POST GRADUATE PROGRAMME IN MANAGEMENT

2021-23 | Term 01
MARKETING MANAGEMENT
Course Code:
Credits: 3
Course coordinator: XXXXXXXXXXXXXXXXXXXXX
Course instructor: Dr Krishnan Jeesha
Email: | Phone: +91-8086555794
Consultation hours: By Appointment

Course Introduction:
A business has two fundamental processes: Exchange and Conversion. Businesses survive and grow
by creating economic value for themselves and for the buyers who buy the goods and services
through exchange process. Marketing management as a business function takes the view of a
business from customers’ view point and attempt to create and deliver value to the buyers while
making sure that the businesses too are able to create economic value for themselves in the process.
This course, thus, deals with a very significant business process and a business function. It is
designed to focus on concepts and their application in understanding the idea of consumer value and
how businesses can develop strategies and programs to survive and grow with that understanding.
This basic course in marketing primarily aims at sensitizing the participants to the concept of
marketing, develop conceptual understanding and familiarize with the vocabulary of the marketing
profession, and help develop critical analysis and decision making skills using the marketing
frameworks. While the focus of the course is on classical and consumer marketing, some discussions
on emerging practices of marketing are also discussed to round-up the understanding.

Course Objectives:
 To understand marketing as a concept, as a process and as a function of business.
 To understand basic decision variables in marketing strategy and develop decision making
in the area of marketing strategy and planning.

 To understand basic decision variables in marketing program and develop decision making
in the area of all the elements of marketing mix.
Pedagogy:
A mixed method, comprising of lectures, cases, in-class exercises, and simulations is followed.

Course material:
Text Book:
1. Philip Kotler & Kevin L. Keller. Marketing Management. Fifteenth Edition. Pearson.
ISBN-10 : 9789332587403
ISBN-13 : 978-9332587403

Reference Books:

1. John W. Mullins & Orville C. Walker, Jr. Marketing Management: A Strategic Decision-
Making Approach. Indian Edition & Seventh Edition. McGraw Hill Education. ISBN: 978-
1-25-909720-1
2. Perreault, William; McCarthy, E.J.; “Basic Marketing”

Course prerequisites:

None

Evaluation scheme:
Evaluation Component Type (Individual/Group) Weightage Remarks, if any
Quizzes Individual 20%
Case Analysis and Discussion Group 25%
End Term Individual 35%
Simulation Individual/Group 20%
 Session-wise course outline:
Session Session Topic Reading/ Case Chapter to be Read
1 Introduction Reading: Marketing Chapter 1
2 Myopia
3 Marketing in Strategy Case: Silver Glide Chapter 2
4 Surgical Technologies
(A)
5 MIS, Market Measurement, Forecasting Optical Distortion, Inc. Chapter 4, 5
6 (A)
7 Marketing Strategy Segmentation and Case: TATA Nano Chapter 9
Target Market Selection
8 Positioning and differentiation Strategies Case: RIN Chapter 10
9 Product Strategy Case: Mountain Man Chapter 11,12, 13, 14,
Product line & Portfolio decisions Brewing Co.: Bringing 15
Brands and Branding Decisions the Brand to Light
10 Reading: Brands and
Branding
11 Pricing Decisions Case: Metabical: Chapter 16
Pricing Arithmetic Pricing, Packaging, and
Pricing an Innovative Product Demand Forecasting for
12 a New Weight-Loss
Drug
13 Marketing Communications Case: Metabical: Chapter 17, 18, 19, 20
Positioning and
Communications
14 Strategy for a New
Weight Loss Drug
15 Managing Distribution & Sales Force Case: Eureka Forbes Chapter 21, 22
16
17 Marketing Plan and Resource Allocation Case: Cottle-Taylor: Chapter 23
Expanding the Oral Care
Group in India
18 Simulation/ Course Wrap Up Marketing Simulation:
19 Managing Segments and
Customers V3
20