Marketing Management - I
Soumya Sarkar
IIM Ranchi
MBA 2022-24
Term I
Administrative Matters
Attendance will be marked first thing in the class, names shall be
called out
Please ensure you are there for the attendance – discrepancies
may not be entertained later
Your names (as provided to the Institute) should be visible on the
thumbnails
Class will take place in camera on mode
Please keep yourselves in ‘audio mute’ mode
Extraneous noise in the class is not welcome
That should not stop you from contributing to the class discussion
IIM Ranchi MBA 2022-24
Course Structure
This introductory course is split into:
Overview
Marketing as a part of firm strategy
Marketing from an organisational perspective
Marketing from an individual perspective
IIM Ranchi MBA 2022-24
Expectations
?
IIM Ranchi MBA 2022-24
Course Outline
Session Date
Topics to be
covered
Readings and Book
Chapter
1
05 Jul 2022
Introduction to
Marketing
•
•
Marketing Myopia – Levitt (Reading)
Chapter 1
2
06 Jul 2022
Market, Customer, and
Environment
•
•
Microfridge: The Concept (Case)
Chapters 3, 4
3
12 Jul 2022
Market, Customer, and
Environment
•
•
Microfridge: The Execution (Case)
Chapters 3, 4
4
13 Jul 2022
Marketing as a Strategic
Tool
•
The Changing Role of Marketing in
the Corporation – Webster
(Reading)
Chapter 2
•
5
19 Jul 2022
Marketing as a Strategic
Tool
•
•
IIM Ranchi MBA 2022-24
Let's Take This Private: Linens 'n
Things Versus Bed Bath & Beyond
(Case)
Chapter 2
Deliverable
Case write-up
Case write-up
…check Course Outline for the remaining sessions
Content & Process
No ‘lectures’
Book and classroom discussion supplement each other
Classes will be discussion sessions on topics and ideas of marketing
Dialogue
4Ps
Presence
Participation
Preparation
Promptness
Queries & feedback – formal and informal
Meeting hours
IIM Ranchi MBA 2022-24
Course Objective
IIM Ranchi MBA 2022-24
Course Objectives
We shall, by the end of the course, be better thinkers and be able
to analyse marketing issues independently
Cases and real experiences will make up a large chunk
Cases do not have right or wrong answers, but nor do they have
absurd answers
IIM Ranchi MBA 2022-24
Course Evaluation
Component
Weightage (%)
Nature
Case analyses
(10 marks; 8 cases)
20
Group
Mid-term Examination
25
Open book
Project
20
Group
End Term Examination
35
Open book
IIM Ranchi MBA 2022-24
Evaluation Elements
Case analyses
To be done in groups
Report not to exceed 2 (two) A4 pages
Soft copy to be uploaded in the Turnitin platform, the submission deadline shall be
visible – before the start of the designated class
Groups have to designate one member for Turnitin access and inform the faculty
File should be saved and uploaded as <A/B1-10><name
of case>.doc/pdf
Do not summarise the case
Anyone may be asked to lead the discussion in class
Mid-term examination
IIM Ranchi MBA 2022-24
Course Administration
Project
To be done in groups
Presentations on sessions 19 & 20
Soft copy to be uploaded in the Turnitin platform, the submission
deadline – before the start of session 19
File should be saved as <A/B1-10>.doc/pdf
Report not to exceed 8 (eight) A4 pages, excluding cover,
appendices, references
End-term examination
IIM Ranchi MBA 2022-24
Project Topics (Section B)
Group
Select any brand
from the allocated
category market:
IIM Ranchi MBA 2022-24
Category
1
Keyboards/electronic pianos
2
Eyewear frames
3
Babycare products (excluding
babyfood)
4
Packaged idli/dosa mix
5
Toasters
6
Ballpens
7
Men’s formal shoes
8
Fiction
9
Instant noodles
10
Detergent powders
Project Requirements
The objective of the study is to
Assess the macro-environment of the category-market
Map the consumer decision-making process for the brand
Collect insights from the consumer and the retailer
Test the impact of environmental factors on consumer
behaviour
IIM Ranchi MBA 2022-24
Presentation Features
Must use primary data
Use all available sources
Survey/interview results to be provided
Report should be reinforced with photographs,
videos, interviews
Details for presentation to be informed in due
course of time
IIM Ranchi MBA 2022-24
Contact Details
E-mail: soumya.s@iimranchi.ac.in
Office: 6th Floor (Suchana Bhawan)
Intercom: 609
IIM Ranchi MBA 2022-24
Questions?
IIM Ranchi MBA 2022-24
0
