GOA INSTITUTE OF MANAGEMENT

Post Graduate Diploma in Management (PGDM) Term I: July September 2013

CR MM 101: MARKETING MANAGEMENT I

Instructor(s): Dr. P. S. Kar Professor N. Bandyopadhyay

MARKETING MANAGEMENT I
Class of: 2013-14 Course Code: CR MM 101 Credit: 3 Academic Year: First Term: I Sessions: 20

Objective:
To equip the students with the essential concepts, tools and techniques necessary for Marketing Management

Text Book:
The recommended text for the course is Marketing Management by Phillip Kotler, Kevin Keller, Abraham Koshi & Mitheleswar Jha 14th Ed., Pearson Education. (K&K)

Reference Books:
Marketing Management, 4th Edn, V.S Ramaswamy and S. Namakumari, Macmillan Marketing

Detailed Syllabus:
Basic Concepts: The Importance & Scope of Marketing, Core Concepts, New Developments Developing Marketing Strategies and Plans: The Value Delivery Process, Value Chain, Customer Value, Corporate and Division Strategic Planning Defining the Corporate Mission, Establishing Strategic Business Units, Assessing Growth Opportunities Marketing Intelligence: Collecting Information and Forecasting, Internal Records, Data Mining, Communicating and Acting on Marketing, Analyzing the Macro-environment, Needs and Trends, Identifying the Major Forces, The Demographic Environment Conducting Marketing Research: The Marketing Research Process Step 1: Define the Problem, the Decision, Alternatives, and the Research Objectives Step 2: Develop the Research Plan Customer Value, Satisfaction and Loyalty: Relationships Building Customer Value, Satisfaction, and Loyalty, Customer Perceived Value, Total Customer Satisfaction, Maximizing Customer Lifetime Value, Cultivating Customer Relationships, Customer Databases and Database Marketing Analyzing Consumer Markets: Introduction to Consumer Buying Behavior, Cultural Factors, Social Factors, Personal Factors Key Psychological Processes Analyzing Business Markets The Business Market versus the Consumer Market, Systems Buying and Selling Participants in the Business Buying Process The Buying Center The Purchasing /Procurement Process, Stages in the Buying Process, Customer Value Propositions, Managing Business-to-Business Customer, Relationships Market Segments and Targets: Bases for Segmenting Consumer Markets, Bases for Segmenting Business Markets, Market Targeting Evaluating and Selecting the Market Segments Brand Equity: The Role of Brands, Brand Equity Models, Building Brand Equity, Brand Elements, Internal Branding, Brand Communities, Managing Brand Equity, Devising a Branding Strategy, Customer Equity

Crafting the Brand Positioning: Determining a Competitive Frame of Reference, Identifying Optimal Points-of-Difference and Points-of-Parity, Choosing POPs and PODs, Establishing Brand Positioning, Differentiation Strategies, Alternative Approaches

Cases
The list of cases to be discussed in class and the additional reading materials shall be distributed during the course.

Sessions
Topic Basic Concepts : Introduction to marketing Developing Marketing Strategies and Plans Marketing Intelligence Conducting Marketing Research Customer Value, Satisfaction and Loyalty Analyzing Consumer Markets Analyzing Business Markets Market Segments and Targets Brand Equity Crafting the Brand Positioning Total No. of Sessions 2 2 2 2 2 2 2 2 2 2 20

Evaluation Scheme 1. 2. 3. 4. Assignments & Quizzes Case Study Presentation Mid Term Evaluation End Term Exam Total : 25 : 15 : 30 : 30 : 100