Session Plan: 2017-19 Batch, 1st Semester

COURSE NAME: MARKETING MANAGEMENT INSTRUCTOR’S NAME: KRISHNA B KOPPA

INTRODUCTION TO THE COURSE

The world has changed over the past decades due to evolution of the technology. So did Marketing. Long ago during the industrial age during
which industrial machinery was the core technology, marketing was all about selling products to a target market without considering the needs
and wants. This was Marketing 1.0 or the product-centric era. In Marketing 1.0, there were many misconceptions of marketing. Marketing was
considered as mere selling and an art of persuasion.

Today’s era is called as information age where the core is information technology and the job of marketing is no longer that simple. Consumers
are well informed and can compare several value offerings of similar products. The product value is defined by the consumer. It is a must for
marketers to identify untapped and unfulfilled needs and wants and convert them into profitable opportunities. This is Marketing 2.0 or the
customer-centric era, an era for marketers of having differentiation.

We will soon witness the rise of Marketing 3.0 or the human-centric era – an era for marketers to make a difference - where consumers will be
treated as human beings who are active, anxious, and creative. Customers are actively collaborating in co-creation of the value. While there
have been changes all around, the basic fundamental concepts of marketing remain same. This course is designed to give emphasis on learning
these fundamental concepts related to designing of marketing programs – basically on elements of marketing mix. The course is developed to
make learners understand the process of creating, delivering and communicating the value to the customers.

Delivery of every session of this course is based on a pyramidal approach of explaining concepts followed by usage of relevant frameworks and
models and supported by an effective case-study.

COURSE LEARNING OUTCOMES (Learning Outcomes of each module are detailed separately in student manual)

A) Explain he scope and challenges of Marketing as a fundamental function of Management

B) Relate real world circumstances to Marketing concepts
C) Utilize marketing models and frameworks to solve real world marketing problem
LEARNING METHODOLOGY:

Learning experience is enriched by in-class, out-of-class, and out-of-campus opportunities for engagement. Students will come prepare for the
classes working/reading the pre-reading/preparation material provided by the instructor. To achieve above stated learning objectives, the
course will be taught through lecture sessions, case analysis, industry experts led sessions, field work based assignments, written assignments,
presentations and participation centric activities. A Course-Cum-Activity book is prepared and given to each student.

STUDENT PARTCIPATION: 4Ps expected from students for effective learning

STUDENT ASSESSMENT AND EVALUATION:

Assignments/ Examinations % Weightage Students will form a group consisting of 5-6 students in each group. As much as
possible, students will be encouraged to make groups reflecting diversity of
Group or Individual
experience, geography and educational background.
Assignments/ Case analysis 15%
Group Activities -
15%
Seminars /Presentations/Quiz
Individual
Midterm examination 15%
Final Examination 50% MARKETING WARFARE: Students, in teams , identify a product which they will
Attendance 5% ‘adopt’ to sequentially apply marketing concepts – one module at a time
Total 100%
BASIC TEXTS:

Kotler, P., Armstrong, G. (2016). Principles of Marketing. USA: Pearsons Education

Kotler, P. (1994). Marketing Management – Analysis, Planning, Implementation and Control.

Reference Books:

Lilien, G. L., Kotler, P., & Moorthy, K. S. (1992). Marketing models. USA: Prentice Hall.

Trout, J., & Ries, A. (1986). Marketing warfare. New York: McGraw-Hill.

Trout, J., & Ries, A. (2017). Positioning: The Battle for Your Mind. New York, USA: McGraw- Hill
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to Digital.
New Jersey, USA: Wiley & Sons

Other reading material:

Domzal, T., & Unger, L. (1987). Emerging positioning strategies in global marketing. Journal of Consumer Marketing, 4(4), 23-37.

Lindridge, A., & Dibb, S. (2003). Is ‘culture’a justifiable variable for market segmentation? A Cross‐cultural example. Journal of Consumer
Behaviour, 2(3), 269-286.
Park, C. W., Jaworski, B. J., and Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.

The cases and other reading material will be handed over to students in classroom or will be uploaded in LMS
SESSIONS PLAN

Session Module Chapter

Module Name Topics Pg. No.s Pedagogy
No. No. No.s
Brief on 'What is Marketing'
and learning/teaching
1 NA NA NA Lecture
methodologies adapted by
Faculty. Assessment Matrix etc
Importance of Marketing,
2 Fundamentals of Marketing 1 1 1-8 Lecture
Scope of marketing
Marketing Warfare (Group
Assignments on applying
3 Fundamentals of Marketing Core Concepts of Marketing 1 1 11-12
concepts on identified
brand/one product
Philosophies of Marketing
4 Fundamentals of Marketing (Orientation to Marketing), 1 1 13-16 Lecture
New Marketing Realities
Marketing Warfare (Group
Markting environment and Assignments on applying
5 Fundamentals of Marketing 1 1 23-24
Marketing Mix concepts on identified
brand/one product
Marekting Tasks and Plans Case Study: Nike (Text
6 Fundamentals of Marketing 1 1 27-28
(Planning Process) book) / Surya Atta
7 Fundamentals of Marketing Customer value 2 2 31-33
Value delivery Process, Value
8 Fundamentals of Marketing chain, Holistic Marketing 2 2 34-35 Lecture
Orientation & Value
Corporate Mission, Establishing
9 Fundamentals of Marketing 2 2 35-42 Lecture
SBUs
Listening to customers and MIS, Internal data, Marketing
10 3 3 61-65 Lecture
Understanding them Intelligenece, MR,
Listening to customers and
11 Analyzing Macro environment 3 4 65-75 Lecture
Understanding them
 Marketing Warfare (Group
Listening to customers and Analysing Consumer markets - Assignments on applying
12 3 5 133-144
Understanding them Influencing factors concepts on identified
brand/one product
Marketing Warfare (Group
Listening to customers and Analysing Consumer markets - Assignments on applying
13 3 5 133-144
Understanding them Influencing factors concepts on identified
brand/one product
Role Play + Marketing
Warfare (Group
Listening to customers and
14 Consumer Buying Process 3 5 145-157 Assignments on applying
Understanding them
concepts on identified
brand/one product
Listening to customers and
15 Analyzing Business Markets 3 6 161-182 Lecture
Understanding them
Marketing Warfare (Group
Segmentation, Targeting and Bases of Consumer Segmenting Assignments on applying
16 4 7 188-198
Positioning markets concepts on identified
brand/one product
Segmentation, Targeting and Bases of business Segmenting
17 4 7 202-203 Lecture
Positioning markets
Segmentation, Targeting and
18 Market Targeting strategies 4 7 203-206 Case Study: HSBC and BMW
Positioning
Marketing Warfare (Group
Segmentation, Targeting and Positioning, Positioning Assignments on applying
19 4 7 238-255
Positioning strategies concepts on identified
brand/one product
Marketing Warfare (Group
Product and Brand Related Product, Characteristics and Assignments on applying
20 6 11 290-291
Strategies Classification concepts on identified
brand/one product
Product and Brand Related
Product and Service
21 Strategies 6 11 291-296 Lecture
Differentiation -Decisions
 Product and Brand Related
22 Strategies Packaging and Labelling 6 11 311-315 Lecture

Product and Brand Related

Product lines, mix. Mix Case Study: Toyota /
23 Strategies 6 11 302-306
strategies Caterpillar (Text Book)

Product and Brand Related

New Product development.
24 Strategies 7 19 506-508 Lecture
Ways and NPD process

Product and Brand Related Marketing Warfare (Group

Strategies Assignments on applying
25 PLC, PLC Strategeis 7 19 213-253
concepts on identified
brand/one product
Product and Brand Related Marketing Warfare (Group
Strategies Assignments on applying
26 PLC Strategies 7 19 213-253
concepts on identified
brand/one product
Product and Brand Related
27 Strategies Consumer-Adoption Process 7 19 531-533 Lecture

Product and Brand Related Marketing Warfare (Group

What is Brand. Brand Vs
Strategies Assignments on applying
28 Product, Role and Scope of 5 9 260-261
concepts on identified
Brands
brand/one product
Product and Brand Related
Brand Identitiy, Brand Equity,
29 Strategies 5 10 261-263 Lecture
Models
Product and Brand Related
Brand Management, And
30 Strategies 5 10 276 Lecture
Branding Strategies
Understanding Pricing, Factors
31 Pricing and Pricing Strategies 8 13 346-348 Lecture
influencing pricing,
Pricing Approaches, Pricing
32 Pricing and Pricing Strategies 8 13 351-363 Lecture
Strategies,
33 Pricing and Pricing Strategies Pricing Strategies 8 13 363-368 Lecture
Student Presentations on
34
Assignment 1 and 2
Student Presentations on
35
Assignment 1 and 2
Role of Marketing
Designing and Managing
Communications, Developing
36 Marketing Channels and 9 16 426-433 Lecture
effective marketing
Marketing Communication
communications
Designing and Managing Marketing Warfare (Group
Marketing Channels and Assignments on applying
37 Communication Mix 9 16 440-443
Marketing Communication concepts on identified
brand/one product
Designing and Managing
Advertising, Sales Promotion.
Marketing Channels and Case Study: Gillette (Text
38 Personal Selling, Direct 9 17 450-475
Marketing Communication Book)
Marketing
Designing and Managing
Marketing Channels and Public relations, Event,
39 9 18 478-503 Lecture
Marketing Communication Experiences, Managing IMC

Designing and Managing Role of Marketing Channels, Marketing Warfare (Group

Marketing Channels and Channel Design Decisions, Assignments on applying
40 10 14 379-386
Marketing Communication Channel Management, VHS. concepts on identified
HMS, Hybrid Channels brand/one product
Designing and Managing
Marketing Channels and Conflict, Cooperationa and
41 10 14 393-395 Lecture
Marketing Communication Competition

Designing and Managing

Marketing Channels and Retailing, Private Labels,
42 10 15 402-413 Lecture
Marketing Communication Wholesaling