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Teaching and learning at Xcellon

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Some terms in teaching andLearning

ProgramCourse

Curriculum

Curriculum DocumentProgram Objectives

Learning Outcomes

Essential, critical and need to know concepts

Textbooks, reference books, journals

Quizzes, assignments., projects etc

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PO for PGP GM

Af ter the PGP GM program studentsW ould be able to have an understanding of management as a disciplineW ill be able to comprehend theories in ManagementShould be able to understand personal experiences in a work organisationin terms of management theoryUnder supervision,

Be Able to as individual and as a group member collect, tabulate,organise and present data for aiding management decisions

Should be able to do managerial tasks as delegated Should be able to identify, interact, categorize, and recommend for

operational decisions Learn from experience and ready oneself to take up next level of work

responsibilityUnderstanding organization structure and comprehend implication for one'sown work roleShould be able to state the implication of larger social, economic, political

events to business of organization

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PO for Marketing ElectiveAf ter the success f ul completion o f Marketing as an elective,Participants will be able to :1) Will be able to make a sense o f & cite the current practicesin marketing and will be able to classi fy them as good andnot so good practices2) Will be able to relate concepts o f marketing to other

operations & management f unctions3) Under supervision,a) As a individual and as a group member collect, tabulate,organise and present data f or aiding marketing decisions &support problem solving.b) Should be able to do marketing tasks as delegatedc) Should be able to identi fy, interact, categorise, andrecommend f or marketing decisions4) Learn f rom experience in the f ield o f marketing and read yonesel f to take up next level o f work responsibilit y

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Learning Outcomes for MarketingManagement 1 Course

Af ter the course, the participants will be able toWill be able to de f ine, understand and list f requentl y usedterms and concepts associated with marketing as a f unctionShould be able to describe relation between di ff erentmarketing concepts (to assist construction o f Marketing Plans)Will be able to cite examples o f Marketing practices f ollowedb y f irms in select industriesShould be able to make sense o f/ paraphrase good and not sogood present and past marketing practices used b y f irmsWill be able to categorise in f ormation to component parts andshould be able to classi fy elements to help to cra f t marketingstrateg yTo be able to make sense o f marketing concepts to real li f ebusiness solutions f alling in the work domain

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Session Plan1 Introduction to Marketing

Definition of Marketing Management, Marketing Concepts,Marketing Mix and Marketing Challenges for 21st Century

2 - 3 Customer Value and Customer Satis f actionConcept of Customer Value and Customer Satisfaction,delivering customer value and satisfaction

4 -5 Marketing EnvironmentMacro environment, Micro Environment and GlobalEnvironment

6 - 7 Strategic Planning Process in Marketing

Scope and Importance of Strategic Planning, Definition of Strategic Market Planning, Corporate and Divisional StrategicPlanning, Establishment of SBUs and resource allocation, TheBCG Competitive Advantage Matrix, General Electric Model,Integrative and Diversification Growth, Strategic BusinessPlanning, S W OT Analysis, Marketing Process

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Chapter 1Introduction to Marketing

W hy is marketing important?W hat is the scope of marketing?

W hat are some fundamental marketingconcepts?How has marketing management changed?

W hat are the tasks necessary for successfulmarketing management?

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W hat is Business after all??

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Good Marketing is No Accident

The roaring success of four-wheeler Tata Ace,

in a market earlier dominated by three-

wheeler load carriers,was due to a deep

understanding of themarket needs and

customer requirements.

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W hat is Marketing?

Marketing is an organizational functionand a set of processes for creating,

communicating, and delivering valueto customers and for managing

customer relationshipsin ways that benefit the

organization and its stakeholders.

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W hat is Marketing Management?

Marketing management is theart and science

of choosing target marketsand getting, keeping, and growing

customers throughcreating, delivering, and communicating

superior customer value.

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Selling is only the tip of the iceberg

Th ere will always be a need for some selling. But t h e aim of marketing isto make selling superfluous. Th e aim of

marketing is to know and understand t h ecustomer so well t h at t h e product or

service fits h im and sells itself. Ideally,marketing s h ould result in a customer w h ois ready to buy. All t h at s h ould be needed

is to make t h e product or serviceavailable. Peter Drucker

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W hat is Marketed?

Goods

Services

Events & ExperiencesPersons

Places & Properties

Organizations

Information

Ideas

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Successful New Product Launches RequireCareful Planning

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Marketing Can Promote Ideas

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F igure 1.1 Structure of F lows in a Modern ExchangeEconomy

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F igure 1.2 A Simple Marketing System

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Demand States

Nonexistent Latent

Declining Irregular

F ull UnwholesomeOverfull

Negative

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K ey Customer MarketsConsumer Markets

Business Markets

Global Markets

Nonprofit/ Government Markets

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www.marutitruevalue.com

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F unctions of CMOs

Strengthening the brandsMeasuring marketing effectivenessDriving new product development based oncustomer needsGathering meaningful customer insightsUtilizing new marketing technology

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F igure 1.3 Improving CMO Success

Make the mission and responsibilities clear F it the role to the marketing culture and structureEnsure the CMO is compatible with the CEO

Remember that show people dont succeedMatch the personality with the CMO typeMake line managers marketing heroesInfiltrate the line organization

Require right-brain and left-brain skills

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Core Marketing Concepts

Needs, wants, anddemandsTarget markets,positioning,segmentationOfferings and brands

Value and satisfactionMarketing channelsSupply chainCompetitionMarketing environment

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Positioning

Press ads of the

Scorpio focused on thefunctional features of the vehicle and the

television ads focusedon emotional benefits.

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The marketplace isnt what it used to be

Information technology

Globalization

Deregulation

Privatization

Competition

Convergence

Consumer resistance

Retail transformation

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New Consumer Capabilities

A substantial increase in buying power A greater variety of available goods and servicesA great amount of information about practicallyanythingGreater ease in interacting and placing andreceiving ordersAn ability to compare notes on products andservicesAn amplified voice to influence public opinion

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Company Orientations

Production

Selling Marketing

Product

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F igure 1.4 Holistic Marketing Dimensions

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RBC emphasizes arelationship marketing approach

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F igure 1.5 The F our Ps

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Internal Marketing

Internal marketing is the task of hiring,training, and motivating able employees

who want to serve customers well.

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Performance MarketingF inancial

AccountabilitySocialResponsibilityMarketing

Social InitiativesCorporate social marketingCause marketingCause-related marketingCorporate philanthropyCorporate communityinvolvementSocially responsiblebusiness practices

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Marketing Management Tasks

Develop market strategies and plansCapture marketing insightsConnect with customersBuild strong brandsShape market offeringsDeliver value

Communicate valueCreate long-term growth

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Marketing Debate:Take a Position!

Does marketing shape consumer needs?or

Does marketing merely reflect the needs andwants of consumers?

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Marketing Discussion

Consider the societal forces noted in thechapter (e.g., information technology,globalization, deregulation, consumer

resistance, retail transformation).How have marketing practices shifted toaccommodate and even leverage theseforces?