IBS Hyderabad

Academic Year – 2023-24

Course Handout

Course Name: Marketing Management-I No. of Sessions: 33

Programme: MBA Course Credits: 3
Faculty Name: Debajani Sahoo Room No:C015
Mail Id:[email protected]

Course description

The course aims to acquaint students with the necessary knowledge and skills required
for Marketing and Marketing Management functions in an organization. It takes them through
the conceptual and practical foundations in which the marketing discipline operates to create,
capture, deliver and sustain value through different activities and processes.
Course Objectives:

● To describe the theoretical foundations in the discipline of marketing.

● To discuss the influence of macro and micro environment on marketing decisions.
● To discuss how marketers identify target segments and create appropriate marketing
programs to address the needs of these segments.
● To discuss the process by which marketers manage the Product, Price, Place and
Promotion mix elements.
● To discuss, analyze and appreciate the emerging technical and digital disruptions that are
being applied widely in the marketing function.

Learning Outcomes: At the end of the course, every student is expected to:
● Understand the theory and practice behind marketing decisions.
● Understand how the external and internal environments jointly impact an organization
and its marketing capabilities.
● Understand how the marketing mix can be a significant tool for marketers in creating
value and competing with rivals.
● Understand the emergence and rapid diffusion of technology platforms that are disrupting
the field of Marketing.

Recommended Text Book:

Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N Sheth and G Shainesh,
“Marketing Management, 16th Edition, (Pearson Publications) 2021.
Reference Book:
 Marketing Management, 15th Edition, by Kotler & Keller. (Pearson Publication)
 Marketing Management: A South Asian Perspective, 14th Edition, by Kotler, Keller,
Koshy and Jha. (Pearson Publication)
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Academic Year – 2023-24
Course Outline
Topic / Area Pedagogy /
Session Case Details Chapter Reading Key Concepts covered
Covered Prerequisite
Importance & Scope of Marketing
Discussion (16th edition, page no. 4)

Prerequisite- Core Marketing Concepts (15th

Introductory Ice
edition, page no.8)
Introduction to Breaker Chap -1:
Philip Kotler
Marketing / Defining Marketing for
1 Speech on The new Marketing Realities (16th
Marketing in the New Realities;
Marketing: edition, page no. 7)
21st Century pp.3-21
https://www.youtub Company Orientation towards the
e.com/watch?v=sR- Market Place (15th edition, page no.
qL7QdVZQ 17)

Marketing Management Tasks (15th

Case Study
edition, page 24)
Discussion
Grove Fresh Ltd The Holistic Marketing Concept
Prerequisite-
- Marketing (16th edition, page no. 12)
Chap - 1:
Marketing Organic Juices
Swayam Video: Defining Marketing for
2&3 Process / (2006) Updating the Four Ps (15th edition,
https://www.youtub the New Realities
Marketing Mix (MKTG128) page no. 23)
e.com/watch?v=2m
oe1OVbtWo&index
=54&list=PLNsppm
bLKJ8L37GuTTX2
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Case Study
Discussion

Prerequisite-
Influential micro environment
Toys R Us
ITC Foods’ developments (15th edition)
Bankruptcy:
Growth and Analyzing the Macro
Micro and Marketing
Future Prospects environment Analyzing the Macro-environment
4&5 Macro- Environmental
(2006) (Refer to Reference (15th edition)
Environment Factors)
(MKTG135) book)
https://www.greatid
Influential macro environment
easforteachingmark
developments (15th edition)
eting.com/toys-r-us-
bankruptcy-
marketing-
environmental-
factors/
Case Study Kellogg’s Indian
Discussion Experience Factors influencing Consumer
(MKTG017) behavior (16th edition, page no. 57)
Prerequisite Key psychological processes (16th
Swayam Video: Chap - 3 edition, page no. 63)
Consumer
6 &7 Swayam Video: https://www.you Analyzing Consumer Buying Decision Process: Five Stage
Markets
https://www.youtub tube.com/watch? Markets Model (16th edition, page no. 69)
e.com/watch?v=POj v=POjHaYbwp Behavioral Decision Theory &
HaYbwpwo&index wo&index=30& Behavioral Economics (16th edition,
=30&list=PLNsppm list=PLNsppmb page no. 143 and page no. 76)
bLKJ8L37GuTTX2 LKJ8L37GuTT
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 IBS Hyderabad
Academic Year – 2023-24
Wmqu_dXgdoZXX X2Wmqu_dXgd
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Organization Buying (16th edition,
page no. 85)

Participants in Business Buying

Process (16th edition, page no. 88)

Purchasing/ Procurement Process

Cummins India
Stages in the Buying Process (16th
– Consumer
Chap -4 edition, page no. 90)
Business Case Study Driven
8 Analyzing Business
Markets Discussion Modularization
Markets
Strategy (2005)
Managing B2B Customer
(MKTG104)
Relationships (16th edition, page no.
98)

Institutional & Government Markets

(16th edition, page no. 99)

Bases for segmenting Consumer

Dove’s Foray Markets (16th edition, page no. 136)
into Men Care:
‘Journey to
Comfort’ or Bases for segmenting Business
Uncomfortable markets (16th edition, page no. 142)
Journey
Case Study Ahead?’(2011)
Discussion (MKTG279) Effective Segmentation Criteria (15th
edition, page no. 384)
Prerequisite- https://www.you
Chap - 6
Market tube.com/watch?
9 & 10 Identifying Market
Segmentation How to segment a v=TsDoKukPU Evaluating & Selecting market
Segments and Target
market- UM segments (15th edition, page no. 235)
Customers
https://www.greatid
easforteachingmark Swayam Video:
eting.com/how-to- https://www.you Steps in the Segmentation process
segment-a-market/ tube.com/watch? (15th edition, page no. 284)
v=EnPxv9m9M
Zs&list=PLNsp
pmbLKJ8L37G Levels of market segmentation (15th
uTTX2Wmqu_d edition, page no. 286)
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x=51

Case Study Mercedes-Benz

Discussion India – Market Targeting (16th edition, page
Targeting a no. 127)
Chap - 6
Prerequisite- Younger
11 Identifying Market
Targeting Segment without
Segments and Target
https://research- Diluting the Choosing the most attractive target
Customers
methodology.net/b Brand markets (16th edition, page no. 131)
mw-segmentation- (MKTG427)
targeting-and-

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 IBS Hyderabad
Academic Year – 2023-24
positioning/

12 Assessment-1 Assignment/Test

Developing a value proposition and

Dabur
positioning (16th edition, page no.
Chyawanprash: Chap - 7
149)
13 Case Study Repositioning and Crafting a Customer
Positioning
& 14 Discussion Continuous Value Proposition and
Reinforcement Positioning

Product Characteristics (15th edition,

Discussion
page no. 409)
& classification (15th edition, page
Prerequisite
no. 396)
Swayam Video:
https://www.youtub Chap - 8
Introduction e.com/watch?v=RD Designing and
15 Power of Design (16th edition, page
to Product FIoqiWimw&list=P Managing Products
no. 174)
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Product Portfolios and Product lines
-
(16th edition, page no. 176)

Product & Brand Relationships

Glaceau :
Chap - 8
Marketing Packaging, Labeling, Warranties &
Case Study Designing and
16 Product mix Vitamin Water Guarantees (16th edition, page no.
Discussion Managing Products
(2007) 182-185)
(MKTG166)

Product
Case Study
Lifecycle
Discussion
Product Lifecycle (16th edition, page
Lifebuoy in India:
Prerequsite- no. 396)
Product Life
Cycle Strategies
Swayam Video: Chap - 17
17 (2009)
https://www.youtub Driving Growth in Appropriate Marketing strategies at
& 18 (MM0026)
e.com/watch?v=FT Competitive Markets each stage of the product life cycle
dOtXm8Ow4&inde (16th edition, page no. 397)
x=52&list=PLNspp
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Case Study New Product New Product options (15th edition,
Discussion Development at page no. 463)
Schwan Food Chap - 18
19 New Product
Prerequisite- Company- Introducing New
& 20 Development
Innovation Market Offerings Challenges in NPD (15th edition, page
KFC Zinger through no. 466)
Launch) Communication
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 IBS Hyderabad
Academic Year – 2023-24
https://www.greatid (MKTG082)
easforteachingmark Organizational Arrangements (15th
eting.com/kfc- Swayam Video: edition, page no. 468)
zinger-launch/ https://www.yout
ube.com/watch?v
=k1GSxUGvnhc Managing the Development process:
&index=27&list= Ideas; Concept-to strategy;
PLNsppmbLKJ8 Development to commercialization
L37GuTTX2Wm (16th edition, page no. 411)
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Consumer Adoption process (16th

edition, page no. 426)

Case Study
Understanding Pricing ((16th edition,
Discussion
Pricing it Right: page no. 249)
Three Caselets in
Prerequisite-
Pricing*
Pricing Chapter 11
(Priceline.com;A Setting the price (16th edition, page
21 & 22 Objectives , Allocating Fixed Managing Pricing and
pple Iphone; no. 253)
programs and Costs- Sales Promotions
Fuzeon)
Pricing Process https://www.grea
tideasforteaching
(MKTG187)
marketing.com/a
llocating-fixed-
costs/
Initiating and responding to price
Price changes (16th edition, page no. 263)
Chapter 11
Optimization at
Adapting the Case Study Managing Pricing and
23 Northern Group Ethical issues in Pricing (16th edition,
price Discussion Sales Promotions
Retail page no. 267)

(MKTG085)
Hindustan
Case Study
Unilever
Discussion
Limited’s
Channel Design
Prerequisite-
Decisions to
penetrate
Which Channel
inaccessible Role of Marketing Channels (16th
Would You Chapter 15
markets edition, page no. 335)
Choose? Designing and
24 & 25 Channel Design (MM0080)
https://www.grea Managing
tideasforteaching Distribution
Swayam Video: Channel Design Decisions (16th
marketing.com/ Channels
https://www.yout edition, page no. 341)
which-channel-
ube.com/watch?v
would-you-
=l01ert9hpdA&lis
choose/
t=PLNsppmbLKJ
8L37GuTTX2W
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&index=32
The Modern Retail Environment (16th
edition, page no. 359)
Physical Case Study Chapter 16 Managing Market Logistics (16th
26
Distribution Discussion -do- Managing Retailing edition, page no. 349)

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 IBS Hyderabad
Academic Year – 2023-24

27 Assessment-2 Assignment/Test

Channel Management decisions (16th

edition, page no. 341)

Channel Conflict at
Samsung India Chapter 15 Channel Integration & Systems (16th
Channel Case Study
28 (2014) Designing and edition, page no. 345)
Management Discussion
Managing
(MKTG342) Distribution Channels
Conflict, Cooperation & Competition
(16th edition, page no. 347)

Pepsi's Kendall Managing Integrated Marketing

Discussion Jenner AD: Communication (16th edition, page
Communication no. 294)
Prerequisite- Gone Wrong
(MKTG367)
Integrated Developing effective communications
Marketing https://www.youtu (16th edition, page no. 275)
Promotion-mix
Communication be.com/watch?v=d Chapter 12
Integrated
s: Tools A5Yq1DLSmQ
29 & 30 Marketing
(VIDEO) Managing Marketing Deciding on the Marketing
Communication
https://www.gr Swayam Video: Communications Communications Mix (16th edition,
(IMC) Process
eatideasforteac https://www.youtu page no. 279)
hingmarketing. be.com/watch?v=4
com/integrated- eSzwcy3Dzo&inde
marketing- x=36&list=PLNsp Managing the Integrated marketing
communication pmbLKJ8L37GuT communications process
s-tools-video/ TX2Wmqu_dXgdo
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Discussion
Developing & managing an
Prerequisite-
advertising program (16th edition,
page no. 274)
Swayam
Video: Amul Girl: Staying Chap - 13
Managing Mass https://www.yo Relevant in the Designing an
Deciding on Media & Measuring
Communications utube.com/watc Digital Age. Integrated Marketing
31&32 Effectiveness (16th edition, page no.
( Advertising and h?v=TWgXBE (MKTG402) Campaign in the
287)
Public Relation) Mt3- Digital Age
A&list=PLNsp
pmbLKJ8L37G
Public Relations (16th edition, page
uTTX2Wmqu_
no. 307)
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dex=35

Aventis’ Selling Process (16th edition, page no.

Personal Successful Sales Chap - 14 318)
Selling and Promotion Personal Selling Managing Incentives (16th edition,
33
Managing Campaign Using and Direct page no. 367 and page no. 264)
Incentives ‘Connection Marketing Personal Selling (16th edition, page
Cards’(2005) no. 317)
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 IBS Hyderabad
Academic Year – 2023-24
(CLMC026)

Expectations from Students

a. Students must report to the respective sessions well before the announced time. Latecomers will
not be permitted to join the class after the scheduled time. If late, the attendance for that session
will be marked as absent.
b. Read the Case Study / material/video/prerequisite well prior to the class discussion. He/she is also
expected to read the chapter indicated in the course plan as the faculty directs.
c. In the class discussion students are expected to participate actively and contribute to individual
and group learning. Evaluation is based on active participation.
d. Evaluation is a continuous process at IBS. Every student needs to be aware of the timelines given
in the section below. Absence from these evaluations will mean non awarding of marks in that
particular component
e. Wherever applicable, group assignments require each student to contribute to the group effort.
This enhances group effectiveness and leads to greater appreciation of working in groups.
f. Students are expected to show high regard and appreciation for in class discipline and desist from
using mobile phones. This disturbs the class ambience and unnecessarily diverts attention of other
students as well as the faculty member.
g. Attendance is compulsory in all sessions. However, refer to guidelines in your academic
handbook for exceptions.
h. Formal dressing is suggested for all students. Do not roam in the academic area/ attend classes in
chappals / shorts / informal t-shirts.

Evaluation Timelines
Keeping in line with continuous evaluation at IBS the following schedules have been drawn. Students are
expected to go through the dates / sessions mentioned and prepare accordingly. Before the student takes
the end examination he / she will be aware of the progress in each course up to an extent of 60 marks.
Students not taking the evaluation according to the timelines mentioned above will not be given another
opportunity excepting in rare circumstances of extreme illness or hospitalization.

Component Component Expected slot / due Marks declaration Weightage (in

Number date of Assessment to students by %)
Class Participation 1 Session 30 Session 33 10
Assessment-1 2 Session 12 Session 15 15
Assessment-2 3 Session 28 Session 30 15
Project 4 Session 20 Session 25 20
End exam At the end of the semester 40
Total 100