter 7
Class Case: Smartick vs. Khan Academy: A Marketing Strategy for Moving
Activity Free Users to a Paying Model
Session 14
Topic Managing Product
Readings Book, Chapter 12
Class
Activity Procter & Gamble India: Gap in the Product Portfolio?

Week 8 Session 15
Topic Managing Product
Readings Book, Chapter 12
Class
Activity TBD
Session 16
Topic Managing Services
Readings Book, Chapter 13
Class
Activity Starbucks: Delivering Customer Service

Week 9 Session 17
Topic Setting Prices
Readings Book, Chapter 20
Class
Activity Case Discussion: Atlantic Computer: A Bundle of Pricing Options
Session 18
 Indian Institute of Management Kashipur
Post Graduate Programme
Topic Setting Prices
Readings Book, Chapter 20
Class
Activity TBD

Session 19
Week 10 and 20
Topic Group Project Presentations and Course Wrap up

Kindly inform if any Guest Faculty is invited for the course (Yes/No): Yes

If yes, name, designation & affiliation details of the Guest Faculty:

Not Sure Yet. Shall be informed in due course

Course Policies
1. Responsibility for Course Materials: You are responsible for all material covered in class. If you are
absent, you are responsible for obtaining the information you missed.

2. Classroom Behavior: We expect you to participate in class activities in a mature and appropriate manner.
Disruptive or otherwise unacceptable behavior will not be tolerated.

3. Academic Conduct:
All members of the academic community at IIM Kashipur are expected to practice and uphold standards of
academic integrity and honesty. Academic integrity means representing oneself and one’s work honestly.
Misrepresentation is cheating since it means students are claiming credit for ideas or work not actually theirs
and are thereby seeking a grade that is not actually earned. Following are some examples of academic
dishonesty:
i. Cheating on quizzes and examinations. This includes using materials such as books and/or notes when
not authorized by the instructor, copying from someone else’s paper, helping someone else copy work,
substituting another’s work as one’s own, theft of exam copies, or other forms of misconduct on exams.
ii. Plagiarizing the work of others. Plagiarism is using someone else’s work or ideas without giving that
person credit; by doing this students are, in effect, claiming credit for someone else’s thinking. Whether
students have read or heard the information used, they must document the source of information. When
dealing with written sources, a clear distinction should be made between quotations (which reproduce
 Indian Institute of Management Kashipur
Post Graduate Programme
information from the source word-for-word within quotation marks) and paraphrases (which digest the
source of information and produce it in the student’s own words). Both direct quotations and paraphrases
must be documented. Even if students rephrase, condense or select from another person’s work, the ideas are
still the other person’s, and failure to give credit constitutes misrepresentation of the student’s actual work
and plagiarism of another’s ideas. Buying a paper or using information from the World Wide Web or
Internet without attribution and handing it in as one’s own work is plagiarism.

iii. Falsifying records or providing misinformation regarding one’s credentials.

iv. Unauthorized collaboration on computer assignments and unauthorized access to and use of
computer programs, including modifying computer files created by others and representing that work as
one’s own.

v. Unless they specifically indicate otherwise, instructors expect individual, unaided work on homework
assignments, exams, lab reports and computer exercises, and documentation of sources when used. If
instructors assign a special project other than or in addition to exams, such as a research paper, or original
essay or a book review, they intend that work to be completed for that course only. Students must not submit
work completed for a course taken in the past or for a concurrent course unless they have explicit permission
to do so from both faculty members.

4. Attendance: I do not take attendance on a daily basis. As far as I am concerned, you are an adult and it is
your decision whether or not you attend class. However, your decision not to attend a class may have
negative consequences for your class grade.
5. Late submission: Any late submission beyond the deadline (even by few seconds) will result in 0
point. Except in case of emergencies, with a doctor's note, any questions about late submission will not
be entertained.

6. Missed exam: There is no make-up for the missed exams unless the student has discussed and made an
arrangement with the instructor for a valid reason beforehand. In all other instances, the student must
produce a valid doctor's note for the day the student missed the exam. Such doctor's note must be produced
in the same week the student missed the exam.
 Indian Institute of Management Kashipur
Post Graduate Programme
7. Grade Discussion: It is the student’s responsibility to monitor his or her own grades and raise any
questions s/he may have within one week of the grades assigned.