Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials

Course No MGT514

Cours Title MARKETING MANAGEMENT

Course Planner 13643 :: Prince Vohra

Lectures Tutorial Practical Credits 3 1 0 4

Text Book:

1 Kotler, Keller, Koshy & Jha, Marketing Management, 13th edition, Pearson Education Asia

Other Specific Book:

2 Mc Daniel, Lamb, Hair, Introduction to Marketing, Indian Edition, Cengage learning 3 Kleith Blois, Textbook of Marketing, Indian Edition, Oxford University Press 4 Pride, Ferrell, Marketing Concept and Strategies, 12th Edition, Biztantra 5 William Dperreault, Jr E Jerome Mc carthy, Basic Marketing, 15th Edition, Mcgraw- Hill 6 Rajan Saxena, Marketing Management, 4th edition,Macgraw hill publication 7 M. Govindaraja "Marketing Management"Second Edition,PHI publications 8 Ramaswamy & Namakumari, Marketing Management, 4th edition, McMillan Publication

Other Reading Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference) 9 "The case of Cool Breeze ", M. Govindaraja "Marketing Management"Second Edition,page 65-67 10 Case: "Danone Focuses on health nutrition, "Pride, Ferrell, Marketing Planning, Implementation & Control", India Edition, Page 44-45 11 Marketing is every thing by Regis Mckenna HBR 12 The Changing face of marketing cover story aug 2009 Market Mastermind 1 Approved for Spring Session 2010-11

13 Case " Apollo Tyres : Learning from enviornmental scanning" 14 International Marketing Research: A global Project management Perspective by Robert Young Kelley School of bsiness 15 Case " Rockwell Automation : Reseraching Customer Perception" 16 Case " Colors Cahnnel new Product development and promotions " 17 Defensive Marketing By H Robert HBR 1991 18 Case" Zee Telefilms Ltd.careers-in-marketing. 2 Approved for Spring Session 2010-11 . HBR Jan Feb 2009 33 Customer Profiling A better way to understand customers MM Nov 2009 Relevant Websites Sr. Marketing Management.mit.proquest. (Web adress) (only if relevant to the courses) 34 www. South Asia Jan-Feb 2010 20 Case "industry analysis : indian air conditioner industry" 21 Case " Norelco's advantage razor introduction" 22 Case:"Nano-A drean car for the poor"Rajan Saxena.P KSOB 30 Customer Service Orientation: The role of Human Resource Practices MM OCT 2009 31 Case " Medical Tourism : First World Treatment at Third World Prices" 32 Is your company Ready for one to one marketing by Don Peppers.edu/ 38 www.icmrindia.org/casestudies/ 35 www. Breaking the Jinx" 19 Rethinking Marketing HBR.com/ Salient Features Case studies on different marketing issues research articles Current trends in marketing of financial services Contains different service marketing research articles Contains articles on different marketing issues provides useful information regarding carrers in marketing. Mark Bergen HBR 2008 25 Case Low Cost Aviation in india: Changing Realities 26 Case " Large Format Rural Retail Stores: Mera Gaon Mera Desh 27 Case " Asian Paints going Where the consumer is " 28 Social Marketing and celebrity endorsement Marketing Mastermind aug 2009 29 Event Sponsorship and ambush Marketing Lessons from the Beijing olympics by M.com 39 http://www. No.cashcow.Macgraw hill publication page667-684 23 Case " Cadbury Dairy milk chocolate evolving positioning over the time" 24 How to fight a price war by Akshay R Rao.com 36 http://www. 4th edition.in/ 37 http://mitsloan.salesandmarketing.

Scope Marketing Management Philosophies: Production Concept. Product Concept. SWOT Analysis and Product planning ->Reference :1. follower and challenger and Niche Levels of Market Segmentation. Corporate an Division strategic planning(establishing SBU and assigning resources to SBU) Business Unit Strategic Planning.Book 1 Chapter 3 ->Reference :1. Analyzing Competitors Competitive Strategies for Market Leaders.Chapter 1 ->Reference :1.Chapter 5 & 6 ->Reference :1. Book 1 Chapter 8 Case: Viva las Vegas 3 Approved for Spring Session 2010-11 .Detailed Plan For Lectures Week Number Lecture Number Lecture Topic Chapters/Sections of Homework to be Assigned Pedagogical tool Textbook/other to students Demonstration/case reference study/images/anmatio n ctc.Selling Concept & Societal Marketing Concept Marketing Environment Micro and Macro Factors.Book 1 Chapter 4 case study: the case of cool breeze Week 3 Lecture 7 ->Reference :1. Bases for Segmenting Markets ->Reference :1.Book 1 Term Paper 1 Allocation chapter 2 Case: Danone Focuses on health nutrition Lecture 8 Competitive Forces. planned Part 1 Week 1 Lecture 1 Lecture 2 Introduction to Subject.Book 1 HomeWork 1 Allocation Chapter 2 Book :1.Book 1 Chapter 9 Lecture 9 Week 4 Lecture 10 Book :1. Marketing Research System (Research Process) Demand Forecasting and measurement Developing Marketing Strategies.Book Chapter1 Lecture 3 Week 2 Lecture 4 Lecture 5 Lecture 6 ->Reference :1.

11. labelling.Consumer Decision Making. Book 1 Quiz 1 chapter 12 Week 6 Lecture 16 Lecture 17 ->Reference :1. 11.14 Lecture 14 Lecture 15 Business Marketing and Participants in BBP Product Characteristics and Classification. Book 1 chapter 12 ->Reference :1. Book 1 HomeWork 2 Submission Article sr. Product Differentiation. Book 1 chapter 7 ->Reference :1. Packaging. Factors Influencing Consumer Behaviour. Book 1 Chapter 6 Case: Ready to eat Week 5 Lecture 13 ->Reference :1. Creating & Maximizing Customer Value.Part 2 Week 4 Lecture 11 Lecture 12 Targeting. Case chapter 10 study: omega textiles Article sr. ->Reference :1. Key psychological processes Buying Decision Process. Book 1 Chapter 20 Case: Indian Hotchips Lecture 21 4 Approved for Spring Session 2010-11 . Book 1 Chapter 11 Quiz 1 Lecture 18 Week 7 Lecture 19 Lecture 20 Case: Dell Goes back to its Pc roots ->Reference :1. no. Warranties and Guarantees Branding Concepts( Scope and models of brand equity) How to measure brand equity Developing the communication strategy (POP and POD) Differentiation strategies Product Life-Cycle Marketing Strategies Managing Product Development Process ->Reference :1. Case study: omega textiles ->Reference :1. Book 1 Chapter 8 ->Reference :1. Book 1 HomeWork 2 Allocation Chapter 6 article no. Product and Brand Relationships. Customer Databases. no.

18 ->Reference :1.MID-TERM Part 3 Week 8 Lecture 22 Understanding Price Setting the Price ->Reference :1.Book 1 HomeWork 3 Allocation Chapter 14 Case: Star Products Limited Case: Star Products Limited Case: Star Products Limited ->Reference :1. no. Case: Driving car buyers to the internet Lecture 23 Lecture 24 Week 9 Lecture 25 Adapting the price Initiating and Responding to Price changes Marketing channels.Book 1 Chapter 16 Case: Low prices and lots of surprises at costco.Article sr. 9 Part 4 Week 10 Lecture 30 Intergrated Marketing Communication-Developing & ->Reference :1. Channel-Design Decisions Channel Management & Integration systems Managing Retailing and Private Labels Lecture 26 Lecture 27 Week 10 Lecture 28 Lecture 29 Wholesaling and Market Logistics Intergrated Marketing Communication-Role of Marketing Communications ->Reference :1. 9 Week 11 Lecture 31 ->Reference :1.Book1 Chapter 19 HomeWork 1 Submission article no.Book Chapter 15 ->Reference :1.12. no.Book 1 Deciding Chapter 17 Effective Communications Developing and Managing Advertising Program. Book 1 Term Paper 1 Submission Case: Restylane wants Chapter 18 to reach the "hottest mom in America"Article sr. no.15 Lecture 32 Sales Promotion.Book 1 HomeWork 4 Allocation Chapter 17 Article sr. Book 1 chapter 14 ->Reference :1. Book 1 HomeWork 3 Submission Chapter 15 ->Reference :1.13 HomeWork 4 Submission Case: Fraud Forces Sub Club Closing. no. Events & Public Relations Lecture 33 Direct and Interactive Marketing 5 Approved for Spring Session 2010-11 . Deciding Media Article sr.

Choose any product/ service that describes the targeting strategy of a particular organization. 10 Spill Over Week 14 Lecture 40 Lecture 41 Lecture 42 Rural Marketing Green Marketing Global Marketing Book :7. Principles of Personal Selling Marketing of services: Nature & characteristics Marketing of services: Nature & characteristics Building Customer Value Maximizing CLTV Relationship management calculation of CLTV Carrers in marketing ->Reference :1.Describe the target market & explain the strategy being used to reach the market.e Undifferentiated. Article sr. students can take Individual reference from the book "Marketing Management by VS Ramaswamy 3rd edition page 162-179" Break up of marks: General features of the industry: 03 marks Industry environment and structure: 03 marks Industry attractive analysis: 04 marks Analyzing competition: 05 marks. no. Homework 1 Topic of the Homework Case studies to be given in sub groups for analysis and its presentation to be taken in tutorials.Chapter 26 Video:ITC e-choupal Details of homework and case studies Homework No. Break up of marks Write up=05 marks Presentation =10marks divided as follows: Presentation skills=04 Group coordination=3 Questioning round=3 Based on 3 targeting strategies i.Appendix A page-36 -49 ->Reference :23. 16 Week 13 Lecture 37 Lecture 38 Lecture 39 ->Reference :1.Book 1 Chapter 5 ->Reference :3.Chapter 29 Book :7.Concentrated & Differentiated. no.Chapter 30 Book :7.Chapter 13 Quiz 2 Video on selling Case: We are all in good hands Article sr. 16 Case: We are all in good hands Article sr.provides information regarding carrers in marketing.Week 12 Lecture 34 Lecture 35 Lecture 36 Designing and Managing Sales force. Break up of marks 1) Target market definition 5 Marks) 2 Strategies of company to reach target market 10 Marks Nature of homework (group/individuals/field work Group Homework 2 Individual Homework 3 Do the industry analysis with repect to assigned industry by using porter's model.Book 1 Chapter 19 Book :1.Book 1 Chapter 3 ->Reference :1. 6 Approved for Spring Session 2010-11 . no.

refer to charts of Rural consumption indicators. State: Assam 2 With the help of Business world-Marketing White Book. Comprehensive coverage of the topic 3. FMCG and consumer durables chart. Part 2 Rural consumer. rural household size. refer to charts of Rural consumption indicators. Domino's) 6 Obesity is a major health risk facing many countries. media mix table and prepare a marketing plan to launch a product in given state -West Bengal 4 With the help of Business world-Marketing White Book. Develop a marketing plan for marketing this idea and promoting a chain of health club. FMCG and consumer durables chart. rural demographics. consider x best out of y components of CA. Break up of marks: Coverage of marketing mix strategies: 05 Critical analysis of strategies: 10 The credentials that will be taken into consideration for evaluation are as follows: 1. rural household size.g Pizza hut. rural demographics. Clarity of ideas. Reasoning given in Individual Scheme for CA:out of 100* Component Homework Term Paper Quiz Frequency 3 1 2 Total :Out Of 4 Each Marks Total Marks 15 25 15 55 45 25 30 100 * In ENG courses wherever the total exceeds 100. as explained in teacher's guide available on the UMS List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper) Sr. 2. media mix table and prepare a marketing plan to launch a product in given state State:Jharkhand 5 Comparative analysis of marketing mix of various fast food joints( e. FMCG and consumer durables chart. media mix table and prepare a marketing plan to launch a product in given state State: Bihar 3 With the help of Business world-Marketing White Book. Part 2 Rural consumer. Part 2 Rural consumer. FMCG and consumer durables chart. 7 Approved for Spring Session 2010-11 .Homework 4 Students will be given a brand in the assigned product category and the students will have to critically analyze the marketing mix strategies adopted by the company for this brand. media mix table and prepare a marketing plan to launch a product in given state. refer to charts of Rural consumption indicators. Topic 1 With the help of Business world-Marketing White Book. rural household size. No. Part 2 Rural consumer. rural household size. rural demographics. refer to charts of Rural consumption indicators. rural demographics.

7 Swot analysis of LIC and analyse its market share pattern for last 5 years 8 In advertising services. Time of submission.e merchandising. magazines. 13 Choose 5 ads from 4Ps magazine. rural household size. rural demographics. 2.Write a sales promotion plan that will increase awareness of your new product. -Andhra Pradesh Students can use co. media mix table and prepare a marketing plan to launch a product in given state. spending is limited so introduction will include some low budget sales promotion techniques. a company often must use symbols to represent the offered product. explain how co. television or magazine advertising.Adv. 11 A Group of students can be asked to undertake Community development projects like Aids awareness. FMCG and consumer durables chart. Identify three service organizations you seein outdoor. What symbols are used to represent their services?What message do the symbols conveyto potential customers? 9 You have recently been assigned the task of developing promotional techniques to introduce your co. Comprehensiveness 4. 10 To study the perception and satisfaction of customers towards the various issues regarding retail i. refer to charts of Rural consumption indicators. Students will prepare a plan and then implement that plan on holidays or on non working days. Write a description of how you think the company has targeted as well as segmented its business market.suppose a recent economic forecast predicts that inflation will be almost 10% during next 18 months. Part 2 Rural consumer. Break up of marks Contents-10 Analysis-10 Refrences-5 Other guidelines 1. Plan : 10 Marks Implementation: 15 Marks 12 Students can undertake some projects sponsored by industry and approved by faculty member. 14 period of inflation require firms to alter its marketing mix. new product.& convenience of Reliance Trends. Reasoning 5. pricing . news paper or any other relevant source to search the information. website. Education of poor people etc. can alter its marketing mix to increase the sales & profits 15 With the help of Business world-Marketing White Book. References 16 Faculty can replace the term Paper with simulation Game on Marketing Management Plan for Tutorial: (Please do not use these time slots for syllabus coverage) 8 Approved for Spring Session 2010-11 . 3.with respect to the assigned co. Clarity of ideas.

business game etc) Tutorial 1 Tutorial 2 Tutorial 3 Tutorial 4 Tutorial 5 Group formation & introduction to case analysis Case : nano a dream car for the poor Does marketing creates or satisfies needs Term paper discussion Presentation on evaluative case study Indicative case: Nirmal Rayons Ltd Group formation Case analysis Debate Term paper discussion presentation Tutorial 6 Tutorial 7 Presentation on evaluative case study Presentation on evaluative case study Indicative Case Study : Dominion Motors & control presentation Presentation After Mid-Term Tutorial 8 Presentation on evaluative case study Indicative Case Study : P&G Tutorial 9 Presentation on evaluative case study Indicative Cse study Seneca Paper Company Tutorial 10 Tutorial 11 Presentation on evaluative case study Presentation on evaluative case study Indicative Case Study Central State Scooters Tutorial 12 Tutorial 13 Term paper discussion and Presentation on evaluative case study Presentation on evaluative case study Presentation and Term paper discussion presentation presentation presentation presentation 9 Approved for Spring Session 2010-11 .Tutorial No.role play.problem solving test. Lecture Topic Type of pedagogical tool(s) planned (case analysis.

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