INDIAN SCHOOL OF BUSINESS

MARKETING MANAGEMENT
Academic Year 2021-22 Digital Headstart Module

Instructor: Siddharth S Singh (Sessions 1-10) Sections A B C & D

Affiliation: Indian School of Business Office Hours: By appointment

Email: ISB id: [email protected]

INTRODUCTION

This course addresses the management challenge of designing and implementing the best combination
of marketing actions to carry out a firm’s strategy in its markets. Specifically, this course seeks to
develop your skills in applying the analytic perspectives, decision tools, and concepts of marketing to
the following decisions:

1. Marketing planning: Segmentation, targeting and positioning (assessing market

potential, analyzing customer behavior, focusing resources on specific customer
populations and against specific competitors).

2. Elements of marketing programs: Branding, product/service offering (including the

breadth of product line, features, quality level, and customer service), pricing (capturing
the value created for the customer), distribution channels (the role of distributors,
retailers, and other intermediaries), and marketing communications.

OBJECTIVES

Your basic objective is to develop your own understanding and management skills in this critical
aspect of management. Our primary objective is to stimulate and guide this process. To achieve
these joint objectives, the course will use lectures and case discussions to help you:

1. Appreciate the value of marketing concepts when they are used as guides for understanding
management problems and developing comprehensive marketing programs;

2. Develop a disciplined approach to the analysis of marketing situations;

3. Expand your decision-making skills by requiring you to make and defend marketing decisions
in the context of realistic problem situations with incomplete information;

4. Make connections between marketing and other functional areas of business;

5. Understand the role of marketing in global business strategies;

6. Appreciate how the elements of successful marketing programs fit together.

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LEARNING GOALS
The course will focus on the following learning goals:

Critical and Integrative Thinking

Each student should be able to identify key issues in a business setting, develop a perspective that is
supported with relevant information and integrative thinking, to draw and assess conclusions.

Assessment: Examination, Case Analyses, and Class Participation

Interpersonal Awareness and Working in Teams

Each student shall demonstrate an ability to work effectively in a team, exhibiting behavior that
reflects an understanding of the importance of individual roles and tasks, and the ability to manage
conflict and compromise, so that team goals are achieved.

Assessment: Group case write-ups

Ethical Responsibility

Each student shall be able to identify ethical issues, understand the impact of a particular issue on
various stakeholders, recognize the rights and responsibilities of the stakeholders, and systematically
analyze the pros and cons of any decision related to the ethical issue.

Assessment: Discussion of the case— Marketing Antidepressants: Prozac and Paxil. Each student
must think about the ethical issues, if any, and how to address them.

Awareness of Global Issues Affecting Business

Each student shall be able to identify key relevant global factors and be able to analyze the impact of
the global environment on business issues, as compared with domestic factors.

Assessment: Case discussions and class sessions/class participation.

COURSE MATERIALS

Required Textbook: Managing Marketing: An Applied Approach; Authors: Noel Capon, Siddharth
Shekhar Singh; ISBN 13 : 9788126548514 ;ISBN 10 : 8126548517

GRADING
The weighting of the inputs for the final course grade is:

Exercises based on asynchronous content 30%

Group Case Write-up (2 cases) –10% each- Course work 20%

Code 4N
Individual Case Write-up (2 cases) –10% each- Course work 20%
code 4N
Final Exam (Online)- code 4 N 30%

TOTAL 100%

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Student’s web-cam setting for Synchronous Sessions
Students are expected to keep their video on and sound muted (unless participating in
class discussion) during the sessions.
SCHEDULE

Sessions Session Topics Reading/Case

Required Reading:
1) Customer Value Propositions in Business
1 Course Introduction and the Markets
role of Marketing in the firm 2) Note on Low Tech Marketing Maths
Recommended Reading:
Capon & Singh: Chapters 1 & 4

Required Reading:
2 1) Analyzing Consumer Perceptions
Strategic Marketing: STP
Recommended Reading:
Capon & Singh: Chapters 7,8 & 9

CASE - Required Reading:

3 Strategic Marketing: STP 1) ***Marketing Antidepressants: Prozac
and Paxil

CASE:
1) * Customer Lifetime Valuation:
Customer Analysis: Loyalty
4 Sotarg Inkjet Printers
Programs and Customer
Lifetime Value
Recommended Reading:
Capon & Singh: Chapter 2

Required Reading:
Product/Service
5 1) Analyzing Consumer Preferences
Development
Recommended Reading:
Capon & Singh: Chapters 12, 13, & 14

CASE - Required Reading:

Product/Service 1) ***Strategic Industry Model Emergent
6 Technologies
Development
Recommended Reading:
Capon & Singh: Chapters 19 & 20

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 7 Pricing & Distribution Recommended Reading:
Capon & Singh: Chapters 18, 19 & 20

CASE - Required Reading:

8 Bringing it all together 1) * Aqualisa Quartz: Simply a Better
Shower

Asynchronous content: This primarily addresses the issue of forecasting commonly used in marketing. The
videos are divided into two parts: (1) Forecasting for new offerings, and (2) Diffusion of innovations
The videos collectively provide a set of tools that can be used to forecast the size of a market/segment, and
sales of an offering. They would be made available to students after the first two sessions are completed. An
exercise based on this content would be given to students for completion.

Guidelines for Case Write-ups

Policy on the use of outside sources of information: Course work Code 4N

Do not use any outside sources of information when preparing for case discussions or producing written case
analyses. Outside sources of information include the library, the mass media, the Internet, and any people
outside of your learning team. Cases are designed to be self-contained sources of information about specific
business situations. Using outside information creates two problems. First, certain information may be
deliberately left out or disguised. Obtaining this information not only will not help, it may confuse or
misguide you in your analyses. Second, this course uses a combination of ―classic‖ and more recent cases.
The analyses that can be done for the classic cases are widely available from a variety of sources (including
students from previous years). These classic cases are retained because of their proven success as teaching
tools, but all the learning is in discovering for yourself how to apply the concepts covered in lectures and
readings. If you use other sources, you are cheating yourself as well as other students.

Group Case Assignments are marked by “***” in the schedule. Each of them is worth 10% of your
grade (total 20% for group case assignments). They are:
1) Marketing Antidepressants: Prozac and Paxil
2) Strategic Industry Model Emergent
Technologies

Individual Case Assignments are marked by “*” in the schedule. Each student must do these assignments
individually without consulting other students or any outside information. Each individual assignment is
worth 10% of your grade (total 20% for individual case assignments). They are:
1) Customer Lifetime Valuation: Sotarg Inkjet Printers
2) Aqualisa Quartz

Case Assignment/Write-up: For group assignments, please work in groups of 4 o r 5 and submit one
report for your group. For all case assignments, submit your assignment (up to 10 pages all inclusive,
single spaced, 12 point font) at the beginning of the session when the assignment is due to be discussed
in class per the class schedule. ALL cases are to be read by each student.

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 COURSE SCHEDULE

Session 1: Course Introduction and the role of Marketing in the firm

This class introduces the role of marketing in the firm and focuses on the notion of value and the difference
between a product focus and a customer focus. Readings and discussion lay the foundation for
marketing strategy and analytics.

Reading Assignment:
1. Customer Value Propositions in Business Markets
2. Note on Low Tech Marketing Math
3. Capon & Singh: Chapters 1 & 4

Session 2: Strategic Marketing: STP

We discuss segmentation, targeting and positioning strategy in this session. The single most
important aspect of marketing strategy involves defining the product offerings’ positioning. This
session will introduce the students to concepts and practices of segmentation, targeting and
positioning.

Reading Assignment:
1. Analyzing Consumer Perceptions
2. Capon & Singh: Chapters 7, 8 & 9

Session 3: Strategic Marketing: STP

Reading Assignment:
1. ***Marketing Antidepressants: Prozac and Paxil (Group Case Assignment)

Case Discussion: Marketing Antidepressants: Prozac and Paxil

This session focuses on marketing strategy and covers Segmenting, Targeting, and Positioning in the
context of the pharmaceutical industry.

Assignment Questions:

1. What was the value proposition of the early antidepressants (the MAOIs and the tricyclics)? Was the
value proposition of Prozac similar to these early antidepressants, or different? How was the value
proposition of Paxil differentiated from that of Prozac?
2. Why did the early antidepressants (the MAOIs and tricyclics) fail to achieve widespread acceptance in
the market? What factors accounted for the success of Prozac? What factors accounted for the success
of Paxil?
3. Case Exhibit 10 consists of a self-test for Social Anxiety Disorder. Take a look at the
4. questions on this test and come up with a prediction for what an average individual of average mental
health would score on its test. (Possible scores range from 0 to 68).
5. What are the different ways that Lilly and SmithKline Beecham/Glaxo Smith Kline
6. (SKB/GSK) have captured value from their respective drugs? Have these companies done a good job
of maximizing their product’s revenue potential?
7. In anticipation of Prozac coming off patent, Lilly has adopted a multi-pronged strategy. What do you
think of the various elements of this strategy? In general, should the company scale back
8. on marketing Prozac, or should it ramp up its Prozac marketing efforts in anticipation of generic
competition? What should GSK’s marketing strategy be for Paxil, now that Prozac is coming off
patent? Should it be similar to, or different from, Lilly’s strategy?

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Session 4: Customer Analysis: Customer Decision Making and Customer Lifetime Value

This session explores customer-centric marketing in more detail, including approaches to market analysis
and customer lifetime value (CLV), arguably the most important concept in marketing today.

Reading Assignment:
1. *Customer Lifetime Valuation: Sotarg Inkjet Printers (Individual Case Assignment)
2. Capon & Singh: Chapter 2

Case Discussion: Customer Lifetime Valuation: Sotarg Inkjet Printers

Some of the concepts learned in class are applied in the context of this case.

Assignment Questions:
Questions are provided in the case.

Session 5: Product/Service Development

At the core of marketing implementation are the 4 Ps. This session would focus on the first of these, i.e., the
product. We will discuss issues that relate to new product/service development and product portfolios.

Reading Assignment:
1. Analyzing Consumer Preferences (HBS Article 9-599-112)
2. Capon & Singh: Chapters 12, 13, & 14

Session 6: Product/Service Development

In this session we will see an in-depth case-based application of Conjoint analysis in a B-to-B setting. We
will discuss how the technique can be used to inform marketing strategy.

Reading Assignment:
1. ***Strategic Industry Model Emergent Technologies (HBS Case 9-592-086) (Group Case
Assignment)
Case Discussion: Strategic Industry Model Emergent Technologies
The questions are provided in the case. They relate to application of Conjoint analysis in a B-to-B
setting and its link to marketing strategy.

Session 7: Pricing & Distribution

In this session we would discuss pricing and distribution, and their role in marketing strategy. The primary
discussion would be based on the analysis of the Rohm & Haas case.

Reading Assignment:
1. Capon & Singh: Chapters 19 & 20

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Session 8: Bringing it all together

In this session we will consider the big picture concerning the business organization in which
marketing is embedded. We will revisit several issues discussed in the class in the context of a case.
The class will end with a summary of the entire course. The session will address the following issues:
What role does marketing play in an innovation focused organization? What are some of the common
marketing myths and what is the reality? What is the relationship between segmentation, and branding,
channel, and pricing strategies?

Reading Assignment:
1. *Aqualisa Quartz: Simply a Better Shower (HBS 5-503-058) (Individual Case Assignment)
Case Discussion: Aqualisa Quartz: Simply a Better Shower

Assignment Questions:
1. What is the Quartz value proposition to plumbers? To consumers?
2. Why is the Quartz shower not selling?
3. Aqualisa spent 3 years and euro 5.8 million developing the Quartz. Was the product worth the
investment? Is Quartz a niche product or a mainstream product?
4. Aqualisa currently has three brands: Aqualisa. Gainsborough, and ShowerMax. What is the rationale
behind this multiple brand strategy? Does it make sense?
5. What should Rawlinson do to generate sales momentum for the quartz product? Should he change his
marketing strategy to target consumers directly, target the DIY market, or target developers? Should
he lower the price of the Quartz? Or should he do something different altogether?

Coding scheme for ALL course work

What kinds of collaborative activities are allowed?

What material can be referred to?[1]

References/Coding Can I discuss general Can I discuss specific Can I refer to Can I refer to the
Scheme concepts and ideas relevant issues associated with external case-study solutions
to the assignment with the assignment with material?[2] or problem set
others? others? solutions?

4N N N N N
3N- a Y N N N
3N-b N N Y N
2N-a Y Y N N
2N-b Y N Y N
2N-c N N Y Y
1N Y Y Y N
0N Y Y Y Y

As a general rule:

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 • Students are responsible for submitting original work that reflects their own effort and interpretation.
Remember that any submission should be your own work and should not be copied in part or
verbatim from any other source whether external or internal.
• An honour code violation is an honour code violation. A violation under coding scheme 0N is not less
severe than others.
• A 0N coding scheme submission is judged against a 0N coding scheme, and a 4N coding scheme
submission is judged against a 4N coding scheme; therefore, any honour code violation is equally
severe irrespective of the coding scheme of the submission.
• Students can discuss cases and assignments with the course instructor and the Academic Associate for
the course.
• Required and recommended textbooks for the course and the course pack can be used to answer any
individual or group assignment.
• Although not all submissions may be subject to academic plagiarism checker (e.g. turn-it-in), in
retrospect, if the Honour Code committee feels the need, any of the previous submissions of an
individual or a group can be subjected to turn-it-in or any other academic plagiarism checker
technology.
• When in doubt, the student should contact the instructor for clarifications.

Attendance policy :

ISB-recommended Attendance Policy

Learning is an interactive process. ISB students are admitted partly based on the experiences they bring to the
learning community and what they can add to class discussions. Therefore, attendance is an important aspect
of studying here. Absence is only appropriate in cases of extreme personal illness, injury, or close family
bereavement. Voluntary activities such as job interviews, business school competitions, travel plans, joyous
family occasions, etc. are not valid reasons for missing a class. Late arrival and early departure are disruptive
to the learning environment; you should log-in the class before the scheduled start time and stay till the
conclusion of class. However, if due to an extenuating situation a student is forced to miss a class session, the
same should be notified to the respective Academic Associate with a copy to the Faculty and the ASA office
along with supporting documentary proof.
The ISB expects students to attend all class sessions in every course and watch/participate in all asynchronous
activities. Attendance cannot be linked to watching or particpating in asynchronous activities. Attendance
during synchronous sessions and/or in-class sessions will be recorded. However, if due to completely
unavoidable reasons a student is forced to miss a synchronous and/or in-class sessions, the School policy is
below:
• If a student misses up to 20% of sessions (synchronous + in-class) in a course, i.e. one session, there
will be no grade penalty.
• If a student misses more than 20% and up to 30% of sessions (synchronous + in-class) in a course, i.e.
two sessions, s/he will obtain a letter grade lower than that awarded by the faculty according to the
curve for the course.
• If a student misses more than 30% and up to 40% of sessions (synchronous + in-class) in a course, i.e.
three sessions, the student will receive a letter grade that is two levels lower than that awarded by the
faculty according to the curve for the course.
• If a student misses more than 40% of sessions (synchronous + in-class) in a course, i.e. four or more
sessions, the student will receive an ‘F’ grade in that course.

For half credit courses, the following is the School-recommended policy:

• If a student misses up to 25% of sessions (synchronous + in-class) in a course, there will be no grade
penalty.
• If a student misses more than 25% of sessions (synchronous + in-class) in a course, the student will
receive an ‘F’ grade in that course.

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