Professional Documents
Culture Documents
Course Outline
Marketing and Business Development
For
MS Entrepreneurship and SME Management
Career Focus
Course Description
This course is designed to allow the students to experience in-depth concepts and their
broader application in marketing and business development. In the entire course,
instructor will discuss a variety of marketing concepts, methods, and strategic issues
facing start-up companies. Ideas learnt will be supported by extensive discussion on real-
life examples drawn from instructor’s knowledge and experiences.
Learning Outcome
4. Conceptual and written skills in developing a marketing and sales plan along with
the power to sell and convince the investors/audience.
It is often said that “nothing replaces a good theory”. Theories are simplified versions of
reality, they are meaningfully organized and act like words of wisdom--What’s
going on? Why is it happening? How is it working? As humans, we ordinarily use
theories to rationalize our actions. These theories, on one hand, may be objective,
empirically verified, logical/rational, formally structured frameworks and on the
other hand they may be subjective, ad-hoc, intuition-based, biased, inconsistent or
disconnected thoughts.
In the academic environment, we prefer and promote standard, formal theories that have
empirical and rational/logical basis. The idea is to make the art of practice more
informed. It takes us to an understanding that three important elements must be
connected for a sound observation, analysis, conclusion and decision-making
which involves:
Course Strategy:
As the course is meant to prepare for wider knowledge in the international scenario of
business strategy, the syllabus covers a combination of core concepts and skill-
building approaches. Textbook chapters will be beefed up with cases for better
comprehension.
Syllabus:
2
Behavior and
Decision-Making
Process
9 Business Buying Ch 6
Behavior and
Decision-Making
Process
10 Market Ch 7 Case Study 1. Current Marketing Situation
Identification and (Research –based):
Development: i. Market Description
Segmenting, ii. Product Review
Targeting and iii. Competitive Review
Positioning iv. Distribution Review
11 Ch 7
16 The Pricing Ch 10
Mechanism
21 Retailing and Ch 13
Wholesaling Management
22 Integrated Marketing Ch 14 vi. Sales Force and Distribution
Communications (IMC) Channel Strategy
23 Advertising, Sales Ch 15
Promotion and Public
Relations
3
24 Personal Selling and Ch 16 Case Study vii. Marketing Communications
Direct Marketing Strategy (Advertising,
Promotion, Public Relations)
25 Marketing in the Digital Ch 18 viii. Marketing Research
Society 5. Action Programs (1-Year)
Note:
1. Case Discussions: Prepare questions at the end of each case in the textbook.
Each group will be marked according to quality of the answer. Class participation
is important to nourish argumentative skills and conceptual absorption.
4
c. Don’t elaborate the external environment beyond what is necessary.
Remember, this project is not designed for a complete business plan.
Rather, focus on key marketing issues and approaches to address them.
6. Final Examination: Includes textbook chapters covered primarily after the mid-
term exam. However, important chapters before mid-term may also be included
and shall be informed to students before time. Both exams are descriptive in
nature, requiring elaborative thoughts.
Distribution of Marks:
Item Percentage
Final Exam 50 %
Mid-term Exam 25 %
Semester Work (includes class quizzes, 25%
assignments etc.)
Course Material
• Required Reading: Principles of Marketing (South Asian Perspective), Philip
Kotler, Gary Armstrong; 13th Edition
• Research Articles shared with students from time to time