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Course Code MKT501 Course Category Course Title MARKETING MANAGEMENT Courses with conceptual focus Course Planner 12377::Malika Rani Lectures 3.0 Tutorials Practicals Credits 1.0 0.0 4.0
TextBooks Sr No T-1 Title Marketing Management Author Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha Edition 14th Year 2013 Publisher Name Pearson Education
Reference Books Sr No R-1 R-2 Other Reading Sr No OR-1 OR-2 OR-3 OR-4 OR-5 OR-6 OR-7 OR-8 OR-9 OR-10 OR-11 OR-12 OR-13 Journals articles as Compulsary reading (specific articles, complete reference) Case: The Kumbhakarna Syndrome, Principles of Marketig, 13th Edition, Page 69 , Case: RIN Detergent: To Position or Reposition, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=69532&R=M313A-PDFENG&conversationId=3283547 , Case: Nirali Hotels, http://www.scribd.com/doc/80781369/11834-Nirali-Hotels-Resorts , Dainik Bhaskar - The Punjab Launch, Indian Journal of Marketing, Volume 37, Issue 11, November 2007 , Amways Indian Network Marketing Experience, Rajan Saxena, Marketing Management,Tata McGraw Hill, 4th Ediction, New Delhi, pp771 to 778 , Increasing Role of Children In Family Purchase Decisions, Dr. Prashant Trpathi, Indian Journal of Marketing, June 2011, pg 29-35 , Maggi Noodles: Magic of The 2 minute Campaign, Rajni kamboj, Indian Journal of Marketing, April 2012, pg 58-64 , Case: Fab India, Marketing Management, Rajan Saxena, 4th Edition , Caselet: HUL: A Product for every customer, Principles of Marketing, 13th Edition. pp. 173 , Case: Cadbury manages crisis with IMC, Kruti Shah, Advertiisng and promotions, pp 59 , Case: Women on Wheels, http://www.afaqs.com/perl/news/case_studies/download.html?x=lr&cid=NjQ= &uid=MjYwNzkw , Case Dell: Selling Directly, Globally, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=66988&R=HKU069-PDF-ENG&conversationId=3283831 , Case: Orchid Ecotel: Leveraging Green Hoteling as Core Competency, http://cb.hbsp.harvard.edu/cb/web/search_results.seam?Ntt=Orchid +Ecotel&searchButton.x=17&searchButton.y=9&N=0 , Title Marketing Management Marketing Management Author Rajan Sexena Edition 4th Year 2013 2009 Publisher Name Tata McGraw Hill, India Tata McGraw Hill, India Ramaswamy, Namakumari 5th
Relevant Websites Sr No RW-1 RW-2 RW-3 (Web address) (only if relevant to the course) http://economictimes.indiatimes.com/ www.business-standard.com (The "Strategist" supplement) http://en.wikipedia.org/wiki/Green_marketing Salient Features News related to various issues of Marketing News about latest happening in marketing Details about green marketing
Audio Visual Aids Sr No AV-1 AV-2 (AV aids) (only if relevant to the course) Video on Project Shakti, http://www.youtube.com/watch?v=E7Hvp_CCtYY Advertisements of cadury, http://www.afaqs.com/advertising/creative_showcase/browse.html? srch_keyword=Cadbury&media=---&category=---&Search=Search Salient Features Related to Distribution Channels Mass Media
LTP week distribution: (LTP Weeks) Weeks before MTE Weeks After MTE Spill Over 7 7 3
Week 1
Lecture 1
Introduction to Marketing and Strategic Marketing Planning (Nature and Scope of Marketing)
T-1:CH 1
Students will be able to Class discussion with learn the basic meaning the help of examples of marketing and scope of marketing Students will be able to Class discussion with learn the basic meaning the help of examples of marketing and scope of marketing
Lecture 2
Introduction to Marketing and Strategic Marketing Planning (Nature and Scope of Marketing)
T-1:CH 1
Week 1
Lecture 3
T-1:Ch 1
Students will be able learn the evolution stages of marketing. Also they will be able to analyze the difference between selling, marketing and societal marketing. Students will be able learn the evolution stages of marketing. Also they will be able to analyze the difference between selling, marketing and societal marketing.
Week 2
Lecture 4
T-1:Ch 1
Lecture 5
T-1:Ch 3
Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses
Lecture 6
T-1:Ch 3
Week 3
Lecture 7
T-1:Ch 3
Week 3
Lecture 8
T-1:Ch 3
Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses The strategic Planning, implementation and control process, Business Unit Strategic Planning process, Ansoff Matrix, BCG Matrix The strategic Planning, implementation and control process, Business Unit Strategic Planning process, Ansoff Matrix, BCG Matrix The strategic Planning, implementation and control process, Business Unit Strategic Planning process, Ansoff Matrix, BCG Matrix Students will be able to learn the process of strategic planning. Also students will be able to draw Ansoff Matrix. Students will be able to learn the process of strategic planning. Also students will be able to draw Ansoff Matrix. Students will be able to learn the process of strategic planning. Also students will be able to draw Ansoff Matrix. Activity: One situation will be given to students related to strategy for which they choose one alternative. Activity: One situation will be given to students related to strategy for which they choose one alternative. Activity: One situation will be given to students related to strategy for which they choose one alternative.
Lecture 9
T-1:Ch 2
Week 4
Lecture 10
T-1:Ch 2
Lecture 11
T-1:Ch 2
Lecture 12
T-1:CH 7
OR-9
Meaning of Students will be able to Case discussion Segmentation, Bases for analyze on what bases segmentation different companies are segmenting their market Various Targeting strategies: Undifferentiated, Differentiated, Niche Students will be able to analyze targeting strategies of various companies Examples discussion. Activity: Students will be given some companies for which they have to identify targeting strategies
Week 5
Lecture 13
T-1:Ch 7
Lecture 14
Marketing Planning(Positioning)
T-1:Ch 9
OR-2
Developing and establishing a brand positioning, POP, POD, Differentiation strategies Developing and establishing a brand positioning, POP, POD, Differentiation strategies
Students will be able to Case discussion learn about learn how companies can position and differentiate themselves Students will be able to Case discussion learn about learn how companies can position and differentiate themselves
Lecture 15
Marketing Planning(Positioning)
T-1:Ch 9
OR-2
Week 6
Lecture 16
T-1:CH 5
Students will be able to analyze the factors which affect the buying of various product/services Students will be able to analyze the factors which affect the buying of various product/services Students will be able to analyze the factors which affect the buying of various product/services
Activity: Students will be asked to write down the factors that affected their decision of taking admission in LPU Activity: Students will be asked to write down the factors that affected their decision of taking admission in LPU Activity: Students will be asked to write down the factors that affected their decision of taking admission in LPU
T-1:Ch 5
T-1:CH 5
OR-6
Lecture 17
T-1:Ch 6
Consumer buying Students will be able to Activity: students will process, business buying analyze various stages be asked to write down process of buying process the process that they followed while buying mobile phone/laptop Identifying direct and indirect competitors, Micheal Porter five force Model Identifying direct and indirect competitors, Micheal Porter five force Model Students will be able to Video apply Micheal Porter`s five force model on various Industries in India Students will be able to Video apply Micheal Porter`s five force model on various Industries in India
Lecture 18
T-1:Ch 9
T-1:Ch 9
Week 7
Lecture 19
Fundamentals of Product and Brand(Product Mix) Fundamentals of Product and Brand(Product Life Cycle)
T-1:Ch 8
Concepts of product mix, Students will be able to Discussion product life cycle design product mix of strategies various companies OR-7 Concepts of product mix, Students will be able to Case discussion product life cycle design product mix of strategies various companies Product decision,Stages of New product development Students will be able to Class discussion learn about the process of new product development and various product decision
T-1:Ch 8
Lecture 20
T-1:Ch 11 Ch 19
Week 7
Lecture 20
T-1:Ch 11 Ch 19
Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision
Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies
Activity: Students will be given specify brands for which they have identify the branding strategy
T-1:Ch 11 Ch 19
Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision
Activity: Students will be given specify brands for which they have identify the branding strategy
T-1:Ch 11 Ch 19
Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision
Activity: Students will be given specify brands for which they have identify the branding strategy
Lecture 21
T-1:Ch 11 Ch 19
Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision
Activity: Students will be given specify brands for which they have identify the branding strategy
MID-TERM
Week 8 Lecture 22 Pricing and Channel Decisions (Factor affecting Pricing Decision) T-1:Ch 13 Meaning of pricing, Process of setting, factors affecting pricing Meaning of pricing, Process of setting, factors affecting pricing Students will able to Class discussion analyze various factors which affect the pricing decision Students will able to Class discussion analyze various factors which affect the pricing decision
T-1:Ch 13
Week 8
Lecture 23
T-1:Ch 13
Pricing strategies, Students will be able to Discussion Various Methods of price learn various pricing setting methods and strategies. Also for some companies students will be able to identify their pricing strategies Pricing strategies, Students will be able to Discussion Various Methods of price learn various pricing setting methods and strategies. Also for some companies students will be able to identify their pricing strategies OR-5 Importance of Channels, Multichannel, Channel functions, channel levels, Channel design decisions Students will be able to Case discussion learn various concepts related to channels. Also students will be able to analyze which particular channel should be used according to target audience Students will be able to Case discussion learn various concepts related to channels. Also students will be able to analyze which particular channel should be used according to target audience Students will be able to Discussion analyze the role pf wholesalers in current marketing environment students will be able to Case discussion analyze the types of retailers. Also they will be able to learn the role of retailers Students will be able to Case discussion analyze the role of various tools of IMC Students will be able to Case discussion analyze the role of various tools of IMC
T-1:Ch 13
Lecture 24
T-1:Ch 14
Week 9
Lecture 25
T-1:Ch 14
OR-5
Importance of Channels, Multichannel, Channel functions, channel levels, Channel design decisions
Lecture 26
T-1:Ch 15
AV-1
Functions of wholesalers, Market logistics Types of retailers, New retail environment, private labels
Lecture 27
T-1:Ch 15
OR-8
Week 10
Lecture 28
Managing Integrated Marketing Communication(Introduction to IMC) Managing Integrated Marketing Communication(Tools of IMC)
T-1:Ch 16
OR-4
Role of marketing communication, Communication mix, tools of IMC Role of marketing communication, Communication mix, tools of IMC
T-1:Ch 16
OR-4
Week 10
Lecture 29
Managing Integrated Marketing Communication(Designing effective Marketing Communication) Managing Integrated Marketing Communication(Developing and Managing Advertising Program)
T-1:Ch 16
OR-10
Developing the effective Students will be able to Case discussion marketing design in IMC program communication for various products and services Various steps of Students will be able to TV and print ads can designing and managing design effective be discussed advertising program advertising program for various products and service Various steps of Students will be able to TV and print ads can designing and managing design effective be discussed advertising program advertising program for various products and service Advertising versus sales promotion, types and tools of sales promotion program Advertising versus sales promotion, types and tools of sales promotion program Students will be able to Example discussion decide which sales promotion tool should be used according to product category Students will be able to Example discussion decide which sales promotion tool should be used according to product category Students will be able to Role Play learn the process of designing and managing sales force Students will be able to Example and case analyze the importance discussion of PR in today`s era. Also students will be able to design the direct marketing program. Students will be able to Example and case analyze the importance discussion of PR in today`s era. Also students will be able to design the direct marketing program.
Lecture 30
T-1:Ch 16
AV-2
Week 11
Lecture 31
T-1:Ch 16
AV-2
Lecture 32
T-1:Ch 17
Lecture 33
T-1:Ch 17
Week 12
Lecture 34
T-1:Ch 18
OR-11
Designing the sales force, Managing the sales force Marketing public relations, major decisions in marketing PR, Benefits of direct marketing, direct marketing tools Marketing public relations, major decisions in marketing PR, Benefits of direct marketing, direct marketing tools Homework3
Lecture 35
T-1:Ch 17
OR-12
T-1:Ch 17
OR-12
Nature of services, Students will be able to Examples discussion Service mix, analyze how services Characteristics of service are different from products
Week 13
Lecture 38
T-1:Ch 12
Students will be able to Discussion learn the servqual model. Also they will be able to learn the strategies for managing customer service Students will be able to Discussion design the research process for various issues Students will be able to learn the role of technology in marketing Discussion with the help of various examples. Examples of online selling, online media etc can be discussed
Lecture 39
T-1:Ch 3
Week 14
Lecture 40
Lecture 41
T-1:Ch 21
OR-13 RW-3
Cause related marketing, Students will be able to Discussion on various Social marketing, Green learn the concepts of examples and case Marketing cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders Cause related marketing, Social marketing, Green Marketing. Lecture 42 will be a revision lecture Students will be able to Discussion on various learn the concepts of examples and case cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders Students will be able to Discussion on various learn the concepts of examples and case cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders
T-1:Ch 21
OR-13 RW-3
Lecture 42
T-1:Ch 21
OR-13 RW-3
Cause related marketing, Social marketing, Green Marketing. Lecture 42 will be a revision lecture
T-1:Ch 21
OR-13 RW-3
Cause related marketing, Students will be able to Discussion on various Social marketing, Green learn the concepts of examples and case Marketing cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders
SPILL OVER
Week 15 Lecture 43 Spill Over
Week 15
Lecture 44 Lecture 45
HW1
The assignments would involve a target based selling project Individual assigned to individual student. The students will have to meet the targets and deadlines to earn an honorable score. The category of the product to be sold may an FMCG product category or any other Group
HW2
To enhance the Case studies to be given in sub groups for analysis and its presentation and presentation to be taken in tutorials. analysis skills of the students To check the A test of 30 marks would be conducted in lecture 36. Topics conceptual and covered till lecture 34 will be the syllabus for test. analytical Time allowed: 45 minutes. knowledge of the students and prepare them for examinations
Analysis of case problem: 20 marks, Question Handling: 10 marks 6 Questions of 5 marks each. Marks based on performance
3 / 11
HW3
Individual
10 / 12
Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)
Introduction to Subject Group formation and details about case based presentation Debate-Does marketing creates or satisfies needs Case based presentation
Discussion with the help of examples Case Analysis Debate Case Analysis
Case based presentation Discussion on analytical question Doubt clearing session related to all the topics before MTE
After Mid-Term
Tutorial8 Tutorial9 Tutorial10 Tutorial11 Tutorial12 Tutorial13 Tutorial14 Analysis of MTE paper Case based presentation Case based presentation Case based presentation Case based presentation Discussion on analytical question related to all the topics covered in class Practice of analytical question and doubt clearing sessions Problem Solving Case Analysis Problem Solving Case Analysis Case Analysis Problem Solving Practice session