You are on page 1of 6


1. Course Code:

2. Course Title: Marketing Management II

3. Course Overview:
This course on Marketing Management-II takes into cognizance the learning of the students from
the previous course (MM-I). Thus the students develop a critical appreciation of the basic concepts
and techniques of marketing management and strategy holistically, with an emphasis on creating
customer value and building customer relationships. The course develops concepts, and skills
necessary for marketing decision-making and illustrates how various decision-making tools apply to
actual business situations.
Marketing is a value-enhancing function that identifies opportunities, develops markets, and builds
brands. Consequently, effective marketing enables companies to charge price premiums, sustain
competitive advantage and maintain long-run profitability. To this end, the course covers the topics
like pricing, designing distribution channels, and managing marketing-mix activities, all leading to
development of a marketing plan over the previous concepts built in MM-I like conducting
customer and competitor analysis, developing new products, branding and brand extension.
Besides, the goal of this course is to develop a rigorous and logical process for addressing
marketing issues and problems in a variety of settings, and to give the students the tools and
background necessary to think through marketing decisions. The course also aims to inculcating a
basic insight into aspects of strategizing and controlling functions of marketing.
Through the use of a marketing plan project, students are encouraged to apply the concepts and
generalizations to a real life product or service.

4. Learning Outcomes:
After undergoing this course, the student will be able to:
1. Develop conceptual understanding of the marketing mix strategy.
2. Analyze critically the marketing actions/ strategies adopted by an organization.
3. Apply the knowledge to develop feasible marketing solutions.
4. Evaluate suitable strategic and tactical options applicable to a marketing situation.
5. Design a marketing plan for an organization.
5. List of Topics/ Modules:
Topic/ Module

Contents/ Concepts

Module 1: Marketing Planning

Marketing Plan

Module 2: Capturing
Customer Value

Pricing Strategy
Price Changes

Evaluation Criteria: Component Description Weight There will be three quizzes of MCQ(s) which will be 10 conducted unannounced and the best two of the three will be taken for grades. events or new information. The report will be based on a combination of desk research as well as field investigation. The reflective notes would highlight student’s key learning which would be help in the preparation of the Marketing Plan. situations. for example their product strategy or environment scanning. It is advised that the students practice their presentation to manage time effectively. The students must ensure that the report is original in content and updated on information. It helps you therefore to recognize and clarify the important connections between what you already know and what you are learning.Marketing Plan Report & The students will prepare a detailed marketing plan 20 Presentation while working in their study groups.Module 3: Customer Value Delivering Module 4: Communicating Customer Value Module 5: Competitive Strategy & Implementation                Distribution and Channel Management Marketing Logistics & Supply Chain Management Retailing & Wholesaling Integrated Marketing Communication strategy Developing overall Promotion Mix Advertising & Sales Promotions Personal Selling & Public Relations Direct & Online Marketing Creating Competitive Advantage Competitor Analysis Balancing Customer & Competitive Orientation Marketing Implementation & Control 6. aware and critical learner.Class Participation & Reflection is a form of personal response to 10 Reflective Notes experiences. The student groups are required to make a presentation of not more that 20 minutes in duration. It is a way of helping you to become an active. 3. The rubrics for its evaluation shall be discussed in the class.Quizzes 2 . Session one will include a discussion on the detailed components of the plan and in session two project expectations from the students will be addressed. 1. The students will be expected to present specific components of their marketing plan. 2. Students are encouraged to bring in evidence and insights from multiple sources.

the Indian Context. 5.marketingprofessor. PK. Recommended/ Reference Text Books & Resources: Text Book Kotler. P.. a South Asian Perspective.Session & Course LOs &Pp. P. Jha. Oxford University Press. References 1.20 4. Philip. Delhi. G. Marketing – Asian M. Ehsaan ul. www. Haque. Namakumari. N. www.blueoceanstrategy. New Delhi.mplans. application based 40 situational questions & conceptual questions 7. New Delhi. 50 Understand the linkage between Marketing Planning and Marketing Strategies & Programs LO1 Discussion List contents of a RN. Pearson Education.aspx: This website gives wide variety of market reports.. Principles of Marketing. Keller. (KKKJ) 2.End-term examination This will consist of a case study. C.Illustration  Marketing Plan: Lifebuoy  Discussions on Students’ Projects Readings (Chapter No. Agnihotri. (2013). Pp. K. Marketing Management. Pp. 8.. 14th edition. A. a South Asian Perspective.. Macmillan Publications. Koshy. Kotler. Philip. 159-160 LO2 3 . V S. New Delhi. Pearson Education.)/ Cases Discussion Text. (2011).(RN) 3. 13th edition.. This website gives information about the latest happenings in the area of marketing.Mid-term examination This will consist of conceptual questions and application based questions..cim. (BFPS) Internet Resources 1. marketing facts and marketing research papers. Marketing Management – Global Perspective. 2. Session Plan: Session Topic Module 1: Marketing Planning 1 Marketing Plan  Purpose  Components 2 Marketing Plan. Ramaswamy.. www. Armstrong. Ch 2.. MarketingMarketing Plan th Management 5 ed. Bains. www. This website gives details of how to write marketing plans by offering sample marketing plans. Page. Ch 7. 5th edition. This website gives information on non conventional approach of blue ocean strategy in detail. S.. 3.

248-256 determinants that shape Readings: Blue Denim. Pp. RN. Ch 10. 488-491 9 Integrated Logistics Systems Discussion Evaluate suitable tactical  Marketing Logistics Text. 372-373 LO3 Price Changes 6 Project Work Presentation 1 Project Work Presentation 2 LO5 Module 3: Delivering Customer Value 7 Marketing Channels & Value NetworkDiscussion Understand Channel  Channel Functions Text. 291-299 Dynamics and show how Readings: Apollo Clinic. Pp. Pp. Pp. Pp. Ch situation. BFPS. 365-376. Pp 336 Outline the marketing communication process and devise an IMC plan suited to a marketing situation. BFPS. Ch 11. LO1 Marketing Communication Mix Discussion Evaluate suitable strategic  Developing & Managing Text. options for managing advertising & sales Advertising Program Ch. 300-304 of channel design &  Channel Management Case: Channel Strategy. Pp. Pp 435 LO4 10 Project Work Presentation 3 Project Work Presentation 4 11 Modern Retailing Module 4: Communicating Customer Value 12 Marketing Communication Mix  Role of Marketing Communication  Developing Effective Communication Mix 13 Guest Session 1 LO5 LO2.Module 2: Capturing Customer Value 3 Determinants of Pricing Discussion Understand important  Customer Perception of Value Text. Organization LO1 8 Channel Decisions Discussion Analyze the determinants  Channel Design Text. 16. Ch 12. BFPS. Pp.  Initiating & Responding to KKKJ. Pp 381  Chanel Behaviour & marketing strategy. Pp.  Sales Promotions As a tool of Case: Intel InsideAdvertising Builds a great Promotion Mix 4 . channel strategy relates to  Channel Levels KKKJ. Pp. Ch 14. Ch 15. Pp 350  Internal & External LO1 Considerations 4 Pricing Strategies Discussion Analyze relevant Value  New Product Pricing Text.  Promotion Mix Pricing Readings: Harry Potter LO2 Strategies Price Magic. LO4 Discussion Text. Pp 305 5 Pricing Strategies Discussion Employ price adjustment  Price Adjustment Strategies Text.  Company & Product Costs KKKJ. 343-357 Readings: Marketing the Indian Air Force: Mission Udaan. 305-309 options for integrated  Supply Chain Management Readings: The Rise oflogistics systems Infomediary. Ch 12. 405-409 promotions programs. 267-271 pricing techniques. Ch 11. Titan Watches. 271-281 strategies relevant to a Case: Southwest Airlines.pricing program. Pp.

0 Marketing in Economies Integrative Session Open Session Emerging Discussion LO5 LO2. Ch. Pp. Pp. Public Relations LO3 BFPS. Ch 16 Pp. KKKJ. Technologies Case: Amway Direct Selling In India. LO4 LO5 Understand the implementation process & control tools. LO1 528-530 16 Project Work Presentation 5 Project Work Presentation 6 LO5 Module 5: Creating Competitive Advantage & Marketing Implementation 17 18 Competitor Analysis Discussion  Identify & Assess Competitors Text. 607-609 14 Marketing Communication Mix Discussion Apply the knowledge to  Managing Sales Force Text. LO1 Analyze various competitive strategies applicable at the market place. LO4 Pp. LO4 5 .brand. Pp 370 15 Direct & Online Marketing Discussion Understand different forms  New Digital Direct Marketing Text. LO1 Organize & analyze the emerging trends in marketing. 18. 380-382 Reading: PR taking off.  Major Decisions in Marketing Ch. 18 Pp. 15. 415-423 of direct marketing.  Selecting Competitors to Pp 219 Attack or Avoid Competitive Strategies Discussion  Basic competitive strategies Text. 450-458  Market Leader strategies  Market Challenger Strategies  Market Follower strategies  Market Nicher Strategies Understand need to study competitors analysis. Pp. 390-400. LO2 19 20 21 22 23 24 Project Work Presentation 7 Project Work Presentation 8 Balancing Customer and Competitive Guest Session 2 Orientation & Blue Ocean Strategies Project Work Presentation 9 Project Work Presentation 10 Marketing Implementation & control Discussion  Marketing Implementation KKKJ. RN. Ch 17. LO3. develop sales force management program. 579-581  Tools of Marketing Control   Marketing 3. Ch 21. LO2 LO2. Pp. Pp. Ch. RN. 444 – 447 Readings: Ujala.

9. Contact Details: Name of the Instructor: Office Location: Telephone: Email: Teaching Venue: Website: Office Hours: Online Links (Link to Blackboard): 6 .