Indian Institute of Management Rohtak

Post Graduate Programme in Management

Term 2 (2020-21)
Course Outline: Marketing Management-I

Course Type: Core

Credit: 1
Sessions: 20
Session Duration: 75 minutes
Instructor: Dr. Archit V. Tapar (archit.tapar@iimrohtak.ac.in)
Dr. SK Pandey (sk.pandey@iimrohtak.ac.in)

Introduction & Objectives:

The objective of business is to deliver value to its stakeholders. This course seeks to
establish a framework for delivering value to customers through marketing function.
Marketing operates in dynamic markets. Fast changing global markets, environmental
challenges and sustainability are just a few common trends that are transforming business
landscape. The course would enable students to understand, create, and manage the value
creation and delivery process. It would focus on strategic components of marketing planning
and execution.

Pedagogy:
Case analysis, discussion, assignments, and group project work will be used as major
learning methods. Cases, readings, and exercises will be assigned for each session. The
following text is prescribed for the course. For each session, the relevant chapter of the text
is mentioned in the session wise plan given. This would require pre-reading for the session.

Evaluation Scheme:
Class Participation/Assignments: 10%
Quizzes 20%
Group Project 10%
Mid-term Exam 25%
End-term Exam 35%

Special Instructions
Students need to read and prepare well in advance for case discussions. Case for each session is
indicated in the Session Plan. Submission deadlines are to be strictly adhered to.

References
1. Text Book
Lamb, Hair, Sharma and McDaniel, MKTG, Latest Edition (2015 or recent), Cengage Learning,
India
2. Other Readings (to be arranged by students)
 Kotler, Keller Jha and Koshy, Marketing Management: A South Asian Perspective, 14 th
Edition (2012), Prentice Hall, India
 Basic Marketing: marketing strategy planning approach: Perreault, W.D, Cannon, J.P.,
and McCarthy, E.J. McGraw Hill
 Marketing: Grewal and Levy. McGraw Hill

1
 Session Plan

Session Topic Case/Article (Compulsory Activity/Additional

Reading) Reading
1 An Overview of Case: Vora and Company Chapter 1
Marketing (IIMA) Shapiro B.P. (1986). An
Introduction to Marketing.
HBS
2 Strategic Planning Case: Reinventing Adode Steenburgh, T. J., &
and Competitive (HBS) Avery, J. (2010).
Advantage Marketing Analysis
Toolkit: Situation
Analysis, HBS.
3 Strategic Planning Chapter 2 Levitt T. (1975)
and Competitive Case Discussion Continues Marketing Myopia (HBS)
Advantage
4 Ethics and Social Case: The Cable Contract Chapter 3
Responsibility (IIMA)
5 The Marketing Chapter 4
Environment Case: Colgate vs. P&G
(HBS)

6 The Marketing Chapter 4 Analyze and present the

Environment marketing environment
Case Discussion Continues concerning your
project/focal company
7 Developing a Broader Case: BOS Brands: Chapter 5
Vision challenges of Levett T. (1983) The
internationalization Globalization of Markets
(Emerald) (HBS)
8 Consumer Decision Case: chotuKool:"Little Group Assignment*
Making Cool," Big Opportunity
(HBS)
9 Consumer Decision Chapter 6
Making Case Discussion Continues
10 Business Marketing Chapter 7 Corey, E. R. (1982).
Case: VNFPP Ltd (IIMB) Industrial Buyer behavior,
HBS
11 Segmenting and Case: The Fashion Channel
Targeting Markets (HBS)
12 Segmenting and Chapter 8
Targeting Markets Case Discussion Continues
13 Decision Support TruEarth Healthy Foods: Dolan R.J. (1991)
systems and Market Research for a New Marketing Research, HBS
Marketing Research Product Introduction (HBS)
14 Decision Support Chapter 9
systems and Case Discussion Continues

2
 Marketing Research
15 Product Concepts Case: Crescent Pure (HBS) Levitt T. (1980)
Marketing Success
Chapter 10 and 11 Through Differentiation –
anything (HBS)
16 Developing and Case: CavinKare Private
Managing Products Ltd. (IIM A)
17 Services and Non- Chapter 12
profit Organization Case: The Aravind Eye
Marketing Hospital, Madurai, India:
In Service for Sight (HBS)
18&19 Project Presentations
20 Comprehensive Case Case: Clean Edge Razor
(HBS)

Table of Contents

Sl. No. Reading/ Title Session

Case No. No.
Shapiro B.P. (1986). An Introduction to Marketing. 1
1 R1
HBS
Steenburgh, T. J., & Avery, J. (2010). Marketing 2
2 R2
Analysis Toolkit: Situation Analysis, HBS.
3 R3 Levitt T. (1975) Marketing Myopia (HBS) 3
4 R4 Levett T. (1983) The Globalization of Markets (HBS) 7
5 R5 Corey, E. R. (1982). Industrial Buyer behavior, HBS 10
6 R6 Dolan R.J. (1991) Marketing Research, HBS 13-14
Levitt T. (1980) Marketing Success Through 15
7 R7
Differentiation – anything (HBS)
8 C1 Vora and Company (IIMA) 1
9 C2 Reinventing Adode (HBS) 2-3
10 C3 The Cable Contract (IIMA) 4
11 C4 Colgate vs. P&G (HBS) 5-6
BOS Brands: challenges of internationalization 7
12 C5
(Emerald)
13 C6 chotuKool:"Little Cool," Big Opportunity (HBS) 8-9
14 C7 VNFPP Ltd (IIMB) 10
15 C8 The Fashion Channel (HBS) 11-12
TruEarth Healthy Foods: Market Research for a New 13-14
16 C9
Product Introduction (HBS)
17 C10 Crescent Pure (HBS) 15
18 C11 CavinKare Private Ltd. (Part A) (IIM A) 16
The Aravind Eye Hospital, Madurai, India: In Service 17
19 C12
for Sight (HBS)
20 C13 Clean Edge Razor (HBS) 20
‘R’ indicates readings and ‘C’ stands for cases.