ICFAI UNIVERSITY

DEHRADUN

Course Name: Advanced Marketing Management

Course Code: SL MM 502
Program: MBA
Class of 2018-2020
Semester -II
Section “A ”
ICFAI Business School, Dehradun
Mr. Sanjeev Malaviya
Assistant Professor & Faculty Coordinator-Placements

Email: sanjeev.fmsiud@gmail.com

Office Hours: 9.00 a.m.to 6.00 p.m.

Chamber Consultation Hours: 5 to 5.45 p.m. on all week days

1. Instruction Details

Credit: 3
Course Duration: 33 sessions of 75 minutes each

TIME TABLE- EVEN SEMESTER (2018-19)

Days

Mon
LUNCH BREAK
SHORT BREAK

Tue

Wed

Thu
Fri
Sat
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DEHRADUN

2. Course Details:

2a.Course Objective:
The course aims to provide students with basic concepts and practices of modern
marketing, and provide a framework to help them to understand advanced topics and
specialized electives in marketing. It will help to build strong foundation for students who
plan to make their career in field of Marketing.

Overall, there are five major objectives for this course. The objectives of the course are to:
1. Describe how Advanced Marketing fits within the broader disciplines of business.
2. Focus on the critical aspects of Advanced Marketing.
3. Comprehend business markets.
4. Study Competitive Marketing Strategies.
5. Describe tactics used for managing advanced marketing challenges and
opportunities.

2b. Learning Outcomes:

On successful completion of course the students should be able to:

1. Understand the core concepts of Advanced Marketing and the Marketing challenges
for 21st century ;
2. Comprehend factors affecting business buyer behaviour and the buyer decision
process;
3. Analyze customer driven Marketing Plan, customer lifetime value and strategies.
4. Evaluate marketing techniques for managing competition.
5. Apply critical thinking, effective written and oral communication skills to manage
advanced marketing business situations.

2c. Pedagogy/Instruction Methodology:

• Lectures will be delivered in interactive mode.

• Students will work individually on different Problems/Topics.
• Students can work in groups in solving different numerical problems.
• Home assignments will help the Students in understanding problems.
• Different kind of activities like PPT Presentations, quiz will help the students
to enhance their skills.
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2d.Suggested Text Book and References

Text Book:
Kotler Philip, Armstrong Gary, Agnihotri Prafulla, 2018, Principles of Marketing, 17th Edition,
Pearson India Education Services.
Suggested Reference:
• Marketing Management with My Marketing Lab, Philip Kotler, Kevin Lane Keller,
Global Edition, Pearson Publications, 15/E, ISBN-10: 1292092734, May 2015
• Marketing Management, Philip Kotler, eleventh edition, Pearson, 2004.
• Marketing Management, Kotler, Keller, Koshy and Jha, 13th edition, Pearson, 2009.
• Marketing Management: Global Perspective - Indian Context, 4th e, Ramaswamy, V
S / Namakumari, S. Macmillan India Limited, 2009.
• Advanced Marketing Management: Principles, Skills and Tools, Nikolaos Dimitriadis
Kogan Page Press, 1 edition, ISBN-10: 0749480378, Nov., 2018.

Web References:

http://marketingtoday.com/
http://www.targetmarketingmag.com

Other Readings:

• Economic and Business daily

• The Economic Times
• Business Standard
• Times of India: Business and Economy
• Business Magazines: Business India
2e. Assignment:

The students will be given two assignments. The assignment comprises of short and essay
type questions pertaining to the chapters, note making, presentations, projects, group
work, case study, problem solving or any other form of assignment.
The students must submit their assignment note book within five calendar days after the
completion of the chapter. The evaluated assignment note book/file can be collected from
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the faculty after five working days. Late submission will lead to non evaluation/less marks
being awarded for the assignment component at the end of the semester.

2f. Prerequisites: Basic knowledge of Marketing Management & General Management.

2g. Tentative Delivery Schedule

Session Unit Topic Pedagogy % of Extended

Syllabus Activity/Reinf
covered orcement

1 Introduction & General Direct

Overview of Paper Method
I Capturing Customer Value

2 I Capturing Value from Direct 3%

Customers Method,
ICT

3 I CRM, Customer Satisfaction & Direct 9%

Retention Method,
ICT
4 I Customer Life Time Value Direct 12% News
Method, analysis
ICT
II Creating Competitive
advantage. And Competitive
Strategies
5 II Creating Competitive Direct 15% Case/
advantage Method, Assignment
ICT
6 II Competitor Analysis Direct 18%
Method,
ICT
7 II Competitive Strategies Direct 21%
Method,
ICT
8 II Balancing Customer and Direct 24%
Competitor Orientations Method,
ICT
Internal Evaluation I

III Social media, Online, Digital 27%

and Direct Marketing
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DEHRADUN

9 III Growth and Benefits of Direct Direct 30%

Marketing, e-Commerce Method,
ICT
10 III Growth and Benefits of Social Direct 33% Case/
media, Digital Marketing Method, Assignment
ICT
11 III Forms of Direct Marketing Direct 36%
Method,
ICT
12 III Forms of Online Marketing, Direct 39%
Digital Marketing Method,
ICT
IV Marketing Analytics

13 IV Identifying Marketing Direct 42%

Information Needs Method,
ICT
14 IV Customer databases and Direct 45% Role Play
Developing a Marketing Method,
Information System-Data mining ICT
15 IV Marketing Research, Analyzing Direct 48%
and Using Marketing Method,
Information for Forecasting ICT

16 IV Marketing Research- On–line Direct 50%

Research, Impact of Big Data Method,
ICT
V Business Markets and
Business Buyer Behavior
17 V Buying Unit, Buying Situations Direct 53% Case/Assign
Method, ment
ICT
18 V Buying Process and Influences Direct 56%
Method,
ICT
19 V Government and Institutional Direct 59%
Markets, Role of e-Hubs, e- Method,
Procurement ICT
VI Global Marketing

20 V Global Marketing Environment, Direct 62%

Global Marketing Decisions Method,
ICT
21 VI Global Marketing Organization Direct 65%
and Program Method,
ICT
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VII Rural Marketing

22 VII BOP, Characteristics of rural Direct 68% Case/Assign

economy; Differences between Method, ment
rural urban and urban ICT
consumers
23 VII Potential in catering to rural Direct 72%
consumers Markets Method,
ICT
Internal Evaluation II

VIII Marketing Trends

24 VIII Marketing Trends: An Direct 75%

Overview Method,
ICT
25 VIII Experiential Marketing, Direct 78%
Ambush marketing Buzz Method,
marketing ICT
26 VIII Viral Marketing any other latest Direct 81% Role Play
trends Method,
ICT
IX Social (Not-For-Profit)
marketing
27 IX Key characteristics, multiple Direct 83% Case/
stake holders, Method, Assignment
ICT
28 IX Transparency, Customer Direct 86%
perceptions types of not-for- Method,
profit organizations ICT
X Sustainable Marketing, Social
Responsibility and Ethics
29 X Consumer Protection–Why and Direct 89%
how, Social Responsibility of Method,
Marketing ICT
30 X Consumer and Business Actions Direct 92%
towards Sustainable Marketing Method,
ICT
XI Marketing Plan – Budgets
and Controls
31 XI Overview of Marketing Plan Direct 95% News
Method, Analysis
ICT
32 XI Marketing Budget Direct 98%
Method,
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ICT

33 XI Marketing Controls Direct 100%

Method,
ICT
End Semester Examinations

*Cases will be given to the students in advance in the class and evaluation will be
continuous, spread across the semester.
3. Differentiated Instruction:

• For High Achievers: Assignments and Important questions and Indirect and general
questions will be discussed for 5, 10 and 15 marks
• For Slow Learners- Remedial Consultation and additional subject guidance,
important questions will be given for 5 marks, 10 marks and 15 marks.

4. Academic Integrity Policy:

• Students are expected to follow the Rules of Conduct and Academic Behavior
standards as detailed in the Student Regulation hand book. Failure to comply with
these rules may result in disciplinary actions as stipulated in the Students
Regulations.

• Note: Copying and plagiarism in any form for any of the evaluation components will
be dealt with existing IBS policy.
5. Evaluation Scheme

• Continuous evaluation will be conducted as per the guidelines of the University. It is

continuous and spread throughout the course; hence absenteeism from class may
be detrimental to learning. The details of the evaluation components are given
below:

Sl. Evaluation Component Weight Date of Learning Date of

No evaluation Outcomes Completion
of
Evaluation
1 Internal Evaluation I 15 As per the 1,5 As per the
time table time table
2 Mid Semester Exams 20 "" 1,2,3,5 ""

3 Internal Evaluation II 10 "" 1,2,3,4,5 ""

4 Case Discussion 10 "" 1,2,3,4,5 ""
5 Attendance 5 "" ""
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DEHRADUN

6 End Semester Exam 40 1,2,3,4,5

"" ""
Total 100

Component 1 & 3 – Assignment/Presentation

Each team of 3/4/5 members will work on the topic specified by the faculty which will be
evaluated using Rubrics. Rubrics will be explained by the faculty in class prior to the
assignment given

Performance Criteria Excellent Good Average Poor

Content (4) 4 3 2 1

Accurate and updated 2 1.5 1 0.5

information (2)
Presentation (2) 2 1.5 1 0.5
Timely Submission (2) 2 2 2 2
Total 10 10 8 6 4
Component 2: Mid Semester Examination: (20 marks)
Component 4: Case Discussion (10 marks)
Each team of students (3/4/5 members) will be given the case to discuss in the class which
will be evaluated using Rubrics.
Performance Criteria Excellent Good Average Poor
Case Knowledge (4) 4 3 2 1
Presentation (2) 2 1.5 1 0.5
Critical Examination (2) 2 1.5 1 0.5
Case Solution (2) 2 1.5 1 0.5
Total (10) 10 7.5 5 2.5
Component 5 – Attendance
Attributes: Punctuality, Discipline
Allotment of Marks
> = 91%-100% - 5 Marks
> = 86% < 90% - 4 Marks
> = 81% < 85% - 3 Marks
> = 75% < 80% - 2 Marks
Less than 75% - Nil
Component 6: End Semester Examination: (40 marks)

ACHIEVED RESULTS: ---

PROJECTED RESULTS: 100%