amm course outline

8/8/2019 AMM Course Outline

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Course OutlineTerm:Three Subject: Advanced Marketing Management Instructor: Dayanand M.S.

Item Planned Implemented

Session No 2

Objective At the end of the session participants

should be able to relate the differentaspects of Marketing such as;

1. Segmentation,2. Competitive Activity and3. Relationship Marketing

with Product Development.

.

ReadingMaterial

1. Chapter 11 from MarketingManagement by Rajan Saxena(second Edition (New ProductDevelopment) pp. 223-245.) orany other author on ProductDevelopment Chapter

2. Case : Omnitel Pronto Italiafrom Marketing Management(T&C) by Quelch, Lal and KRangan. Pp.131-151

Pedagogy Facilitator will initiate the discussionand responses from participants willbe sought to identify various aspectsof the case and concepts

Session No 3 Monday 27th

September 2010

Objective At the end of the session participantsshould be able to

1. Use the conceptual knowledgeof Branding to analyse Brands

2. Use data in the case to designthe Unicef Brand.

.

.

ReadingMaterial

1. Chapter 12 from MarketingManagement by Rajan Saxena(second Edition (Brand Equity)pp. 246-269.)

2. Case : UNICEF by Quelch, Laland K Rangan. Pp.587-610

Pedagogy Group 7 to present the case. Oneparticipant rom the chosenrandomly to present the case.

Group Evaluation 10% forpresentation and 10% fordefence(Group can participatefor defence only)


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Session No 4 Date: 29th

September, 2010

Objective At the end of the session participantsshould be able to1. Identify variables that impact

pricing of a service2. Price the service in a simulated

environment

.

ReadingMaterial

1. Chapter 13 fromMarketingManagement by RajanSaxena (second Edition (Pricing)pp. 271-288.)

2. Pricing Game Simulation

Pedagogy Group Activity: Pricing Gameevaluated at 10% weightage.


October, 2010

Objective At the end of the session participantsshould be able to1. Design a Promotional Mix for the

product in the Case2. Identify the importance of

different promotional tools in a

given situation

.

ReadingMaterial

1. Chapter 14 from MarketingManagement by Rajan Saxenasecond Edition (PromotionsDecisions) pp. 291-315)

2. Case : Guru.com by Quelch, Laland K Rangan. Pp.275-300


Group Evaluation 10% forpresentation and 10% for

defence(Group can participatefor defence only)


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Session No 6 Date: 6

thOctober, 2010

Objective At the end of the session participantsshould be able to1. Use data in the case to analyse

the advertising for Mountain Dew

2. Use data in the case to identifythe impact of variables such asdemographics and social andcultural values on advertising forthe Mountain Dew brand.

.

.

ReadingMaterial

1. Chapter 15 from MarketingManagement by Rajan Saxena(second Edition (Advertising) pp.317-353)

2. Case : Mountain Dew byQuelch, Lal and K Rangan.Pp.339-356




October, 2010

Objective At the end of the session participantsshould be able to1. Design Sales Process for Avon

Ltd.

2. Use data in the case to designSales strategy for Avon.

.

.

ReadingMaterial

1. Chapter 17 & 18 from MarketingManagement by Rajan Saxena(second Edition (PersonalSelling and Managing the SalesForce) pp. 365-388.)

2. Case : Avon Ltd by Quelch, Laland K Rangan. Pp.447-460


Group Evaluation 10% for presentationand 10% for defence(Group can


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participate for defence only)

Session No 8 Date: 13 October, 2010

Objective At the end of the session participantsshould be able to1. Use data in the case to identify

the distribution strategy

2. Use the data in the case todesign a distribution network forGoodyear

.

ReadingMaterial

1. Chapter 19 from MarketingManagement by Rajan Saxena(second Edition (Managing theDistribution Function) pp. 390-416.)

2. Case : Goodyearby Quelch, Laland K Rangan. Pp.401-420



Session No 9 Date: 18th October, 2010

Objective At the end of the session participantsshould be able to relate decisions of

1. Management time2. Advertising Decisions3. Product Decisions4. Pricing Decisions5. Distribution Decisions

To effect a cohesive Marketing Strategy.

.

ReadingMaterial 1. Chapter 21 from MarketingManagement by Rajan Saxena(second Edition (MarketingStrategy) pp. 426-452)

Pedagogy GAMAR : Marketing StrategySimulation Game. Evaluation 10%


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Session No10

Date: 25 October, 2010

Objective At the end of the session participantsshould be able to

1. Identify tools for MarketingControl

2. Design Marketing Control

system using data in the Case.

.

ReadingMaterial

1. Chapter 24 from MarketingManagement by Rajan Saxena(second Edition (MarketingPerformance and Control) pp.246-269.)

2. Case : Dell- New Horizons byQuelch, Lal and K Rangan.Pp.781-802

Pedagogy Group 8 to present the case. One

participant rom the chosenrandomly to present the case.

Group Evaluation 10% for presentationand 10% for defence(Group canparticipate for defence only)

NOTE: Remaining Sessions will be notified later.1. Please read the chapter related to the case given in the book by K. Rangan,R. Lal and J.Quelch. This will help you to understand the case well. This is

in addition to the reading from the book by Rajan Saksena. You can alsorefer to books on Marketing by Philip Kotler and others.

2. Please note that the simulation game on Pricing carries a weight of 10% forevaluation. The game on GAMAR (Marketing Strategy) carries a weight of10%.

3. Group Presentations carry a weight of 20% (10% for presentation and 10%for defence) while Class Participation will comprise of 40% weightage. Theevaluation for class participation will be based on qualitative participation


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by the participants and measures will be taken to see that everyone gets achance to participate. The remaining 20% weightage will be for Term Endtest which will be a Case analysis.

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