Advanced Marketing

Management
By
Dr. S.G. Rama Rao
Unit 1
Session
No.
Session Focus and Coverage
Activity
or
Pedagogy
1 Advanced Theories of Management Lecture
2
Emergence of Management, Management
Boom and its Lessons
Lecture
3 New Challenges of Business Management Lecture
4
Leadership as a Process; Power and
Influence; Leadership and Values
Lecture
5
Leadership Traits; Leadership Behavior;
Contingency Leadership; Leadership Skills
Lecture
6
Leadership and Change; Managing
Cooperatively within organizations; An
Agenda for Managers
Lecture
What is Management?
Management
Management is the process of planning,
organising, leading and controlling the
efforts of organisation members and of
using all other organisational resources
to achieve stated organisatinal goals.
Management Theory
A collection of ideas which set forth general rules
on how to manage a business or organization.
Management theory addresses how managers
and supervisors relate to their organizations in
the knowledge of its goals, the implementation of
effective means to get the goals accomplished
and how to motivate employees to perform to
the highest standard.
Emergence of Management
Goals and objectives
Utilisation of Resources
Organisational Structure
Running of Business organisation
Undisruptive functioning
Implementing change
Emergence of Management
Conflict and Stress
Better Industrial Relations
Competitive advantage
Surviving during tough time
Fulfillment of social obligations
Dealing with cultural diversities
Management Boom and its Lessons
The great English economists, from Adam
Smith (1723-1790) to David Ricardo (1772-
1823) to John Stuart Mill (1806-873)
After world war II

New Challenges of Business
Management
Integrity
Cash, Borrowing, and Resource Management
Increased selection and competition
Marketing and Customer Loyalty
Uncertainty
Regulations
Problem Solving and Risk Management
Finding the right staff
Seven conceptual foundations of
Management Boom
1. Scientific management of work as the key to
productivity
2. Decentralization as a basic principle of
organization
3. Personnel management
4. Manager development to provide today for the
management needs of tomorrow
5. Managerial/Management accounting
6. Marketing
7. Long-range planning
Leadership is a Process
Leader
A leader is someone who sets goals and
inspires others to work towards achieving
them.
Leaders have drive, ambition, a desire to lead,
honesty, integrity, self confidence, cognitive
ability and knowledge of the business.
Main types of leaders
Task Motivated
Relationship Motivated
Task Motivated
More attentive to task related aspects of the
leadership situation.
More concerned with task success.
More inclined to behave in a structuring,
directive, and somewhat autocratic style of
leadership.
Relationship Motivated
More attentive and responsive to
interpersonal dynamics.
More concerned with avoiding conflict and
maintaining high morals.
More likely to behave in a participative and
considerate leadership styles.
Traits of an Effective Leader
Honesty
Competent
Forward-looking
Inspiring
Intelligent
Fair-minded
Broad-minded
Courageous
Straightforward
Imaginative
Power and Influence
Power is the potential ability of one person in
an organization to influence other people to
bring about desired outcomes.
Influence refers to the effect a persons
actions have on the attitudes, values, beliefs,
or actions of others.
Hard Vs. Soft Power
Hard power is power that stems largely from a
persons position of authority. (supervisor to
influence subordinates)
Soft power includes expert power and
referent power, which are based on personal
characteristics and interpersonal relationships
more than on a position of authority.
Sources of Leader Power
Dependency (job)
Control over Resources
Control over Information
Leadership and Values
Peter Drucker and Warren Bennis, 2 most
respected names in business, leadership is doing
the right things; management is doing things
right.
In other words, leadership - doing the right
things is deciding the best course of action to
take.
Once the best course or direction has been
decided, management - doing things right picks
up the ball, looks at the objectives established by
leadership.
What are Values?
Are constructs representing generalized
behaviors or states of affairs that are considered
by the individual to be important (Gordon, 1975
p.2)
Values may be terminal and instrumental.
Terminal values refer to desired end states while
instrumental values refer to modes of behavior
(Rokeach 1973).
Terminal Values
An exciting life
A sense of accomplishment
Family security
Inner harmony
Social recognition
Friendship
Instrumental Values
Being courageous
Being helpful
Being honest
Being imaginative
Being logical
Being responsible
How Values Develop?
Parents

Religion Peers

Personal
Value
System Media


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