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Marketing Management Course Materials

Course Materials

Course Title: Marketing Management

Faculty: Dr. H. Gayathri

Term: 1

Credits: Three (3)

Course Outline

Session 1 -2: Marketing Environment

Overview of Indian Marketing and Emerging trends vis-a-vis environment. Paradigm shifts in Indian Marketing scene: Production to sales to customer drives.

Readings

- The real leadership lessons of Steve Jobs

- Marketing Myopia (HBR Classic)

- Co – opting Customer Competence

- Chapter 1, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Session 3-4: Strategic & Marketing Planning

Readings

- Green Hornet - Next wave of innovations will be driven by sustainability

- Fundamentals of Customer Value

- Chapter 2, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Case

- Survival Stakes

- A Shoemaker-Who Comes To Your Mind?

Session 5-6: Consumer & Buyer Behaviour Decision process-Individual & Organizational

Readings

- We are like that only

- Business Marketing: Understand what customers value

- Chapter 5 & 6, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Case - Kellog’s Indian Experience

Session 7-8: Segmentation Decisions

Readings

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7/4/2014 Marketing Management Course Materials | SDMIMD

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- How to segment industrial markets

- Rediscovering Market Segmentation

- Chapter 7, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Case - Expansion Enigmas

Session 9-10: Industry & Competitor Analysis

Readings

- The five competitive forces that shapes strategy

- Chapter 8, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Case 1 - The Nirma Story

Case 2 - Samsung Smartphones

Case 3 - Maggi Mania

Session 11- 12: New Product Planning & Development

Readings

- A more rational approach to new product development.

- Chapter 19, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Session 13-14: Product Strategy

Readings

- The Brand Report Card

- Chapter 11, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Case 1 - Launch of Amaron Automotive Batteries

Case 2 - Sailing into Soapy waters

Case 3 - Tata Nano – A giant leap for a small car

Session 15: Product Life Cycle

Readings

- Chapter 8, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Session 16: Distribution Strategy

Readings

- Chapter 14, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Session 17-18: Pricing Strategy

Readings

- How to fight a price war

- Chapter 13, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

Case - Launching of Popcorn Machine

Session 19-20: Promotion Strategy

Readings

- Do Rewards Really Create Loyalty

- Chapter 17, Marketing Management, Kotler & Keller, Koshy & Jha 14th edition, Pearson Prentice Hall

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