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Lovely Professional University, Punjab

Course Code Course Title Course Planner Lectures Tutorials Practicals Credits
MKT501 MARKETING MANAGEMENT 12377::Malika Rani 3.0 1.0 0.0 4.0
Course Category Courses with conceptual focus
TextBooks
Sr No Title Author Edition Year Publisher Name
T-1 Marketing Management Philip Kotler, Kevin Lane
Keller, Abraham Koshy,
Mithileshwar Jha
14th 2013 Pearson Education
Reference Books
Sr No Title Author Edition Year Publisher Name
R-1 Marketing Management Ramaswamy, Namakumari 5th 2013 Tata McGraw Hill, India
R-2 Marketing Management Rajan Sexena 4th 2009 Tata McGraw Hill, India
Other Reading
Sr No Journals articles as Compulsary reading (specific articles, complete reference)
OR-1 Case: The Kumbhakarna Syndrome, Principles of Marketig, 13th Edition, Page 69 ,
OR-2 Case: RIN Detergent: To Position or Reposition, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=69532&R=M313A-PDF-
ENG&conversationId=3283547 ,
OR-3 Case: Nirali Hotels, http://www.scribd.com/doc/80781369/11834-Nirali-Hotels-Resorts ,
OR-4 Dainik Bhaskar - The Punjab Launch, Indian Journal of Marketing, Volume 37, Issue 11, November 2007 ,
OR-5 Amways Indian Network Marketing Experience, Rajan Saxena, Marketing Management,Tata McGraw Hill, 4th Ediction, New Delhi, pp771 to 778 ,
OR-6 Increasing Role of Children In Family Purchase Decisions, Dr. Prashant Trpathi, Indian Journal of Marketing, June 2011, pg 29-35 ,
OR-7 Maggi Noodles: Magic of The 2 minute Campaign, Rajni kamboj, Indian Journal of Marketing, April 2012, pg 58-64 ,
OR-8 Case: Fab India, Marketing Management, Rajan Saxena, 4th Edition ,
OR-9 Caselet: HUL: A Product for every customer, Principles of Marketing, 13th Edition. pp. 173 ,
OR-10 Case: Cadbury manages crisis with IMC, Kruti Shah, Advertiisng and promotions, pp 59 ,
OR-11 Case: Women on Wheels, http://www.afaqs.com/perl/news/case_studies/download.html?x=lr&cid=NjQ= &uid=MjYwNzkw ,
OR-12 Case Dell: Selling Directly, Globally, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=66988&R=HKU069-PDF-ENG&conversationId=3283831 ,
OR-13 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 ,
Relevant Websites
Sr No (Web address) (only if relevant to the course) Salient Features
RW-1 http://economictimes.indiatimes.com/ News related to various issues of Marketing
RW-2 www.business-standard.com (The "Strategist" supplement) News about latest happening in marketing
RW-3 http://en.wikipedia.org/wiki/Green_marketing Details about green marketing
Audio Visual Aids
Sr No (AV aids) (only if relevant to the course) Salient Features
AV-1 Video on Project Shakti, http://www.youtube.com/watch?v=E7Hvp_CCtYY Related to Distribution Channels
AV-2 Advertisements of cadury,
http://www.afaqs.com/advertising/creative_showcase/browse.html?
srch_keyword=Cadbury&media=---&category=---&Search=Search
Mass Media
Week
Number
Lecture
Number
Broad Topic(Sub Topic) Chapters/Sections
of Text/reference
books
Other Readings,
Relevant
Websites, Audio
Visual Aids,
software and
Virtual Labs
Lecture Description Learning Outcomes Pedagogical Tool
Demonstration/ Case
Study / Images /
animation / ppt etc.
Planned
Week 1 Lecture 1 Introduction to Marketing and
Strategic Marketing Planning
(Nature and Scope of Marketing)
T-1:CH 1 Nature of marketing,
Scope of marketing,
Basic concepts of
marketing (Need, want,
demand)
Students will be able to
learn the basic meaning
of marketing and scope
of marketing
Class discussion with
the help of examples
Lecture 2 Introduction to Marketing and
Strategic Marketing Planning
(Nature and Scope of Marketing)
T-1:CH 1 Nature of marketing,
Scope of marketing,
Basic concepts of
marketing (Need, want,
demand)
Students will be able to
learn the basic meaning
of marketing and scope
of marketing
Class discussion with
the help of examples
Detailed Plan For Lectures
LTP week distribution: (LTP Weeks)
Weeks before MTE 7
Weeks After MTE 7
Spill Over 3
Week 1 Lecture 3 Introduction to Marketing and
Strategic Marketing Planning
(Marketing Management
Philosophies)
T-1:Ch 1 Philosophies of
marketing, difference
between selling and
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.
Class discussion with
the help of examples
Week 2 Lecture 4 Introduction to Marketing and
Strategic Marketing Planning
(Marketing Management
Philosophies)
T-1:Ch 1 Philosophies of
marketing, difference
between selling and
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.
Class discussion with
the help of examples
Lecture 5 Introduction to Marketing and
Strategic Marketing Planning
(Marketing Environment)
T-1:Ch 3 OR-1
RW-1
RW-2
Definition of Marketing
environment, Micro and
Macro environment
Students will be able to
learn various
component of micro
and macro
environment. Also
students will be able to
analyze the impact of
marketing environment
on various businesses
Article discussion
Lecture 6 Introduction to Marketing and
Strategic Marketing Planning
(Marketing Environment)
T-1:Ch 3 OR-1
RW-1
RW-2
Definition of Marketing
environment, Micro and
Macro environment
Students will be able to
learn various
component of micro
and macro
environment. Also
students will be able to
analyze the impact of
marketing environment
on various businesses
Article discussion
Week 3 Lecture 7 Introduction to Marketing and
Strategic Marketing Planning
(Marketing Environment)
T-1:Ch 3 OR-1
RW-1
RW-2
Definition of Marketing
environment, Micro and
Macro environment
Students will be able to
learn various
component of micro
and macro
environment. Also
students will be able to
analyze the impact of
marketing environment
on various businesses
Article discussion
Week 3 Lecture 8 Introduction to Marketing and
Strategic Marketing Planning
(Marketing Environment)
T-1:Ch 3 OR-1
RW-1
RW-2
Definition of Marketing
environment, Micro and
Macro environment
Students will be able to
learn various
component of micro
and macro
environment. Also
students will be able to
analyze the impact of
marketing environment
on various businesses
Article discussion
Lecture 9 Introduction to Marketing and
Strategic Marketing Planning
(Strategic Planning)
T-1:Ch 2 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.
Activity: One situation
will be given to
students related to
strategy for which they
choose one alternative.
Week 4 Lecture 10 Introduction to Marketing and
Strategic Marketing Planning
(Strategic Planning)
T-1:Ch 2 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.
Activity: One situation
will be given to
students related to
strategy for which they
choose one alternative.
Lecture 11 Introduction to Marketing and
Strategic Marketing Planning
(Strategic Planning)
T-1:Ch 2 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.
Activity: One situation
will be given to
students related to
strategy for which they
choose one alternative.
Lecture 12 Marketing Planning(Meaning of
Segmentation)
T-1:CH 7 OR-9 Meaning of
Segmentation, Bases for
segmentation
Students will be able to
analyze on what bases
different companies are
segmenting their market
Case discussion
Week 5 Lecture 13 Marketing Planning(Targeting
Strategies)
T-1:Ch 7 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
Lecture 14 Marketing Planning(Positioning) T-1:Ch 9 OR-2 Developing and
establishing a brand
positioning, POP, POD,
Differentiation strategies
Students will be able to
learn about learn how
companies can position
and differentiate
themselves
Case discussion
Lecture 15 Marketing Planning(Positioning) T-1:Ch 9 OR-2 Developing and
establishing a brand
positioning, POP, POD,
Differentiation strategies
Students will be able to
learn about learn how
companies can position
and differentiate
themselves
Case discussion
Week 6 Lecture 16 Marketing Planning(Consumer
Buying Behaviour)
T-1:CH 5 Definition of Consumer
buying behviour, factors
affecting buying
behaviour
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
Marketing Planning(Factors
affecting Consumer Buying
Behaviour)
T-1:Ch 5 Definition of Consumer
buying behviour, factors
affecting buying
behaviour
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
Marketing Planning(Buying Roles) T-1:CH 5 OR-6 Definition of Consumer
buying behviour, factors
affecting buying
behaviour
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
Lecture 17 Marketing Planning(Process of
Business Buying Behaviour)
T-1:Ch 6 Consumer buying
process, business buying
process
Students will be able to
analyze various stages
of buying process
Activity: students will
be asked to write down
the process that they
followed while buying
mobile phone/laptop
Lecture 18 Marketing Planning(Introduction
to Competition)
T-1:Ch 9 Identifying direct and
indirect competitors,
Micheal Porter five force
Model
Students will be able to
apply Micheal Porter`s
five force model on
various Industries in
India
Video
Marketing Planning(Michael
Porter Five Force Model)
T-1:Ch 9 Identifying direct and
indirect competitors,
Micheal Porter five force
Model
Students will be able to
apply Micheal Porter`s
five force model on
various Industries in
India
Video
Week 7 Lecture 19 Fundamentals of Product and
Brand(Product Mix)
T-1:Ch 8 Concepts of product mix,
product life cycle
strategies
Students will be able to
design product mix of
various companies
Discussion
Fundamentals of Product and
Brand(Product Life Cycle)
T-1:Ch 8 OR-7 Concepts of product mix,
product life cycle
strategies
Students will be able to
design product mix of
various companies
Case discussion
Lecture 20 Fundamentals of Product and
Brand(New Product Development)
T-1:Ch 11 Ch 19 Product decision,Stages
of New product
development
Students will be able to
learn about the process
of new product
development and
various product
decision
Class discussion
Week 7 Lecture 20 Fundamentals of Product and
Brand(Product Decisions)
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
Activity: Students will
be given specify
brands for which they
have identify the
branding strategy
Fundamentals of Product and
Brand(Introduction to Branding)
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
Activity: Students will
be given specify
brands for which they
have identify the
branding strategy
Fundamentals of Product and
Brand(Branding strategies)
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
Activity: Students will
be given specify
brands for which they
have identify the
branding strategy
Lecture 21 Fundamentals of Product and
Brand(Branding strategies)
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
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
(Process of setting Price)
T-1:Ch 13 Meaning of pricing,
Process of setting,
factors affecting pricing
Students will able to
analyze various factors
which affect the pricing
decision
Class discussion
Pricing and Channel Decisions
(Factor affecting Pricing Decision)
T-1:Ch 13 Meaning of pricing,
Process of setting,
factors affecting pricing
Students will able to
analyze various factors
which affect the pricing
decision
Class discussion
Week 8 Lecture 23 Pricing and Channel Decisions
(Pricing Strategies)
T-1:Ch 13 Pricing strategies,
Various Methods of price
setting
Students will be able to
learn various pricing
methods and strategies.
Also for some
companies students will
be able to identify their
pricing strategies
Discussion
Pricing and Channel Decisions
(Methods of setting Price)
T-1:Ch 13 Pricing strategies,
Various Methods of price
setting
Students will be able to
learn various pricing
methods and strategies.
Also for some
companies students will
be able to identify their
pricing strategies
Discussion
Lecture 24 Pricing and Channel Decisions
(Channel Design Decisions)
T-1:Ch 14 OR-5 Importance of Channels,
Multichannel, Channel
functions, channel levels,
Channel design decisions
Students will be able to
learn various concepts
related to channels.
Also students will be
able to analyze which
particular channel
should be used
according to target
audience
Case discussion
Week 9 Lecture 25 Pricing and Channel Decisions
(Channel Design Decisions)
T-1:Ch 14 OR-5 Importance of Channels,
Multichannel, Channel
functions, channel levels,
Channel design decisions
Students will be able to
learn various concepts
related to channels.
Also students will be
able to analyze which
particular channel
should be used
according to target
audience
Case discussion
Lecture 26 Pricing and Channel Decisions
(Wholesaling)
T-1:Ch 15 AV-1 Functions of
wholesalers, Market
logistics
Students will be able to
analyze the role pf
wholesalers in current
marketing environment
Discussion
Lecture 27 Pricing and Channel Decisions
(Retailing)
T-1:Ch 15 OR-8 Types of retailers, New
retail environment,
private labels
students will be able to
analyze the types of
retailers. Also they will
be able to learn the role
of retailers
Case discussion
Week 10 Lecture 28 Managing Integrated Marketing
Communication(Introduction to
IMC)
T-1:Ch 16 OR-4 Role of marketing
communication,
Communication mix,
tools of IMC
Students will be able to
analyze the role of
various tools of IMC
Case discussion
Managing Integrated Marketing
Communication(Tools of IMC)
T-1:Ch 16 OR-4 Role of marketing
communication,
Communication mix,
tools of IMC
Students will be able to
analyze the role of
various tools of IMC
Case discussion
Week 10 Lecture 29 Managing Integrated Marketing
Communication(Designing
effective Marketing
Communication)
T-1:Ch 16 OR-10 Developing the effective
marketing
communication
Students will be able to
design in IMC program
for various products and
services
Case discussion
Lecture 30 Managing Integrated Marketing
Communication(Developing and
Managing Advertising Program)
T-1:Ch 16 AV-2 Various steps of
designing and managing
advertising program
Students will be able to
design effective
advertising program for
various products and
service
TV and print ads can
be discussed
Week 11 Lecture 31 Managing Integrated Marketing
Communication(Developing and
Managing Advertising Program)
T-1:Ch 16 AV-2 Various steps of
designing and managing
advertising program
Students will be able to
design effective
advertising program for
various products and
service
TV and print ads can
be discussed
Lecture 32 Managing Integrated Marketing
Communication(Sales Promotion)
T-1:Ch 17 Advertising versus sales
promotion, types and
tools of sales promotion
program
Students will be able to
decide which sales
promotion tool should
be used according to
product category
Example discussion
Lecture 33 Managing Integrated Marketing
Communication(Sales Promotion)
T-1:Ch 17 Advertising versus sales
promotion, types and
tools of sales promotion
program
Students will be able to
decide which sales
promotion tool should
be used according to
product category
Example discussion
Week 12 Lecture 34 Managing Integrated Marketing
Communication(Personal Selling)
T-1:Ch 18 OR-11 Designing the sales
force, Managing the
sales force
Students will be able to
learn the process of
designing and
managing sales force
Role Play
Lecture 35 Managing Integrated Marketing
Communication(Public Relation)
T-1:Ch 17 OR-12 Marketing public
relations, major
decisions in marketing
PR, Benefits of direct
marketing, direct
marketing tools
Students will be able to
analyze the importance
of PR in today`s era.
Also students will be
able to design the direct
marketing program.
Example and case
discussion
Managing Integrated Marketing
Communication(Direct Marketing)
T-1:Ch 17 OR-12 Marketing public
relations, major
decisions in marketing
PR, Benefits of direct
marketing, direct
marketing tools
Students will be able to
analyze the importance
of PR in today`s era.
Also students will be
able to design the direct
marketing program.
Example and case
discussion
Lecture 36 Homework3
Week 13 Lecture 37 Marketing of Services
(Characteristics of Services)
T-1:Ch 12 Nature of services,
Service mix,
Characteristics of service
Students will be able to
analyze how services
are different from
products
Examples discussion
Week 13 Lecture 38 Marketing of Services(Servqual
Model)
T-1:Ch 12 Servqual Model,
managing customer
expectation
Students will be able to
learn the servqual
model. Also they will
be able to learn the
strategies for managing
customer service
Discussion
Lecture 39 Marketing Research(Marketing
Research Process)
T-1:Ch 3 Marketing research
process
Students will be able to
design the research
process for various
issues
Discussion
Week 14 Lecture 40 Current issues in Marketing
(Technology Driven Marketing)
Use of technology in
Marketing
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 41 Current issues in Marketing(Green
Marketing)
T-1:Ch 21 OR-13
RW-3
Cause related marketing,
Social marketing, Green
Marketing
Students will be able to
learn the concepts of
cause related marketing
and social marketing.
Also they will be able
to analyze how it adds
value to company and
its stakeholders
Discussion on various
examples and case
analysis
Current issues in Marketing
(Corporate Social Responsibility)
T-1:Ch 21 OR-13
RW-3
Cause related marketing,
Social marketing, Green
Marketing. Lecture 42
will be a revision lecture
Students will be able to
learn the concepts of
cause related marketing
and social marketing.
Also they will be able
to analyze how it adds
value to company and
its stakeholders
Discussion on various
examples and case
analysis
Lecture 42 Current issues in Marketing
(Corporate Social Responsibility)
T-1:Ch 21 OR-13
RW-3
Cause related marketing,
Social marketing, Green
Marketing. Lecture 42
will be a revision lecture
Students will be able to
learn the concepts of
cause related marketing
and social marketing.
Also they will be able
to analyze how it adds
value to company and
its stakeholders
Discussion on various
examples and case
analysis
Current issues in Marketing(Green
Marketing)
T-1:Ch 21 OR-13
RW-3
Cause related marketing,
Social marketing, Green
Marketing
Students will be able to
learn the concepts of
cause related marketing
and social marketing.
Also they will be able
to analyze how it adds
value to company and
its stakeholders
Discussion on various
examples and case
analysis
SPILL OVER
Week 15 Lecture 43 Spill Over
Week 15 Lecture 44 Spill Over
Lecture 45 Spill Over
Scheme for CA:
Component Frequency Out Of Each Marks Total Marks
Homework 2 3 10 20
Total :- 10 20
Details of Academic Task(s)
AT No. Objective Topic of the Academic Task Nature of Academic Task
(group/individuals/field
work
Evaluation Mode Allottment /
submission Week
HW1 To enhance the
selling skills of
students
The assignments would involve a target based selling project
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
Individual Sales target: 20
marks, Report: 10
marks
3 / 7
HW2 To enhance the
presentation and
analysis skills of the
students
Case studies to be given in sub groups for analysis and its
presentation to be taken in tutorials.
Group Analysis of case
problem: 20 marks,
Question Handling:
10 marks
3 / 11
HW3 To check the
conceptual and
analytical
knowledge of the
students and prepare
them for
examinations
A test of 30 marks would be conducted in lecture 36. Topics
covered till lecture 34 will be the syllabus for test.
Time allowed: 45 minutes.
Individual 6 Questions of 5
marks each. Marks
based on
performance
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)
Tutorial1 Introduction to Subject Discussion with the help of examples
Tutorial2 Group formation and details about case based
presentation
Case Analysis
Tutorial3 Debate-Does marketing creates or satisfies needs Debate
Tutorial4 Case based presentation Case Analysis
Tutorial5 Case based presentation Case Analysis
Tutorial6 Discussion on analytical question Problem Solving
Tutorial7 Doubt clearing session related to all the topics before
MTE
Problem Solving
After Mid-Term
Tutorial8 Analysis of MTE paper Problem Solving
Tutorial9 Case based presentation Case Analysis
Tutorial10 Case based presentation Problem Solving
Tutorial11 Case based presentation Case Analysis
Tutorial12 Case based presentation Case Analysis
Tutorial13 Discussion on analytical question related to all the
topics covered in class
Problem Solving
Tutorial14 Practice of analytical question and doubt clearing
sessions
Practice session