Indian Institute of Management Rohtak
Post Graduate Programme in Management
Term 1 (2023-24)
Course Outline: Marketing Management-I
Course Type: Core
Credit: 1
Sessions: 20
Session Duration: 75 minutes
Instructor:
Dr. SK Pandey (sk.pandey@iimrohtak.ac.in)
Dr. Ankita Sahai
Dr. Archit V. Tapar (archit.tapar@iimrohtak.ac.in)
Introduction & Objectives:
Marketing is a philosophy. Each person is trying to sell something in the larger environment. A
crying child is trying to communicate that s/he needs attention from parents. A business tries to
create, communicate, and deliver value to its stakeholders. This course seeks to establish a
framework for delivering value to customers through marketing functions. Marketing operates in
VUCA (Volatility, Uncertainty, Complex, and Ambiguity) environment. Fast-changing global
markets, environmental challenges, and sustainability are just a few common trends transforming
the business landscape. The course would enable participants to understand, create, and manage
the value creation and delivery process. It would focus on strategic components of marketing
planning and execution.
Learning Outcomes:
The following may be the learning outcomes of the course:
 To understand the marketing orientation of organizations in relation to their business environment.
 To understand, appreciate and apply the basic concepts and frameworks for strategic market
planning.
 To understand and analyze the basic frameworks related to business and consumer markets.
 To understand and apply the strategies for segmentation and targeting of market space.
 To develop an understanding of marketing decision support systems.
 To understand the concepts and frameworks related to customer value creation.
Pedagogy:
The class is an appointment between you and us on a pre-decided plan. Hence, it is your
responsibility to be prepared with the readings for the session and discussion on the case within
the group before the class. Class participation, case analysis, discussion, assignments, and group
project work will be used as significant sources of learning.
You should put yourself in the shoes of the protagonist of the case and take decisions accordingly.
Hence, during the case discussion, you must use words like “I/me/myself” while communicating
decisions.
Evaluation Scheme:
Class Participation/Assignments:
Quizzes
Group Project
Mid-term Exam
End-term Exam
15%
10%
15%
30%
30%
1
Special Instructions
Participants need to read and analyze the case well in advance. Cases, readings, and exercises for
each session are indicated in the Session Plan. Further, the participants are required to make a
one-page handwritten decision sheet and submit it before the start of the session. After making
the decisions, the participants must discuss them within the group before the class.
Submission deadlines are to be strictly adhered to. Late submissions would not be evaluated.
References:
The following text is prescribed for the course. The relevant chapter of the text is mentioned in
the session-wise plan for each session.
1. Text Book
Lamb, Hair, Sharma and McDaniel, MKTG, Latest Edition (2015 or recent), Cengage Learning,
India
2. Other Readings (to be arranged by participants)



Kotler, Keller Jha and Koshy, Marketing Management: A South Asian Perspective, 14th
Edition (2012), Prentice Hall, India
Basic Marketing: marketing strategy planning approach: Perreault, W.D, Cannon, J.P., and
McCarthy, E.J. McGraw Hill
Marketing: Grewal and Levy. McGraw Hill
Session Plan
Modules
Introduction to
Marketing
(Understanding
the Market)
Session
Topic
1
An Overview of Marketing:
1.
Understanding what is
marketing, and marketing
2.
management philosophy
2
Strategic Planning for 6.
Marketers: Situation Analysis,
Competitive Advantage: Cost
competitive advantage and
product/service differentiation
competitive advantage.
Strategic Planning for 8.
Marketers (Contd.): Strategic
alternatives, Marketing Mix,
Marketing plan.
3
4
5
Ethics and Social
Responsibility from a
marketing perspective:
Ethical Behaviour, Ethical
Decision Making, Social
responsibility for the firm.
The Marketing
Environment:
Technological factors, Political
and legal factors, and
competitive factors.
2
Case/Article
(Compulsory
Reading)
Case: Vora and
3.
Company (IIMA)
4.
5.
Levitt T. (1975)
7.
Marketing Myopia
(HBS)
Case: Reinventing
Adode (HBS)
Case: The Cable
9.
Contract (IIMA)
Case: Colgate vs.
P&G (HBS)
Activity/Additional
Reading
Chapter 1
Shapiro B.P. (1986). An
Introduction to
Marketing.
HBS
Chapter 2
Steenburgh, T. J., &
Avery, J. (2010).
Marketing Analysis
Toolkit: Situation
Analysis, HBS.
Chapter 3
Chapter 4
6
7
8
9
10
Analysing
marketing
opportunities
(Identifying the
market)
11
12
13
14
The Marketing Environment
(Contd.):
Social factors, Demographic
factors, Economic factors
(purchasing power).
Developing a Global Vision:
Global marketing, External
environmental factors affecting
global marketers. Global
Marketing Mix: Product &
Promotion, Promotion
adaptation, Place &
Distribution and Pricing.
Consumer Decision-Making:
Need recognition, Information
search, Evaluation of
alternatives and purchase.
Post-purchase behaviour,
Factors affecting consumer
buying decisions.
Consumer Decision-Making
(Contd.):
Following up with Factors
affecting consumer buying
decisions
Case
CavinKare
Private Ltd. (IIM
A)
Analyze and present the
marketing environment
concerning
your
project/focal company
Case: BOS Brands:
challenges
of
Internationalization
(Emerald)
Chapter 5
Case: chotuKool:
"Little Cool," Big
Opportunity (HBS)
Chapter 6
Group Assignment*
Business Marketing: What is
Business Marketing, Types of
Business customers- producers,
resellers, government,
institutions. Business Vs
Consumer Markets. Types of
Business Offerings.
Introduction to Business
Purchase Behavior.
Segmenting and Targeting
Markets: Bases of segmenting
consumer markets and business
markets. Steps in
Segmentation.
Strategies for selecting target
markets.
Positioning Strategy:
Perceptual Positioning,
Positioning Bases,
Repositioning.
Decision Support Systems
and Marketing Research:
Marketing Decision Support
Systems, Steps in Marketing
Research Project.
Decision Support Systems
and Marketing Research
Steps in Marketing Research
(Continued.).
Impact of the Internet on
Marketing Research.
Case: VNFPP Ltd
(IIMB)
Chapter 7
Corey, E. R.
Industrial
behaviour, HBS
Case: The Fashion
Channel (HBS)
Chapter 8
Case: Clean Edge
Razor (HBS)
Chapter 8
Case: PH: Using
Marketing
Research to Gain a
Competitive Edge
Chapter 9
Dolan
R.J.
(1991)
Marketing Research, HBS
3
Case: Marketing
brand Aava: not as
simple as water
(Emerald)
Case: PJ Murugan:
Chasing Growth
Through Mergers
and Acquisitions
(1982).
Buyer
Shaping the
market
offerings.
(Creating
customer
value)
15
Product Concepts:
Types of consumer products,
New product development,
Branding, and Packaging.
Peebuddy: ladies,
it’s time to standup!
(Emerald)
16
Developing and Managing
Products: Introduction to
product items, lines and mixes,
Spread of new products,
diffusion of innovation,
adoption. Product life cycle.
Case:
Mobiles
17
Services and Non-profit
Organization Marketing:
How services differ from
products, intangibility,
inseparability, heterogeneity,
perishability. Service quality.
Marketing mix for services.
Case: Jai Vakeel
Foundation:
Addressing
Disability (HBS
Product #:
520010-PDFENG)
LAVA
Non-Profit Organization
Marketing and their unique
aspects.
18&19
20
Project Presentations
Comprehensive Case
Case: Planters
Nuts (HBS Product
#: 516004-PDFENG)
4
Chapter 10
Levitt
T.
(1980)
Marketing
Success
Through Differentiation –
anything (HBS)
Chapter 11
Chapter 12
Table of Contents
Sl. No.
1
Reading/
Case No.
10.
R1
2
R2
3
R3
4
5
R4
R5
6
R6
7
8
9
10
11
C1
11.
12
C6
13
C7
14
C8
15
16
17
C9
C10
C11
18
C12
19
C13
20
21
22
C14
C15
C16
23
C17
C2
C3
C4
C5
Title
Shapiro B.P. (1986). An Introduction to Marketing.
HBS
Levitt T. (1975) Marketing Myopia (HBS)
Steenburgh, T. J., & Avery, J. (2010). Marketing
Analysis Toolkit: Situation Analysis, HBS.
Corey, E. R. (1982). Industrial Buyer Behavior, HBS
Dolan R.J. (1991) Marketing Research, HBS
Levitt T. (1980) Marketing Success Through
Differentiation – anything (HBS)
Vora and Company (IIMA)
Reinventing Adode (HBS)
The Cable Contract (IIMA)
Colgate vs. P&G (HBS)
CavinKare Private Ltd. (Part A) (IIM A)
BOS Brands: challenges of internationalization
(Emerald)
chotuKool:"Little Cool," Big Opportunity (HBS)
Marketing brand Aava: not as simple as water
(Emerald)
VNFPP Ltd (IIMB)
The Fashion Channel (HBS)
Clean Edge Razor (HBS)
PH: Using Marketing Research to Gain a
Competitive Edge
PJ Murugan: Chasing Growth Through Mergers and
Acquisitions
Peebuddy: ladies, it’s time to stand-up! (Emerald)
LAVA Mobiles
Jai Vakeel Foundation: Addressing Disability (HBS
Planters Nuts (HBS)
‘R’ indicates readings, and ‘C’ stands for cases.
5
Session
No.
1
2
3
10
13-14
15
1
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
20
Group Project details:
As a group, you are required to identify a conglomerate (e.g., Tata, HUL, and so on). The
conglomerate should have at least five SBUs. You have to further choose one SBU for marketing
strategy. Within the chosen SBU, select one product. Ensure no two groups in a class choose the
same conglomerate.
You are required to perform the following analysis on the conglomerate/SBU/product.
Part 1: Marketing myopia – Conglomerate/SBU.
I.
Which marketing management philosophy does your Conglomerate/SBU follow?
II.
Is your Conglomerate/SBU myopic in following the management philosophy?
III.
Is your Conglomerate/SBU adaptable to the shifting paradigm?
Submission Deadline: Session# 2
Part 2: Analyse and present the marketing environment concerning your project and identify
market opportunities and challenges. (SWOT, PESTEL, 5C)
Submission Deadline: Session# 6
Part 3: Your group should meet consumers/prospective consumers. Based on the in-depth
discussion with each consumer, the group should discern the following.
I.
What were the triggers of purchase?
II.
What were the stages in the purchase processes?
III.
What inputs were sought at each of these stages?
IV.
Who played what kinds of roles in each stage? and
V.
Approximately how much time was taken in each stage?
Submission Deadline: Session# 10
Part 4:
Revisit the STP of the product and suggest appropriate changes in line with the analysis performed
in Parts 1, 2 & 3.
Submission Deadline: Session# 14
Part 5:
1. Give a brief of the product mix/line analysis concerning your product. At what stage of the
product life cycle is your chosen product?
2. Suggest a detailed action plan to revive your product.
Submission Deadline: Session# 16
Final submission and presentation: The final version of your project would consist of all the
revised parts of the group project from parts 1-5, followed by an in-class presentation.
Submission Deadline: Session# 17
Note:
The group submission report should mention the references/sources used for the project. The
format for submission: Word document with Font size 12, Times new roman, line spacing 1.5,
and margins 2.54 cm from all sides. The word document should be named “SecZ_Group0_name
of Product”.
Each group must collect primary data.
6