Lovely Professional University, Punjab

Course Code Course Title Course Planner Lectures Tutorials Practicals Credits
MGT514 MARKETING MANAGEMENT 14800::Baljeet Singh 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 Kotler, Keller, Koshy and
Jha,
13th Pearson
Reference Books
Sr No Title Author Edition Year Publisher Name
R-1 Marketing Management, A Casebook Debasis Pradhan 1st Cengage Learning
R-2 Marketing a Practical Approach Peter Rix 6th Tata McGraw Hill
R-3 Marketing Baines, Chris Fill, Kelly
Page
1st Oxford and IBH Publishing Co. Pvt. Ltd New Delhi
R-4 MM, A south Asian Perspective Iacobucci, Kapoor 1st Cengage Learning
Other Reading
Sr No Journals articles as Compulsary reading (specific articles, complete reference)
OR-1 Case Fabindia, Rajan Saxena,Marketing Management, Tata McGraw Hill, 4th Edition, New Delhi,pg 709 to pg 718 , ,
OR-2 Amways Indian Network Marketing Experience, Rajan Saxena, Marketing Management,Tata McGraw Hill, 4th Ediction, New Delhi,pp771 to 778 , ,
OR-3 HLL Juggernaut - The dilemma of Growth, Rajan Saxena, Marketing Management, TataMc Graw Hill, 4th Edition Pg 731 to 751 , ,
OR-4 "Jaago Re! One billion People", Rajan Saxena, Marketing Management, TataMc Graw Hill, 4th Edition Pg699 to pg 708 , ,
OR-5 Rin - Positioning Repositioning Case from Howard Business Review , ,
OR-6 Dainik Bhaskar - The Punjab Launch , ,
OR-7 Nirali Hotels & Resorts (Available in soft) , ,
OR-8 Natural Ice Cream", Rajan Saxena, Marketing Management, TataMc Graw Hill, 4th Edition Pg 719 to pg 723 , ,
OR-9 "Sunsilk Gang of Girls", Rajan Saxena, Marketing Management, TataMc Graw Hill, 4th Edition Pg 684 to pg 698 , ,
OR-10 Cavinkare Private Limited : Creating Sachet Revolution, HBR (Available in soft) , ,
OR-11 Air Deccan : Implementing the low cost model in india, Arun Kumar, N Meenakshi, Marketing Management, First edition, pg 819 to 827 , ,
OR-12 Designing Breakthrough Products, HBR, Oct 2011, pg 99-104 , ,
OR-13 Customers will pay more for less, HBR, June 2012, pg 24-25 , ,
OR-14 Pricing to create shared Value, HBR, June2012, pg 78-86 , ,
OR-15 Reality Check at the Bottom of the Pyramid, HBR, June 2012, pg 102-107 , ,
OR-16 How Great Companies Think Differently, HBR, Nov 2011, pg50-62 , ,
OR-17 To keep your customers, keep it simple, HBR, May 2012 pg 80-86 , ,
OR-18 Managing Risks : A New framework, HBR, June 2012, pg 36-48 , ,
OR-19 Increasing Role of Children In Family Purchase Decisions, Dr. Prashant Trpathi, Indian Journal of Marketing, June 2011, pg 29-35 , ,
OR-20 Maggi Noodles: Magic of The 2 minute Campaign, Rajni kamboj, Indian Journal of Marketing, April 2012, pg 58-64 , ,
Relevant Websites
Sr No (Web address) (only if relevant to the course) Salient Features
RW-1 http://economictimes.indiatimes.com/features/brand-equity/articlelist/287662.cms Gives up to date information on the latest issues in Brands and
Advertising
RW-2 www.business-standard.com (The "Strategist" supplement) Latest marketing news from all over the world
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 Understanding Marketing
Management(Marketing Scope and
Concepts)
T-1:Ch1 OR-18 Describe what marketing
is basic concepts and
scope
Students will be able to
learn why marketing is
important and how has
marketing management
changed today
Class Discussion
Lecture 2 Understanding Marketing
Management(Marketing
Management-Philosophies:
Production
Concept, Product Concept,Selling
Concept and
Societal, Marketing Concept)
T-1:Ch 1 Explain various concepts
like Product concept
production concept
selling concept societal
concept and marketing
concept
Students will be able to
understand that
Marketing is different
from selling and
successful marketing
manegement
Class Discussion
Detailed Plan For Lectures
LTP week distribution: (LTP Weeks)
Weeks before MTE 7
Weeks After MTE 6
Spill Over 2
Week 1 Lecture 3 Understanding Marketing
Management(Marketing
Environment)
T-1:Ch 3 OR-18 Describe the
environment surrounding
business including
political legal social
technological
demographic etc
Students will be able to
comprehend the macro
environment and how
to track and identify
opportunities and also
the developments
Discussion on article
Week 2 Lecture 4 Understanding Marketing
Management(Marketing
Environment)
T-1:Ch 3 OR-18 Describe the
environment surrounding
business including
political legal social
technological
demographic etc
Students will be able to
comprehend the macro
environment and how
to track and identify
opportunities and also
the developments
Discussion on article
Lecture 5 Strategic Marketing Planning,
Market Segmentation, Targeting
(Developing Marketing Strategies-
Corporate an
Division strategic planning
(establishing SBU
and assigning resources to SBU))
T-1:Ch 2 Explain what is strategic
planning and how it is
done at the corporate and
division level
Students will be able to
lidentify and understand
the importance of
strategic planning
Class Discussion
Lecture 6 Strategic Marketing Planning,
Market Segmentation, Targeting
(Business Unit Strategic Planning-
The Business
Mission, SWOT Analysis)
T-1:Ch 2 Describe strategic
planning at business
level and SWOT analysis
Students will be able to
learn and comprehend
how a SWOT analysis
is done and its
importance
Class Discussion
Week 3 Lecture 7 Strategic Marketing Planning,
Market Segmentation, Targeting
(Product Planning: The Nature and
Contents of a
Marketing Plan)
T-1:Ch 2 OR-11 Explain how a marketing
plan is made and its
contents
Students will be able to
learn and identify
contents of a marketing
plan and how it is
prepared
Discussion on case
Lecture 8 Strategic Marketing Planning,
Market Segmentation, Targeting
(Levels of Market Segmentation,
Bases for
Segmenting Markets)
T-1:Ch 8 Explain how markets are
segmented and different
levels of segmentation
Students will learn how
companies divides a
market into segments
and the requirements of
effective segmentation
Class Discussion
Lecture 9 Strategic Marketing Planning,
Market Segmentation, Targeting
(Market Targeting)
T-1:Ch 8 Explain the concept of
market targeting
Students should be able
to answer how a
company can choose
the most attractive
target segments
Discussion on case
Week 4 Lecture 10 Consumer Buying Behavior
(Factors Influencing Consumer
Behavior, Key
psychological processes)
T-1:Ch 6 Explain what is
consumer behavior and
how is it influenced
Students will be able to
identify what
characteristics and
psychological processes
influence buying
behavior
Class Discussion
Week 4 Lecture 11 Consumer Buying Behavior(The
Buying Decision Process: The Five
Stage
Model and Theories of Consumer
Decision Making)
T-1:Ch 6 OR-19 Explain the buyer
decision process and
various stages
Students will be able to
understand how do
consumers make
purchasing decisions
and how marketers
analyze consumer
decision making
Discussion on article
Lecture 12 Consumer Buying Behavior
(Maximizing Customer Value,
Measuring CLTV and
Maximizing CLTV, Customer
Databases.)
T-1:Ch 5 OR-7 Explain what are
customer value,
satisfaction and loyalty
and how can companies
deliver them and also the
concept of database
marketing
Students will learn
what is the lifetime
value of customers and
how can marketers
maximize it and what is
database marketing and
how it can attract and
retain customers
Discussion on case
Week 5 Lecture 13 Fundamentals of Product
Management(Product
Characteristics and
Classification, Product
Differentiation)
T-1:Ch 12 OR-12 Explain what are
characteristics of
products and how do
marketers classify them
and the concept of
product differentiation
Students will be able to
comprehend types of
products and that
differentiation gives an
edge and how can
companies differentiate
products
Discussion on article
Lecture 14 Fundamentals of Product
Management(Product
Characteristics and
Classification, Product
Differentiation)
T-1:Ch 12 OR-12 Explain what are
characteristics of
products and how do
marketers classify them
and the concept of
product differentiation
Students will be able to
comprehend types of
products and that
differentiation gives an
edge and how can
companies differentiate
products
Discussion on article
Lecture 15 Fundamentals of Product
Management(Product Life- Cycle
Marketing Strategies)
T-1:Ch 11 Explain a product life
cycle ad various
strategies for each stage
Students will be able to
identify what products
are at what stage and
what should be the
respective strategies
Class Discussion
Week 6 Lecture 16 Fundamentals of Product
Management(Managing product
development process)
T-1:Ch 20 OR-10 Explain new product
development, why do
companies need to
develop new products
and stages in the process
Students will be able to
understand challenges a
company faces while
developing new product
Discussion on case
Lecture 17 Fundamentals of Product
Management(Product and Brand
Relationships, packaging,
labelling, warranties and
guarantees)
T-1:Ch 12 OR-8 Explain how companies
combine products to
create new brands and
how packaging labeling
warranties and
guarantees work as
marketing tools
Students should deduce
the concepts and
importance of branding
packaging labeling
warranties etc
Discussion on case
Week 6 Lecture 18 Fundamentals of Product
Management(Product and Brand
Relationships, packaging,
labelling, warranties and
guarantees)
T-1:Ch 12 OR-8 Explain how companies
combine products to
create new brands and
how packaging labeling
warranties and
guarantees work as
marketing tools
Students should deduce
the concepts and
importance of branding
packaging labeling
warranties etc
Discussion on case
Week 7 Lecture 19 Fundamentals of Product
Management(Branding Concepts(
Scope and models of brand
equity),Developing the
communication strategy
(POP and POD) Differentiation
strategies)
T-1:Ch10 Ch11 OR-4 Explain what brands are
and how do they work,
what is brand equity,
how it is measured and
developing a branding
and communication
strategy
Students will be able to
understand how brands
are differentiated and
what differentiation
strategies can be used
Discussion on case
Lecture 20 Fundamentals of Product
Management(Positioning)
T-1:Ch 11 OR-5 Explain how can a firm
choose and communicate
effective positioning in
the market
Studentswill be able to
understand how a
company can position
itself using brands and
communication
Discussion on case
Lecture 21 Pricing Strategies(Understanding
Price Setting the Price,Adapting
the
price,Initiating and Responding to
Price changes)
T-1:Ch 14 OR-14 Explain how consumers
process and evaluate
prices and how a
company should set
prices
Students will be able to
learn about setting
prices and its
importance
Discussion on case
MID-TERM
Week 8 Lecture 22 Managing Marketing Channels
(Marketing channels, Channel-
Design Decisions)
T-1:Ch 15 OR-2 Explain what is a
marketing channel
network system and
value network and their
importance
Students will get a clear
understanding of what
work do marketing
channels perform and
how they should be
designed
Discussion on case
Lecture 23 Managing Marketing Channels
(Channel Management and
Integration systems)
T-1:Ch 15 Explain channel
management and
decisions to be taken
regarding that and what
are e commerce issues
Students will be
acquainted how
companies manage and
integrate channels and
how they manage
channel conflicts
Class discussion
Lecture 24 Managing Marketing Channels
(Managing Retailing and Private
Labels)
T-1:Ch 16 OR-1 Explain students who are
retailers and what
decisions they make and
role they play
Students will be able to
learn how retailers and
private labels need to
be managed
Discussion on case
Week 9 Lecture 25 Managing Marketing Channels
(Wholesaling and Market
Logistics)
T-1:Ch 16 Explain the role of
wholesalers and the
concept of logistics
Students will be able to
understand the
importance of
wholesalers as a part of
supply chain, logistics
as part of supply chain
and major trends with
intermediaries
Class discussion
Week 9 Lecture 26 Integrated Marketing
Communication(Role of Marketing
Communications)
T-1:Ch 17 OR-6 Explain the major steps
in developing effective
marketing
communications and the
communications mix
Students will be able to
understand how a
communications mix is
set and what is an
integrated
communications
program
Discussion on case
Lecture 27 Integrated Marketing
Communication(Developing and
Deciding Effective
Communications)
T-1:Ch 17 OR-6 Explain the major steps
in developing effective
marketing
communications and the
communications mix
Students will be able to
understand how a
communications mix is
set and what is an
integrated
communications
program
Discussion on case
Week 10 Lecture 28 Integrated Marketing
Communication(Developing and
Managing Advertising Program,
Deciding Media)
T-1:Ch 18 OR-6
OR-9
Explain the steps
required in developing an
advertising program and
how media should be
decided
Students will be able to
answer how an
advertising program is
developed and what
media are available for
the same
Discussion on case
Lecture 29 Integrated Marketing
Communication(Developing and
Managing Advertising Program,
Deciding Media)
T-1:Ch 18 OR-6
OR-9
Explain the steps
required in developing an
advertising program and
how media should be
decided
Students will be able to
answer how an
advertising program is
developed and what
media are available for
the same
Discussion on case
Lecture 30 Integrated Marketing
Communication(Sales Promotion,
Events and Public Relations,
Direct
and Interactive Marketing)
T-1:Ch 19 OR-13 Explain how should sales
promotion decisions be
made and the concepts of
personal selling and
direct marketing
Students will be able to
grasp types of direct
marketing and how
companies can integrate
it for competitive
advantage and how can
companies do effective
interactive marketing
Discussion on case
Week 11 Lecture 31 Integrated Marketing
Communication(Designing and
Managing Sales force, Principles
of
Personal Selling, Direct marekting)
T-1:Ch 19 Explain what decisions
do companies face in
designing and managing
a sales force
Students will be able to
recognize the
importance of
salesforce and how
salespeople can
improve their selling,
negotiating, and
relationship marketing
skills
Discussion on article
Lecture 32 Marketing Information System and
Marketing Research(Marketing
Research System and
Process)
T-1:Ch 4 Explain the concept of
marketing research and
what constitutes good
marketing research
Students will be able to
understand the
importance of
marketing research in
todays dynamic
environment
Class Discussion
Week 11 Lecture 33 Marketing Information System and
Marketing Research(Marketing
Information system)
T-1:Ch 3 Ch 4 Explain what a
marketing information
system is
Students will become
conversant with the
components of a
modern marketing
information system
Class Discussion
Week 12 Lecture 34 Marketing of Services(Nature and
characteristics,
Marketing Strategy for Service
Firms)
T-1:Ch 13 Define services and
explain how they differ
from goods and how we
can market services
Students will be able to
comprehend how
services are different
and they need different
and more personalized
marketing strategies
Class Discussion
Lecture 35 Marketing of Services(Managing
Service Quality,Managing Service
Brands
and Managing Product-Service
Support)
T-1:Ch 13 OR-11 Explain service quality
and managing service
brands
Students will be able to
find out how we can
improve service quality
and how can service
marketers create strong
brands
Discussion on case
Lecture 36 Homework 3
Week 13 Lecture 37 Managing a Holistic Marketing
Organisation(Interdepartmental
Interfaces, Ethical Dimensions)
T-1:Ch 22 OR-16 Explain internal
marketing and ethical
dimensions of marketing
Students will be able to
know the keys to
effective internal
marketing and how can
companies be
responsible social
marketeers
Discussion on article
Lecture 38 Managing a Holistic Marketing
Organisation(Future of Marketing,
Technology driven marketing)
T-1:Ch 22 Describe the future of
marketing and role of
technology in marketing
Students will be able to
understand how
companies can use
technology to monitor
and improve their
marketing activities
Discussion on case
Lecture 39 Managing a Holistic Marketing
Organisation(Future of Marketing,
Technology driven marketing)
T-1:Ch 22 Describe the future of
marketing and role of
technology in marketing
Students will be able to
understand how
companies can use
technology to monitor
and improve their
marketing activities
Discussion on case
SPILL OVER
Week 14 Lecture 40 OR-15 Marketing strategy Students will be able to
understand the different
strategies
Discussion on article
Lecture 41 Rural Marketing Students gets familiar
with various
dimensions of
marketing for rural
areas
Video on ITC echoupal
HUL Shakti Amma
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
Homework 1 To give students a
live experience of
marketing and
selling and enhance
their selling skills
Students will be asked to sell various products ranging from daily
utilities to newspapers and magazines.
Individual Evaluation will be
done on the basis of
meeting targets
(70%) that would be
decided by the
faculty and report
preparation (30%)
3 / 8
Homework 3 To check the
conceptual and
analytical
knowledge of the
students and prepare
them for
examinations.
"Quiz to be prepared containing analytical and conceptual
questions according to the topics covered in IP"
Individual Quiz will contain 30
questions carrying 1
marks each.
12 / 12
Homework 2 Building Analytical
Skills and
Conceptual Skills by
facing real business
problem.
"Case studies to be given in sub groups for analysis and its
presentation to be taken in tutorials"
Group Analysis of case
problem: 15 marks,
Presentation: 5
marks, Question
Handling: 5 marks,
Write Up: 5 marks
5 / 11
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)
Tutorial 1 Introduction of the subject and Group formation Case analysis
Tutorial 2 Case:"Nano-A dream car for the poor" Rajan Saxena,
Marketing Management, 4th edition,Macgraw hill
publication page667-684
Role play
Tutorial 3 Debate-Does marketing creates or satisfies needs Case analysis
Tutorial 4 Case- Marketing of AMUL, Rajan Saxena, Marketing
Management, Tata McGraw Hill, 3rd Edition, New
Delhi,pp-696-700
Case analysis
Tutorial 5 Case-" Reliance textiles" Ramaswamy VS, Namakumari
S- Marketing Management, Macmilln publication, 4th
Edition, page 235-242
Tutorial 6 Presentation on evaluative case study Case analysis
Tutorial 7 Problem solving Session Problem solving
After Mid-Term
Tutorial 8 Presentation on evaluative case study Presentation
Tutorial 9 Presentation on evaluative case study Presentation
Tutorial 10 Presentation on evaluative case study Presentation
Tutorial 11 Presentation on evaluative case study Presentation
Tutorial 12 Presentation on evaluative case study Presentation
Tutorial 13 Presentation on evaluative case study Presentation