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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)
Definition & Functions of Marketing
Text Book:
Chapter 1 of Text Book 1.
MM-Class 1&2
(Presentation)
(YouTube video)
Introduction to Marketing (Additional Readings)
Core concepts of marketing
Text Book:
Chapter 1 of Text Book 1.
(Presentation)
https://www.youtube.com/watch?v=Wbtc1BOGhkQ&t=133s
(YouTube video)
Core concepts of marketing (Additional Readings)
Key customer markets, market places, marketing myopia, market spaces
Text Book:
Chapter 1 of Text Book 1.
(Presentation)
(Article from HBR)
https://www.youtube.com/watch?v=hw8FfogTUhU
https://www.youtube.com/watch?v=6MbWQZsXgZQ
(YouTube videos)
Key customer markets (Additional Readings)
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)
(Presentation)
(YouTube video)
(YouTube video)
Brick n Click (Additional Readings)
(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".
Factors affecting marketing environment (PESTEL), Competition, Porter’s five force model
Text Book: Chapter 3 of Text Book 1
(Presentation)
(Presentation)
(Presentation)
(YouTube video)
PESTEL and Porter's Five force model
(Additional Readings)
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)
Introduction to Marketing Research
(Additional Readings)
Forcasting
Chapter 3 of Text Book 1
Forecasting
(Presentation)
(YouTube video)
(Case let)
Forcasting (Additional Readings)
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).
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)
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)
Target Market - Concept of Target Markets and criteria for selection, Segment Marketing
Text Book: Chapter 7 of Text Book 1
(Presentation)
(YouTube video)
Selecting target markets
(Library resource)
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)
Positioning - Concept of differentiation & positioning, Value Proposition & Unique Selling Proposition
Text Book: Chapter 9 of Text Book 1
(Presentation)
(YouTube video)
(You tube video)
Differentiation & Positioning (Additional Reading)
USP
(Additional Reading)
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)
Product concept, Classification of products (Consumer and Industrial)
Text Book: Chapter 11 of Text Book 1
(Presentation)
Classification of products (Consumer and Industrial))
(YouTube video)
Product Classification
(Additional Reading)
Product Concept
(Additional Reading)
Product life cycle (PLC)
Text Book: Chapter 11 of Text Book 1
(Presentation)
(YouTube video)
(Additional Reading)
Kellog's Special K (Caselet)
Branding and branding strategies, brand equity
Text Book: Chapter 10 of Text Book 1
(Presentation)
(PPT)
https://www.youtube.com/watch?v=sQLlPC_alT8
Brand Equity
(YouTube videos)
Branding strategies
(Additional Reading)
Brand Equity
(Additional Reading)
New Product Development - Need, Booz Allen & Hamilton classification Scheme for New Products, New Product Development Process - Idea Generation to commercialization.
(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)
This session shall be devoted towards visit of manufacturing units like Wood engineering lab, ceramics, transformer and apparel manufacturing unit.
(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)
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).
Meaning and role, Setting pricing objectives, Methods of setting price
Text Book: Chapter 13 of Text Book 1
Pricing-P Kotler & G Armstrong
(Presentation)
(Presentation)
Pricing and its objectives
(Library Resources)
Methods of setting price
(Additional Reading)
Pricing in Marketing
(YouTube video)
Product pricing strategies
(YouTube video)
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)
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)
Role of consumers, Consumer decision making process, Post purchase behavior.
Text Book: Chapter 13 of Text Book 1
Marketing channels
Text Book: Chapter 14 of Text Book 1
(Presentation)
Channels of distribution
(Additional Readings)
Marketing channels 2020
(Whitepaper)
Marketing channels
(YouTube video)
Channel conflict management
Text Book: Chapter 14 of Text Book 1
(Presentation)
Instructor to share a video case study on Tesla
Channel conflict
(Additional Readings)
Channel Conflicts and Cooperation
(YouTube video)
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.
Basics of Supply Chain Management
Text Book: Chapter 15 of Text Book 1
(Presentation)
Supply Chain Management
(Additional Readings)
Supply Chain Management
(YouTube video)
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)
E-Commerce, Introduction to Omni channel & hybrid channel options
(Presentation)
(Presentation)
Omni channel vs Multi channel
(Additional Reading)
Omni channel vs Multi channel
(YouTube video)
E-Commerce
(YouTube video)
Amazon.com Caselet
B2C Electronic Retailing (E-Tailing), Characteristics, Advantages, Limitations.
Text Book: Chapter 22 of Text Book 2
(Presentation)
Electronic retailing
(Additional Reading)
Major types of E-Commerce
(YouTube video)
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
(Presentation)
Integrated Marketing Communications
(Presentation)
Promotion mix
(Additional Reading)
Promotional mix
(YouTube video)
Integrated Marketing Communications
(YouTube video)
Video case on Go Pro to be shared by the instructor. Students to watch the video carefully and come up with solutions.
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
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.
Revision and previous years’ question and answers’ discussion
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 […]
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