Lovely Professional University, Punjab

Course Code

Course Title

Course Planner

MKT501

MARKETING MANAGEMENT

15845::Dr. Pardeep Bawa

Course Weightage

ATT: 5

Course Orientation

CA: 40

Lectures Tutorials Practicals Credits

2

ETT: 55

Exam Category: X3: Mid Term Exam: Not Applicable End Term Exam:
MCQ + Subjective
COMPETITIVE EXAMINATION (Higher Education), KNOWLEDGE ENHANCEMENT, PLACEMENT EXAMINATION

TextBooks ( T )
Sr No

Title

Author

Edition

Year

Publisher Name

T-1

MARKETING MANAGEMENT

PHILIP KOTLER AND

KEVIN LANE KELLER

15th

2016

PEARSON

Author

Edition

Year

Publisher Name

Reference Books ( R )
Sr No

Title

R-1

MARKETING MANAGEMENT : A V S RAMASWAMY AND 5th

STRATEGIC DECISION -MAKING S NAMAKUMARI
APPROACH

2013

MCGRAW HILL EDUCATION

R-2

MARKETING MANAGEMENT

2009

MCGRAW HILL EDUCATION

RAJAN SAXENA

4th

Other Reading ( OR )
Sr No

Journals articles as Compulsary reading (specific articles, complete reference)

OR-1

Case on Electrolux in Text Book on page 58-59 ,

OR-2

Case on Audi in Text Book on page 96-97 ,

OR-3

Case on Microsoft in Text Book on page 129-131 ,

OR-4

Case on IDEO in Text Book on page 160-161 ,

OR-5

Case on Disney in Text Book on page 195-197 ,

OR-6

Case on IKEA in Text Book on page 198-199 ,

OR-7

Case on GE in Text Book on page 230-231 ,

OR-8

Case on Twitter Text Book on page 261-263 ,

OR-9

Case on L'Oreal in Text Book on page 262-263 ,

OR-10

Case on BMW in Text Book on page 294-295 ,

OR-11

Case on Nespresso in Text Book on page 319-321 ,

OR-12

Case on McDonald's in Text Book on page 359-361 ,

OR-13

Case on SABIC in Text Book on page 392-393 ,

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

OR-14

Case on Nivea in Text Book on page 426-427 ,

OR-15

Case on Club Med Text Book on page 459-460 ,

OR-16

Case on Apple in Text Book on page 495-496 ,

OR-17

Case on Air Arabia in Text Book on page 532-533 ,

OR-18

Case on L'oreal in Text Book on page 563-565 ,

OR-19

Case on Gillette in Text Book on page 596-597 ,

Relevant Websites ( RW )
Sr No

(Web address) (only if relevant to the course)

Salient Features

RW-1

http://www.knowthis.com/

This website contains articles, blogs, tutprials and videos on marketing

topics

RW-2

https://www.coursera.org/

This website contains free courses from top Universities of the world

RW-3

http://managementhelp.org/marketing/

This website contains marketing concepts explained in a simple language

RW-4

http://economictimes.indiatimes.com/features/brand-equity

This website contains articles of Brand Equity (Economin Times) on

various product and branding strategies

RW-5

http://www.business-standard.com/category/specials-strategist-10903.htm

This website contains articles of The Strategist (Business Standard) on

strategic marketing

Audio Visual Aids ( AV )

Sr No

(AV aids) (only if relevant to the course)

Salient Features

AV-1

Video Tutorial- Positioning: How to Stand Out in a Cluttered Market:

https://www.youtube.com/watch?v=EE4YAIuccIs&spfreload=10

Video contains a detailed explanation and application of Positioning

AV-2

Video Tutorial on Marketing: Positioning, Differentiation, and Value Proposition:

https://www.youtube.com/watch?v=ugYeT3sxuQw&spfreload=10

Video contains a detailed explanation and application of Positioning,

Differentiation, and Value Proposition

AV-3

Video Tutorial on Integrated Marketing Communication (IMC) Plan:

https://www.youtube.com/watch?v=NzvR6zsQXiY&spfreload=10

This video contains detailed explanation and application of IMC

AV-4

Video Tutorial on Product Life Cycle: https://www.youtube.com/watch?

v=CRfjJ9yOyp0&spfreload=10

This video contains detailed explanation and application of PLC

AV-5

Video tutorial on How to create loyal customers: https://www.youtube.com/watch?

v=C1jt6xvISqw&spfreload=10

This video explains in detail about how to create loyal customers

LTP week distribution: (LTP Weeks)

Weeks before MTE

Weeks After MTE

Spill Over (Lecture)

Detailed Plan For Lectures

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Week
Lecture
Number Number

Broad Topic(Sub Topic)

Week 1

Lecture 1

Understanding Marketing
Management(defining
marketing for the new
realities)

Lecture 2

Week 2

Chapters/Sections of Other Readings,

Text/reference
Relevant Websites,
books
Audio Visual Aids,
software and Virtual
Labs

Lecture Description

Learning Outcomes Pedagogical Tool Live Examples

Demonstration/
Case Study /
Images /
animation / ppt
etc. Planned

T-1:Chapter 1
R-1:Chapter 2

Lecture1: Introduction
to the course, Scope of
Marketing
Lecture 2: Core
Marketing Concepts

L1: Students
will be able to
comprehend the
various insights
required to develop
an insight into the
course
Lecture: 2 Students
will be able to
understand basic
marketing concepts

L1: Class
Discussion
L2: Class
Discussion

Understanding Marketing
Management(defining
marketing for the new
realities)

T-1:Chapter 1
R-1:Chapter 2

Lecture1: Introduction
to the course, Scope of
Marketing
Lecture 2: Core
Marketing Concepts

L1: Students
will be able to
comprehend the
various insights
required to develop
an insight into the
course
Lecture: 2 Students
will be able to
understand basic
marketing concepts

L1: Class
Discussion
L2: Class
Discussion

Lecture 3

Understanding Marketing
Management(developing
marketing strategies and
plans)

T-1:Chapter 2
R-1:Chapter 8 and 9

OR-1

Effect of Marketing on
Customer Value,
Strategic Planning at
Different Levels

Students will be able Case Discussion

to appraise the
significance of
strategic planning in
delivering customer
value

Lecture 4

Understanding Marketing
Management(creating longterm loyalty relationships)

T-1:Chapter 3

OR-2

Building Customer
Value, Maximising
Customer Lifetime
Value

Students will be able Case Discussion

to profile customers
so as to sustain a
profitable
relationship with
right customers

Renault to pitch
Kwid against
Maruti's Alto;
plans to launch
new versions in
February

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Week 3

Week 4

Lecture 5

Capturing Marketing
Insights(collecting
information and forecasting
demand)

T-1:Chapter 4

OR-3

L5: Analysing
Macroenvironment L6:
Forecasting and
Demand Measurement

L5: Students will be

able to analyze macro
market environment
L6: Students will be
able to forecast
demand on the basis
of market
environment for
products and services

L5: Case
Discussion
L6: Class
Discussion

L5: Defence
exports by
private sector
increase six-fold
after
policy changes,
Food regulator
FSSAI proposes
tougher
regulations for
food importers

Lecture 6

Capturing Marketing
Insights(collecting
information and forecasting
demand)

T-1:Chapter 4

OR-3

L5: Analysing
Macroenvironment L6:
Forecasting and
Demand Measurement

L5: Students will be

able to analyze macro
market environment
L6: Students will be
able to forecast
demand on the basis
of market
environment for
products and services

L5: Case
Discussion
L6: Class
Discussion

L5: Defence
exports by
private sector
increase six-fold
after
policy changes,
Food regulator
FSSAI proposes
tougher
regulations for
food importers

Lecture 7

Capturing Marketing
Insights(conducting
marketing research)

T-1:Chapter 5
R-1:Chapter 28

OR-4

L7: Importance of
Marketing Insight,
Marketing Research
Process
L8: Measuring
Marketing Productivity

L7: Students will be

able to conduct
marketing research to
solve a business
problem
L8: Students will be
able to measure
marketing
productivity

L7: Case
Discussion
L8: Class
Discussion

Lecture 8

Capturing Marketing
Insights(conducting
marketing research)

T-1:Chapter 5
R-1:Chapter 28

OR-4

L7: Importance of
Marketing Insight,
Marketing Research
Process
L8: Measuring
Marketing Productivity

L7: Students will be

able to conduct
marketing research to
solve a business
problem
L8: Students will be
able to measure
marketing
productivity

L7: Case
Discussion
L8: Class
Discussion

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Week 5

Week 6

Lecture 9

Connecting with Customers

(analyzing consumer
markets)

T-1:Chapter 6
R-1:Chapter 12
R-2:Chapter 6

OR-5
OR-6

L9: Factors that Affect

Consumer Behaviour
L10: Consumer Buying
Decision Process

L9: Students will be

able to analyze
factors that affect
consumer behaviour
to create customer
value
L10: Students will be
able to analyse
consumer decision
making process to
create customer value

L9: Case
Discussion
L10: Case
Discussion

Lecture 10 Connecting with Customers

(analyzing consumer
markets)

T-1:Chapter 6
R-1:Chapter 12
R-2:Chapter 6

OR-5
OR-6

L9: Factors that Affect

Consumer Behaviour
L10: Consumer Buying
Decision Process

L9: Students will be

able to analyze
factors that affect
consumer behaviour
to create customer
value
L10: Students will be
able to analyse
consumer decision
making process to
create customer value

L9: Case
Discussion
L10: Case
Discussion

Lecture 11 Connecting with Customers

(analyzing business markets)

T-1:Chapter 7
R-2:Chapter 7

OR-7

L11: Organisational
Buying and
Stakeholders in it
L12: Organisational
Buying Process

L11: Students will be

able to differentiate
between consumer &
business markets and
critically appraise the
role of stakeholders
in organisational
buying process
L12: Students will be
able to understand
organisational buying
process

L11: Case
Discussion
L12: Class
Discussion

Thanks to
startup boom, a
new set of
IT services
providers are
born in India

Lecture 12 Connecting with Customers

(analyzing business markets)

T-1:Chapter 7
R-2:Chapter 7

OR-7

L11: Organisational
Buying and
Stakeholders in it
L12: Organisational
Buying Process

L11: Students will be

able to differentiate
between consumer &
business markets and
critically appraise the
role of stakeholders
in organisational
buying process
L12: Students will be
able to understand
organisational buying
process

L11: Case
Discussion
L12: Class
Discussion

Thanks to
startup boom, a
new set of
IT services
providers are
born in India

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Week 7

Week 8

Lecture 13 Connecting with Customers

(tapping into global markets)

T-1:Chapter 8

OR-8
OR-9

L13: Deciding Whether

to Go Global and Which
Markets to Enter
L14: Analysing Entering
Strategies
L15: Revision

L13: Students will be

able to appraise
market environment
to decide to enter
offshore markets
L14: Students will be
able to appraise
different global
market entering
strategies
L15: Students will be
able to revise first
half of the syllabus

L13: Case
Discussion
L14: Case
Discussion
L15: Class
Discussion

Next big thing

in India's ecommerce:
Online
marketplace for
exports based
on Alibaba
model likely

Lecture 14 Connecting with Customers

(tapping into global markets)

T-1:Chapter 8

OR-8
OR-9

L13: Deciding Whether

to Go Global and Which
Markets to Enter
L14: Analysing Entering
Strategies
L15: Revision

L13: Students will be

able to appraise
market environment
to decide to enter
offshore markets
L14: Students will be
able to appraise
different global
market entering
strategies
L15: Students will be
able to revise first
half of the syllabus

L13: Case
Discussion
L14: Case
Discussion
L15: Class
Discussion

Next big thing

in India's ecommerce:
Online
marketplace for
exports based
on Alibaba
model likely

Lecture 15 Connecting with Customers

(tapping into global markets)

T-1:Chapter 8

OR-8
OR-9

L13: Deciding Whether

to Go Global and Which
Markets to Enter
L14: Analysing Entering
Strategies
L15: Revision

L13: Students will be

able to appraise
market environment
to decide to enter
offshore markets
L14: Students will be
able to appraise
different global
market entering
strategies
L15: Students will be
able to revise first
half of the syllabus

L13: Case
Discussion
L14: Case
Discussion
L15: Class
Discussion

Next big thing

in India's ecommerce:
Online
marketplace for
exports based
on Alibaba
model likely

SPILL OVER
Week 8

Lecture 16

Spill Over

MID-TERM
Week 9

Lecture 17 Building Strong Brands

(identifying market
segments and targets)

T-1:Chapter 9
R-1:Chapter 14
R-2:Chapter 8

OR-10

Bases for Segmenting

Consumer Markets,
Effective Segmentation
Criteria

Students will be able Case Discussion

to identify profitable
and sustainable
segments of the
market and target
them effectively

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Week 9

Lecture 18 Building Strong Brands

(crafting the brand
positioning)

T-1:Chapter 10
R-1:Chapter 16

OR-11

Developing a Brand
Students will be able Case Discussion
Positioning, Choosing a to develop a
Competitive Frame of
positioning startegy
Reference, Establishing
Brand Positioning

Week 10 Lecture 19 Building Strong Brands

(creating brand equity)

T-1:Chapter 11

OR-12

Building, Measuring and Students will be able Case Discussion

Managing Brand Equity to make strategies to
enhance brand equity
of a brand

T-1:Chapter 12

OR-13

Growth Strategies,
Product Life Cycle
Marketing Strategies

Students will be able Case Discussion

to make strategies for
different phases of
lifecycle of a product

T-1:Chapter 13

OR-14

Product Characteristics
and Classification,
Product and Service
Differentiation

Students will be able Case Discussion

to make strategies to
differentaite product
and services from
competitors

T-1:Chapter 14
R-2:Chapter 27

OR-15

Nature of Services,
Managing Service
Quality

Students will be able Case Discussion

to enhance service
quality levels to
differentiate services
from competitors

Week 12 Lecture 23 Creating Value(introducing

new market offerings)

T-1:Chapter 15
R-1:Chapter 15
R-2:Chapter 18

OR-16

New Product Options, , Students will be able Case Discussion

Managing the
to manage new
Development Process
product development
process

Lecture 24 Creating Value(developing

pricing strategies and
programs)

T-1:Chapter 16

OR-17

Process of Setting Price, Students will be able Case Discussion

Initiating and
to set the price of
Responding to Price
products and service
Changes

Week 13 Lecture 25 Communicating and

Delivering Value(designing
and managing integrated
marketing communications)

T-1:Chapter 17
R-1:Chapter 24
R-2:Chapter 14

OR-18

Developing Effective
Students will be able Case Discussion
Communications,
to develop effective
Managing IMC Process communications

Lecture 26 Communicating and

Delivering Value(managing
mass communications:
advertising, sales
promotions, events,
experiences and public
relations)

T-1:Chapter 18

OR-19

Different Mass
Communication Tools

Stidents will be able Case Discussion

to differentiate
among different mass
communication tools

Week 14 Lecture 27 Communicating and

Delivering Value(managing
digital communications:
online, social media and
mobile)

T-1:Chapter 19

Different Digital and

Personal
Communication Tools

Students will be able Class Discussion

to differentiate
among different
digital and personal
communication tools

Lecture 20 Building Strong Brands

(addressing competition and
driving growth)
Week 11 Lecture 21 Creating Value(setting
product strategy)

Lecture 22 Creating Value(designing

and managing services)

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Week 14 Lecture 27 Communicating and

Delivering Value(managing
personal communications:
direct marketing, database
marketing, personal selling)

T-1:Chapter 20

Different Digital and

Personal
Communication Tools

Lecture 28 Communicating and

Delivering Value(designing
and managing integrated
marketing channels)

T-1:Chapter 21

The Role of Marketing Students will be able Class Discussion

Channels, Channel
to design and manage
Management Decisions, marketing channels
Channel Integration and
Systems

Week 15 Lecture 29 Communicating and

Delivering Value(managing
retailing, wholesaling and
logistics)

T-1:Chapter 22
R-1:Chapter 19 and
20
R-2:Chapter 19

Types of Retailers and

Wholesalers, Market
Logistics

Students will be able Class Discussion

to differentiate
among different
digital and personal
communication tools

Students will be able Class Discussion

to differentiate
among different types
of retailers and
wholesalers and
understand the
market logistics

SPILL OVER
Week 15 Lecture 30

Spill Over

Week 16 Lecture 31

Spill Over

Lecture 32

Spill Over

Scheme for CA:

Component

Frequency

Out Of

Each Marks Total Marks

Assignment,Presentation

30

60

Five minutes presentation

15

15

45

75

Total :-

Details of Academic Task(s)

AT No.

Presentation1

Objective

To test the students

analytical and
presentation skills

Topic of the Academic Task

Nature of Academic Task

(group/individuals/field
work

Students will be given a case.They will find a solution to the same Group
and will present and discuss the same in the tutorials

Evaluation Mode

Allottment /
submission Week

Case Analysis 20
Marks as per
rubrics, Presentation
10 Marks

1 / 12

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Assignment1

To test the
conceptual and the
analytical skills of
the students

In this assignment students will be given a sector and a company Individual

under it. The students will study all the products/brands company
is selling. The students will gather the data related to product
lines, product line depth, product mix, product mix width, product
mix consistency, prices, pricing strategies etc. Students then
compare it with a competitor and submit the analysis in the form
of an assignment

Analaysis of
comparisn of
product lines,
product line depth,
product mix,
product mix width,
product mix
consistency with
competotor: 15
Marks, Analaysis of
comparisn of prices
and pricing
strategies with
competitor: 15
Marks

3/7

Assignment2

To test the
conceptual and the
analytical skills of
the students

In this assignment students will study distribution network and

promotion mix of the same company and compare these with the
same competitor and submit the analysis in the form of a written
assignment

Individual

Analysis of
comparisn of
distribution
network: 15 Marks,
Analysis of
comparisn of
promotion mix: 15
Marks

7 / 11

Five minutes
presentation1

To provide a
Students will be asked to prepare a five minute presentation on
platform to every
the topics assigned to them by the course instructor and will be
student for
presenting the same in the class for 5 minutes
developing
communication skill,
confidence and an
analytical bent of
mind

Individual

Rubric

1 / 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 the case analysis and formation of groups

Group Formation

Tutorial2

Case presentation and discussion on Case on Nike in Text Book on Case Analysis
page 28-29

Tutorial3

Case presentation and discussion on Case on Emirates Airline in

Text Book on page 59-60

Tutorial4

Case presentation and discussion on Case on Harley-Davidson in Case Analysis

Text Book on page 98-99

Case Analysis

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.

Tutorial5

Case presentation and discussion on Case on HSBC in Text Book Case Analysis
on page 293-294

Tutorial6

Case presentation and discussion on Case on Philips in Text Book Case Analysis
on page 320-321

Tutorial7

Case presentation and discussion on Case on Procter and Gamble Case Analysis
in Text Book on page 360-361

Tutorial8

Case presentation and discussion on Case on Samsung in Text

Book on page 390-391

Case Analysis

Tutorial9

Case presentation and discussion on Case on Parkway Group

Hotelsin Text Book on page 460-461

Case Analysis

Tutorial10

Case presentation and discussion on Case on eBay in Text Book

on page 530-531

Case Analysis

Tutorial11

Case presentation and discussion on Case on Evian in Text Book

on page 595-596

Case Analysis

Tutorial12

Case presentation and discussion on Case on Red Bull in Text

Book on page 562-563

Case Analysis

Tutorial13

Marketing debate on "Are salespeople made or born"

Debate

Tutorial14

Marketing debate on "Has TV advertising lost its power?"

Debate

Tutorial15

Marketing debate on "Is the right price a fair price?"

Debate

After Mid-Term

An instruction plan is a tentative plan only and a teacher may make some changes in his/her teaching plan. The students are advised to use syllabus for preparation of all examinations. The students are expected to keep themselves
updated on the contemporary issues related to the course. Upto 20% of the questions in any examination/Academic tasks can be asked from such issues even if not explicitly mentioned in the instruction plan.