“Marketing Management''

for TATA GMP 2023

Instructor: Prof. Sanjeev Varshney
Mail: [email protected]
Phone: 0657-6653168(O)

Learning Outcomes

1. To enable participants to have an understanding of the strategic aspects of marketing

decisions and the product development process.
2. To enable participants to evaluate the marketing strategy and plan of any company.

Readings:
The course will have a text book and certain readings from HBR. It will also have some cases from
HBR and caselets based on live examples from the industry.
Text Book : Marketing by Dhruv Grewal: McGraw Hill (8th edition)

Course Design:

Sessio Topic Questions and Coverage Readings Pedagogy

n
1&2 Value based What is value and value 1. Creating Lecture and
marketing based marketing? Customer Value, discussion based
Concept of functional by Sunil Gupta, on examples and
and emotional benefits. HBSP, 2019 exercises around
Video : Ted talk by value
Pranav Mistry
3&4 Market Carrying out PESTEL, Caselet: IKEA entry Lecture and
environment SWOT, value chain and in India discussion,
analysis and industry analysis to
resource identify opportunities
planning
5 &6 Marketing Hierarchy of strategic 1. Framework for Lecture and
strategy & choice and decisions. Marketing discussion,
Customer Strategies at multiple Strategy Exercise: Self-
Centricity level. Looking at strategic Formation by assessment
fit What is customer Robert J Dalan,
centricity? Need and HBSP, 2019
ways to become 2. Caselet: Thermax
customer centric Culligan water
technologies ltd.
3. Case: Signode
Industries (A)
7&8 Segmenting, Changing ways of 1. Linking Products Lecture,
targeting and segmentation, need for and Consumers: Discussion
positioning behavioural The Consumer based on videos
segmentation. Deciding Benefit Ladder and Exercise:
targets and positioning . Approach Behavioural
product feature -benefit 2. Note on segmentation
analysis and story boards. Positioning: The
Positioning for capturing Essence of

1
 mind set Marketing
Strategy
3. Case: Big Jim’s
Gym
9-11 Understanding Understanding customer 1. How to create a Lecture and
Customer needs need and pain points Realistic CJM discussion on
and pain points through customer journey customer needs,
mapping. Understanding exercise on CJM
consumer research
12 & Product & brand Understanding product 1. Note on Product Lecture,
13 Management and services, new Policy discussion on
product design and 2. Case : Clean Edge Levit’s ring
experience management. Razor: Splitting model and
Developing and hair in product product benefits
managing Brands positioning analysis & story
3. Case: Taj Hotels, boards
Resorts and
Palaces

14 Managing Value Value based pricing and 1. Note on Pricing Lecture,

-price and consumer understanding Policy Discussion on
organizational of price and quality. 2. Case : Rhom & value perception
profitability CLTV and managing Haas and different
prices for organizational types of pricing
profitability
15 & Managing Communicating with Caselet: Videos of Lecture and
16 External external stakeholders and Balbir pasha Discussion on
Communications consumers. Principals of media planning
communication and and types of
information processing. information
Managing Digital and
social media.
17-19 GTM and sales Channels of distribution  Case: Safari Lecture,
planning in India. Designing GTM batteries Exercise:
and understanding costs  Case : Eureka designing GTM,
of distribution. Forbes ltd. Exercise:
Developing channels and Managing the distribution cost
omni-channel, sales Selling Effort (A)
planning
20 Total marketing Marketing org structure, Lecture and
effort & marketing class based
marketing implementation and discussion
metrics audit, developing
customer centric org
21-22 Digital Understanding principles 1. Digital Marketing Lecture and
Marketing of digital marketing and Strategy (HBR, example based
social media strategy, 2013) discussion
Maximizing effectiveness 2. Social media
& Measuring marketing (HBR,
Performance, Influencer 2016)
marketing & importance
of analytics, digital
marketing as a tool for

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 engagement
23 Marketing of Building customer 1. Four things a Lecture and
Services relationships, Loyalty, service business class based
Service characteristics, must get right discussion
Service brands (HBR)
24 B2B Characteristics unique to Lecture and
marketing B2B marketing, Org discussion based
buying behaviour, on small caselet
Customer value
management
25 & Presentations Group presentations
26

Note: - The course instructor may modify the sequence of topics or coverage based on initial
experience and the mid-course review.
Evaluation:
Evaluation will have following components:
1. Mid term exam: weightage 20%
2. End term exam-40% weightage – this will be a case based exam. Case will be a short case.
3. Project: (Group Exercise)- 30% weightage: This will be a group exercise. Class will be
divided in groups of 4 and you can pick up either one of the option:
4. Class participation: 10% weightage. Individual person will be marked by the TA based on
ones participation in the class.

Project:
Preparing a Marketing Plan for a New Product launch or
Pick up a real time problem from your company (any one in the group) and the entire group
works on the same and come up with a solution. In this you might have to conduct some
research as well.
Please: Name of the Group and the product taken for launch must be given by fifth session.
Groups are expected to submit a ppt as well as a detailed report for the project ( 10-12 pages).
However they are also expected to make a presentation on their work by the last day of the course (a
presentation of 10 min), feedback given will have to be incorporated and final report and presentation
is expected by mutually agreed date. .
For groups working on new product launch , it is expected that your project covers the following:
1. Undertake the marketing environment analysis and assess the market opportunities available
for your chosen company.
2. Evaluate the current product portfolio for your chosen company, the target segment and the
positioning being adopted by the company currently. Identify a product you would like to
launch for your company. Establish the rationale (this can be internal or external) and carry
market potential estimation for your product.

3. Carry out detailed STP analysis. It is important you develop personas of your target segment.

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 4. Determine the marketing mix for new product launch.
a. The new product offerings you will make and the branding decisions you will take.
Please also develop a Customer Journey Map and identify points of action.
b. The pricing strategy you will adopt for launching this product along with the details
of method you adopted to arrive at this price.
c. The promotional campaign you will carry out. Please develop story boards and media
plan.
d. Please develop a Go-to-market strategy for your product.
5. Comment upon the strategic fit of the product in the overall scheme of the company’s
offerings.
6. Establish the effectiveness of your proposal as a marketing plan.
7. Suggest an alternative strategy in case of failure

Groups will be evaluated on the following:

 Adherence to timelines
 Structure of the report & flow
 Concepts used and Methodology adopted
 Comprehensiveness
 Information collected and utilized
 Innovativeness