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Advanced Marketing
Management
By
Dr. S.G. Rama Rao
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Unit
1
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Session
No.Session Focus and Coverage
Activity
or
Pedagogy1 Advanced Theories of Management Lecture
2Emergence of Management, Management
Boom and its LessonsLecture
3 New Challenges of Business Management Lecture
4Leadership as a Process; Power and
Influence; Leadership and ValuesLecture
5Leadership Traits; Leadership Behavior;
Contingency Leadership; Leadership SkillsLecture
6
Leadership and Change; Managing
Cooperatively within organizations; An
Agenda for Managers
Lecture
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What is Management?
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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.
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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 tothe highest standard.
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Emergence of Management
Goals and objectives Utilisation of Resources
Organisational Structure
Running of Business organisation
Undisruptive functioning
Implementing change
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Emergence of Management
Conflict and Stress Better Industrial Relations
Competitive advantage
Surviving during tough time
Fulfillment of social obligations
Dealing with cultural diversities
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Seven conceptual foundations of
Management Boom
1. Scientific management of work as the key toproductivity
2. Decentralization as a basic principle oforganization
3. Personnel management
4. Manager development to provide today for themanagement needs of tomorrow
5. Managerial/Management accounting
6. Marketing
7. Long-range planning
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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.
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Main types of leaders
Task Motivated
Relationship Motivated
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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.
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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.
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Power and Influence
Poweris 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.
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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.
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Sources of Leader Power
Dependency (job)
Control over Resources
Control over Information
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Leadership and Values
Peter Drucker and Warren Bennis, 2 mostrespected names in business, leadership is doingthe right things; management is doing thingsright.
In other words, leadership - doing the rightthings is deciding the best course of action totake.
Once the best course or direction has been
decided, management - doing things rightpicksup the ball, looks at the objectives established byleadership.
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What are Values?
Are constructs representing generalizedbehaviors or states of affairs that are considered
by the individual to be important(Gordon, 1975
p.2) Values may be terminaland instrumental.
Terminal values refer to desired end states while
instrumental values refer to modes of behavior(Rokeach 1973).
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Terminal Values
An exciting life
A sense of accomplishment
Family security
Inner harmony
Social recognition Friendship
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Instrumental Values
Being courageous
Being helpful
Being honest
Being imaginative
Being logical Being responsible
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How Values Develop?
Parents
Religion Peers
PersonalValue
System Media
Technology Education