Marketing Management - I

Soumya Sarkar
IIM Ranchi
PGDM 2016-18
Term I
 Course Structure

 This introductory course is split into:

 Overview
 Marketing from an organisational perspective
 Marketing from an individual perspective
 Marketing activities and the marketing mix

IIM Ranchi PGDM 2016-18

 Expectations

IIM Ranchi PGDM 2016-18

 Content & Process

 No ‘lectures’
 Classes will be discussion sessions on topics and ideas of
marketing
 Dialogue
 4Ps
 Presence
 Participation
 Preparation
 Promptness
 Queries & feedback – formal and informal
 Meeting hours

IIM Ranchi PGDM 2016-18

 Course Objectives

IIM Ranchi PGDM 2016-18

 Course Objectives

 We shall, by the end of the course, be better thinkers and be able

to analyse marketing issues independently
 Cases and real experiences will make up a large chunk
 Cases do not have right or wrong answers, but nor do they have
absurd answers
IIM Ranchi PGDM 2016-18
 Course Evaluation

Component Weightage (%) Nature

End Term Examination 40 Open book

Quiz 20 Closed book

(3 or 4)
Project 20 Group
Case analyses 20 Group
(10 marks; 6 cases)

IIM Ranchi PGDM 2016-18

 Evaluation Elements

 Case discussions: 20%

 Groups will submit a 2-page (max) write up on the case for the
day before the class starts
 Soft copy to be mailed before the class
 Shall be run through the anti-plagiarism software
 Case summary is not needed
 Anyone may be asked to lead the discussion
 End-term (open book): 40%

IIM Ranchi PGDM 2016-18

 Course Administration

 Project: 20%
 Presentations on sessions 19 & 20
 Reports to be submitted on session 19
 Soft copy to be mailed before that class
 Shall be put through the anti-plagiarism software
 Report not to exceed 8 pages, excluding cover, appendices,
references

IIM Ranchi PGDM 2016-18

 Project Topics (Section A)

Take any product/company in any of the following product markets:

1. A4 paper 7. Basmati rice

2. Bathroom fittings 8. Air fryers
3. Scientific calculators 9. Handbags
4. Digital pianos (keyboards) 10. Eyewear frames
5. Greeting cards 11. Car accessories
6. School books 12. Home BP monitors

IIM Ranchi PGDM 2016-18

 Project Topics (Section B)

Take any product/company in any of the following product markets:

1. Babycare products 7. Scanners

2. Pickles 8. Adhesives
3. Motorbike helmets 9. Room/air fresheners
4. LED lights 10. Crockery
5. Pain relievers 11. Deodorants
6. Chocolates 12. Bicycles

IIM Ranchi PGDM 2016-18

 Project Requirements

 Select a company in the product-market allotted: should

be a national player
 The objective of the study is to
 Assess the macro-environment of the industry
 Analyse
 the distribution in Ranchi, and
 any associated marketing mix elements
 Suggest improvements in them

IIM Ranchi PGDM 2016-18

 Presentation Features

 Use all available sources – marketing/sales personnel

 Study should be reinforced with photographs, videos,
interviews
 All sources to be acknowledged in the
presentation/report
 Time: 7 min + 3 min (for Q&A)

IIM Ranchi PGDM 2016-18

 Contact Details

 Placement Office
 Drop by hours: Wednesday-Friday; 1430-1530 hrs.
 E-mail: soumya.s@iimranchi.ac.in
 Intercom: 151

IIM Ranchi PGDM 2016-18

 Questions?

IIM Ranchi PGDM 2016-18