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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