PRINCIPLES OF MARKETING Executive Programme for Working Professionals (EPWP) - 2011-12
Course Instuctor: Prof. M N Tripathi Room No.222, Ext. 822 Direct tel: 0674-3983822 Fax: 0674-2300995 e-mail mnt@ximb.ac.in
Course Outline
OBJECTIVES
This course is meant for all working
professionals who have not had the opportunity before, but are desirous
of pursuing a marketing career. it is also a basic appreciation course
for all professionals not working in the Marketing function. The course
serves to familiarise participants with basic marketing
concepts,environment,strategies and methodology. The aim would be to
develop skill sets to tackle marketing applications under different
business situations.
METHODOLOGY
It shall include selected readings
and cases. The pedagogy would be a combination of lecture sessions and
case discussions. The course participants are expected to read all the
background readings before coming to class so that they can effectively
participate in classroom discussion. It is expected that all
participants must sufficiently be knowledgeable enough to discuss
meaningfully in class to internalise the various nuances in the
concepts.
The course would be covered in 8 sessions of 120 minutes each.
The following topics would be covered in the sessions
Introduction to Marketing - Needs and wants, Marketing Myopia
Marketing Mix, PLC
Segmentation and Positioning
Product and Brand Management
Pricing
Distribution and Logistics
Integrated Marketing Communications
Marketing Control
SESSION PLAN
Session
To be covered
Readings
Case
1
Introduction
to marketing, Orientations to the market, Needs and wants,Marketing
Myoepia, Strategic Planning Models, Customer value and satisfaction,
Customer Lifetime value
Chapters 1,2 & 5
Marketing Myoepia
Haldiram's Group - seeking the 'right' marketing mix
Marketing Communication, Communication models, The role of advertising, Sales promotion, Public Relations, Direct Marketing
Chapters 17&18
A & A Electric Limited of India
8
Marketing control, efficiency parameters, marketing effectiveness and audit
Chapter 13 & 22
The Marketing Audit comes of age
Cases would be given a couple of days
before it is taken up in class. Participants are advised to thoroughly
analyze the case prior to coming to class. Any participant may be
invited to present the case in class.
EVALUATION
Attendance and class participation
20%
Assignment
20%
End term Examination
60%
The assignment would be individual
and may involve other functional knowledge which is also being imparted
in your programme. The End Term exam shall cover the full course along
with the articles given to you for supplemental reading.
READINGS
Books
1) Marketing Management - A South Asian Perspective - Kotler, Keller, Koshy, Jha
Optional Readings
1) Positioning - Al Ries and Jack Trout
2) Marketing Warfare - Al Ries and Jack Trout
3) The Hidden Persuaders - Vance Packard
Magazines and Newspapers
1) Business India
2) Business World
3) Business Today
4) Brand Equity
1)The Economic Times
2)The Financial Express
3)The Business Standard
