Marketing Management

EMBA
2016-17
Course Instructor - Prof. M N Tripathi
Room No.222, Ext .822
e-mail - mnt@ximb.ac.in
Tel: 06746647822
Introduction
This is a beginner's course in Marketing and shall cover the basics.
Participants are expected to follow up on this course depending on their
areas of interest in the electives that may be offered at a later stage.
The course serves to familiarise participants with basic marketing
concepts,environment,strategies and methodology. The aim would be to
develop skill sets to tackle marketing applications under different
business situations.
Learning Objectives
Participants after completing this course should be able to
a) understand and appreciate the basic concepts of marketing and
apply it to real life situations
b) appreciate and analyse real life cases in the industry/marketing
context
c) apply marketing tools to real life context and strategise
accordingly
d) understand and appreciate the nuances of consumer behaviour
Methodology
It shall include selected readings and cases. The pedagogy would be a
combination of lecture sessions and case discussions. The course
participants are expected to read all the background readings before
coming to class so that they can effectively participate in classroom
discussion. It is expected that all participants must sufficiently be
knowledgeable enough to discuss meaningfully in class to internalise

the various nuances in the concepts.

The course would be covered in 20 sessions of 90 minutes each.
The following topics would be covered in the sessions
Introduction to Marketing - Needs and wants, Marketing Myopia
Marketing Mix, PLC
Segmentation and Positioning
Marketing Research and Sales Forecasting
Competition
Product development, Packaging
Brand Management
Pricing
Distribution and Logistics
Retailing
Sales Management
Marketing Communications
Sales Promotion, PR
Global Marketing
Monitoring and Control
Session Plan

Session
1

Topic

Readings

Introduction to
Marketing

Strategic
Marketing
Planning

Segmentation
and Targeting

Case

Chapter 1 & 3
Chapters 2

The case of
Reinvention

Chapter 9
4,5

Differentiation,
Positioning and
PLC
Chapter 10,
11 and 13

Dealing with
competition

Chapter 12

Marketing
Research and
Forecasting

Chapter 4 & 5

8,9, 10

Product
development,
Product and
Brand
management

Chapters 11, 13 & 15

11

Services
Marketing

Chapter 14

12,13

Pricing

Casting the
net wider

Goodyear:
The
Aquatred
launch

The Case of
the Pricing
Predicament
Chapter 16

14

Channel
Management

Chapters 21 & 22

15

B 2 B Marketing

Chapter 7

16,17

Marketing
Chapters 17 and 18
Communications

A shoe for
every foot

18

Marketing
Control

Chapte
r 5 & 23

19,20

Assignment
Presentations

Cases would be given a week before it is taken up in class. Participants

are advised to thoroughly analyze the case prior to coming to class. Any
participant may be invited to present the case in class.
EVALUATION
Attendance and class participation
Two quizzes @15%
Assignment
End term Examination

15%
30%
15%
40%

The quizzes may be taken without notice. Participants are advised to be

ready to take the quiz at any time during the classes. The tests would
assess both conceptual understanding and applications
READINGS
Books
1) Marketing Management - Kotler, Keller, 15th Edition

Optional readings
1) Positioning - Al Ries and Jack Trout
2) Marketing Warfare - Al Ries and Jack Trout
3) The Hidden Persuaders - Vance Packard
Magazines and Newspapers
1) Business India
2) Business World
3) Business Today
1)The Economic Times
2)The Financial Express
3)The Business Standard