marketing segmentation
IBS Bangalore
Session Plan
Semester : I
Course : Marketing Management - I
Course Code : SLMM 501
Credits : 3
Class : 2015
Section : A
Instructor : Shailendra Dasari
S.No
Topic(s)/Activities
Identified Cases
Source
Reference to
PTB
Additional Readings/Questions for Discussion
Learning Outcomes
1
Introduction to Marketing
Ch1
PPt 1
Understand
1.Marketing Concept
2.Evolution of Marketing
3.Marketing Mix
Discuss
1.Marketing Challenges for the 21st Century
2
DO
Grove Fresh Ltd(C1)
ICMR
DO
1.Suggest strategies for Grove Fresh to counter the competition and reverse the slow down
DO
3&4
Marketing Environment
1.The Kumbhakarna Syndrome
2.Women ride scooters back on Indian roads
1.PTB (pp 69-70)
2.TOI,3rd Jul,2012
Ch 3
PPt2
1.Understand the concept of micro environment for a business organization and the role/influence of its stakeholders
2. Explain how the various components of the macro environment influence the market dynamics, taking the examples of apparel and two-wheeler industries.
5
Building Customer Satisfaction
Assignment 1 :Due for submission(5 Marks)
Lexus: Delighting customers after the sale
PTB ( pp134-135)
Ch 5 of KKK&J (RB)
PPt 3
Understand
1.Concept of customer value and satisfaction
Discuss
2.Strategies for customer retention
6&7
Analyzing Consumer Markets
Super Shampoo Products (C2)
OTH
Ch 5
PPt 4
1. How is the decision making done by rural consumers for an FMCG product like shampoo?
2. What are the main findings of the survey carried out by Mr Vankatraman?
1.Explain the consumer buyer behavior model
2.Describe the major types of buying behavior and the stages in the buyer decision making process
8&9
Analyzing Business Markets
Cummins India: Consumer Driven Modularization Strategy (C3)
ICMR
Ch 6
PPt 5
1.Identify the factors that influence customers’ purchase decision for a DG set
2. What was Cummins
Session Plan
Semester : I
Course : Marketing Management - I
Course Code : SLMM 501
Credits : 3
Class : 2015
Section : A
Instructor : Shailendra Dasari
S.No
Topic(s)/Activities
Identified Cases
Source
Reference to
PTB
Additional Readings/Questions for Discussion
Learning Outcomes
1
Introduction to Marketing
Ch1
PPt 1
Understand
1.Marketing Concept
2.Evolution of Marketing
3.Marketing Mix
Discuss
1.Marketing Challenges for the 21st Century
2
DO
Grove Fresh Ltd(C1)
ICMR
DO
1.Suggest strategies for Grove Fresh to counter the competition and reverse the slow down
DO
3&4
Marketing Environment
1.The Kumbhakarna Syndrome
2.Women ride scooters back on Indian roads
1.PTB (pp 69-70)
2.TOI,3rd Jul,2012
Ch 3
PPt2
1.Understand the concept of micro environment for a business organization and the role/influence of its stakeholders
2. Explain how the various components of the macro environment influence the market dynamics, taking the examples of apparel and two-wheeler industries.
5
Building Customer Satisfaction
Assignment 1 :Due for submission(5 Marks)
Lexus: Delighting customers after the sale
PTB ( pp134-135)
Ch 5 of KKK&J (RB)
PPt 3
Understand
1.Concept of customer value and satisfaction
Discuss
2.Strategies for customer retention
6&7
Analyzing Consumer Markets
Super Shampoo Products (C2)
OTH
Ch 5
PPt 4
1. How is the decision making done by rural consumers for an FMCG product like shampoo?
2. What are the main findings of the survey carried out by Mr Vankatraman?
1.Explain the consumer buyer behavior model
2.Describe the major types of buying behavior and the stages in the buyer decision making process
8&9
Analyzing Business Markets
Cummins India: Consumer Driven Modularization Strategy (C3)
ICMR
Ch 6
PPt 5
1.Identify the factors that influence customers’ purchase decision for a DG set
2. What was Cummins