JAIPURIA INSTITUTE OF MANAGEMENT, NOIDAPGDM; PGDM (M); TRIMESTER- II; ACADEMIC YEAR 2014-15

1. Course Code: 2. Course Title: Marketing Management II

3. Course Overview:

This course on Marketing Management-II takes into cognizance the learning of the students from the previous course (MM-I). Thus the students develop a critical appreciation of the basic concepts and techniques of marketing management and strategy holistically, with an emphasis on creating customer value and building customer relationships. The course develops concepts, and skills necessary for marketing decision-making and illustrates how various decision-making tools apply to actual business situations.

Marketing is a value-enhancing function that identifies opportunities, develops markets, and builds brands. Consequently, effective marketing enables companies to charge price premiums, sustain competitive advantage and maintain long-run profitability. To this end, the course covers the topics like pricing, designing distribution channels, and managing marketing-mix activities, all leading to development of a marketing plan over the previous concepts built in MM-I like conducting customer and competitor analysis, developing new products, branding and brand extension.

Besides, the goal of this course is to develop a rigorous and logical process for addressing marketing issues and problems in a variety of settings, and to give the students the tools and background necessary to think through marketing decisions. The course also aims to inculcating a basic insight into aspects of strategizing and controlling functions of marketing.

Through the use of a marketing plan project, students are encouraged to apply the concepts and generalizations to a real life product or service.

4. Learning Outcomes:

After undergoing this course, the student will be able to:1. Develop conceptual understanding of the marketing mix strategy.2. Analyze critically the marketing actions/ strategies adopted by an organization.3. Apply the knowledge to develop feasible marketing solutions. 4. Evaluate suitable strategic and tactical options applicable to a marketing situation. 5. Design a marketing plan for an organization.

5. List of Topics/ Modules:

Topic/ Module Contents/ Concepts

Module 1: Marketing Planning Marketing Plan

Module 2: Capturing Pricing Strategy

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Customer Value Price Changes

Module 3: Delivering Customer Value

Distribution and Channel Management Marketing Logistics & Supply Chain Management Retailing & Wholesaling

Module 4: Communicating Customer Value

Integrated Marketing Communication strategy Developing overall Promotion Mix Advertising & Sales Promotions Personal Selling & Public Relations Direct & Online Marketing

Module 5: Competitive Strategy & Implementation

Creating Competitive Advantage Competitor Analysis Balancing Customer & Competitive Orientation Marketing Implementation & Control

6. Evaluation Criteria:

Component Description Weight

1.Quizzes There will be three quizzes of MCQ(s) which will be conducted unannounced and the best two of the three will be taken for grades.

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2.Class Participation & Reflective Notes

Reflection is a form of personal response to experiences, situations, events or new information. It helps you therefore to recognize and clarify the important connections between what you already know and what you are learning. It is a way of helping you to become an active, aware and critical learner. The reflective notes would highlight student’s key learning which would be help in the preparation of the Marketing Plan. The rubrics for its evaluation shall be discussed in the class.

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3.Marketing Plan Report & Presentation

The students will prepare a detailed marketing plan while working in their study groups. Session one will include a discussion on the detailed components of the plan and in session two project expectations from the students will be addressed. The report will be based on a combination of desk research as well as field investigation. Students are encouraged to bring in evidence and insights from multiple sources. The students must ensure that the report is original in content and updated on information.The student groups are required to make a presentation of not more that 20 minutes in duration. It is advised that the students practice their presentation to manage time effectively. The students will be expected to present specific components of their marketing plan, for example their product strategy or environment scanning.

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4.Mid-term examination This will consist of conceptual questions and 20

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application based questions.

5.End-term examination This will consist of a case study; application based situational questions & conceptual questions

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7. Recommended/ Reference Text Books & Resources:

Text Book Kotler, Philip, Armstrong, G., Agnihotri, P.Y., Haque, Ehsaan ul, (2011), Principles of Marketing, a South Asian Perspective; 13th edition, New Delhi, Pearson Education.

References 1. Kotler, Philip, Keller, K., Koshy, A., Jha, M., Marketing Management, a South Asian Perspective, 14th edition, N. Delhi, Pearson Education. (KKKJ)

2. Ramaswamy, V S, Namakumari, S, Marketing Management – Global Perspective, the Indian Context, 5th

edition, New Delhi, Macmillan Publications.(RN)3. Bains, P., Fill, C., Page, K., Sinha, PK, (2013), Marketing –

Asian Edition, New Delhi, Oxford University Press. (BFPS)

Internet Resources 1. www.mplans.com: This website gives details of how to write marketing plans by offering sample marketing plans.

2. www.cim.co.uk/resources/home.aspx: This website gives wide variety of market reports, marketing facts and marketing research papers.

3. www.marketingprofessor.com: This website gives information about the latest happenings in the area of marketing.

4. www.blueoceanstrategy.com: This website gives information on non conventional approach of blue ocean strategy in detail.

8. Session Plan:

Session Topic Readings (Chapter No. &Pp.)/ Cases

Session & Course LOs

Module 1: Marketing Planning

1 Marketing Plan Purpose Components

DiscussionText, Ch 2, Pp. 50

Understand the linkage between Marketing Planning and Marketing Strategies & Programs LO1

2 Marketing Plan- Illustration Marketing Plan: Lifebuoy Discussions on Students’

Projects

DiscussionRN, Marketing Management 5th ed., Ch 7, Pp. 159-160

List contents of a Marketing Plan

LO2

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Module 2: Capturing Customer Value

3 Determinants of Pricing Customer Perception of

Value Company & Product Costs Internal & External

Considerations

DiscussionText, Ch 10, Pp. 248-256Readings: Blue Denim, KKKJ, Pp 350

Understand important determinants that shape pricing program.

LO1

4 Pricing Strategies New Product Pricing Promotion Mix Pricing

Strategies

DiscussionText, Ch 11, Pp. 267-271Readings: Harry Potter Price Magic, BFPS, Pp 305

Analyze relevant Value pricing techniques.

LO2

5 Pricing Strategies Price Adjustment

Strategies Initiating & Responding to

Price Changes

DiscussionText, Ch 11, Pp. 271-281Case: Southwest Airlines, KKKJ, Pp. 372-373

Employ price adjustment strategies relevant to a marketing situation. LO3

6 Project Work Presentation 1Project Work Presentation 2 LO5

Module 3: Delivering Customer Value

7 Marketing Channels & Value Network

Channel Functions Channel Levels Chanel Behaviour &

Organization

DiscussionText, Ch 12, Pp. 291-299Readings: Apollo Clinic, KKKJ, Pp 381

Understand Channel Dynamics and show how channel strategy relates to marketing strategy. LO1

8 Channel Decisions Channel Design Channel Management

DiscussionText, Ch 12, Pp. 300-304Case: Channel Strategy- Titan Watches, RN, Pp. 488-491

Analyze the determinants of channel design & management.LO2

9 Integrated Logistics Systems Marketing Logistics Supply Chain Management

DiscussionText, Ch 12, Pp. 305-309Readings: The Rise of Infomediary, BFPS, Pp 435

Evaluate suitable tactical options for integrated logistics systemsLO4

10 Project Work Presentation 3Project Work Presentation 4 LO5

11 Modern Retailing Guest Session 1 LO2, LO4

Module 4: Communicating Customer Value

12 Marketing Communication Mix Role of Marketing

Communication Developing Effective

Communication Mix

DiscussionText, Ch 14, Pp. 343-357Readings: Marketing the Indian Air Force: Mission Udaan, BFPS, Pp 336

Outline the marketing communication process and devise an IMC plan suited to a marketing situation.LO1

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13 Marketing Communication Mix Developing & Managing

Advertising Program Sales Promotions As a tool

of Promotion Mix

DiscussionText, Ch 15, Pp. 365-376;Ch. 16, Pp. 405-409Case: Intel Inside-Advertising Builds a great brand, RN, Pp. 607-609

Evaluate suitable strategic options for managing advertising & sales promotions programs.

LO4

14 Marketing Communication Mix Managing Sales Force Major Decisions in

Marketing Public Relations

DiscussionText, Ch 16 Pp. 390-400;Ch. 15, Pp. 380-382Reading: PR taking off, BFPS, Pp 370

Apply the knowledge to develop sales force management program.

LO3

15 Direct & Online Marketing New Digital Direct

Marketing Technologies

DiscussionText, Ch 17, Pp. 415-423Case: Amway Direct Selling In India, RN, Pp. 528-530

Understand different forms of direct marketing.

LO1

16 Project Work Presentation 5Project Work Presentation 6 LO5

Module 5: Creating Competitive Advantage & Marketing Implementation

17 Competitor Analysis Identify & Assess

Competitors Selecting Competitors to

Attack or Avoid

DiscussionText, Ch. 18 Pp. 444 – 447Readings: Ujala, KKKJ, Pp 219

Understand need to study competitors analysis.

LO1

18 Competitive Strategies Basic competitive

strategies Market Leader strategies Market Challenger

Strategies Market Follower strategies Market Nicher Strategies

DiscussionText, Ch. 18, Pp. 450-458

Analyze various competitive strategies applicable at the market place.

LO2

19 Project Work Presentation 7Project Work Presentation 8 LO5

20 Balancing Customer and Competitive Orientation & Blue Ocean Strategies

Guest Session 2 LO2, LO4

21 Project Work Presentation 9Project Work Presentation 10 LO5

22 Marketing Implementation & control

Marketing Implementation Tools of Marketing Control

DiscussionKKKJ, Ch 21, Pp. 579-581

Understand the implementation process & control tools.LO1

23 Marketing 3.0 Marketing in Emerging

Economies

Open Session Organize & analyze the emerging trends in marketing.LO2

24 Integrative Session Discussion LO2, LO3, LO4

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9. Contact Details:

Name of the Instructor:

Office Location:

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