Faculty: Prof. M.Geetha
Course Overview
This course provides an introduction to the concepts and tools in marketing. It deals with various factors influencing the marketing function, designing of product, pricing it, delivering value proposition, segmenting the market, differentiating the product from competitors and positioning and distributing. The course also provides insights into the consumer and business buyer behaviors.
Objectives
*Understanding the fundamentals of marketing management and its broad framework
*Learning the basics of marketing function in an organization
*Identifying and analyzing marketing problems
*Identifying the challenges in current environment and its impact on marketing
Please make a note of the following points:
1. The workload in this course will not be light.
2. Please come well-prepared for the class. Please read the articles/cases beforehand.
This is a discussion oriented course and hence prior reading would facilitate participation in the discussion of the article/cases in a meaningful way.
3. Please be on time for class.
Session Plan,
|
Date |
Session Timings |
Topic |
Case |
|
16/12 |
9:15 A.M - 1:30 P.M |
Introduction to Marketing and Marketing Strategy |
Epigamia: Chronicle of an emerging brand - W19565 |
|
21/12 |
9:15 A.M - 1:30 P.M
|
Organizational Buying Behavior |
Digitally-powered Customer- centricity in the Industrial Gas Sector: The Air Liquide-Airgas merger-IN1553 |
|
23/12 |
9:15 A.M - 12:00 Noon |
Customer Relationship Management
|
HubSpot and Motion AI: Chatbot Enabled CRM - 9-518 - 067 |
|
23/12 |
12:15 A.M - 1:30 P.M |
Making Marketing Decisions |
Marketing Simulation: Managing Segments and Customers V3: 8880- HTM-ENG |
|
28/12
|
9:15 A.M - 12:00 Noon
|
Making Marketing Decisions |