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AY 2016-17 TERM: I
TITLE OF THE COURSE: MARKETING MANAGEMENT- I
CREDITS: 4
INTRODUCTION
The course provides an introduction to the fundamental principles and concepts of marketing.
COURSE OBJECTIVES
The objectives of this course are to develop the participants basic analytical skills, conceptual
abilities and substantive knowledge for improved decision making in the field of marketing
management. It aims to build a foundation for those participants who plan to take advanced
marketing courses in the second year.
COURSE CONTENT
Understanding Customers buying behavior: Analyzing buyers behavior (B2C), Analyzing buying
behavior (B2B), Factors influencing buying behavior
EVALUATION
Component Weightage
Class Participation 10%
Mid-Term 20%
End Term 40%
Case Analysis (Group) 20%
Assignments/ Presentations (Group) 10%
Total 100%
SCHEDULE OF SESSIONS
Module Objective: This module focuses on understanding the process of marketing management
and its role in managing business.
Module Objective: This module examines the STP framework which helps managers decide how
they can effectively segment their customers (S), whom to target (T), and ultimately how to
position (P) their offerings to provide value to customers, and achieve their organisational goal.
I. This is a group assignment. Each group should select ONE of the products from the
suggested list of product categories mentioned hereby. No two groups can pick up the same
category. The group should carry out following for the product category picked up by them:
a. Group should meet THREE (not more or less) consumers who have purchased the product
in the recent past. Based on the in-depth discussion with each consumer the group should discern
the following.
b. Based on the learning and insight from the in-depth discussions with THREE consumers,
Please draw implications for marketing decisions.
c. Do not either increase or decrease the sample size. Please conduct in-depth discussions by
asking probing questions.
d. Do not construct a structured questionnaire. Just carry with you a list of questions to guide
your discussions.
f. The report should be limited to 3 pages (one and a half space, 12pt. Times Roman)
including Appendix, if any.
SUGGESTED PRODUCTS/CATEGORIES:
Smart TV
CRT/Plasma TV Transport
Pagers
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