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Dr Kavita Pathak Professor, Marketing Area

What will you learn in this course?


How to market in an environment of changing needs, wants, and lifestyles? How to effectively develop a marketing mix to suit strategies? How to develop services and bundle them with products when consumers are demanding more personalized services? How to comprehend consumer psyche and behavior in the background of new technologies? How to sustain marketing efforts in a socially responsible manner? How to apply marketing thought and customer orientation to business and non-business situations.

Learning Outcomes
After attending this course you are expected to Develop a sound understanding of the fundamental marketing concepts. Comprehend the marketing function in an organizational context for accomplishing its purpose. Relate with marketing function in a creative way Design marketing related value enhancers for the organization Bring about a fresh perspective on marketing issues and challenges facing a profit, not for profit and public policy related organization.

Assessment component Assignment one Assignment two Quizzes Mid term exam

Description Environmental scanning Review of STP and marketing mix Combination of questions Conceptual questions, situation specific questions and cases

Weight 10% 10% 20% 20% (mid term)

Due date 2nd November 2012 1st December 2012 unannounced As per the exam schedule

End term exams

30% (end term) In-class, topics and groups to be finalized in the next lecture 10%

As per the exam schedule Presentation 1 to 10 as per the course outline

Presentation

Rules of conduct
Extension of deadlines in not negotiable. Please observe the time-lines your mobile phone and mine shall be switched off for the duration of the lecture You will have to work on three of your assessment items in group of 5-6 students, make sure you select a functional team. Any issues of contribution from different members should be resolved early and deadlines should not suffer on account of malfunctioning team .

Make sure you work on your assignments in a staggered manner and not put everything off closer to the deadlines.
Show respect to the lecturer and your fellow learners, hear us out and bear us out.

Self help approaches


You are expected to follow up the facebook page of the first year students, and participate in the debates there. You may use this platform to seek clarifications on classroom teaching as well. Please keep meeting me regularly during my consultations with queries or course related help. I am available for consultation on the following days and time: Days: Wednesday (Section A), Thursday (Section B) and Friday (Section C) Time: 2.30 PM to 3.30 PM my e-mail: kavita.pathak@jaipuria.ac.in Make reading of Economic Times a habit. I will include in each class queries from ET news items. Observe marketing around you, and post your observations and questions on face book group. Propose debates and conduct them with this group.

ET queries of the week


Please think about and discuss why the following actions are being taken and what are their implications? Closure of Kingfisher airlines and the role of DGCA ( 6th October)
Combo loan offer from PSU banks (4th October) Meet Biyani the story teller (4th October) Retail FDI will grow on farmers(4th October) SC Directive on Drug Pricing upsets calculations of Pharma companies (5th October)

Understanding the marketing function (Module 1: session 1)


Session coverage why marketing? How could it be defined? Marketing management tasks?

what is its purpose for various stakeholders?

Why Marketing?
It earns me my revenue It connects me to my customers What do you think ?????????????? What will become of me if there was no Marketing? THINK !!!!!

What is Marketing?
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others. societal process Individuals and groups Need Want Exchanging Products Services Values

Let us figure it out


Telecom services Banks

Societal process
Individuals & groups

Yes

Yes

Needs & wants


Exchanging Products Services Value

Marketing Management Tasks

Developing marketing strategies and plans Assessing marketing opportunities and customer value Choosing value

Designing value
Delivering value Communicating value Sustaining growth and value

What is its purpose for various stakeholders


Consumers Management Employees Investors Community Regulators

Suppliers
Let us discuss !!!!

Your preparation for the class tomorrow


Question you will answer tomorrow from ET 1. What marketing tasks did Kingfisher Airline fail at? 2. How will the closure of the airline impact the various stakeholders?

Questions you will need to answer tomorrow from Marketing Excellence: Nike (page 27-28 of the text book)
1. 2. 3. 4. How How How How is Nike creating value for its customers? many types of products and services does Nike offer? is Nike communicating value to its customers? is Nike sustaining its growth?

Anyone may be asked to answer the questions, be ready !!!!

My expectations from you

Go through your course outline carefully to get familiar with assessment items, session plan and readings etc. Form groups of not more than five-six members today, I will ask you to intimate the group members tomorrow take part in a lottery draw of presentation topics tomorrow . Ten topics are to be selected read marketing excellence and think about answers read the news items on Kingfisher Airlines and answer the questions asked review chapter 1 of your text

See you tomorrow !!!

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