PRINCIPLES OF MARKETING
Dr. MN Tripathi
BSc: Engg (NIT, Rourkela); PGDM (IIM, Ahmedabad); PhD (Utkal University)
Dr M. N. Tripathi is a Chemical Engineer from NIT, Rourkela and is an alumnus from Indian Institute of Management, Ahmedabad. He has worked for more than 23 years in domestic and multinational companies, when in industry. His experience has largely been in Sales and Marketing, with a brief stint in Logistics and Distribution.
As a Professor in the Marketing Faculty of Xavier Institute of Management, Bhubaneswar, Dr Tripathi takes electives in Integrated Marketing Communication, Consumer Behaviour, Sales Force Management and Selling and Negotiation, apart from the core courses in Marketing. His research interests are in Consumer Satisfaction, Customer Servicing, Negotiation and the influence of affect in consumer decision making. He has written and presented several papers and cases published in national and international forums in Marketing and other areas. His papers have been commended and he has received the award of ‘best paper’ a number of times in international conferences. Presently he is an Associate Dean of the Institute heading Career Advisory Services.
He is a visiting faculty to XLRI, Jamshedpur and Singapore and the EMBA Programme at the S. P. Jain Centre of Management, Dubai. He has also been awarded as the ‘Best Professor teaching Marketing Management’ by ABP News for 2014.
Dr Tripathi has also done consulting for a number of organizations such as Orissa State Cooperative Bank Ltd, KIDS, BSNL, NACO and UNICEF. He is also an avid trainer and has conducted training programmes on Selling Skills, Negotiation Skills, Customer Service Management, Strategic Marketing, Basic Marketing Skills and Effective Managerial Skills for many organizations.. He is also the Executive Vice-President (Training) of the Bhubaneswar Metropolitan Management Association and the President of IIMA Alumni Association, Bhubaneswar chapter.
- Course Description
This course is meant for all working professionals who have not had the opportunity to undergo a formal management programme before, but are desirous of pursuing a marketing career. it is also for all other professionals not working in the Marketing function to better understand and appreciate the nature of this function and its linkages to their assignment and function. The course serves to familiarize participants with basic marketing concepts and its applications in business practice.
2. Student Learning Outcomes
On successful completion of the course, the student should be able to
appreciate the marketing concepts and understand its implications on marketing practice.
understand different marketing strategies and it appropriateness for usage in different conditions
understand consumer responses to marketing stimuli and its nuances.
3. Organization and Delivery of the Course
It shall include selected readings, case discussions, videos and discussion forums. The pedagogy would include significant self and peer learning while also trying to understand concepts in class. The course participants are expected to read all the background readings, see the videos, participate in the discussion forums before coming to class so that they can effectively participate in classroom discussion. It is expected that all participants must sufficiently be knowledgeable enough to discuss meaningfully in class to internalize the various nuances in the concepts. Class time would be basically utilized to clarify doubts, confusion and aid their learning
The course would be covered in 12 sessions of 75 minutes each.
The following topics would be covered in the sessions
Introduction to Marketing - Needs and wants, Marketing Myopia
Marketing Mix, PLC
Segmentation, Targeting and Positioning
Product and Brand Management
Distribution and Logistics
Integrated Marketing Communications
4. Course Resources
Text Book – Marketing Management - Kotler and Keller 15th edition
5. Live Project
Groups of Four students would be asked to work on a project of their choice. The total workload would be approximately 3 hours per student making up 12 man-hours on the subject. At the end of the project, each group would be expected to submit a written report on the project along with all details and findings.
Class participation : 10%
Forum Discussions : 10%
Quizzes : 30%
Group Project : 20%
End term Examination : 30%
The live project would be done in groups and may involve other functional knowledge which is also being imparted in your programme. The End Term exam shall cover the full course along with the articles given to you for supplemental reading. Class participation and Forum discussions are mandatory for every student. Grading shall be done subjectively but on quality of participation.
7. Additional Readings
1) Marketing Management - A South Asian Perspective - Kotler, Keller, Koshy, Jha
1) Positioning - Al Ries and Jack Trout
2) Marketing Warfare - Al Ries and Jack Trout
3) The Hidden Persuaders - Vance Packard