Marketing Management TLP

Course: Marketing Management

Section: A
Course Code: 12FMMM
Credits: 3
No of Sessions: 24
Basic Text: Kotler, Armstrong et al, Principles of Marketing, Pearson, 13th Edition.
Faculty Name: R. Sunitha

Session Topic Activity Resources (if any)

No.
1 Distribution-Nature and Importance of Marketing
Channels. Levels of Distribution Channels
Objectives: To understand the importance of
intermediaries
2 Channel Design and Dynamics
Objectives: To know the designing aspects of
channel and to get to know the dynamics of
channels
3 Channel Cooperation & Conflict
Objectives: To be familiar with channel
environment, to know the causes and resolution
techniques of channel conflicts
4 Wholesaling
Objective: To know the nature, importance and
process of wholesaling
5 Retailing- Nature of retail functions. Types of
retailers
Objectives: to know the nature of retailing
functions and to become familiar with the types
of retailers
6 Emerging trends in Retailing, On line Marketing.
Objectives: to know the latest trends in retailing
and e-tailing
Interactive Lecture Session www.salesandmarketing.com
www.Brandingasia.com
www.marketingpractice.blogspot.com
www.knowthis.com
www.marketing.about.com
Interactive Lecture Session - Do -
Interactive Lecture Session & Group work - Do -
Assignment: Collect Channel structure of selected
companies & draw inferences (1 mark)
- all groups to present
Case Study: Grainger wires the channel for
business products – Group 9&10
Interactive lecture Session - Do -
Interactive Lecture & Case study - Do -
Case studies:
1. Target – group 2 & 5
2. Costco versus Sam’s Club – group 3 & 4
Interactive Lecture and Quiz - Do -
Assignment: Study the emerging trends in retailing
and online marketing with specific reference to
Indian market (1 mark) – all groups to present

7 The Marketing Communications Mix, Integrated
Marketing Communications, Communication
Process
Objectives: to understand the importance of
promotion in marketing
8 Developing effective communication, Promotion
budget.
Objectives: to identify the ways to develop
effective communications and to know the
significance of budgetary aspects in marketing
communications
9 Advertising
Objectives: to understand the role, importance
and objectives of advertising
10 Sales promotion – Public relations – Direct
Marketing
Objectives: to be familiar with three more
elements of promotion mix
11 Personal selling
Objectives: to understand the significance of
personal selling process in promoting the
products
12 Strategic Marketing Planning: Nature, importance
and scope of strategic planning.
Objectives: to know the meaning and importance
of strategic planning to organizations
13 The concept of SBU, models used in appraising
business portfolios.
Objectives: to be familiar with the concept of
SBU and to know different models used in
appraising SBUs
14 Models used in appraising business portfolios.
Objectives: to learn the appraising process of
SBUs using different models
2. Quiz on Unit 1 (2 marks)
QM: Group 1 & 6; Time: 30 minutes
Reading Seminar: Group 9 & group 10 www.salesandmarketing.com
www.Brandingasia.com
www.marketingpractice.blogspot.com
www.knowthis.com
www.marketing.about.com
www.agencyfaqs.com
Reading Seminar: Group 7 & 8 - Do -
Assignment: Creating practical advertising budget
for selected companies (1 mark)
Reading Seminar: Group 5 & 6 - Do -
Assignment: Creating copy in print, audio and
visual (2 mark)
Case Study: Coca cola versus PepsiCo – Group 1 & 7
Reading Seminar: Group 3 & 2 - Do -
Assignment: Study the contrast between
SP/PR/DM (1 mark)
Case study: Amul Butter – A marketing success
story – Group 6& 8
Reading Seminar: Group 1 & 4 - Do -
2. Quiz on Unit 2 (2 marks)
QM: Group 2 & 7; Time: 30 minutes
Interactive lecture session www.salesandmarketing.com
Case study: A turn around King helps burger king www.Brandingasia.com
recover – group 7&8 www.marketingpractice.blogspot.com
www.knowthis.com
www.marketing.about.com
Interactive Lecture & group work presentation - Do -
Assignment: Assignment on business portfolios of
selected companies (1 mark) - all groups
Interactive Lecture & group work presentation - Do -
Case study1: Mc. Donald’s – Group 9&10
Case Study 2: Black Berry – group 1 &2
15 Understanding the Marketing Warfare- The battle
field, The Ammunitions and the personnel
deployed.
Objectives: to understand the nature and
functioning of the marketing battle field
16 New styles of marketing: Innovative Marketing,
Green Marketing, Referral Marketing, Buzz
Marketing, Viral Marketing, Neuro Marketing,
Internet Marketing, Retro Marketing
Objectives: to be acquainted with the new styles
of marketing
17 International Marketing; Decisions for Entry
Objectives: to understand the
internationalization process
18 Types of market, Mode of entry.
Objectives: to know the different types of
markets that exist and ways to enter the same
19 Deciding the Global Marketing Program
Objectives: to find out the methods of designing
global marketing programs
20 The Global Marketing Mix.
Objectives: to be familiarize with the concept of
global marketing mix
21 Evaluation and Control of Marketing Performance Reading Seminar : Group 1, Group 2, Group 3
Objectives: to understand the importance of
evaluating and controlling marketing
performance
22 Annual Plans, Profitability, Efficiency controls Reading Seminar: group4, Group5, Group6, Group 7
Objectives: to know different methods though
which marketing plans are evaluated
23 Strategic Control.
Objectives: to understand the nature and
importance of strategic control.
24 Review
Discussion – all groups - Do -
Reference: Al Ries and Jack Trout
Assignment: Literature review on new styles of - Do -
marketing (1 mark) – presentation all groups
2. Quiz on Unit 3 (2 marks)
QM: Group 3 & 8; Time: 30 minutes
Interactive Lecture session - Do -
Interactive Lecture session - Do -
Interactive Lecture session - Do -
Case study1: Gillette: one of P&G ‘s Best brands -
Group 3& 4
Case study 2: Amazon.com – Group 5&6
Interactive Lecture session - Do -
Assignment: Assignment on global marketing mix
of selected companies (1 mark)
2. Quiz on Unit 4 (1 marks)
QM: Group 4 & 9; Time: 30 minutes
- Do -
- Do -
Assignment: Create market plans for various
categories of companies (this assignment is a part of
reading seminar and to be done by all groups, no
particular marks)
Reading Seminar: group 8, group 9, group 10 - Do -
1.Quiz on Unit 5 (2 marks)
QM: Group 5 & 10; Time: 30 minutes
1. Overall Conduct (1mark) - Do -
Note:
1. All groups should submit assignment hard copies two days before respective class. After evaluation best 2 works will be given a chance of
presentation.
2. Unless specifically asked from all the groups, assignment presentations would be taken only from best 2 works.
3. Mere completion of assignment would not qualify the group to get the best mark.
4. Each quizzing session would be conducted by two students from assigned groups. Questions can be contributed by all the team members, but
final selection needs to be made strictly confidential among two QMs. QMs would be evaluated based on the quality of questions, Time
management, creativity in conducting the Quiz and Integrity.
5. Entire contents of the session allocated needs to be handled in Reading seminar with current updates and relevant examples, mere content
delivery would not give best mark. Mode of delivery is at the discretion of the group. It need not be strictly a presentation. Each group will get
two sets of Reading seminars, each set is evaluated for 5 marks.
6. Case analysis delivery method would be instructed one or two prior to the session, it needs to be dealt in the way instructed. Deviations would
attract lower scores. If modifications are required, faculty to be approached beforehand. Each group will get two cases to deal. Each case is
evaluated for 5 marks.
7. For any further clarifications faculty can be contacted at Sunitha@vishwavishwani.ac.in Mails without subject line and signature line would not be
answered. During working hours you can meet me in my cabin.
8. Further course related postings can be had from https://groups.google.com/group/sectionavvism

CAP division:
Midterm Assessment – 20 marks
Quiz – 10 marks
Assignments – 10 marks
Reading Seminar – 10 marks
Case analysis – 10 marks

Groups:

GROUP 1 GROUP 2 GROUP 3

1 T6029 Adit Khare 2 T6088 Akhil Kumar Behera 3 T6138 Amaresh Kumar Shukla
11 T6143 Deep Shikha Singh 12 T6054 Dhankar Abhiram Vijay 13 T6134 Dharmendra
21 T6130 Mehul Chawhan 22 T6162 Mr Sanjay Gupta 23 T6157 N Karthik
31 T6033 Prarthana Roy 32 T6065 Rajib Lochan Sahu 33 T6046 Richa Mishra
41 T6182 Satyendra Kumar Nonia 42 T6010 Sudhananda Sahoo 43 T6173 Sudhanshu Shukla
 GROUP 4 GROUP 5 GROUP 6
4 T6140 Aneesh C.S 5 T6025 Anuj Dubey 6 T6096 B.Pradeep Kumar
14 T6178 Gurudutta Mohopatra 15 T6147 K Sowmya Kiran 16 T6127 Koushik Kumar Thatikonda
24 T6156 Naveen Kumar Kanaparthy 25 T6022 Nidhi Rai 26 T6069 Prabhat Kumar Padhy
34 T6133 Richa Singh 35 T6090 Rosangpuia Ralte 36 T6193 S Krishna Chaitanya Sagi
44 T6004 Suresh Kumar Gabel 45 T6103 Swapnil Gupta 46 T6191 TulasiRam
GROUP 7 GROUP 8 GROUP 9
7 T6017 Beimopathai Hlychho 8 T6011 Bendi Sandhya Rani 9 T6031 Bibek Kumar Singh
17 T6023 Kripa Shankar Chaubey 18 T6024 Kuldeep Yadav 19 T6179 M P Srinath Reddy
27 T6111 Prajapati Ruchi Dashrathsingh 28 T6107 Prakash M 29 T6151 Prakash Ranjan Sahoo
37 T6074 Sachidananda Pati 38 T6073 Sangram Kumar Dash 39 T6104 Sanjeev Kumar Singh
47 T6148 V Shruthi 48 T6199 Vikas Dwivedi 49 T6171 Vikash Jaiswal

GROUP 10
10 T6012 Biswadeep Sahoo
20 T6176 Mandala Manoj
30 T6005 Pramod Kumar Maurya
40 T6066 Satis Kumar Mahapatro
50 T6086 Vinjika Singh
51 T6095 Vishwa Teja W