GALGOTIAS UNIVERSITY, GREATER NOIDA SCHOOL OF BUSINESS

Course Outline Program Batch Semester Course Title Course Code Course Credits Instructor Revised on : : : : : : : : MBA 2013-15 I Marketing Management-1 MBA510 3 Prof. Kamaljit Sodhi and Dr. Vaishali Agarwal September, 2013

1. Course Description
This Course introduces the subject of marketing to the MBA First Year students. It defines the scope of the subject: marketing as a social process, as an organizational function and as a strategic orientation & culture. Marketing as a management function is explained in detail. Concepts of strategic marketing such as environment analysis, consumer analysis, segmentation, targeting and positioning and competition are discussed.

2. Course Objectives 2.1. Developing an understanding of marketing as a business function and as a social process. 2.2. Developing technical skills related to planning: strategic marketing, consumer analysis and,
to an extent, deciding upon the marketing mix (only product).

3. Course Pre-requisite None 4. Course Outcomes

Students will be able to 4.1. Develop an understanding of the basic concepts of marketing and develop an ability to apply them to case studies/exercises and understand marketing strategies of corporate world. 4.2. Understand various parameters to create value for customers.

5. Prescribed Text: 5.1. Marketing Management-A South Asian perspective- Kotler, Keller, Koshy & Jha, 13th
edition, Pearson.

6. Additional References: 6.1. Text Books

Book 1- Principles of Marketing: Kotler, Armstrong Agnihotri and Haque, 13e Pearson Book 2- Marketing Management-A South Asian Perspective: Kotler, Keller, Koshy & Jha. 13 e Pearson Education

6.2. Journals: 6.2.1. Shaw and Brian Jones (2005), History of Marketing Thought, Marketing Theory,
Vol. 5 (3), pp. 239-281 6.2.2. Vargo and Lusch (2004), Evolving to a New Dominant Logic of Marketing, Journal of Marketing, 68, pp. 1-17. 6.2.3. Verhoef, Peter C. And Leeflang S.H. (2009), Understanding the Marketing Departments Influence within the Firm, Journal of Marketing, Vol. 73. Pp. 1-42 6.2.4. Swaminathan, V., and Moorman C. (2009), Marketing Alliances, Firm Networks and Firm Value Creation, Vol. 73, pp. 52-69 6.2.5. Borden, N. (1964), Concept of Marketing Mix, Journal of Advertising Research Classics Vol. 2, 1984. 6.2.6. Gronroos, C. (1997), From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decisions, 32 (2)

6.3. Websites: 6.3.1. http://knowledge.wharton.upenn.edu/category.cfm?cid=4 7. Pedagogy 7.1. Lecture 7.2. Research paper discussion 7.3. Case Method 7.4. Project Discussion 7.5. Quizzes 8. Evaluation Scheme 8.1. Continuous Evaluation (20 Marks) 8.1.1. Quiz 1 & 2 5 Marks 8.1.2. Research Paper Discussion/ Case-Study Presentations 5 Marks 8.1.3 Group Project Report 10 Marks This group project will be divided into four phases: Phase I: 10th Session: Identify a Company of your choice in group and conduct its SWOT analysis Phase II: 15th Session: Study its Value Preposition and CRM strategies Phase III: 25th Session: Study the Segmentation, Targeting and Positioning Strategies of the chosen company Phase III: 35th Session : Conduct Competitive Analysis for it 39th Session: Report Submission 8.2. Centralised Evaluation (80 Marks) 8.2.1. CAT-1 15 Marks 8.2.2. CAT-2 15 Marks 8.2.3. SEE 50 Marks

Total 100 Marks 9. Session wise instruction plan Session Module No. 1-5 Understanding Core Marketing Concepts Topic Core Reading Additional Reference Book 2: Chapter 1

7-9

Student Presentation (Group 1 & 2) Analyzing Marketing Environment Corporate Strategic Planning

Core Concepts and Book 1: Chapter 1 Evolution of Marketing, and Marketing Orientations New Age Marketing Challenges Research Paper Discussion on Marketing Myopia

10-12

13-14

Developing Marketing Strategies Student Presentation (Group 3 & 4) Market Research & MIS

15

Macro Environment Book 1: Chapter 3 and Micro Environment, SWOT and PEST Analysis Levels of Strategic Book 1: Chapter 2 Planning, Mission and Vision Building and Designing SBUs (BCG and GE Matrix), Porters Generic Strategies Expansion and Growth Book 1: Chapter 2 Strategies and Developing Marketing Plan Case Discussion Fit for Life

Book 2: Chapter 3

Book 2: Chapter 2

Book 2: Chapter 2

16-17

18-19

Understanding Customers

Marketing research agencies, Marketing Research Process, Demand Forecasting and Designing Marketing Information System Customer Satisfaction to Customer Ecstasy, Delivering Customer Value & CLV; Building Customer

Book 1: Chapter 4

Book 2: Chapter 4

Book 1: Chapter 5

Book 2: Chapter 5

20

21-24

Student Presentation (Group 5 & 6) Understanding Buyer Behaviour

Loyalty and Customer Relationship Management Research Paper Discussion on From Marketing Mix to Relationship Marketing and Quiz 1 Understanding Consumer Behavior: factors determining consumer behavior, Psychological Process, Consumer BuyingDecision Process. Book 1: Chapter 6 Book 2: Chapter 6

25-26

Analyzing Business Market

27

28-30

Student Presentation (Group 7 & 8) Approach towards Market Place (Market Segmentation, Targeting)

Different Buyer Roles, Book 1: Chapter 7 Buying Centre and Business Buying Process Article Review on Millennial Generation

Book 2: Chapter 7

Levels of Market Segmentation, Market Segmentation Variables, Segmentation Process, Types of Target Marketing

Book 1: Chapter 8

Book 2: Chapter 8

31

32-33

Student Presentation (Group 9 & 10) Positioning

Case-Study on The World According to MadGar (Madura Garments) Developing Positioning Strategy and Determining the Differentiation Strategy Dealing with competition, competitive forces, Analyzing Competitors Strategy, Designing Marketing Strategies for Market Leaders, Challengers, Followers and Nichers Book 1: Chapter 11 Book 2: Chapter 11

34-39

Analyzing Competition

Book 1: Chapter 9

Book 2: Chapter 9

40

Student Presentation (Group 11, 12 & 13)

Case-Study on Lessons from Indias Most Competitive Companies/