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Marketing Management-I

Contact Hours : 30 hrs
Credit : 1 Credit
Prerequisite : None
Instructor : Dr Shyam Vyas



To provide an understanding of modern marketing concepts, and basic knowledge of the
concepts & techniques relevant to the art & craft of marketing management.

1.    To provide a basic understanding of Marketing - Role, Concepts, Theory, and Applications in current day business effort.
2.    To develop among students specialised knowledge of the various components of Marketing Management.
3.    To Integrate Theory & Applications of marketing management - Concepts and Practices current in Indian business environment.
4.    To get students to think as business & marketing professionals  involved in the effort  of a modern day business organisation where understanding of marketing management plays a crucial role thru discussions, lecture / cases /assignments / presentations and project work.



Marketing Management – 1 is an introductory course designed to give students in business and other disciplines an overview and understanding of the important role of marketing in organizational success.  Students will be introduced to all the significant uses and functions of marketing. In addition to learning basic marketing techniques, students will learn to appreciate why small, medium, and large organizations must develop a market and consumer oriented focus if they are to succeed in the emerging competitive environment in India and abroad.



Study of Marketing assumes great importance in today’s increasingly competitive market environment – and is a must for all aspiring business and marketing professionals.


All businesses cater to their markets – some are successful, and many suffer because of inappropriate marketing effort that does not elicit desired customer response.


Marketing Management – 1 as a subject is important, even for those would-be business executives that may be interested to specialise and work in areas other than marketing.


Suggested Text:     

“Marketing Management 12th edition” by  Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha)


Course Grading:

Attendance & Participation                         10% Mid-term examination                         20%
Final examination                             30%
Quiz / Assignment / Cases                         20%
Group Project Report with peer evaluation                20%*
Additional Optional Bonus Write-up Scheme Points up to 5% of grade offered -
*Important: a peer evaluation must be attached with your Group Project Report or the whole team will suffer a penalty of 50%.


Standard Class Policies:    (let me put my worst foot forward - first !!)

-Attendance is essential. Those not present at start of class will be marked “late” and points (one grade) deducted.  Late comers may not be allowed in to the class.
Any one absent is expected to find out what went on in the class and to come to next class fully prepared.
-Being prepared for class (with prior reading of assigned chapter(s)/ issue/ materials is required, and is highly encouraged.
-Exam questions are based on class discussions and text materials and are “comprehensive”.
-All assignment / report submissions to be typewritten or computer outputs.
-All submissions must have “title page” indicating “details” required – else will be not be given any credit.
-No “late assignments” will be accepted, and students may not email  “Assignments” without prior instructor approval. One day late – one grade attrition policy.
-No “make-up / missed exam” will be provided.  
-Surprise class quizzes may be given.
-Cell phones MUST be turned off before entering the classroom.
-Group changes are not allowed usually. Permitted only in special cases


An appropriate mix of Class Lecture/Discussion, Case Studies, Field Assignment, Project, and  presentations.


TOPICAL CONTENTS:  (Come to class well prepared to discuss these topics.)
Tentative Dates Class Meets
Wk 1.         7th July
The Nature of Marketing – Introduction to Marketing             Ch 1
The Changing Marketing Environment
Marketing’s Role & Relevance


Wk2.     14th July
Understanding the Marketing Environment                  Ch 2 & 6
Developing Marketing Plans


Wk 3     21st July     
Demographic Dimensions of Indian & Global Consumer Markets    Ch 2 & 6
Challenges Behavioral Dimensions of the Consumer Market    Sp Prsntn


Wk4.     28th July
Improving Decisions with Market Information.            Ch 3 & 4
Be ready to discuss what market research being done by company / brand your group is researching in group project
Wk.5.     4th Aug     
Customer Satisfaction, Loyalty & Relationships             Ch 5


Wk6.     11th Aug.
Business & Organizational Customers & their Buying Behavior    Ch 7


Wk 7.     18th Aug.
Market Segments & Target Market Decisions             Ch 8
Be ready to discuss what market segments being targeted by company / brand your group is researching in group project


Wk 8.     25th Aug.
Dealing with Competition                         Ch 9
Be ready to discuss competition being faced by company / brand your group is researching in group project


Wk 9.         1st Sept.
Brand Equity                                 Ch 10 & 11


Wk 10.     8th Sept.     
Differentiation & Brand Positioning                    Ch 10 & 11


Wk11.         15th Sept.
Special Topics in Marketing - Ethics, Environment, Internet, and any other !


Wk 12.     22nd Sept.
Review Class - discussions.


Any Relevant Book and current articles published in environment (as
discussed/suggested  in class) – and Harvard Business Review, Economic Times,
Financial Express, Business Standard, Business India, Business Today, Fortune, Wall
Street Journal, Mint, Journal of Marketing, Journal of Market Research,
Journal of  Consumer Psychology, Journal of Brand Mgt., Journal of Sales, Journal of
Retail Mgt., Marketing Science.


Syllabus is subject to change with notice in class.
Prof. Shyam Vyas, Ph.D


Bonus Optional Write-ups Scheme up to a max. of 5% of the total grade!! Students that want to get more out of the class are encouraged to participate in this Optional Bonus Write-up Scheme – which requires students to read minimum 10 articles and critique them.  The articles critiques, must have focus and direct relationship to any aspect of marketing, be of minimum 1000 words (you are encouraged to select substantive articles from reputable journals and newspapers), and be published/printed in a publication not earlier than 2 years.

Student is required to use the following three sub-headings –
a)Summary of the Article,
b)Issues Raised, and
c)What I Learnt from the article – Relate the article with your and other experts’ views and experiences and with current developments and examples in Indian marketing environment if possible.  Ideally the write-up would be of 4 to 6 pages length. Xerox copy of the article so critiqued needs to be stapled to the write-up submission at the end. The write-up/ critique must have a title page with following information :

-Bonus Optional Write-Up  Number ……..(1 thru 10)
-Article Title :
-Source Publication / Date of Publication
-Course Title :     Marketing Management - 1
-Name of Student,      Phone,  &  email,     Date Submitted,      Date Due

Any deficiency in title page will result in no credit for the write-up. A write up is due on each of the 10 days the class meets beginning from the 2nd class to the 11th class at the start of the class. No late submissions will be accepted. Students are expected to be prepared to discuss their write-up and article in class and share their viewpoints. Only those students who submit ALL 10 articles & their critiques on time - and share them with class during class discussions would be considered for “BOWS”.


Tentative Guideline for Group Project Report         Prof. Shyam Vyas, Ph.D.
Due Date  :  1st Sept., 2009  (at the start of class – one hard copy + emailed soft copy)


Project Idea:    The group to analyze and evaluate the manner in which a real world Organization/ brand (within a product category the group has chosen), goes about the task of marketing its product(s). The group can be as critical or supportive of their effort - so long as your arguments rest on sound conceptual basis. Inherent in this idea is the evaluation of one or two primary competitors’ marketing effort as well.


Company:     It must be an organization located in Delhi Metropolitan Area (NCR)  - so the group members  can personally interact with company management (decision-makers in marketing) – and establish a working relationship. Group is expected to obtain a working relationship with at least ONE of the major players in the product category as a Non-Paying-Sponsor and interact with senior marketing decision-makers.


Research Method:     Information can be obtained from secondary and primary sources – personal / phone  interviews and other sources (including Internet) where appropriate. (always cite source of information tho).


Possible (suggested) Report Outline :    

A. Company introduction (max. 1-2 page)
B. Firm’s product-market definition and target market identification- different segments within the target market if any (max. 1-2 page)
C. Customer behaviour analysis-  consumer product and /or business product (max. 1 page); basically why and how customers buy (note: never limit yourself to current customers only) – try and see how consumer has changed…over the years if possible.
D. The firm’s 4Ps, Marketing Strategy, Listening System, - use as many course concepts as you learnt (max. 4 pages)
E. Competitiion Analysis- discuss what the competition is doing that is better or worse & why than the firm your group has chosen to focus upon. Produce charts , major competitors – primary– secondary  competitors – what and how they are doing .
F. Firm’s Differentiation strategy- (max. 1  page)
G. Firm’s positioning strategy, show positioning charts
H. Analysis of opportunities and threats in the relevant external environment that may affect business– political, legal, economic, socio-cultural, technological and ecological where appropriate- (max. 2- 3 pages) Assess what openings there exist, and why the firm / brand may slip up.
I. Conclusion as regards – what your group believes is the quality and effectiveness of the firm’s marketing effort. whether in your personal and group view the firm is able to satisfy its consumers or not.
J. Did you learn anything from this exercise – if yes – what?  If not – how could it have been made a more learning project. (not more than ½ page). Briefly state what were the group’s limitations – and what if anything would your group do differently if the same project were given to the group the next time.


Report Specifics:    
The report should be typewritten, professionally turned out, with table of contents and page numbers (not more than 30  pages (double-spaced)), and will have a list of reference and an appendix that may contain exhibits. Some examples of references are names & designations of people (consumers and experts interviewed, texts, journals or magazine articles, or URLs. Some examples of exhibits are positioning diagrams and advertisements. Submit the final report as a hard copy document + send the soft copy via email to instructor before the date of final group presentation of the project in class. Failure to follow the steps as listed above will result in significant marks reduction. Do not forget to submit the peer evaluation report, failure to do so will result in 30% mark reduction.  Bring your group project file to each class. Put it at the designated place at the start of the class. When /if questioned, the group should be able to indicate the progress made in group project completion in the previous 7 days and as of the date of questioning! This professor reserves the right to give nil (zero)  marks for any group / individual effort that has not followed the above- provided instructions, or where unethical conduct  / plagiarism occurred in any assignment / project.



Project/Report Title:

Submit only one peer evaluation form for your Group Project Report along with it – as its last page. All Group members are required to perform the peer evaluation with sincerity and in the presence of each other. Giving marks to group members is a professional and open exercise that must be done – without fear or favour. Nothing personal about it. DO NOT GIVE IDENTICAL MARKS to each other !

Member Name and Initials    
Attendance at  meetings (30%)    
Participation(Enthusiasm) (30%)    
Contribution (15%)    
Degree of Cooperation (25%)

Overall (100%)

Group Members’ Signatures / Names in capital  letters,  and Date

___________________________________        ___________________________________

___________________________________        ___________________________________

We met as a group on this marketing project a total of ……. times. We spent approximately ….. total minutes discussing issues and sharing informations. We connected (actually met) with …. real world executives that have all been named and identified in the “acknowledgement”, made …. phone calls, made … appointments, sent out ….. emails during the course of this project.

In our view our effort and accomplishments are of the order of (circle ONE) :
A (above 90%)          B (80 to 90%)           C  (70 to 80%)      D (60 to 70%)      F (less than 60%).