Marketing

Name of Course: Marketing Management II Credit: 1

Term II Academic Year: 2011- 12

Faculty: Prof. B.S. Nayyar Contact: 9811025325

Course Objectives:

The objective of this course is to build up on the participants understanding of Marketing acquired in the first term with an India focus and a global perspective. The concentration will be on marketing strategy, marketing research, marketing metrics, sales and distribution, and pricing.

Learning Outcomes

On completion of this course a student should be able to know, comprehend and apply:

1. Marketing strategy formulation through an analysis of the environment, the competition and the customer

2. Development of a complete marketing plan in terms of SWOT, setting of objectives, marketing strategies, budgeting of costs and a profit and loss statement

3. The marketing research process, research design, use of secondary data, qualitative research, questionnaire formulation, sampling and basic analysis

4. Marketing metrics and methods of forecasting

5. Capturing customer value (Pricing)

6. Delivering customer value (Channels of distribution)

7. Managing personal communication (Direct marketing, personal selling and sales management)

8. The role of sales promotion in communicating customer value

9. Concept of increasing globalization of markets

Text Book:

← Marketing Management – A South Asian Perspective by Kotler, Keller, Koshy, Jha. 13th edition Pearson Education

Support Books

← Principles of Marketing by Kotler, Armstrong, Agnihotri, Ehsan ul Haque – 13th edition Pearson Education

← Marketing by Etzel, Walker, Stanton, Pandit – 14th edition. Tata McGraw Hill

← Strategic Market Management by Aaker – 6th edition. Wiley

Pedagogy

We will use a mix of case analysis, class discussions and assignments to stimulate thinking and learning. The emphasis will be on contemporary material, issues and strategies. All of you are expected to...