Session I:

Introduction to the concept of Product

Chapter 12:
1.
2.
3.
4.
5.
6.
7.

Product Levels: The Customer Value Hierarchy

Product Classifications
The Product Hierarchy
Product System and Mixes
Product Line Analysis
Product Line Length
Product Mix Pricing

Session 2: Session II Product Life cycle and other Product decisions

Chapter 10:
1.
2.
3.
4.
5.
6.

Product Life Cycles

Style, Fashion and Fad Life Cycles
Marketing Strategies: Introduction Stage and the Pioneer Advantage
Marketing Strategies: Growth Stage
Marketing Strategies: Maturity Stage
Marketing Strategies: Decline Stage

Packaging: 5th P; Innovation in Packaging Discussed in class extensively. Please

check your notes.

Session III:

New Product Development

Chapter 20:
1.
2.
3.
4.
5.

Challenges in New Product Development

Budgeting for new product development
Managing The Development Process: Ideas
Managing The Development Process: Concept to Strategy
Managing The Development Process: Development to Commercialization
The above topics were discussed via the Colgate Precision case study.

Session IV & V:
pricing

Introduction to pricing & Different approaches to

Chapter 14:
1. Understanding Pricing
2. Consumer Psychology and Pricing
3. Setting the Price
i)
Selecting the pricing objective
ii)
Determining demand
iii)
Estimating costs
iv)
Analysing competitors costs, prices and offers
v)
Selecting a pricing method
vi)
Selecting the final price
4. Responding to competitors Price changes
5. Adapting the Price
i)
Geographical pricing
ii)
Price discounts and allowances
iii)
Promotional pricing
iv)
Differentiated pricing

Session VI : Personal Selling & Sales Management

Chapter 19: Managing Personal Communication: Direct Marketing and Personal
Selling
1.
2.
3.
4.
5.
6.
7.
8.

Designing the sales force

Sales force objectives and strategy
Sales force structure
Sales force size
Sales force compensation
Managing the sales force
Evaluating sales representatives
Principles of personal selling

Session VIII & IX- Channel Management & Working of a Distribution

System
Chapter 15: Designing and Managing Value Networks and Channels
1.
2.
3.
4.
5.

The Importance of Channels

Channel Development
The Role of Marketing Channels
Channel Design Decisions
Channel Management Decisions

6. Channel Integration and Systems

7. Conflict, Cooperation and Competition
8. E-Commerce Marketing Practices

Session XI- Relationship Marketing

Chapter 13: Designing and Managing Services
1. The nature of services
2. Marketing strategies for service firms
3. Managing service quality

Session XIII:

Designing a Marketing Communication

Chapter 17: Designing and Managing Integrated Marketing Communications

1. The Role of Marketing Communications
2. Developing effective communications

Session XIV:

International Marketing

Chapter 21: Tapping into global Markets

1.
2.
3.
4.
5.
6.

Competing on a global basis

Deciding whether to go abroad
Deciding which markets to enter
Deciding how to enter the market
Deciding on the marketing program
EPRG Framework (will send you the ppt)