IBS Hyderabad

Academic Year – 2019-21

Course Handout

Course Name: Marketing Management-I No. of Sessions: 33

Programme: MBA Course Credits: 3
Faculty Name: Dr. Anuja Agarwal Room No: F-207
Mobile No: 8989826325 Email: anuja.agarwal@ibsindia.org
Consultation Hours: 3 pm to 5 pm (Thursday and Friday)

Course Objectives: The current course aims to build the basic analytical skills, as well as the
conceptual abilities and substantive knowledge, of participants in the field of marketing
management in theory and practice. This offered course is proposed to help participants to
undergo meaningful exercises of real life marketing situations to analyze the environment in
which marketers operate and understand the challenges thereof. The current course will also
build theoretical foundations of the participants and will serve as a specialized course for them to
explore the field of marketing as a prospective career. The students will get an overview of how
marketers identify segments and position themselves in a highly competitive market. In addition,
students will also gain an understanding of how marketers create, capture and communicate and
deliver value to their target customers.

Learning Outcomes: At the end of the course, every student is expected to:
 Understand the theory and science behind marketing decisions.
 Gain an in-depth knowledge and importance of marketing for any organization.
 Understand how the external and internal environment jointly impacts an organization
and its marketing capabilities in different situations.
 Understand how the marketing mix can be a significant tool for marketers in creating
value and competing with rivals.

Recommended Text Book:

Text Book:
 Marketing Management, 15th Edition, by Kotler & Keller. Pearson Publication

Reference Books:
 Marketing Management: A South Asian Perspective, 14th Edition, by Kotler, Keller,
Koshy and Jha. Pearson Publication
 Principles of Marketing, 15th Edition by Philip Kotler and Gary Armstrong, ,Pearson
Publication
 IBS Hyderabad
Academic Year – 2019-21
Course Outline

Sessio Topic / Area Approach/ Case Details &

Chapter Reading Key Concept covered
n Covered Treatment ICMR No.
Introductory Ice
Breaker
Importance & Scope of
Marketing
Introduction to Chap -1: Core Marketing Concepts
Marketing / Philip Kotler Defining Marketing The new Marketing
1 Discussion Speech on
Marketing in 21st for the New Realities; Realities
Century Marketing: pp.3-21 Company Orientation
https://www.you towards the Market Place
tube.com/watch?
v=sR-
qL7QdVZQ
Grove Fresh Ltd
- Marketing
Module Organic Juices
1 (2006)
(MKTG128) Marketing Management
Tasks
Swayam The Holistic Marketing
Chap - 1:
Video: Concept
Marketing Defining Marketing
2&3 Process /
Case Study https://www.y for the New Realities; Updating the Four Ps
Discussion outube.com/w
Marketing Mix pp.21-27
atch?
v=2moe1OVbt
Wo&index=54
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ITC Foods’
Influential micro
Growth and Chap - 4
environment developments
Micro and Future Analyzing the Macro
Case Study Analyzing the Macro-
4&5 Macro- Prospects environment; pp.-
Discussion environment
Environment (2006) 107-119
(MKTG135) Influential macro
environment developments

6 &7 Consumer Case Study Kellogg’s Chap - 6: Factors influencing

Markets Discussion Indian Analyzing Consumer Consumer behavior
Experience Markets; pp.165-193 Key psychological
(MKTG017) processes
Buying Decision Process:
Swayam Five Stage Model
Video: Behavioral Decision
https://www.y Theory & Behavioral
outube.com/w Economics
atch?
 IBS Hyderabad
Academic Year – 2019-21
v=POjHaYbw
pwo&index=3
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Organization Buying
Participants in Business
Buying Process
Cummins India
Purchasing/ Procurement
– Consumer
Chap - 7: Process
Business Case Study Driven
8 Analyzing Business Stages in the Buying
Markets Discussion Modularization
Markets; pp.201-227 Process
Strategy (2005)
(MKTG104) Managing B2B Customer
Relationships
Institutional &
Government Markets
Module Dove’s Foray
2 into Men Care:
‘Journey to
Comfort’ or
Uncomfortable
Journey
Ahead?’(2011)
(MKTG279) Bases for segmenting
Consumer Markets
https://www.y Bases for segmenting
outube.com/w Business markets
atch? Chap - 9: Effective Segmentation
v=TsDoKukP Identifying Market Criteria
Market
9 & 10 Case Study UUM Segments and Evaluating & Selecting
Segmentation
Discussion Targets; pp. 265- market segments
Swayam 284 Steps in the Segmentation
Video: process
https://www.y Levels of market
outube.com/w segmentation
Requirements for
atch?
effective segmentation
v=EnPxv9m9
MZs&list=PL
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51
11 Targeting Case Study BMW’s Chap - 9: Market Targeting
Discussion Company of Identifying Market Choosing the most
Ideas Segments and attractive target markets
Campaign: Targets; pp. 284-
targeting the 291
Creative Class
(2006)
 IBS Hyderabad
Academic Year – 2019-21
(MKTG137)

https://researc
h-
methodology.n
et/bmw-
segmentation-
targeting-and-
positioning/

12 Test 1( Written Test)

Airtel -
Positioning (And
Developing &
Repositioning):
Chap - 10: establishing a brand
From 'Touch
13 Case Study Crafting the Brand positioning
Positioning Tomorrow' to
& 14 Discussion Positioning; pp.
'Live Every
297-318
Moment'
(MKTG037)

Swayam Video:
https://www.yo
utube.com/watc Product Characteristics
h? & classifications
Chap - 13:
Products & Services
Introduction to v=RDFIoqiWi Setting Product
15 Discussion Differentiation
Product mw&list=PLNs Strategy; pp.395-
Factors affecting a good
ppmbLKJ8L37 406
design
GuTTX2Wmqu Luxury products
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ndex=34
Glaceau : Product & Brand
Chap - 13:
Marketing Relationships
Case Study Setting Product
16 Product mix Vitamin Water Packaging, Labeling,
Discussion Strategy; pp.409-
(2007) Warranties & Guarantees
424
(MKTG166)
Module
3 Lifebuoy in
India: Product
Life Cycle
Strategies (2009)
(MM0026) Product Lifecycle
Appropriate Marketing
Swayam Video: Chap - 12:
strategies at each stage of
Addressing
17 Case Study https://www.yo the product life cycle
Product Lifecycle Competition and
& 18 Discussion utube.com/watc
h? driving growth ; Marketers adjustment of
pp.377-388 their strategies and tactics
v=FTdOtXm8 for an economic downturn
Ow4&index=5 or recession
2&list=PLNspp
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 IBS Hyderabad
Academic Year – 2019-21
New Product
Development at
Schwan Food
Company-
Innovation New Product options
through Challenges in NPD
Communication Organizational
(MKTG082)
Arrangements
Chap - 15:
19 New Product Case Study Swayam Video: Introducing New Managing the
& 20 Development Discussion Market Offerings; Development process:
https://www.yo Ideas; Concept-to strategy;
utube.com/watc pp.463-493
Development to
h? commercialization
v=k1GSxUGvn Consumer Adoption
hc&index=27& process
list=PLNsppmb
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21 Guest Lecture

Pricing it Right:
Three Caselets in Understanding Pricing
Chap - 16:
Pricing* Setting the price
Pricing Developing
Pricing Strategies Adapting the price
22 & (Priceline.com;A
Objectives , Case Study
23 pple Iphone;
programs and Discussion and Programs; Company adapting prices
Fuzeon)
Pricing Process pp.499- 522 to meet varying
circumstances and
Module (MKTG187) opportunities
4

Price Chap - 16: Company’s initiation of

Optimization at Developing price change
Case Study
24 Adapting the price Northern Group Pricing Strategies Company’s response to
Discussion
Retail and Programs; competitor’s price
pp.364-370 challenge
(MKTG085)
Module 25 & Channel Design Case Study PepsiCo’s Chap - 21: Marketing Channels &
5 26 -do- Discussion Distribution and Designing and Value Networks
Logistics Managing Role of Marketing
Operations Integrated Channels
(2004) Marketing Channel Design
(OPER031) Channels; Decisions
pp.647-662
Swayam Video:
https://www.yo
utube.com/watc
h?
v=l01ert9hpdA
&list=PLNspp
mbLKJ8L37Gu
 IBS Hyderabad
Academic Year – 2019-21
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 Major types &
Chap - 15:
trends of marketing
Managing
intermediaries
Physical Case Study Retailing,
27  Retailing,
Distribution Discussion -do- Wholesaling
Wholesaling
and Logistics;
 Private Labels
pp.403-422
 Market Logistics

Test2 Objective Test( MCQs)

28

Channel Management
Channel
Chap - 21: decisions
Conflict at
Channel Case Study Designing and Channel Integration &
29 Samsung India
Management Discussion Managing Integrated Systems
(2014)
Marketing Channels; Conflict, Cooperation &
(MKTG342)
pp.664-878 Competition
Module Pepsi's Kendall
6 Jenner AD:
Communication
Gone Wrong
(MKTG367)

https://www.y
outube.com/w  Role of
atch? Chap - 17: marketing communications
Promotion-mix v=dA5Yq1DL Designing and  Developing
(or ) SmQ Managing Integrated effective communications
31 & Integrated Marketing  Deciding on the
Discussion
31 Marketing Swayam Communications; Marketing
Communication pp.535-559 Communications Mix
Video:
(IMC) Process  Managing the
https://www.y Integrated marketing
outube.com/w communications process
atch?
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32 Managing Mass Public Relations Chap - 18:  Developing &
Communications at Microsoft Managing mass managing an advertising
( Advertising and (2008) Communications; program
Public Relation) (MKTG104) pp. 591-592  Deciding on
Media & Measuring
Swayam Effectiveness
Video:  Public Relations
https://www.y
 IBS Hyderabad
Academic Year – 2019-21
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atch?
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Aventis’
Successful
Sales Promotion
Managing Mass Chap - 18:
Campaign Advertising versus
Communications Managing mass
33 Using Promotion
(Sales Promotion) Communications;
‘Connection Sales promotion Process
pp. 583-588
Cards’(2005)
(CLMC026)

Expectations from Students

a. Students must report to the respective sessions well before the announced time. Latecomers will
not be permitted to join the class after the scheduled time. If late, the attendance for that session
will be marked as absent.
b. Read the Case Study / material well prior to the class discussion. He/she is also expected to read
the chapter indicated in the course plan as the faculty directs.
c. In the class discussion student is expected to participate actively and contribute to individual and
group learning. Evaluation is based on active participation.
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the timelines given
in the section below. Absence from these evaluations will mean non awarding of marks in that
particular component
e. Wherever applicable, group assignments require each student to contribute to the group effort.
This enhances group effectiveness and leads to greater appreciation of working in groups.
f. Formal dressing is suggested for all students. Do not roam in the academic area/ attend classes in
chappals / shorts / informal t shirts
g. Students are expected to show high regard and appreciation for in class discipline and desist from
using mobile phones. This disturbs the class ambience and unnecessarily diverts attention of other
students as well as the faculty member.
h. Each faculty has been given a scheduled consultation hour. Utilize this time to meet the faculty
and clarify doubts if any, seek explanations and get mentored if needed.
i. Attendance is compulsory in all sessions. However refer to guidelines in your academic
handbook for exceptions.

Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following schedules have been drawn. Students are
expected to go through the dates / sessions mentioned and prepare accordingly. Before the student takes
the end examination he / she will be aware of the progress in each course up to an extent of 60 marks.
 IBS Hyderabad
Academic Year – 2019-21
Students not taking the evaluation according to the timelines mentioned above will not be given another
opportunity excepting in rare circumstances of extreme illness or hospitalization.

Component Component Expected slot / Marks declaration Weightage

Number due date by
Class 1 Session 30 Session 33 10
Participation
Test-1 1 Session 12 Session 15 20
Test-2 2 Session 28 Session 30 20
Project 3 Session 20 Session 25 10
End exam At the end of the semester 40
Total 100

Project Evaluation:
Each student group has to do a basic field project on respective topic and analyze using statistical tools.
The proposed project topics will be discussed with the concerned faculty during consultation
hours.

Brief profile of the Faculty Member

Dr Anuja Agarwal is a marketing faculty working as Assistant Professor in Marketing &

Strategy Department at IBS Hyderabad. Before joining IBS Hyderabad again, she has worked at
IFIM Business School (AACSB Accredited), Bengaluru. She holds PhD degree in the area of
Partner Relationship Management with specialization in Marketing from the first IIIT of India,
ABV-IIITM, Gwalior in the year 2015. Before going for PhD, she has teaching experience at
Sharda Group of Institutions (SGI Group) located on Agra-Mathura Highway. Her research
interest includes Relationship Marketing, Social Issues in Marketing, Distribution Channels etc.
Her research work has been published in international refereed journals of repute. Her teaching
interest includes Marketing Management, Services Marketing, Customer Relationship
Management, Principles of Management etc. She has coordinated many a training programmes,
workshops, FDPs for faculty members and MDPs for industry people in the emerging areas of
marketing.