Marketing Management

Teacher

Dr Sabyasachi Dey

Category

Core Courses

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Course Name : Marketing Management

Code(Credit) : MGMK1101(3-0-1)

Course Objectives

  •  To familiarize the students with the concepts and theories and strategies of marketing.
  • To understand the digitization of marketing and its application in the modern era.
  • To focus on the emerging areas of marketing.

Learning Outcomes

  • Demonstrate the skill to interpret complex marketing issues facing a variety of enterprises they would be employed in or setting up as entrepreneurs and offer solutions using relevant theories, concepts and methods.
  • Use the digital platform in the optimal way to formulate possible solutions to marketing problems faced by several firms.
  • Analyze the data generated (particularly through digital means) to make informed problem solving in marketing.

Course Syllabus

Course Contents:

Module: I
Introduction to marketing:
Definition & Functions of Marketing- Scope of Marketing, Evolution of Marketing, core concepts of marketing, Key customer markets, market places, marketing myopia, market spaces, Digital Markets, Brick & Click Model. Understanding Marketing Environment: Factors affecting marketing environment (PESTEL), Competition, Porter’s five force model, Market intelligence system, Introduction to market research, Market research and forecasting, Elementary idea of marketing mix.

Module: II
Segmentation, Targeting & positioning (STP): What is market segmentation? Criteria for effective segmentation, Market Potential & Market Share. Target Market - Concept of Target Markets and criteria for selection, Segment Marketing, Niche & Local Marketing, Mass marketing, Long Tail Marketing. Positioning - Concept of differentiation & positioning, Value Proposition & Unique Selling Proposition., Effective positioning strategies, repositioning and positioning errors.
Module: III

Product Management: Product concept, Classification of products (Consumer and Industrial), Product life cycle (PLC), Branding and branding strategies, brand equity. New Product Development - Need, Booz Allen & Hamilton classification Scheme for New Products, New Product Development Process - Idea Generation to commercialization.
Pricing: Meaning and role, Setting pricing objectives, Methods of setting price, Dynamic pricing (surge pricing, auction pricing), Pricing in online marketing (free, premium, freemium)
Consumer Behavior: Role of consumers, Consumer decision making process, Post purchase behavior.

Module: IV
Place: Marketing channels, Channel conflict management, Basics of SCM, Channel Options: Wholesaling, Retailing, Direct Marketing, E-Commerce, Introduction to Omni channel & hybrid channel options, B2C Electronic Retailing (E-Tailing), Characteristics, Advantages, Limitations. Promotion: What is promotion, types of promotion, advertising, sales promotion, Personal Selling, Public Relations, Direct Marketing. Integrated Marketing Communication, Social Media Marketing, Search engine optimization (SEO), Pay-per-Click (PPC) Advertising

Text Books Recommended:
1. Marketing Management, Philip Kotler, Kevin Lane Keller, Abraham Koshy & Mithileshwar Jha, Pearson
2. Marketing, Lamb, Hair, Sharma & Mc Daniel, Cengage Learning

3. Marketing, Baines, Fill & Page, Oxford
4. Marketing 4.0, Kotler, Wiley (E-Book to be supplied by the instructor)

Session Plan

Session 1

Definition & Functions of Marketing
Text Book:
Chapter 1 of Text Book 1.
MM-Class 1&2

(Presentation)

 

Introduction to Marketing

(YouTube video)

Introduction to Marketing (Additional Readings)

Session 2 (Practice)

Core concepts of marketing

Text Book:
Chapter 1 of Text Book 1.

MM-Class 1&2

(Presentation)

https://www.youtube.com/watch?v=Wbtc1BOGhkQ&t=133s

(YouTube video)

Case Study Titan

Core concepts of marketing (Additional Readings)

Session 3 (Flip Class- practice)

Key customer markets, market places, marketing myopia, market spaces
Text Book:
Chapter 1 of Text Book 1.

marketing-myopia

(Article from HBR)

https://www.youtube.com/watch?v=hw8FfogTUhU

https://www.youtube.com/watch?v=6MbWQZsXgZQ

(YouTube videos)

Key customer markets  (Additional Readings)

Session 4

Digital Markets, Brick & Click Model

Text Book: Chapter 2 of Text Book 1 and chapter-1 of Text Book 4 (E-Book to shared by the instructor)

Digital Way-Brick n Click

(Presentation)

Brick n Click

(YouTube video)

Digital Marketing

(YouTube video)

CocaCola Corporation Caselet

Brick n Click (Additional Readings)

Title

Title

Session 5,6 &7

(Project)

(Visit to UMBC for the students' project, half a day required)

Project Summary: Students to be divided into several groups. Each group shall be allotted a product category at UMBC like handcrafted chocolates, bakery goods, spices and snacks, coffee etc. They shall undertake a 4P project and develop strategies to increase the sales of the product category they are allotted. They have to visit UMBC for which a half day programme shall be conducted so that they see the products and understand all the details regarding it. They have to use digital channels like facebook, twitter handle to promote the products. This project shall run in the entire semester and at the end they to give a report and presentation regarding whatever they have and the outputs of their efforts. The project shall be titled as "Marketing of UMBC Products through Digital Channels".

Session 8

Factors affecting marketing environment (PESTEL), Competition, Porter’s five force model
Text Book: Chapter 3 of Text Book 1

MICRO ENVIRONMENT

(Presentation)

MACRO ENVIRONMENT

(Presentation)

Porter's Five Forces model

(Presentation)

Porter's Five Forces model

(YouTube video)

PESTEL and Porter's Five force model

(Additional Readings)

Title

Session 9 (Practice)

Session 10

Market intelligence system, Introduction to market research
Text Book: Chapter 3 of Text Book 1

Market Intelligence
(Presentation)
Marketing research

(Presentation)

Market Intelligence System
(YouTube video)
Marketing Research

(YouTube video)

Market Intelligence System

Introduction to Marketing Research

(Additional Readings)

Title

Title

Session 11 (Practice)

[End of Module-I]

Forcasting

Chapter 3 of Text Book 1

Forecasting

(Presentation)

Forcasting

(YouTube video)

i to i research

(Case let)

Forcasting  (Additional Readings)

Session 12 (Project Review-I)

Students have to prepare and give the first interim presentation of the project undertaken by them of the work done so far (Review of work-in-progress-I).

Title

Session 13

Market segmentation-meaning & concept, Criteria for effective segmentation
Text Book: Chapter 7 of Text Book 1

Market Segmentation
(Presentation)


Segmentation, Targeting & positioning

(YouTube video)

Market Segmentation (Additional Readings)

Title

Title

Session 14 (Practice-Flip class)

Market Potential & Market Share

Text Book: Chapter 7 of Text Book 1

Market Potential & Market Share
(Presentation)
Market potential
(YouTube video)
Market Share

(YouTube video)

Market potential & market share (Additional Readings)

Market potential (Additional Readings)

Session 15

Target Market - Concept of Target Markets and criteria for selection, Segment Marketing
Text Book: Chapter 7 of Text Book 1

Targeting

(Presentation)

Targeting

(YouTube video)

Selecting target markets
(Library resource)

Title

Session 16

Niche & Local Marketing, Mass marketing, Long Tail Marketing
Chapter 7 of Text Book 1

Niche & Long Tail Marketing (Presentation)
Long tail marketing

(YouTube video)

Niche Marketing vs Mass Marketing

(YouTube video)

Niche & long tail marketing   (Additional Reading)

Session 17 (Practice)

Positioning - Concept of differentiation & positioning, Value Proposition & Unique Selling Proposition
Text Book: Chapter 9 of Text Book 1

Positioning

(Presentation)

Product Positioning

(YouTube video)

Unique Selling Proposition

(You tube video)

Horlicks-Positioning caselet

Differentiation & Positioning (Additional Reading)
USP 
(Additional Reading)

Session 18 

Effective positioning strategies, repositioning and positioning errors
Text Book: Chapter 9 of Text Book 1
RE-POSITIONING (Presentation)
Positioning errors (Presentation)
Brand positioning vs Brand Repositioning (YouTube video)

Market Positioning (Additional Reading)

Positioning Errors (Additional Reading)
Brand positioning vs Brand Repositioning (Journal Article)

Session 19 (Practice)

[End of Module II]

Session 20 (Practice-Flip class)

Product concept, Classification of products (Consumer and Industrial)
Text Book: Chapter 11 of Text Book 1

Product Classification 

(Presentation)

Classification of products (Consumer and Industrial))
(YouTube video)

Product Classification
(Additional Reading)
Product Concept
(Additional Reading)

Session 21 

Product life cycle (PLC)
Text Book: Chapter 11 of Text Book 1

PLC

(Presentation)

PLC

(YouTube video)

Product Life Cycle

(Additional Reading)

Kellog's Special K (Caselet)

Title

Session 22

Branding and branding strategies, brand equity
Text Book: Chapter 10 of Text Book 1

Concept of Brand and Branding

(Presentation)

https://www.youtube.com/watch?v=sQLlPC_alT8

Brand Equity

(YouTube videos)

Branding strategies
(Additional Reading)
Brand Equity

(Additional Reading)

Session 23

New Product Development - Need, Booz Allen & Hamilton classification Scheme for New Products, New Product Development Process - Idea Generation to commercialization.

New Product Development

(Presentation)

Text Book: Chapter 11 of Text Book 1

Booz Allen & Hamilton classification Scheme for New Products
(YouTube video)

New Product Development
(YouTube video)
New Product Launch Planning FMCG
(YouTube video)
New Product Development
(Additional Reading)

Title

Session 24 (Practice)

This session shall be devoted towards visit of manufacturing units like Wood engineering lab, ceramics, transformer and apparel manufacturing unit.

New Product Development

(Presentation)

Text Book: Chapter 11 of Text Book

New Product Development
(YouTube video)
New Product Launch Planning FMCG
(YouTube video)
New Product Development
(Additional Reading)

Session 25 (Project Review-II)

Students have to prepare and give the second interim presentation of the project undertaken by them of the work done so far (Review of work-in-progress-II).

Session 26

Meaning and role, Setting pricing objectives, Methods of setting price

Text Book: Chapter 13 of Text Book 1

Pricing-P Kotler & G Armstrong

(Presentation)

Pricing policies & strategies

(Presentation)

Pricing and its objectives
(Library Resources)
Methods of setting price
(Additional Reading)
Pricing in Marketing
(YouTube video)

Product pricing strategies
(YouTube video)

Session 27 (Practice-Flip Class)

Dynamic pricing (surge pricing, auction pricing), Pricing in online marketing (free, premium, freemium)

Text Book: Chapter 13 of Text Book 1

Coursera videos on pricing to be shown by the instructor in class.

Dynamic pricing
(YouTube)

free, premium, freemium pricing
(YouTube)

Title

Session 28

Role of consumers, Consumer decision making process, Post purchase behavior.Text Book: Chapter 13 of Text Book 1

BUYING BEHAVIOUR Kotler & Armstrong

(Presentation)
Consumer decision making process
(Additional Reading)
Role of Ads in consumer decision making process
(Article)
Consumer buying behavior
(YouTube video)

Session 29 (Practice)

[End of Module III]

Role of consumers, Consumer decision making process, Post purchase behavior.

Text Book: Chapter 13 of Text Book 1

Videocon Industries Caselet

Session 30

Marketing channels

Text Book: Chapter 14 of Text Book 1

Distribution Channels

(Presentation)

Channels of distribution
(Additional Readings)
Marketing channels 2020
(Whitepaper)
Marketing channels
(YouTube video)

Session 31 

Channel conflict management

Text Book: Chapter 14 of Text Book 1

Channel Conflicts

(Presentation)

Instructor to share a video case study on Tesla
Channel conflict
(Additional Readings)
Channel Conflicts and Cooperation
(YouTube video)

Title

Session 32 (Practice)

Instructor to share a video case study on Tesla- Students to watch the video in class and find out the solutions to the problems asked in the video.

Session 33

Basics of Supply Chain Management

Text Book: Chapter 15 of Text Book 1

Inroduction to SCM

(Presentation)

Supply Chain Management
(Additional Readings)
Supply Chain Management
(YouTube video)

Title

Session 34 (Practice-Flip Class)

Channel Options: Wholesaling, Retailing, Direct Marketing

Text Book: Chapter 15 of Text Book 1

Retailing Wholesaling and Direct Marketing

(Presentation)

Distribution and types of distribution channels
(Additional Reading)
Managing wholesaling, retailing and logistics
(YouTube video)
Direct Marketing
(YouTube video)

Session 35 (Practice)

E-Commerce, Introduction to Omni channel & hybrid channel options

E-Commerce

(Presentation)

Omni Channel v Multi Channel

(Presentation)

Omni channel vs Multi channel
(Additional Reading)
Omni channel vs Multi channel
(YouTube video)
E-Commerce
(YouTube video)
Amazon.com Caselet

Session 36

B2C Electronic Retailing (E-Tailing), Characteristics, Advantages, Limitations.

Text Book: Chapter 22 of Text Book 2

E-Tailing

(Presentation)

Electronic retailing
(Additional Reading)
Major types of E-Commerce
(YouTube video)

Session 37

Promotion, types of promotion, and advertising, sales promotion, Personal Selling, Public Relations, and Direct Marketing, Integrated Marketing Communications (IMC).
Text Book: Chapter 16 and 17 of Text Book 1

Promotion mix

(Presentation)

Integrated Marketing Communications

(Presentation)

Promotion mix
(Additional Reading)
Promotional mix
(YouTube video)
Integrated Marketing Communications
(YouTube video)

Title

Session 38 (Practice)

Video case on Go Pro to be shared by the instructor. Students to watch the video carefully and come up with solutions.

Promotion caselet on Evian

Title

Session 39 & 40 (One session in Flip class mode) [End of Module IV]

Social Media Marketing, Search engine optimization (SEO), Pay-per-Click (PPC) Advertising
Text Book: Chapter 18 of Text Book 3

SEO Vs PPC
(Readings)
Social Media Marketing
(Blog)
Social Media Marketing
(YouTube video)
SEO
(YouTube video)
PPC
(YouTube video)
Milaap Caselet_1

Title

Session 41 & 42

[Project Evaluation]

Students have to prepare the final presentation of the project undertaken by them. All the student groups to give the final presentation on the project undertaken.

Session 43 & 44 (Practice)

Revision and previous years’ question and answers’ discussion

Title

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    Dr Sabyasachi Dey

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    Qualification: MBA (Marketing & Finance), UGC-NET Qualified in Management twice (2012 & 2014), Ph.D (Utkal University) Experience: 7.5 years in teaching with more than 2 years post Ph.D experience Publications: 11 (9 journal articles + 2 chapters in edited books) Dr Sabyasachi Dey is an Assistant professor in the area of marketing. His areas of […]