Course File BMS 121 MM Winter

Course File of Marketing Management BMS 121
SCHOOLOF BUSINESS
BMS
Course Description
BMS 121: Marketing Management
L T P C
: ! !
Course Type
: Core
Semester Ofered
: "IN#E$
Academic Year
: 2!1%1&
Slot
:
Class Room
: !!1
Facu't( Detai's:
Name
:
)ro*+ ,as'een $ana
Designation
:
-ssistant )ro*essor
We Lin!
1.2+1/+0!+21SIM"EBNe21Login
Sc"ool
:
Sc3oo' o* Business
Cain No
:
F%!/ $oom%!11
#ntercom
:
214
Open $ours
:
-s per t3e #imeta5'e
#s t"is Course ofered
to more t"an one
%atc"&
No
1
6-L6O#I-S UNI7E$SI#8
'reater Noida( 'autam %udd"a Nagar
)ttar Prades"( #ndia
#* yes( please indicate
t"e name+s, o* ot"er
*aculty -"o is.are
s"aring t"is Course
N-
2
6a'gotias
Uni9ersit(
S#-#US )-)E$
8ear: 2!1%1&
Semester: "IN#E$
/0 Name o* t"e 1aculty : Pro*0 2asleen Rana
30 Su4ect.Course : 5ar!eting 5anagement6 Course Code: %5S /3/
70 Program : %5S 38/7938/:
&+ #arget
a, 1ull 5ar!s : /88
, Percentage +#st Class,: ;<
2+ Course )'an
=Co>erage o* Course y Lectures? +See -nne:ure & *or -tten;ance < Course
Co9erage 5( Lecture,0
=PPTs? +See -nne:ure 1,0
=@uiA? @uestion Papers +See -nne:ure 2,0
+ Met3o; o* E9a'uation
3.1Class Tests +CAT9# B CAT9##,
3.2Assignments . Seminars . Tutorials
3.35ini Pro4ects
3.4@uiAAes
3.5Semester Cnd CDamination
Ot"ers
3
6a'gotias
Uni9ersit(
#IME #-BLE
8ear: 2!1%1&
Semester:
"IN#E$
/ Name o* t"e 1aculty : Pro*0 2asleen Rana
3 Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
7 Program : %5S +/st Year( ## Semester,
#ime #a5'e:
Theory
Hours
9:15
AM
10:05
AM
10:05
AM-
10:55
AM
11.00
AM -
11.50
AM
11.50
AM -
12.40
PM
L
U
N
C
H
01.20
PM -
2.10
PM
2.10
PM -
3.00
PM
3.05
PM -
3.55
PM
3.55P
M -
4.45P
M
M
O
N
The
ory
MM
BMS
TU
The
ory
!
"
The
ory
MM
BMS
TH
U
The
ory
MM
BMS
#$
%
The
ory
MM
BMS
Re*erence: CRP +We9S#5,
4
6a'gotias
Uni9ersit(
COU$SE -C#I7I#IES
S(''a5us
8ear: 2!1%1&
Semester:
"IN#E$
Course #opics: =S(''a5us>
%5S /3/ 5ar!eting 5anagement L
7
T
8
P
8
C
7
Course Backgroun; an; Learning O5?ecti9es:
5ar!eting is )ni>ersal: t"e statement "olds true or not& 5ar!eting "as e>ol>ed a lot
since t"e early "uman settlement days passing t"roug" t"e ages o* disco>ery and
later imperialism( t"e -ars and restructured -orld order -it" super nationals li!e
WTO loo!ing a*ter t"e trade across t"e -orld0
5ar!eting o* tea initially called eDotic drin! o* t"e east to coco around t"e -orld -as
an outcome o* t"e great eDc"ange a*ter t"e disco>ery o* t"e Americas( t"e trade
c"anged drastically in t"e /Et" century0
T"e #ndian mar!ets -ere al-ays o>er s"o-ed y t"e go>ernment?s commitment
to-ards t"e socialist t"oug"t and more or less mar!eting -as ne>er a Feld to pay
attention to( -it" t"e e>ident o* t"e LP' era in early /EE8s mar!eting started ta!ing
s"ape in #ndian conteDt0
T"e course ac!ground endea>ours to incorporate t"e e>aluation o* mar!eting as a
discipline o* study on t"e -orld stage across t"e ages and later "as a dri>ing *orce
-"ic" is indispensale in current mar!eting scenario -it" e>ident o* ne-er *ormats
li!e digital mar!eting and glocalisation "as called *or t"e understanding o* t"e
su4ect in a practical -ay0
T"e learning goals and objectives o* t"is course *or students to pursue
management education are:
/0T"e purpose o* t"is course is to de>elop an understanding o* t"e underlying
concepts( strategies and t"e issues in>ol>ed in t"e eDc"ange o* products and ser>ices
in modern -orld GSu9goal: /07(/0H(/0<(H0/ and H03I
30 T"is course intends to pro>ide a alanced t"eoretical and practical approac" to
mar!eting and t"us its practical application0 GSu9goal: 70/( 703( and 707I
5
70 T"e Topics o* t"e syllaus s"all e addressed and discussed *rom an application
oriented perspecti>e0 GSu9goal: 30/( 303( 307( H0/ and H03I
)e;agog(:
T"e pedagogy -ill e a comination o* class lectures +t"eory and sol>ing prolems,(
eDperience s"aring( real li*e eDamples( caselet discussion( simulation game and
pro4ects.assignments on speciFc companies0 Cac" economic t"eory -ill e eDplained
grap"ically and mat"ematically so t"at students *rom any ac!ground are ale to
compre"end t"e concepts easily0 #n addition to t"e teDt and re*erence oo!s(
additional readings and cases -ill e distriuted in t"e class *rom time to time0
Students are also eDpected to read and identi*y t"e prolems in understanding t"e
concepts and t"eir application in t"e real -orld situation e*ore t"e start o* eac"
session0 T"is -ill "elp to de>elop creati>ity and inno>ati>e t"in!ing in students to
manage multi9sta!e"older relations"ips0
-ssessment o* Learning 6oa's an; O5?ecti9es:
Components o* e>aluation are >ery crucial pertaining to assessing t"e learning goals
and o4ecti>es o* t"e course0 Jeeping in mind students? "eterogeneous ac!ground(
and strategies speciFed ao>e( t"e *ollo-ing components o* e>aluation "a>e een
designed to assess t"e learning goals and o4ecti>es0 @uiAAes -ill e>aluate t"e
conceptual clarity o* eac" student most *reKuently0 Case studies discussion( pro4ect
report presentation and semester end eDamination -ill assess t"e learning goals /( 3
and 7 as mentioned ao>e0
Learning 6oa's an;
O5?ecti9es@
-ssessment Components an; Marks / 3 7
@uiA. Case Studies. Pro4ect Report
Presentation +38 5ar!s,
L L L
CAT9/ B CAT93 +78 5ar!s, L L L
Semester Cnd CDamination +<8 5ar!s, L L L
M 1or details o* /( 3( 7 learning goals and o4ecti>es( see ao>e o* t"is course outline0
Quiz/ Case Studies/ Project Report Presentation
T"is is an indi>idual assessment component o* e>aluation consisting o* conceptual(
t"eoretical and numerical multiple c"oice Kuestions0 T"ere -ill e at least 7 KuiAAes and
est 3 -ill e ta!en into consideration *or Fnal grade o* students0 Similarly( case studies
discussion and pro4ect report presentation mig"t also e considered as t"e components o*
e>aluation to assess students? per*ormance in a group0 T"roug" case studies and pro4ect
report presentation students are eDpected to apply mar!eting concepts and models in a
decision9ma!ing setting to ac"ie>e t"e o4ecti>es o* t"e Frm( i0e0 proFt maDimiAation0
6
T"roug" t"ese components students -ill also de>elop t"eir creati>e and inno>ati>e t"in!ing
y ta!ing critical in>estment decisions into consideration0
Continuous Assessment Test 1 & 2 CAT!1 & CAT!2"
T"is component o* e>aluation is to assess t"e per*ormance o* students a*ter t"e completion
o* /< lectures and 78 lectures respecti>ely0 T"is is to monitor students? per*ormance
continuously and ma!e t"em a-are aout t"eir mista!es and -rong understanding o* t"e
concepts0
Semester #nd #$amination S##"
Semester Cnd CDamination is to assess students indi>idually y !eeping t"e o>erall learning
goals and o4ecti>es in mind0 T"e Kuestions are mostly analytical and situational0
$ECOMMENDED #EA#
BOOB
-U#HO$ < )UBLIC-#ION
5ar!eting 5anagement Jotler( Jeller( Josy and 2"a( Pearson
SU))LEMEN#-$8
$E-DIN6S
Principles o* 5ar!eting
P"ilip Jotler( Armstrong( Pearson
Cducation
5ar!eting 5anagement Ramas-amy B Nama!umari( 5acmillan
Pulis"ing
5ar!eting 5anagement Arun Jumar B 5eena!s"i( Ni!as Pulis"ing
Course Out'ine ='ecture%2ise>:
Lectu
re
#opics to 5e ;iscusse; $ea;ings
%odule &' T(e basics o) %ar*eting+ t(e core concepts+ ne,er avenues and
approac(es on mar*eting
/ DeFnition o* mar!eting( $istoric prospecti>e and
e>aluation o* 5ar!eting as a Feld o* study(
Rele>ance o* mar!eting in modern usiness
C"apter / Jotler( Jeller(
Josy and 2"a( Pearson
3 DeFnition o* mar!eting( $istoric prospecti>e and
e>aluation o* 5ar!eting as a Feld o* study(
Rele>ance o* mar!eting in modern usiness
contOO0
7
Core mar!eting concepts +eDc"ange(
transaction( needs( -ants( demand( ofering(
rand( customer >alue( competition,6
C"apter / C"apter H
Jotler( Jeller( Josy and
2"a( Pearson
H 5ar!eting concepts +Production( product(
selling( mar!eting( social mar!eting concepts,6
<
Concept o* #ntegrated mar!eting( deli>ering
7
Lectu
re
>alue
:
De>eloping mar!eting plans and strategies
C"apter 3 Jotler( Jeller(
;
)nderstanding t"e 5ar!eting en>ironment
and adopting mar!eting to t"e c"anging
en>ironment
P
)nderstanding t"e 5ar!eting en>ironment
and adopting mar!eting to t"e c"anging
en>ironment
E
5ar!et segmentation( targeting and
positioning( nic"e mar!eting6
C"apter ; Jotler( Jeller(
/8
5ar!et segmentation( targeting and
positioning( nic"e mar!eting6
C"apter ; Jotler( Jeller(
// An o>er>ie- o* mar!eting o* ser>ices(
international ( digital and rural mar!eting -rt to
#ndia
C"apter /3( C"apter 38
2"a( Pearson
/3 An o>er>ie- o* mar!eting o* ser>ices(
international( digital and rural mar!eting -rt to
#ndia contO00
C"apter /3( C"apter 38
2"a( Pearson
/7 Consumer %e"a>ior9 deFnition( models C"apter < Jotler( Jeller(
/H %uying moti>es( consumer moti>ation C"apter < Jotler( Jeller(
/<
Consumer decision ma!ing process( uying
roles
C"apter < Jotler( Jeller(
/:
OrganiAational uying e"a>ior6 process and
types
C"apter : Jotler( Jeller(
/; 5ar!eting Researc"9 need( process( and
importance
C"apter 7(Jotler( Jeller(
/P Types o* researc" met"ods+eDploratory(
descripti>e( cause and efect,
/E Process o* 5ar!et Researc"( sample siAe(
sampling unit ( data sources
C"apter 7( Jotler( Jeller(
38 5ar!eting Researc" tools +Kuestionnaires(
inter>ie-( pro4ecti>e tests( ,
C"apter 7(Jotler( Jeller(
%odule &&' -nderstanding t(e mar*eting mi$
3/ PROD)CT:9 DeFnition o* product( le>els and
types o* product6 Pac!aging and laeling(
C"apter //( Jotler(
Jeller( Josy and 2"a(
Pearson
33 PROD)CT: 9 DeFnition o* product( le>els and C"apter //( Jotler(
8
Lectu
re
types o* product6 Pac!aging and laeling
contOO00
Pearson
37
Product line management ( line dept"(
-idt" ( lengt" concerns
C"apter //( Jotler(
Pearson
3H
product miD( Product diferentiation
C"apter //( Jotler(
Pearson
3<
PLC9 stages and corresponding strategies
C"apter //( Jotler(
Pearson
3:
PLC9 stages and corresponding strategies
contOOO00
C"apter //( Jotler(
Pearson
3;
Ne- Product decision reasons and process
C"apter /E( Jotler(
Pearson
3P
T"eory o* difusion o* an inno>ation0
C"apter //( Jotler(
Pearson
3E PR#CC:9 Pricing o4ecti>es( *actors inQuencing
pricing(
C"apter /7( Jotler(
Pearson
78
Pricing strategies
C"apter /7( Jotler(
Pearson
7/ D#STR#%)T#ON:9 Types o* distriution c"annels6 C"apter /H( Jotler(
Pearson
73 Role o* intermediaries( *unctions and utility
concept
C"apter /<( Jotler(
Pearson
77
C"annel strategy decisions( P"ysical
distriution management
C"apter /<( Jotler(
Pearson
7H PRO5OT#ON: promotion miD( ( C"apter /:( Jotler(
Pearson
7<
Ad>ertising9 < 5?s( Role and *unctions o*
ad>ertising(
C"apter /;( Jotler(
Pearson
7:
Sales Promotion: Types o* sales promotion
+Trade promotion( consumer promotion,(
C"apter /;( Jotler(
9
Lectu
re
Pearson
7;
Ad>ertising >s0 sales promotion( S0P0 tools
C"apter /P( Jotler(
Pearson
7P
Personal selling: c"allenges and
responsiilities( Personal selling s!ills
C"apter /P( Jotler(
Pearson
7E
5anaging Pulic Relations
C"apter /P( Jotler(
Pearson
H8
'uest Lecture y #ndustry CDpert
SEMES#E$ END EA-MIN-#ION
M
T"e names o* diferent group memers -ill e announced y t"e course instructor or y t"e Class
Representati>e +CR, o* t"e class0
Students. &nteraction Time
Students can meet any time -"en t"e instructor does not "a>e class as per t"e
timetale0

1
0
6a'gotias
Uni9ersit(
COU$SE OB,EC#I7ES
8ear: 2!1%1&
Semester:
"IN#E$
Course Description:
5ar!eting is )ni>ersal: t"e statement "olds true or not& 5ar!eting "as
e>ol>ed a lot since t"e early "uman settlement days passing t"roug"
t"e ages o* disco>ery and later imperialism( t"e -ars and restructured
-orld order -it" super nationals li!e WTO loo!ing a*ter t"e trade
across t"e -orld0
5ar!eting o* tea initially called eDotic drin! o* t"e east to coco around
t"e -orld -as an outcome o* t"e great eDc"ange a*ter t"e disco>ery o*
t"e Americas( t"e trade c"anged drastically in t"e /Et" century0
T"e #ndian mar!ets -ere al-ays o>er s"o-ed y t"e go>ernment?s
commitment to-ards t"e socialist t"oug"t and more or less mar!eting
-as ne>er a Feld to pay attention to( -it" t"e e>ident o* t"e LP' era in
early /EE8s mar!eting started ta!ing s"ape in #ndian conteDt0
T"e course ac!ground endea>ours to incorporate t"e e>aluation o*
mar!eting as a discipline o* study on t"e -orld stage across t"e ages
and later "as a dri>ing *orce -"ic" is indispensale in current
mar!eting scenario -it" e>ident o* ne-er *ormats li!e digital mar!eting
and glocalisation "as called *or t"e understanding o* t"e su4ect in a
practical -ay0
)rereCuisite an; Co%reCuisite:
%5S /3/
%asic understanding o* usiness en>ironment and *unctions0
Read and identi*y t"e prolems in understanding t"e concepts e*ore t"e
start o* eac" session0 #* you are unale to get t"e conceptual clarity a*ter
t"e end o* t"e session( immediately as! Kuestions in t"e class +i* time
11
permits,( or a*ter t"e class +pre*eraly same day,0 Try to sol>e prolems on
your o-n( -"ic" "a>e already sol>ed in t"e class0 #n case o* dificulty( as!
*riends( or teac"er0 Any dificulty in understanding t"e concepts and tools
-"ile studying usiness ne-spapers and listening to usiness ne-s
c"annels( clari*y your douts y as!ing *riends( or t"e teac"er0
Course O5?ecti9es:
T"e learning goals and objectives o* t"is course *or students to pursue
management education are:
/0T"e purpose o* t"is course is to de>elop an understanding o* t"e underlying
concepts( strategies and t"e issues in>ol>ed in t"e eDc"ange o* products and ser>ices
in modern -orld GSu9goal: /07(/0H(/0<(H0/ and H03I
30 T"is course intends to pro>ide a alanced t"eoretical and practical approac" to
mar!eting and t"us its practical application0 GSu9goal: 70/( 703( and 707I
70 T"e Topics o* t"e syllaus s"all e addressed and discussed *rom an application
oriented perspecti>e0 GSu9goal: 30/( 303( 307( H0/ and H03I
& Components o* E9a'uation: T"e *ollo-ing are components o* e>aluation0
#3eor(
Component
s
Interna' =C-# 1D 2 <
Case stu;ies1 )ro?ect
$eport>
Semester En;
E:amination =SEE>
Marks <8 /88
Sca'e;
Marks
<8 <8
#ota' Marks /88
Sca'e;
Marks
/88
12
13
Curricu'um Mapping:
Curricu'um Mapping
#3e MB-1BB-1BMS
)rogram "i'' =6oa's>
#3e Management )rogram 6ra;uate 2i''
=O5?ecti9es: Su5%6oa's>
/0 De>elop eEecti9e
communication ski''s <
capa5i'ities in a local and
gloal conteDt
/0/ Cn"ance negotiation s!ills to reac" mutually
acceptale solutions to a prolems common in
usiness ( go>ernment( legal and personal
relations"ips
/03 Demonstrate "ig" le>el o* cross9cultural
understanding
/07 Demonstrate "ig" degree o* People s!ills to
manage relations in usiness conteDt
/0H De>elop smart presentation s!ills *or
persuasi>e communication across sta!e"older
relations"ips
/0< Demonstrate "ig" proFciency o* %usiness
S!ills in gloally competiti>e en>ironment
30 Nurturing management
graduates to "a>e
understanding o* socia'
responsi5i'it( an;
5usiness sustaina5i'it(
30/ Demonstrate understanding o* social
responsiilities in usiness conteDt
303 RecogniAe issues o* usiness compliance in a
regulatory en>ironment
307 Demonstrate et"ics and >alue orientation in
a usiness and societal conteDt
70 De>elop creati9it( an;
inno9ati9e t3inking to
sol>e usiness prolems
and manage multi9
sta!e"older relations"ips
70/ Critically analyAe situations *or *or-ard
t"in!ing t"roug" creati>ity
703 Demonstrate tec"no9sa>>y and
entrepreneurial capailities to manage
integrated en>ironments
707 Demonstrate prolem sol>ing and decision
ma!ing ailities in dynamic en>ironments
H0 De>elop management
graduates -"o eD"iit
g'o5a' orientation
H0/ De>elop management graduates -"o
demonstrate gloal t"in!ing ta!ing into account
local considerations
H03 Demonstrate in*ormed strategic capailities
t"roug" application o* conceptual !no-ledge
-it" applied orientation in ot" local and gloal
conteDt
-ssessment o* Learning 6oa's an; O5?ecti9es:
Components o* e>aluation are >ery crucial pertaining to assessing t"e learning goals
and o4ecti>es o* t"e course0 Jeeping in mind students? "eterogeneous ac!ground(
and strategies speciFed ao>e( t"e *ollo-ing components o* e>aluation "a>e een
designed to assess t"e learning goals and o4ecti>es0 @uiAAes -ill e>aluate t"e
conceptual clarity o* eac" student most *reKuently0 Case studies discussion( pro4ect
report presentation and semester end eDamination -ill assess t"e learning goals /( 3
and 7 as mentioned ao>e0
14
Learning 6oa's an;
O5?ecti9es@
-ssessment Components an; Marks / 3 7
@uiA. Case Studies. Pro4ect Report
Presentation +38 5ar!s,
L L L
CAT9/ B CAT93 +78 5ar!s, L L L
Semester Cnd CDamination +<8 5ar!s, L L L
M 1or details o* /( 3( 7 learning goals and o4ecti>es( see ao>e o* t"is course outline
Quiz/ Case Studies/ Project Report Presentation
T"is is an indi>idual assessment component o* e>aluation consisting o* conceptual(
t"eoretical and numerical multiple c"oice Kuestions0 T"ere -ill e at least 7 KuiAAes and
est 3 -ill e ta!en into consideration *or Fnal grade o* students0 Similarly( case studies
discussion and pro4ect report presentation mig"t also e considered as t"e components o*
e>aluation to assess students? per*ormance in a group0 T"roug" case studies and pro4ect
report presentation students are eDpected to apply mar!eting concepts and models in a
decision9ma!ing setting to ac"ie>e t"e o4ecti>es o* t"e Frm( i0e0 proFt maDimiAation0
T"roug" t"ese components students -ill also de>elop t"eir creati>e and inno>ati>e t"in!ing
y ta!ing critical in>estment decisions into consideration0
Continuous Assessment Test 1 & 2 CAT!1 & CAT!2"
T"is component o* e>aluation is to assess t"e per*ormance o* students a*ter t"e completion
o* /< lectures and 78 lectures respecti>ely0 T"is is to monitor students? per*ormance
continuously and ma!e t"em a-are aout t"eir mista!es and -rong understanding o* t"e
concepts0
Semester #nd #$amination S##"
Semester Cnd CDamination is to assess students indi>idually y !eeping t"e o>erall learning
goals and o4ecti>es in mind0 T"e Kuestions are mostly analytical and situational0
Signature o* Facu't(
Date: 11%!/%2!1&
15
/ Na
me
o* t"e 1aculty : Pro*0 2asleen Rana
Marketing Management
Fa!ult"# $rof% &asleen 'ana
Course Co(e BMS 121
Slot M1) *e(1) +,1) Fr 1 -.a!, !lass 5 minutes/
S&
No
"'(
e
T)*e
+s('r(),
- '(. Le/(ure To0)/ Boo1 Ch'0(er
Mo2u&e %
1 6 Fe0
1efinition of marketing) 2istori! 3ros3e!ti4e
an( e4aluation of Marketing as a fiel( of
stu(") 'ele4an!e of marketing in mo(ern
0usiness
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1
2 7 Fe0
1ifferen!es among ser4i!es) +angi0ilit"
!ontinuum an( integrating 5it, ot,er
fun!tions
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1
3 1 Fe0
6ee(s) 5ants an( (eman( Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1
4 11 Fe0
Customer 4alue an( satisfa!tion) marketing
task
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1
5 13 Fe0 Marketing !on!e3ts -$ro(u!tion) 3ro(u!t)
selling) marketing) so!ial marketing
!on!e3ts/7
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 2
16
6a'gotias
Uni9ersit(
COU$SE -C#I7I#IES
Lesson )'an
8ear: 2!1%1&
Semester: "IN#E$
6 17 Fe0
'elations,i3 marketing) So!ial Marketing
Con!e3t
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 2
Module II
7 18 Fe0
8ntro(u!tion an( 6ature of Strategi!
Marketing
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1,2
8 21 Fe0
Strategi! Marketing $ro!ess) Marketing
9nal"sis : 8nternal
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

9 24 Fe0
9nal"sis of Marketing Situation : .;ternal)
Formulating Marketing Strateg") Marketing
$rogram 1e4elo3ment) 8m3lementing an(
Managing Marketing Strateg"
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

1 3
Mar!
,

'ole of Marketing in Business
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

11 4 Mar
Marketing $lans) 8m3ortan!e of Marketing
$lanning) Strateg" <e4el
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

12 7 Mar
Marketing $lans) 8m3ortan!e of Marketing
$lanning) Strateg" <e4el
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

13 1 Mar
Cor3orate Mission ) .sta0lis,ment of
SB=s ) 'esour!e 9llo!ation) $lanning 6e5
Businesses) 1o5nsi>ing .;isting
Businesses
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

14 1 Mar
#"$ Matri%
&he Marketing Planning Process
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

17
15 11 Mar

?=8> 1 an( ?ui> 1is!ussion
Han' (!t

13 Mar
C9+@8
18 Mar
19 Mar
21 Mar
22 Mar
Module III
16 25 Mar
9n o4er4ie5 of marketing en4ironment)
8nternal an( .;ternal Marketing
.n4ironment 9nal"sis Mi!ro Marketing
.n4ironment) Ma!ro Marketing
.n4ironment
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 3
17 27 Mar
8ntro(u!tion to !onsumer 0e,a4ior for
Consumer 0u"ing 0e,a4ior Fa!tors affe!ting
0u"ing 0e,a4ior)
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 3
18 28 Mar
+"3es of Bu"ing situations) Consumer
(e!ision making 3ro!ess -fi4e ste3 mo(el/)
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 3
Module IV
19 31 Mar
Argani>ational 0u"ing 0e,a4ior)
Argani>ational 0u"ing 3ro!ess
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 5
2 1 93r
Basi!s of Marketing 'esear!,) *,at are t,e
uses of Marketing 'esear!,B Market
'esear!, 4s% Marketing 'esear!,)
?ualitati4e CS ?uantitati4e 'esear!,)
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 5
21 3 93r
Marketing information S"stem) +,e
Marketing 'esear!, $ro!ess) 1ata
Colle!tion +e!,niDues
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 5
22 4 93r 6ee() !on!e3t an( nature of Market
Segmentation)
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 5
18
23 7 93r
Basis E strategies for segmenting Consumer
an( Business markets)
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 5
Module V
24 8 93r
Mass marketing 4s% Segmentation
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 4
25 9 93r
933roa!,es an( strategies for +argeting)
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 4
26 11 93r 1ifferentiation an( $ositioning%
Han' (!t "hapter 4
27 14 93r
+"3es of $ro(u!ts
$ro(u!t <ine E +"3es
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter )
28 15 93r
8m3ortant 0ran(ing terms @ $ur3ose of
0ran(ing @ Bran(ing strategies
C,ara!teristi!s of goo( 0ran( names @
Basi! 3ur3oses
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter )
29 21 93r
$a!kaging) @ $rimar") se!on(ar") s,i33ing
3a!kages) 6e5 $ro(u!t (e4elo3ment
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter )
3 22 93r $ro(u!t <ife C"!le t"3es an( !,ara!teristi!
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter *

32 24 93r 'e4ision for C9+@88
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e

33 25 93r 'e4ie5 an( 8ntegration

28 93r
C9+@88
3 93r
5 Ma"
19
Module VI
34 6 Ma" $ri!e .lasti!it") $ri!ing A0Fe!ti4es
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1+
35 8 Ma"
$ri!ing met,o(s@!ost 3lus 3ri!ing 4alue
0ase( 3ri!ing) +arget 'eturn 3ri!ing)
$s"!,ologi!al $ri!ing
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 11
36 9 Ma" Carious $ri!e 1is!ounts E $ri!ing Strategies
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 11
37 12 Ma"
Con!e3t @ *," marketing
interme(iaries are use(B) 1ifferent
le4el )C,annels) +"3es of !,annel
flo5
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 12
38 15 Ma"
C,annel (esign (e!isions%
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 12
39 16 Ma"
+ele s,o33ing @ Cisual S,o33ing @
Mails s,o33ing t,roug, t,e 8nternet
an( self ser4i!e stores%
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 12
4 19 Ma"
Con!e3t @ MaFor fa!tors 5,i!,
influen!e t,e (esigning of an
a33ro3riate 3romotion mi;%
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 14
41 21 Ma"
Brief intro(u!tion to a(4ertising
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 15
42 22 Ma"
Sales $romotion) $') an( $u0li!it"%
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 15
2
43 23 Ma"
Carious !,annels use( for $romotion%
=se of .@!ommer!e in $romotion%
Principles of
Marketing by
Kotler,
Armstrong,
Agnihotri,
Ha!e
"hapter 1,
Date: 11%!/%2!1&
21
6a'gotias
Uni9ersit(
COU$SE -C#I7I#IES
MODULE
8ear: 2!1%1&
Semester:
"IN#E$
Sl0
No
0
Date
1rom
Date
To
No0 o*
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ns
5odule O4ecti>
es B
Outcom
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5odule #: T"e
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5ar!eting( t"e core
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approac"es on
1+D 1+&D
1+4D &+1D
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2 7.H.38/H 33.<.38/< 22
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TeDt %oo!(
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Date: 11%!/%2!1&
Note: /0Cnsure t"at all topics speciFed in t"e course are mentioned0
30 Additional topics co>ered( i* any( may also e speciFed 5o';'(+
70 5ention t"e corresponding course o4ecti>e and outcome numers against eac" topic0
22
6a'gotias
Uni9ersit(
COU$SE Comp'etion Sc3e;u'e
8ear: 2!1%1&
Semester:
"IN#E$
Total No0 o* #nstructional periods a>ailale *or t"e course: H< +last < periods re>ised t"e syllaus
co>ered,
Date: 11%!/%2!1&
23
S0
No0
Description Duration +Date, Total
no0 o*
Session
s
1rom To
1+
5odule #: T"e asics o* 5ar!eting( t"e core
concepts( ne-er a>enues and approac"es on
mar!eting
:.83.38/H
7.8H.38/
H
22
2+
5odule ##: )nderstanding t"e mar!eting miD
;.H.38/H
33.<.38/
H
22
6a'gotias
Uni9ersit(
COU$SE OU#COMES
8ear: 2!1%1&
Semester:
"IN#E$
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
MODEL FUES#ION )-)E$
8ear: 2!1%1&
Semester: "IN#E$
24
S0
No0
Description Duration +Date, Outcom
es
1rom To
1+
5odule #: T"e asics o* 5ar!eting( t"e core
concepts( ne-er a>enues and approac"es on
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:.83.38/
H
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1+D 1+&D
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5odule ##: )nderstanding t"e mar!eting miD
;.H.38/H
33.<.38/
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2+1D 2+2D
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an; &+2
See -nne:ure 1
6a'gotias
Uni9ersit(
LECTURES SLIDES, TUTORIALS AND
OTHER LEARNING RESOURCE
8ear: 2!1%1&
Semester: "IN#E$
25
PROVIDED
H Name o* t"e 1aculty : Pro*0 2asleen Rana
< Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
: Program : %5S +/st Year( ## Semester,
See -nne:ure 2
Date: 11%!/%2!1&
8ear: 2!1%1&
Semester: "IN#E$
26
; Name o* t"e 1aculty : Pro*0 2asleen Rana
P Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
E Program : %5S +/st Year( ## Semester,
SEE -NNEAU$E
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
EVALUATED SAMPLES OF
ASSIGNMENTS
8ear: 2!1%1&
Semester: "IN#E$
// Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
/3 Program : %5S +/st Year( ## Semester,
SEE -NNEAU$E &
27
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
CAT-I AND CAT-II QUESTION PAPER
AND EVALUATION SCHEME
8ear: 2!1%1&
Semester: "IN#E$
/H Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
/< Program : %5S +/st Year( ## Semester,
See -nne:ure 4
28
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
COU$SE -C#I7I#IES
De5arre; List G C-# I
8ear: 2!1%1&
Semester:
"IN#E$
29
Sc3oo' o* Business )rogram <
8ear: MB- < 2!1%1&
S+ No Enro'ment No+ Name o* t3e Stu;ents
/
/787/8788: Jus"agra Agni"otri
3
/787/8788H 'o>ind Rai
7
H
<
:
;
P
E
/8
//
/3
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
COU$SE -C#I7I#IES
De5arre; List G C-# II
8ear: 2!1%1&
Semester:
"IN#E$
/: Name o* t"e 1aculty : Pro*0 2asleen Rana
/; Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
/P Program : %5S +/st Year( ## Semester,
3
Sc3oo' o* Business )rogram < 8ear: MB-
< 2!1%1&
SL.
No.
A2*)ss)o,
No.
,ro&&*e,
( No.
NAM
#M- 121
Marketing
Manageme
nt
1
13GSOB103001 1303103011 YASH VARDHAN

2
13GSOB103002 1303103001 Anurag Khandelwal

3
13GSOB103003 1303103002 Atul Sharma

4
13GSOB103004 1303103007 al!t Ra"

5
13GSOB10300# 1303103003 GA$RAV %RA&A% S'NGH

6
13GSOB10300( 130310300) %ra*h! Bhardwa"

7
13GSOB103007 130310300+ Shu,ham Ar-ra

8
13GSOB10300) 130310300# H./AN& S'NGH

9
13GSOB10300+ 130310300( Ku0hagra Agn!h-tr!
24.
10
13GSOB103010 1303103010 Suhan! Naur!1al

11
13GSOB103011 1303103004 G-2!nd Ra!

12
13GSOB103012 1303103012 %ra,hat Da1al

S CKual or more t"an ;<T o* attendance0 $ence( no students -ere dearred0
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
EVALUATED SAMPLE ANSWER
BOOKS
8ear: 2!1%1&
Semester: "IN#E$
31
/E Name o* t"e 1aculty : Pro*0 2asleen Rana
3/ Program : %5S +/st Year( ## Semester,
Date: 11%!/%2!1&
See -nne:ure /
6a'gotias
Uni9ersit(
COURSE OUTCOME
COMPLIANCE
8ear: 2!1%1&
Semester: "IN#E$
32

33 Name o* t"e 1aculty : Pro*0 2asleen Rana
3H Program : %5S +/st Year( ## Semester,
S& No
A2*)ss)o,
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,( No.
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o3 10.
1 13GSOB103001 1303103011 YASH VARDHAN
)
2 13GSOB103002 1303103001 Anurag Khandelwal
)
3 13GSOB103003 1303103002 Atul Sharma
/
4 13GSOB103004 1303103007 al!t Ra"
5
5 13GSOB10300# 1303103003 GA$RAV %RA&A% S'NGH
5
/ 13GSOB10300( 130310300) %ra*h! Bhardwa"
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* 13GSOB10300+ 130310300( Ku0hagra Agn!h-tr!
+
1+ 13GSOB103010 1303103010 Suhan! Naur!1al
4
11 13GSOB103011 1303103004 G-2!nd Ra!
,
12 13GSOB103012 1303103012 %ra,hat Da1al
)
Date: 11%!/%2!1&
6a'gotias
Uni9ersit(
PERFORMANCE TARGET AND
COMPLIANCE
8ear: 2!1%1&
Semester: "IN#E$
33
3< Name o* t"e 1aculty : Pro*0 2asleen Rana
3: Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
3; Program : %5S +/st Year( ## Semester,
See -nne:ure .
8ear: 2!1%1&
Semester: "IN#E$
34
6a'gotias
Uni9ersit(
ATTENDANCE AND
PERFORMANCE MONITORING
DURING THE SEMESTER
3P Name o* t"e 1aculty : Pro*0 2asleen Rana
3E Su4ect.Course : 5ar!eting 5anagement( Course Code: %5S /3/
See -nne:ure H

35
6a'gotias
Uni9ersit(
COU$SE -C#I7I#IES
$esu't -na'(sis G C-# ID II <
FuiIIes
8ear: 2!1%1&
Semester:
"IN#E$
See -nne:ure 0
Date: 11%!/%2!1&
36

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