Birla Institute of Technology & Science, Pilani Work-Integrated Learning Programmes Division First Semester 2011-2012 Course Handout

Course No. Course Title Instructor Course Description: Definition and scope, consumer behaviour, competitive behaviour, demand estimation, new product introduction, product/brand management, pricing policies, channels of distribution, credit management, advertising and other sales promotion, positioning, marketing regulation, market research basics of industrial marketing. Scope and Objectives: The course is designed to provide students with an overview of the decision making process in marketing. Marketing decision-making is a process that is essentially wrapped around the fundamental goal of creating value in the marketplace. This requires a professional knowledge of market drivers, competitors capabilities, technological trends and the market dynamics of value. The orientation is toward the kinds of marketing decisions that managers must make within the modern business environment. A primary goal of this course is to provide a thorough understanding of the marketing management function and influences that the rapidly changing business environment and the various stakeholders have on this managerial function. Some specific objectives of the course include: To understand the fundamental marketing concepts and the processes that influences the market orientation of a firm. To understand the role of marketing within the organization. To analyze critically the marketing process and its relationship with the environment within which it operates. To understand the application of basic marketing ideas to organizations other than business institutions.

: MM ZC411 : Marketing : Meera Lal

On successful completion of this course, participants will be able to understand and analyze the marketing strategies within their organizations. They will also have a better understanding of the customers' interests. Awareness of tools available to marketing managers to facilitate planning and decision-making would be one of the gains from the course. An important aspect of this course is its topical nature. Issues of current importance, related to marketing, will also be examined. Prescribed Text Book T1. Kotler Philip and K.L. Keller, Marketing Management, Pearson Education, 13th Ed., 2009.

Reference Books R1. R2. William D. Perreault, Jr. E. Jerome McCarthy, Basic Marketing: A Global Managerial Approach, Tata McGraw-Hill, 14th Ed., 2002 Ramaswamy, V.K. & Namakumari; Marketing Management: Indian Context, MacMillan, 1995, 2nd Ed..

Suggested Readings Marketing classics: Pub. Harvard Business Review.

MM ZC411 (Course Handout)

Plan of Self Study

First Semester 2011-2012

Page 2

Week No. 1

Topic Defining Marketing for the 21st Century Developing Marketing Strategies and Plans Gathering Information and Scanning the Environment Conducting Marketing Research and Forecasting Demand Creating Customer Value, Satisfaction, and Loyalty Analyzing Consumer Markets Analyzing Business Markets

Learning Objectives The importance and scope of Marketing, Core marketing concepts, The new Marketing Realities, Company Orientation toward the Marketplace, Marketing Management Tasks. Marketing and customer value, Corporate and Division Strategic planning, Business Unit Strategic Planning, Product plan. Components of a Modern Marketing Information System, Internal Records and Marketing Intelligence, Analyzing the Macroenvironment, The Demographic environment, Other major macro-environments. The marketing research system, The marketing research process, Measuring marketing productivity, Forecasting and demand measurement. Building Customer Value, Satisfaction, and Loyalty, Maximizing customer lifetime value, cultivating customer relationships, customer databases and database marketing. Factors influencing consumer behavior, Key psychological processes, The buying decision process, theories of consumer decision making. Organizational Buying, Participants in the business buying process, the purchasing/procurement process, stages in buying process, Managing Business-toBusiness customer relationships, Institutional and government markets. Levels of Market Segmentation, bases for segmenting consumer markets, bases for segmenting business markets, market targeting.

No. of Lecture 1

Chapter Reference T1-Ch. 1 Page No. 2-30

T1-Ch. 2 Page No. 33-57

T1-Ch. 3 Page No. 65-86

T1-Ch. 4 Page no. 90-115

T1-Ch. 5 Page No. 119145

T1-Ch. 6 Page 149-178

T1-Ch. 7 Page No. 182204

8 9

10

Identifying 2 T1-Ch. 8 Market Page No. 208Segments and 230 Targets Review Session Recap of topics 1-8. 1 Syllabus for Mid-Semester Test (Closed Book): Topics in Week No. 1 to 8 Creating Brand Meaning of Brand Equity, Building brand 1 T1-Ch. 9 Equity equity, measuring brand equity, managing Page No. 235brand equity, devising a branding strategy, 263 customer equity. Crafting the Developing and communicating a positioning 1 T1-Ch. 10 Brand strategy, differentiation strategies, product lifePage no. 268Positioning cycle marketing strategies. 288 Dealing with Competitive forces, Identifying competitors, 1 T1-Ch. 11 Competition Analyzing competitors, Competitive strategies Page no. 293for market leaders and other strategies, 315 balancing customer and competitor orientations.

MM ZC411 (Course Handout) Plan of Self Study S. No 11 Topic Setting Product Strategy

First Semester 2011-2012

Page 3

Learning Objectives Product characteristics and classifications, differentiation, product and brand relationships, Packaging, labeling, warranties, and guarantees. The nature of services, market strategies for service firms, managing service quality, managing service brands, managing product-support services. Understanding pricing, setting the price, adapting the price, initiating and responding to price changes. Marketing channels and value networks, role of marketing channels, channel design decisions, channel management decisions, channel integration and systems, conflict, cooperation, and competition, E-commerce marketing practices. Retailing, private labels, wholesaling, market logistics. The role of marketing communications, developing effective communications, deciding on the marketing communication mix, managing the integrated marketing communications process. Developing and managing an advertising program, deciding on media and measuring effectiveness, sales promotion, events and experiences, public relations.

No. of Lecture 1

Chapter Reference T1-Ch. 12 Page No. 317343 T1-Ch. 13 Page no. 345373 T1-Ch. 14 Page no. 375407 T1-Ch. 15 Page No. 409439

12

Designing and Managing Services

13

14

Developing Pricing Strategies and Programs Designing and Managing Integrated Marketing Channels

15

Managing Retailing, Wholesaling, and Logistics Designing and Managing Integrated Marketing Communications

T1-Ch. 16 Page no. 442467 T1-Ch. 17 Page no. 469495

16

16

Managing Mass 1 T1-Ch. 18 Communications: Page no. 498Advertising, Sales 529 Promotions, Events, and Public Relations Managing Personal Direct marketing, Interactive marketing, 1 T1-Ch. 19 Communications : word of mouth, designing the sales force, Page No. 532Direct and Interactive managing the sales force, principles of 563 Marketing and personal selling. Personal Selling Review Session Recap of topics 10-17. 1 Syllabus for Comprehensive Exam (Open Book): All topics given in Plan of Self Study

Evaluation Scheme: EC No. Evaluation Component & Duration Weightage Day, Date, Session, Time Type of Examination Assignment/Quiz TBA 10% TBA EC-1 Mid-Semester Test 2 Hours 30% Saturday, 03/09/2011 (FN)* EC-2 10 AM 12 Noon (Closed Book)* Comprehensive Exam 3 Hours 60% Saturday, 29/10/2011 (FN)* EC-3 9 AM 12 Noon (Open Book)* * Legend: AN: AfterNoon Session; FN: ForeNoon Session; TBA : To be announced Closed Book Test: No reference material of any kind will be permitted inside the exam hall. Open Book Exam: Use of any printed / written reference material (books and notebooks) will be permitted inside the exam hall. Loose sheets of paper will not be permitted. Computers of any kind will not be allowed inside the exam hall. Use of calculators will be allowed in all exams. No exchange of any material will be allowed. Instructor-in-Charge