MARKETING MANAGEMENT I

Course instructors
Name Sem, Programme & Batch Email
Dr. Chandan Parsad II Tri PGDM A chandan@rajagiri.edu
Fr. Francis Sebastian II Tri PGDM B fr.francis@rajagiri.edu
Dr. Smitha Siji II Tri PGDM C smitha@rajagiri.edu

1. Introduction About the Course

This course is expected to provide a comprehensive and practical introduction to Marketing

Management. The course also aims to make the student understand and appreciate the
concept of marketing in theory and practice. Specifically, this course seeks to develop the
students' skills in market analysis - consumer and business market analysis, identifying and
selection of markets - concepts of marketing such as segmentation, targeting, brand
positioning, building brand equity, developing market strategies and plans, understand the
new product development process and product life cycle.

2. Course Learning objectives aligned with programme outcomes

Marketing Management course learning objectives are aligned with PGDM programme
learning outcomes.

i) Understand the marketing function across business, government and consumer

markets for the concepts and techniques, for identifying business problems and
effective decision making. (PLO 1a)
ii) Assess market opportunities by analysing customer markets, business markets
identifying, segmenting and positioning for targeted market segments
iii) Demonstrate the application of strategic marketing planning for managing the product
life cycle as well as developing new products.

PLO 1a: Our graduates will be able to identify the business problem in a given situation.

3. Session Plan

Sessi Instructional
Topic Reading Methodology
on
Module I : An Introduction to Marketing Lecture/Discussion
1-2 Defining Marketing, Core concepts of B1 Chapters 1
Marketing, Scope of Marketing
Company Orientation towards the Lecture/Discussion
3-4 Marketplace, Marketing Management Tasks, B1 Chapters 1
The New Marketing Realities

5-6 Case Study 1 – Google B1: Page 28-29

 Lecture/Discussion
Module II: Markets –Environment,
7-8 Structure and Measurement Scanning the B1 Chapter 3
Marketing Environment, Forecasting Demand

Lecture/Discussion
Marketing Information Systems, Conducting
9-10 B1 Chapter 3
Marketing Research, Competitive Dynamics

B1: Page 102-

11-12 Case Study 2 - Walmart
103

Lecture/Discussion
Module III: Consumer Analysis
13-14 Creating Customer Value and Customer B1 Chapters 4
Relationships
Lecture/Discussion
Analyzing Consumer Markets, Analyzing
15-16 B1 Chapter 5,6
Business Markets

B1:
17-18 Case Study 3 - IKEA
Page: 159

Lecture/Activity
Module IV: Identifying and Selecting
19-20 Markets B1 Chapter 7
Identifying Market Segments and Targets
Lecture/Discussion
B1 Chapter 9,
Creating Brand Positioning, Creating Brand
21-22 10
Equity.

B1:
23-24 Case Study 4 - BMW
Page: 210-211

Lecture/Discussion
Module V: Marketing Strategies
B1 Chapter 2
25-26 Developing Marketing Strategies and Plans –
Corporate And Division Strategic Planning,
Business Unit Strategic Planning, Product Lecture/Discussion
Planning
27-28 B1 Chapter 2
New Product Development and Product Life
Cycle –Stages
Presentations
29-30 Presentations – Group Project

4. References/Books
 i) Kotler Philip, Koshy Abraham & Keller Kevin (KKK), Marketing Management-South
Asian Perspective, Pearson Education, 14th Edition
ii) Czinkota Micheal. R & Ronkainen IIkka. Marketing Management, Thomson South
Western Publishers, 2nd edition.
iii) Ramaswamy V.S & Namakumari. S Marketing Management – Global Perspective,
Indian Context, MacMillan, 4th Edition.
iv) Saxena Rajan, Marketing Management – Tata Mcgraw-Hill, 3rd Edition.
v) Dutta, Bholanath, Marketing Management, Parshva Publishers, 1st Edition.

5. Grading Structure

Evaluation tool Marks PLO Assessed

Mid-Trimester Exam 20 marks
End-Trimester Exam 30 marks PLO 1a (EQ)
Attendance 5 marks
Individual Project 15 marks
Case Discussion- Group 10 marks
Class Participation 5 marks
Quiz 5 marks
Group Project 10 marks
Total 100 Marks

6. Grading or Evaluation tools other than Examinations

Individual Project (15 Marks)

This project will help the student to work on individual basis, on any product to be assigned
in an industry that helps the students to assimilate the concepts & apply to real world
situation.

Individual Student will work on analysing the Segmentation, Targeting and Positioning
(STP Model) of a company for a product, based on the application of concepts learned in the
course in a company of his / her choice, which needs to be identified by him / her. The
assignment should be submitted in Moodle as an MS-Word file. Font used should be Times
New Roman, 14” for headings and 12” for the body, justified alignment. Word limit can be
1500-2000 words.
The sub-headings can be: 1) Brief introduction of the company, 2) Product details 3)
Segmentation and Target Market Segments 4) USP and Positioning Message 5) Identify
issues and challenges 6) Suggestions to overcome issues and challenges, 7) References.

Criteria for evaluation - marks will be based on the quality and relevance of the
information points.
Case Analysis (10 marks)

Student groups are to come up with case facts, analysis & interpretation and decision points
on the problems listed in the case, to be presented in the class.
 Evaluation - marks will be based on the quality of decision making arrived at in the case
assigned.

Class Participation (05 marks)

Students are expected to participate actively in class discussions and participation marks will
be based on quality and quantity of participation in the class.

Quiz (05 marks)

Three different surprize quiz will be conducted based on different modules, multiple choice
questions. Out of three two best will be considered.

Group Presentation (10 Marks)

The presentation topics shall be allotted to the groups comprising of 6 students and they have
to make presentation of 12-15 minutes. Besides this, the students are expected to prepare
themselves on the topics regularly for the forthcoming sessions. This shall facilitate in
organizing sessions using varied pedagogical tools.
7. Course policies
Please refer student guidelines

8. Assignment Schedule
Announcement
Assignment/Presentation/Case Discussion Due Date/Session
Session
4 Case Discussion and Presentation 5-6
10 Case Discussion and Presentation 11-12
16 Case Discussion and Presentation 17-18
22 Case Discussion and Presentation 23-24
3 Individual Project Submission 25
Presentations -
Session 29-30 Marketing Plan with Preexisting Company  29-30

9. Course requirements
Students are required to come prepared for each session by reading the respective reference
material given in this course plan.