Post Graduate Program in Management (PGDM)

Faculty Name Dr. EASWAR KRISHNA IYER Year/Term 2022-24 / Term 1

Course Name MARKETING MGT Part 2 No. of Credits 3
No of Contact Hours 15 [10 sessions of 90 min each] Session Duration 90 Min.

About the Instructor: Dr. EASWAR KRISHNA IYER

easwar@greatlakes.edu.in

Dr. Easwar Krishna Iyer is a Professor in Marketing and Strategy Area at Great Lakes Institute
of Management. A triple Post Graduate [IIT Kharagpur - Technology, Great Lakes - Manage-
ment, University of Houston - Energy], he brings to the class close to two decades of teaching
experience in Marketing. An avid researcher and publisher in areas like Technology Conver-
gence, Cloud Computing and Inhibition modelling, Dr. Easwar received his PhD in the area of
Cloud Computing. An avid traveler, Dr. Easwar has travelled to over 20 countries and is a regu-
lar attendee of the GMAC annual conference held in USA every June. Over the last one decade,
Dr. Easwar have headed all major functions in B-Schools including Program Launch, Program
Management, Placement, Public Relations, Press Liaison and Admissions. He is currently the
Program Director of PGXPM, the Executive MBA program of Great Lakes. His industry engage-
ment received a big boost when he got appointed in 2017 as a Subject Matter Expert & Consul-
tant in the area of Marketing and Strategy by India’s largest IT firm Tata Consultancy Services.
Dr. Easwar consults in the area of Content Management for TCS. Dr. Easwar’s latest interest is
in Election Analysis, Psephology and Indian Politics. He is a regular political commentator in so-
cial media and has a followership of close to 12 K in LinkedIn.

Course Objectives and Key Take Away

Before looking at the value perspective of the course Marketing Management Part 02, let us take
a bird’s eye view of Marketing Management Part 01 which you have just completed. MM1 has
already exposed you layer by layer into the way we see markets, first through customers, then
through competitors and later through a complex ecosystem which marketers call as
environment. At the end of the bioscope, one slowly starts seeing a large chunk of amorphous
people who might become our eventual buyers. The game now is to find out – “Who is my real
customer”? The marketing lexicon that defines this process (and is already covered in MM1) is
STP. Each of these acronyms answers a distinct question.
1. Segmentation [S] - Whom all can I sell to?
2. Targeting [T] - Whom do I really want to sell to?
3. Positioning [P] - How do I create my uniqueness?
Since your MM Part 01 is over, I am sure that you have started thinking like marketers now. You
are aware of the broad answers to the three questions posed above. Let us now move on to the
next 4 questions, whose answers provide the framework for MM Part 02.

4. Product [P1] - What do I want to sell?

5. Price [P2] - What do I want to realize?
6. Place [P3] - Where do I want to sell?
7. Promotion [P4] - How do I communicate my uniqueness?
Thought the 4 sentences listed above sound quite simplistic, it would take the student through the
ideation of the produce [Product], the realization that it can yield from the market [Price], the
reach of the product [Place] and the nuances of how to communicate the uniqueness of the
product [Promotion]. More popularly known as the 4Ps of marketing, this is what we will be
broadly covered in this course as the second leg of the marketing foundation – Marketing
Management Part 02. At the end of this course, there is an assurance you will become reasonably
complete marketers.

Learning Goals

In addition to course objectives, students are expected to develop the following skill sets.

1. Decision Making Skills and Analytical Ability:

Each student should be able to develop an ability to arrive at feasible criteria for imple-
mentation of a decision among a set of equally competitive possibilities; through quanti-
tative and / or qualitative analysis of data and contextual information / industry analy-
sis. They should develop the fine sense of understanding the nuances of different mar-
kets, the undercurrents in each market, the PDLC positioning of the market and using all
this information arrive at the right marketing mix which will ensure value maximization
for the firm under study.

2. Critical Analysis and Creative Communication Skills:

Each student should be able to identify key issues relevant to this course, develop a per-
spective supported by externally obtained / instructor provided information; capacity to
distinguish between major, minor, peripheral and irrelevant factors as well as exogenous
and endogenous variables; and present and defend the decision arrived at based on the
assessment criteria already established. This could be through rigorous understanding
of case studies, meticulous reading of necessary pre-reads and a complete interactive in-
volvement in the classroom.

3. Interpersonal Communication and Group Working Ability:

Each student is required to demonstrate an ability to appreciate peer group member

view point and work in team environment, exhibiting a clear understanding of individ-
ual roles and tasks, ability to identify and resolve interpersonal conflicts and contribute
in achieving team goals.

Required Text Book:

Same as Marketing Management Part 01

Additional Readings:

Understanding marketing and getting additional information about environments requires

perpetual reading of everything that is associated with that vast biosphere called ‘Market’.
Students who want only the hygiene knowledge need to look no beyond Philip Kotler. But
those who want to really expand their marketing horizons are recommended to read:

a. Blink – The Power of Thinking without Thinking

Author: Malcolm Gladwell
Gist: An amalgam of consumer behavior, behavioral economics and psychology
b. Good to Great – Why some companies make the leap and others don’t
Author: Jim Collins
Gist: A saga of the transition of average companies to great companies
c. The Elephant Catchers: Key Lessons for Breakthrough Growth
Author: Subroto Bagchi
Gist: Explains why scaling is no longer a choice, it is a business imperative
d. Confessions of an Advertising Man
Author: David Ogilvy
Gist: A biblical coverage on what makes a good advertisement copy
e. Purple Cow – Transform your business by being remarkable
Author: Seth Godin
Gist: How businesses stand out from herd by leaving behind old marketing strategies
f. Positioning – The battle for the mind
Author: Jack Trout and Al Ries
Gist: Challenge of reaching out to customers in an over-communicated market
g. Blue Ocean Strategy

Author: Chan Kim and Renee Mauborgne

Gist: How to Create Uncontested Market Space and Make the Competition Irrelevant
h. Building Strong Brands
Author: David Aaker
Gist: The criticality of brand building skills for both survival and prosperity
Session Flow

Evaluation Pattern
Dr. Rajeswari has 50% of the course evaluation component.
I have the balance 50%.
My 50% is divided into 4 components, the details of which are given below.
Option of industries / products / services / offerings for Component 3
(You have to choose only one among these options. More teams doing on the same options is OK)

1. Any new software product [Example: A SaaS Model CRM]

2. Service Apartments in 3-4 cities with fancy features
3. A new YouTube Channel and its promotion
4. A posh residential school in an Indian Metro
5. EdTech Company for 10th / 12th standard students [very different from Byjus Model]
6. Flexible, multi-utility WEM Pods for homes
7. Electric 2-wheelers for any specific target group
8. Branch-less, ATM-less Online Virtual Bank
9. A full-fledged film recording studio (story to post-shoot)
10. Energy drink for some specific segment
11. A domain-specific Data Analytics Tool
12. Solar powered mini refrigerator for rural India
13. Solar recharged mobile phone for rural India
14. High end Wedding Planners
15. Adventure Tourism Operators
16. Biometric or voice alerted main doors
17. Car theft alarms
18. A LinkedIn Influencer Channel
19. A Robotic Floor Cleaner
20. Electronic Key / Wallet finder
21. Blue Tooth Key board
22. Super Lite Beer
23. Financial Product that has the flavor of savings, insurance and mutual fund
24. Athletic Sportswear range
25. Cloud Kitchen
EKI Videos – The Flip Class Room List

N
Video + Gist Link
o
Porter Five Forces Model
1 Base model for Marketing/ Strategy. Must watch - MBA
https://www.youtube.com/watch?v=8dQKuORRov4&t=864s

Segments vs Clusters
2 Useful even before course start. Mandatory before I https://www.youtube.com/watch?v=7xf42kVGBs0
start

RFM Analysis - WHY

3 Practical Segmentation
https://www.youtube.com/watch?v=Qa5v6W_i7M4

RFM Analysis - HOW

4 Practical Segmentation
https://www.youtube.com/watch?v=KhVSFpsh3vA

Making Ads
5 Mandatory double watch before P4 starts
https://www.youtube.com/watch?v=skQeaLey9fI

Classifying Ads
6 Mandatory double watch before P4 starts
https://www.youtube.com/watch?v=B0KQStOToiY

Variables
7 Another Must watch for any subject in MBA
https://www.youtube.com/watch?v=TBIdD7Himew

SWOT Analysis
8 Super basic tool. Useful for all assignments
https://www.youtube.com/watch?v=fZGBQ8rRLOU&t=4s

BCG Matrix
9 Super basic tool. Useful for all assignments
https://www.youtube.com/watch?v=YrxiIwOXS0E&t=5s

Factor Analysis
10 Mandatory before I start P1 and P2
https://www.youtube.com/watch?v=W4BqKH11XS8

Machine Learning - Association Rule

11 Slightly higher end. Earlier understanding helps
https://www.youtube.com/watch?v=tgmz3sjlw_g&t=13s

Machine Learning - Classification

12 Slightly higher end. Earlier understanding helps
https://www.youtube.com/watch?v=FkpvLrpWSU4

Course Outcomes.
 Table 2. CO ASSESSMENT – Marketing Management Course

Assessment Assessme Assessment

Marks CO CO CO CO
methods nt type tool

Case
Analysis IND 5% 1.1 1.2
BARCO

Case
Analysis IND 5% 1.1 1.2
VIRGIN

NPD &
Storyboard GROUP 10% 5.3
Assignment

End term
IND 30% 4.2
Exam

50%

Table 5. LIST OF COURSE OUTCOMES (CO)

Please check the expected Program Outcomes for this course, choose the relevant CO-
PO matrix and then proceed to choose the right Course Outcome for assessment.

CO Description
Understand business concepts and develop critical thinking in functional areas (e.g.,
1.1 Economics, Finance, Org. Behavior, HR, Operations, Analytics, Marketing, Strategy)
[1.1]
Apply concepts learnt to evaluate business issues or complete business environment
1.2 analysis by adopting various conceptual frameworks [1.2]
Demonstrate problem solving skills in functional areas by applying concepts, tools
1.3 and techniques covered in the course [1.3]
1.4 Develop business plans for products and services [1.4]
Know professional code of conduct in different disciplines / courses forming part of
2.1 curriculum [2.1]
Identify ethical dilemmas in a business case or assignment setting and apply ethics
2.2 framework to arrive at resolution of such dilemmas. [2.2]
Exhibit individual and group ethics in academic and non-academic activities during
2.3 the program [2.3]
Demonstrate understanding of ethical and societal impact of managerial decisions
2.4 made. [2.4]
Work individually and/or in groups and demonstrate social engagement through
2.5 specific projects, initiatives implemented to serve local community (ies). [2.5]
 Develop effective decision making skills by analyzing complex business issues and
3.1 learn to take strategic decisions. [3.1]
Demonstrate problem identification and solving skills through courses and course
3.2 components [3.2]
3.3 Integrate functional skills and apply them in business contexts. [3.3]
Understand business problems, apply analytical skills and demonstrate critical
3.4 thinking, analytical problem-solving skills. [3.4]
Demonstrate understanding and application of analytics tools and techniques to
3.5 solve business problems. [3.5]
GL students will demonstrate effective oral and/or written communication skills
4.1 [4.1]
GL students will demonstrate written communication skills through exams, term
4.2 project reports, case analysis reports, progress reports or assignments. [4.2]
GL students will demonstrate interpersonal interaction and communication skills
4.3 through presentation of group assignments, project reports and case analysis
associated with courses. [4.3]
Develop and demonstrate skills related to strategic thinking, planning and execution.
5.1 [5.1]

Develop and demonstrate people leading skills, associated with selection, commu-
5.2 nication, direction and mentoring subordinates and peers in organizations. [5.2]

Demonstrate new business development skills through business environment

5.3 analysis, consumer need analysis, creating value proposition and creating a business
plan. [5.3]
Demonstrate ability to lead teams and complete assignments and projects
5.4 in an organizational setting. [5.4]