IBS Hyderabad

Academic Year – 2021-22

Course Handout

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

Programme: MBA Course Credits: 3
Faculty Name: Room No:
Mobile No: Email:
Consultation Hours:

Course description

This course is designed to serve as an introduction to the theory and practice of marketing. This
course aims to develop necessary knowledge and skills among students to understand marketing
and marketing management functions in an organization. In addition, the students will explore
the theory and applications of marketing concepts through a mix of cases.

Course Objectives: The current course has the following objectives:

● To discuss the theoretical and conceptual frameworks of marketing management.
● To describe how marketers identify segments and position themselves and how marketers
create, capture, communicate and deliver value to their target customers.
● To discuss the importance and use of digital and technical tools for effective decision
making in the domain of marketing management.

Learning Outcomes: At the end of the course, every student is expected to:
● Discuss the theory and science behind marketing decisions.
● Demonstrate in-depth knowledge and importance of marketing in an organization.
● Discuss how the external and internal environment jointly impacts an organization and its
marketing capabilities.
● Describe how the marketing mix can be a significant tool for marketers in creating,
capturing, communicating and delivering value.
● Understand various digital tools and techniques used by marketers for effective decision
making in the domain of marketing management.

Recommended Text Book:

Text Book:
● Marketing Management, 15th Edition, by Kotler & Keller. Pearson Publication
Reference Books:
● Marketing Management: A South Asian Perspective, 14th Edition, by Kotler, Keller,
Koshy and Jha. Pearson Publication
● Principles of Marketing, 15th Edition by Philip Kotler and Gary Armstrong, Pearson
Publication.
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Academic Year – 2021-22
Course Outline
Topic / Area Case Details & ICMR
Session Approach/ Treatment Chapter Reading Key Concept covered
Covered No.
Discussion
●Importance & Scope of
Prerequisite- Marketing
Introductory Ice Breaker
Introduction to ●Core Marketing Concepts
Chap -1:
Marketing / ●The new Marketing
1 Philip Kotler Speech on Defining Marketing for the
Marketing in 21st Realities
Marketing: New Realities; pp.3-21
Century ●Company Orientation
towards the Market Place
https://www.youtube.com/ ●
watch?v=sR-qL7QdVZQ
Module
1 Case Study Discussion

Prerequisite- Grove Fresh Ltd - ●Marketing Management

Marketing Organic Chap - 1: Tasks
Marketing Process Swayam Video: Juices (2006) Defining Marketing for the ●The Holistic Marketing
2&3
/ Marketing Mix https://www.youtube.com/ (MKTG128) New Realities; pp.21-27 Concept
watch?v=2moe1OVbtWo& ●Updating the Four Ps
index=54&list=PLNsppmb
LKJ8L37GuTTX2Wmqu_d
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Case Study Discussion

Prerequisite-
●Influential micro
Toys R Us Bankruptcy: ITC Foods’ Growth and Chap - 4 environment developments
Micro and Marketing Environmental Future Prospects (2006) Analyzing the Macro ●Analyzing the Macro-
4&5 Macro- Factors) (MKTG135) environment; pp.-107-119 environment
Environment https://www.greatideasfo ●Influential macro
rteachingmarketing.com/t environment developments
oys-r-us-bankruptcy-
marketing-
environmental-factors/
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Academic Year – 2021-22
Kellogg’s Indian
Case Study Discussion Experience ●Factors influencing
(MKTG017) Consumer behavior
Prerequisite
●Key psychological
Swayam Video: Chap - 6: processes
Consumer Swayam Video: https://www.youtube.c
6 &7 Analyzing Consumer ●Buying Decision Process:
Markets https://www.youtube.com/ om/watch?v=POjHaY Markets; pp.165-193 Five Stage Model
watch?v=POjHaYbwpwo&
bwpwo&index=30&li ●Behavioral Decision
index=30&list=PLNsppmb
st=PLNsppmbLKJ8L3 Theory & Behavioral
LKJ8L37GuTTX2Wmqu_d
7GuTTX2Wmqu_dXg Economics
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doZXX
●Organization Buying
●Participants in Business
Buying Process
Case Study Discussion
●Purchasing/ Procurement
Dineout – Constantly
Chap - 7: Process
Digital Re-imagining
8 Business Markets Analyzing Business ●Stages in the Buying
Tool:Understanding Digital Restaurant Technology
Markets; pp.201-227 Process
Platforms as business (MKTG424)
●Managing B2B Customer
model innovation
Relationships
●Institutional &
Government Markets.
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Academic Year – 2021-22
Dove’s Foray into Men
Care: ‘Journey to
Comfort’ or
●Bases for segmenting
Uncomfortable Journey
Consumer Markets
Ahead?’(2011)
Case Study Discussion ●Bases for segmenting
(MKTG279)
Business markets
Prerequisite- ●Effective Segmentation
https://www.youtube.c Chap - 9:
Criteria
Market om/watch?v=TsDoKu Identifying Market
9 & 10 how to segment a market- ●Evaluating & Selecting
Segmentation kPUUM Segments and Targets; pp.
https://www.greatideasfo market segments
265-284
●Steps in the Segmentation
rteachingmarketing.com/
Swayam Video: process
how-to-segment-a- https://www.youtube.c ●Levels of market
market/ om/watch?v=EnPxv9 segmentation
Module ●Requirements for effective
2 m9MZs&list=PLNspp
mbLKJ8L37GuTTX2 segmentation.
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ndex=51
Case Study Discussion
Mercedes-Benz India –
Targeting a Younger
Prerequisite-
Segment without ●Market Targeting
11
Targeting Diluting the Brand ●Choosing the most
https://research-
(MKTG427) attractive target markets
methodology.net/bmw-
segmentation-targeting-
and-positioning/

12 Assessment-1 Assignment/Test
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Academic Year – 2021-22

Dabur Chyawanprash:
Chap - 10: ●Developing & establishing
13 Repositioning and
Positioning Case Study Discussion Crafting the Brand a brand positioning
& 14 Continuous
Positioning; pp. 297-318
Reinforcement

Discussion
●Product Characteristics &
PrerequisiteSwayam
classifications
Video:
Chap - 13: ●Products & Services
Introduction to https://www.youtube.com/
15 Setting Product Strategy; Differentiation
Product watch?v=RDFIoqiWimw&l
pp.395-406 ●Factors affecting a good
ist=PLNsppmbLKJ8L37Gu
design
TTX2Wmqu_dXgdoZXX&
●Luxury products
index=34-

●Product & Brand

Glaceau: Marketing Chap - 13: Relationships
16 Product mix Case Study Discussion Vitamin Water (2007) Setting Product Strategy; ●Packaging, Labeling,
(MKTG166) pp.409-424 Warranties & Guarantees
Module 3
●
Product Lifecycle
Case Study Discussion
●Product Lifecycle
Prerequisite- ●Appropriate Marketing
Lifebuoy in India: strategies at each stage of
Chap - 12:
17 Swayam Video: Product Life Cycle the product life cycle
Addressing Competition and
& 18 https://www.youtube.com/ Strategies (2009) ●Marketers’ adjustment of
driving growth; pp.377-388
watch?v=FTdOtXm8Ow4 (MM0026) their strategies and tactics
&index=52&list=PLNsppm for an economic downturn
bLKJ8L37GuTTX2Wmqu_ or recession
dXgdoZXX

19 New Product Case Study Discussion New Product Chap - 15: ●New Product options
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Academic Year – 2021-22
& 20 Development Development at Schwan Introducing New Market ●Challenges in NPD
Prerequisite- Food Company- Offerings; pp.463-493 ●Organizational
Innovation through Arrangements
KFC Zinger Launch) Communication ●Managing the
https://www.greatideasfo (MKTG082) Development process:
rteachingmarketing.com/ Ideas; Concept-to strategy;
kfc-zinger-launch/ Swayam Video: Development to
https://www.youtube.c commercialization
om/watch?v=k1GSxU ●Consumer Adoption
Gvnhc&index=27&lis process
t=PLNsppmbLKJ8L3
7GuTTX2Wmqu_dXg
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Case Study Discussion
Pricing it Right: Three ●Understanding Pricing
Prerequisite- Caselets in Pricing* Chap - 16: ●Setting the price
Pricing
(Priceline.com; Apple Developing Pricing ●Adapting the price
21 & 22 Objectives,
Allocating Fixed Costs- Iphone; Fuzeon) Strategies and Programs; ●Company adapting prices
programs and
pp.499- 522 to meet varying
Pricing Process https://www.greatideasfo
(MKTG187) circumstances and
Module 4 rteachingmarketing.com/ opportunities
allocating-fixed-costs/
●Company’s initiation of
Chap - 16:
Price Optimization at price change
Developing Pricing
23 Adapting the price Case Study Discussion Northern Group Retail ●Company’s response to
Strategies and Programs;
competitor’s price
pp.364-370
(MKTG085) challenge
 IBS Hyderabad
Academic Year – 2021-22
Hindustan Unilever
Case Study Discussion Limited’s Channel
Design Decisions to
Prerequisite- penetrate inaccessible
markets ●Marketing Channels &
Which Channel Would You (MM0080)
Choose? Chap - 21: Value Networks
24 & 25 Channel Design https://www.greatideasfo Designing and Managing ●Role of Marketing
Swayam Video: Integrated Marketing Channels
rteachingmarketing.com/ https://www.youtube.c Channels; pp.647-662 ●Channel Design Decisions
which-channel-would- om/watch?v=l01ert9h
Module 5
you-choose/ pdA&list=PLNsppmb
LKJ8L37GuTTX2W
mqu_dXgdoZXX&ind
ex=32
Chap - 22: ●Major types & trends of
Managing Retailing, marketing intermediaries
Physical
26 Case Study Discussion Wholesaling and ●Retailing, Wholesaling
Distribution -do-
Logistics; ●Private Labels
pp.403-422 ●Market Logistics

Assessment-2
27
Assignment/Test

●Channel Management
Channel Conflict at decisions
Chap - 21:
Channel Samsung India (2014) ●Channel Integration &
28 Case Study Discussion Designing and Managing
Management Systems
Integrated Marketing
(MKTG342) ●Conflict, Cooperation &
Channels; pp.664-878
Competition
 IBS Hyderabad
Academic Year – 2021-22
Discussion Pepsi's Kendall Jenner
AD: Communication
Prerequisite- Gone Wrong
(MKTG367)
Integrated Marketing ●Role of marketing
Communications: Tools https://www.youtube.c Chap - 17: communications
Promotion-mix (or (VIDEO)
om/watch?v=dA5Yq1 Designing and Managing ●Developing effective
) https://www.greatideasfo DLSmQ Integrated Marketing communications
Integrated rteachingmarketing.com/i
29 & 30 Communications; ●Deciding on the Marketing
Marketing
ntegrated-marketing- Swayam Video: pp.535-559 Communications Mix
Communication
communications-tools- ●Managing the Integrated
(IMC) Process https://www.youtube.c marketing communications
video/ om/watch?v=4eSzwcy process
3Dzo&index=36&list
Digital Tool: Menti.com,
Monkey Learn
=PLNsppmbLKJ8L37
GuTTX2Wmqu_dXgd
oZXX
Module 6 Discussion

Prerequisite-
Marketing ‘Baahubali’:
●Developing & managing
Managing Mass India’s Biggest Chap - 18:
Swayam Video: an advertising program
Communications Blockbuster Managing Mass
31&32 https://www.youtube.com/ ●Deciding on Media &
(Advertising and (MKTG344) Communications; pp.
watch?v=TWgXBEMt3- Measuring Effectiveness
Public Relation) 591-592
A&list=PLNsppmbLKJ8L3 ●Public Relations
7GuTTX2Wmqu_dXgdoZ
XX&index=35

Aventis’ Successful
Sales Promotion
Managing Mass Chap - 18: ● Advertising versus
Campaign Using
Communications Managing Mass Promotion.
33 ‘Connection
(Sales Promotion) Communications; pp. ● Sales promotion
Cards’(2005)
583-588 Process
(CLMC026)
 IBS Hyderabad
Academic Year – 2021-22

Expectations from Students

a. Students must be online 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.

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

Project Evaluation:
Each student group has to do a basic field project on their respective topic and analyze using statistical
tools. The proposed project topics will be discussed with the concerned faculty during consultation hours.
 IBS Hyderabad
Academic Year – 2021-22

About the Instructor: