Marketing Management Session Plan

MARKETING MANAGEMENT- A GLOBAL PERSPECTIVE

Course Code: MIB 102

Course Objectives:

The course aims to provide students with an introductory understanding of Marketing, with a special focus on the role of marketing in an international business context. It provides the students with an awareness and consideration of tools available to a marketer. It will enable the students to realize the importance of customers and their behavior in the context of marketing decisions. Learning Outcomes:At the end of the course students will be able to:

Explain key concepts and elements of marketing management and differentiate between marketing and sales

Examine the 4Ps of Marketing and discuss different strategies Analyze consumer behavior for various sectors and assess the STP strategies of different multi-

national companies. Analyze the global marketing environment and new opportunities in global world

Course Contents

Module 1: Marketing - Managing Profitable Customer Relationships ( 10 Sessions) [Backgrounder / Prerequisite(s) for understanding Module 1: Proper Orientation towards Marketing and internet surfing for upcoming marketing concepts]

Session 1: Introduction to Marketing Introduction to Marketing Core Marketing Concepts Differentiation between Marketing and Selling.

References: Rajan Saxena: Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Kotler, Armstrong, Agnihotri, Haque: Principles of Marketing, Chapter 1

Session 2: Process of Marketing Management Marketing Management- Meaning, importance, its process

References: Rajan Saxena, Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Mc Daniel Lamb Hair: Principles of Marketing, Chapter 1 Kotler, Armstrong, Agnihotri, Haque: Principles of Marketing, Chapter 1

Amity University-------------------------------------------------------------Uttar Pradesh---------------------------------------------------------------

Session 3: Marketing Mix- 4P’s of Marketing

4 Ps – product, promotion, place, priceReferences:

Rajan Saxena, Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Mc Daniel Lamb Hair: Principles of Marketing, Chapter 1 Kotler, Armstrong, Agnihotri, Haque: Principles of Marketing, Chapter 1

Session 4: Concepts of Marketing Management Orientations: Production Concept, Product Concept, Selling Concept,

Marketing Concept and Societal Marketing Concept.References:

Rajan Saxena, Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Kotler, Armstrong, Agnihotri, Haque: Principles of Marketing, Chapter 1

Session 5: Concepts of Marketing Management Orientations: Production Concept, Product Concept, Selling Concept,

Marketing Concept and Societal Marketing Concept.References:

Rajan Saxena, Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Kotler, Armstrong, Agnihotri, Haque: Principles of Marketing, Chapter 1

Session 6: Concept of Customer Relationship Management Customer relationship management and strategies Challenges

References: Rajan Saxena, Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Gosney and Boehm, Customer Relationship Management Essentials, Chapter 1

Session7: Important Concepts: BCG matrix, GE Matrix

References: Rajan Saxena, Marketing Management, Chapter 1 Etzel, Walker, Stanton: Marketing, Chapter 1 Kotler and Keller, Marketing Management, Chapter 1

Session 8: Important Concepts: Green Marketing, Ansoff Matrix



Session 9: Important Concepts: Services Marketing Direct Marketing Rural Marketing


Session 10: Important Concepts: Red Ocean markets, Blue Ocean markets Ambush marketing Guerrilla Marketing Surrogate Advertising


Case Study: Case Method- Considerations in a Case Study: Dalrymple and ParsonsArticle: Companies and the Customers who hate them

Assignment: 1.“ All organizations need marketing”. Do you agree with this statement? If so, give reasons in support of your answer along with relevant examples from business and non-business sectors.

2. All students have to divide themselves into group of 4 members each. They have to think of a product or service of choice and develop a marketing mix suitable enough to have the right marketing campaign using social networking sites or creating websites or blogs or any other innovative ways. Guest Lecture by Industry Guest to impart practical knowledge

Module 2: Global Marketing Environment (2 Sessions) [Backgrounder / Prerequisite(s) for understanding module 2: Review of module 1. Students are advised to undergo self-study* by referring books, mentioned in references for Module 1 and basic understanding about surrounding environment and special reference to SWOT analysis and macro micro factors]

Session 11: Factors affecting Global Marketing Environment- Macro Factors and Micro factorsReferences:


Rajan Saxena, Marketing Management, Chapter3 Etzel, Walker, Stanton: Marketing, Chapter 2 Kotler and Keller, Marketing Management, Chapter 3 Mc Daniel Lamb Hair: Principles of Marketing Chapter 3

Session 12: Presentation: 3 groups of 5 members each will be given the responsibility of presenting their slides on New Trends in Marketing and their impact on Marketing managers. Case Study: Entrepreneurship Case Rockstar Games: Caught in Their Own Voice: Mc Daniel Lamb Hair

Article: When a new man takes over chargeAssignment: 1.Give 3 examples of how technology has benefited marketers. Also, give several examples of firms that have been hurt because they did not keep up with technological changes.

2. Perform self SWOT analysis.

Guest Lecture by Industry Guest to impart practical knowledge

Module 3: New-Product Development and Product Life-Cycle Strategies ( 6 sessions ) [Backgrounder / Prerequisite(s) for understanding module 3: Review of module 1. Students are advised to undergo self-study* by referring books, mentioned in references for Module 1 and basic understanding about Product and life cycle needs to be studied Special Reference on Understanding the Peculiar features of each Stage] Session13: Product as one of the element of Marketing Mix

Product Attributes References: Rajan Saxena, Marketing Management, Chapter 11

Kelvin Lane Keller, Strategic Brand Management, Chapter 7 Etzel, Walker, Stanton, Marketing, Chapter 8 Kotler And Keller, Marketing Management, Chapter 8

Session14: New Product Development Strategies New Product Development Strategies- Idea Generation to Commercialization

References: Rajan Saxena, Marketing Management, Chapter 12 Kelvin Lane Keller, Strategic Brand Management, Chapter 7 Etzel, Walker, Stanton, Marketing, Chapter 9 Kotler And Keller, Marketing Management, Chapter 8

Session 15: New Product Development Strategies New Product Development strategies- Idea Generation to Commercialization

References: Rajan Saxena, Marketing Management, Chapter 12 Kelvin Lane Keller, Strategic Brand Management, Chapter 7 Etzel, Walker, Stanton, Marketing, Chapter 9


Kotler And Keller, Marketing Management, Chapter 8

Session 16: Product Life Cycle Product Life Cycle – Features and understanding of all the Stages


Session 17: Adoption and diffusion process for new products. References:

Rajan Saxena, Marketing Management, Chapter 7 Mc Daniel Lamb Hair: Principles of Marketing, Chapter 5 Etzel, Walker, Stanton, Marketing, Chapter 4 Kotler And Keller, Marketing Management, Chapter 4

Session 18: Strategies in all the Stages and other basic concepts of Branding, Packaging and Labeling. Different Strategies in different Stages Branding , packaging and labeling.


Case Study: Managing PLC- The Case of Scissors: Ramaswamy and NamakumariArticle: Innovating Through Design

Assignment: 1. In small groups, brainstorm the ideas for any new product launch. What type of product would potential customers want and need? Prepare and deliver a brief presentation to your class on New Product Launch and launch the same in your class and surroundings.

2. Write the marketing plan of any company of choice. The marketing plan should focus on the following :

a. Executive Summaryb. Current Marketing Situationc. Market descriptiond. Product Reviewe. Competitive Reviewf. Channels and Logistics Review.g. SWOT Analysish. Marketing Strategy: Positioning, Product Strategy, Pricing Strategy, Distribution Strategy, Communication i.e. Promotion Strategy



Module 4:Global Marketing Channels and Supply Chain Management (4 sessions) [Backgrounder / Prerequisite(s) for understanding module 4: Review of module 1. Students are advised to undergo self-study* by referring books, mentioned in references for Module 1 and basic understanding about Channels, Role of Wholesalers and Retailers in Supply Chain ]

Session 19: Marketing channels- concept and importance References:


Session 20: Global RetailingReferences:


Session 21: Integrated supply chain management References:


Session 22: Benefits of Supply Chain and its Process

References: Rajan Saxena, Marketing Management, Chapter 20 Mc Daniel Lamb Hair: Principles of Marketing, Chapter 12 Etzel, Walker, Stanton, Marketing, Chapter 14 Kotler And Keller, Marketing Management, Chapter 11

Case Study: Current TV Plugs into the Net Generation: Mc Daniel Lamb HairReading: What Serves the Customer Best? Paul F Nunes and Woodruff W. Drugs

Assignment: 1.What kind of marketing channel functions can be performed over the Internet? Why do you think so?2. How important is supply chain management to the overall business strategy of a company? What are the various focuses of supply chain initiatives?



Module 5: Integrated Marketing Communication Strategy (6 sessions) [Backgrounder / Prerequisite(s) for understanding module 5: Students are advised to undergo self-study* by referring books, mentioned in references for Module 5 and basic understanding about Promotion and need of communicating with the customers, understanding of different tools of promotion available]

Session 23: Tools of marketing communication mix. References:

Rajan Saxena, Marketing Management, Chapter 15 Mc Daniel Lamb Hair: Principles of Marketing, Chapter14 Etzel, Walker, Stanton, Marketing, Chapter 17 Kotler And Keller, Marketing Management, Chapter 17

Session 24: Process of IMC References:


Session 25: AIDA Model and L and S model References:


Session 26: Advertisement References:


Session 27: Sales Promotion References:



Session 28: Personnel Selling.

References: Rajan Saxena, Marketing Management, Chapter 18 Mc Daniel Lamb Hair: Principles of Marketing, Chapter17 Etzel, Walker, Stanton, Marketing, Chapter 19 Kotler And Keller, Marketing Management, Chapter 17

Case Study: Racy Place My Space Makes Big Time Advertisers Wary : Mc Daniel Lamb Hair

Assignment: 1. What is an advertising appeal? Give some examples of advertising appeals you have observed recently in the media by giving presentation on analysis of various advertisements showing the same.

2. Using IMC, design a promotional campaign for any product or service of choice.


Module 6: Consumer Markets, Consumer Buyer Behavior (4 sessions)[Backgrounder / Prerequisite(s) for understanding module 6: Students are advised to undergo self-study* by referring books, mentioned in references for Module 6 and basic understanding about Consumer Markets and understanding of factors affecting consumer behavior ]

Session 29: Define Consumer Market And Decision Making Process References:


Session 30: Types of buying decision behavior References:


Session 31: Factors influencing consumer buyer behavior. References



Session 32: Students will be asked to formulate groups of 4 members each. They are supposed to select products of their choice and then collect the various factors influencing consumers for buying those goods/ services by doing field visits and then to comment on types of buying behavior.

Case Study: Back to the Future? Chocolate Lounges Taste Sweet Success : Mc Daniel Lamb Hair

Assignment : 1. List any 10 products purchased in recent past and discuss the decision making process of all those items. What were the factors which led to their purchase?


Module 7: Building the Right Relationships with the Right Customers ( 4 sessions) [Backgrounder / Prerequisite(s) for understanding module 7: Students are advised to undergo self-study* by referring books, mentioned in references for Module 7 and basic understanding about how market is segregated ,types of market and Positioning needs to be studied] Session 33: Meaning of Segmentation and its basis

Market Segmenting- Understand the major basis for segmenting consumer and business markets

References: Dalrymple, Parsons: Marketing Management, Chapter 4 Rajan Saxena: Marketing Management, Chapter9 Kotler and Keller: Marketing Management, Chapter 4

Session 34: Market Targeting. -Identify attractive market segments and device a target marketing strategy. References:

Dalrymple, Parsons: Marketing Management, Chapter 4 Rajan Saxena: Marketing Management, Chapter9 Kotler and Keller: Marketing Management, Chapter 4

Session 35: Positioning Concept of Positioning, Relevance and Use

References: Dalrymple, Parsons: Marketing Management, Chapter 4 Rajan Saxena: Marketing Management, Chapter9 Kotler and Keller: Marketing Management, Chapter 4

Session 36: Positioning Types of Positioning and Specific ways to Position, Positioning map

References: Dalrymple, Parsons: Marketing Management, Chapter 4 Rajan Saxena: Marketing Management, Chapter 9 Kotler and Keller: Marketing Management, Chapter 4 Michel J.Baker: The Marketing, Chapter 5


Case Study : Marketing of Milk- The Amul: Rajan SaxenaReading: The Dark side of Customer Analysis, Thomas H.Davenport and Jeanne G.Harris

Assignment:1. Mercedes Benz is thinking about advertising its cars to college students. Do you think that college students are a viable potential market for Mercedes? Why or Why not?

2. Pick up any 5 global brands and discuss their positioning strategies. ( Assignment should comprise of video presentation for the same)

3. Draw Positioning map of any 2 products/service of choice.


Module 8: Pricing Considerations and Approaches ( 4 sessions) [Backgrounder / Prerequisite(s) for understanding module 8: Students are advised to undergo self-study* by referring books, mentioned in references for Module 8 and basic understanding about what is Price and its relevance for different parties involved, impact of price change]

Session 37: Product Pricing Strategies Pricing of New Products: Penetration Pricing, Price Skimming, Meeting the

Competition Pricing References:

Rajan Saxena, Marketing Management, Chapter 14 Rajagopal, Marketing- Strategy, Implementation and Control, Chapter 11 Etzel, Walker, Stanton: Marketing, Chapter 13

Session 38: Product Mix Pricing Strategies Product Line Pricing Optional Feature Pricing Captive Product Pricing Two Part Pricing By-Product Pricing Product Bundling Pricing

References: Rajan Saxena, Marketing Management, Chapter 14 Rajagopal, Marketing- Strategy, Implementation and Control, Chapter 11 Etzel, Walker, Stanton: Marketing, Chapter 13

Session 39: Price Adjustment Strategies Geographical Pricing Discounts Discriminatory Pricing Promotional Psychological Pricing

References: Rajan Saxena, Marketing Management, Chapter 14


Rajagopal, Marketing- Strategy, Implementation and Control, Chapter 11 Etzel, Walker, Stanton: Marketing, Chapter 13

Session 40: Price Change Price Cuts and Hikes and Factors that needs to be considered for the same.

References: Rajan Saxena, Marketing Management ,Chapter 14 Rajagopal, Marketing- Strategy, Implementation and Control, Chapter 11 Etzel, Walker, Stanton: Marketing, Chapter 13

Case Study: Southwest Airlines-Staying on Course through Turbulent Times: Etzel, Walker, Stanton

Assignment: During recession , what pricing strategies would you consider using to gain or maintain market share? Explain your answer.

Articles: Evolution of Market Segmentation Influence of Demographic Variables on Marketing Strategies in the Competitive Scenario Understanding Internet Usage Pattern Among Students in a Northeastern State of India


Evaluation Scheme: Components Assignment Project and

Case StudyClass Test Attendance External

ExamWeightage (%) 5 10 10 5 70

Teaching and Learning MethodsThe assessment programme will be student driven , requiring the student to develop his/ her communication skills by presentation and debate. Critical participation of students is expected in each of the assessment programme.

References:. Kotler P and Keller K, Marketing Management: Analysis, Planning, Implementation, and Control:. Kotler, Armstrong, Agnihotri and Haque: Principles of Marketing. Kotler P Marketing Management. Kotler P, Armstrong,Saunders J and Wong V, Principles of Marketing. Joel R E and Borry B, Marketing in the 21st century. Rajan Saxena, Marketing Management. Kotler P and Kinzer C, Marketing Management. Etzel, Walker, Stanton; Marketing. Mc Daniel Lamb Hair, Principles of Marketing. Douglas J. Dalrymple Leonard J. Parsons . Harvard Business Review


Helpful Websites. http:// www.marketingterms.com/. http:// www.knowthis.com/general/terms.htm

http://www.marketingterms.com/

Documents

Marketing Management Session Plan