Instruction Plans

Instructions
Instruction plans for multi-section courses will be formulated by Course Planners appointed by the HoD-F. For
single section courses, the prospective instructors should be the course planners as far as possible.
The format of the Instruction plans has been prescribed. It is the responsibility of the Course planner to develop all
homework and teaching aids, including the demonstration kits, and arrange for their procurement and distribution
1. Each IP will be a separate .doc file named IPXXXXXX.doc where XXXXXX is the alphanumeric code of the
course without any blank or hyphen.
2. As far as possible only one textbook will be prescribed. Additional books will be prescribed only where
absolutely essential.
3. Specify only specifically useful web pages. Give complete address and the salient feature of that.
4. Plan for 13×L lectures: 7×L for before the MTE, 6×L for after the MTE. Provide for at least 2×L spill-over
lecture.
5. Each half of the plan should be divided into two halves each.
6. Mark the location of the MTE after 7*L lectures.
7. While planning homework, follow the scheduling guidelines given below.
8. At least 6 clear days should be given for students to complete a homework.
9. Nature of homework refers to if it is an individual or group homework, if it is common to all students or not.
10. Copies of the Instruction plans will be made available to all instructors (through the HoD-Ss) as soon as the
load allotment is made.
11. Every instructor will complete the due reports within the specified time and submit them to HoD-S who, in turn,
will forward them to HoD-F.
12. Wherever there is no HoD-F, the responsibility mentioned in the following pages passes on to HoF
13. Wherever there is no HoD-S, the responsibility mentioned in the following pages passes on to HoS
Scheduling Guidelines for Homework, Tests, Quizzes, Etc.

Note : For the current term, the first week is counted from August 31, 2009
(a) Homework category (a) : (particularly, non-quantitative courses in LFBA), the Homework is evaluative. In such
courses, full evaluations must be made with appropriate feedback to students .

Homew Due in the To be evaluated, (notified

ork week number to students and marks
no.Han recorded in UMS and
ded out student record register))
in week in week number
number
2 4 6
4 6 8
10 12 14
12 14 15

Homework category (b) : there are two components of this type of homework : one is the evaluation of the
submitted work, and the other is the evaluating the student on the basis of a test based on homework.

Homew Due in the Test in week number. Test to be evaluated,

ork week number Homework to be returned (notified to students and
no.Han in this week marks recorded in UMS
ded out and student record
in week register) in week number
number
12 4 5 6
24 6 7 8
310 12 13 14
412 14 15 15

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 Lovely Professional University, Punjab
Term: First
Course No. MGT546 Course Title: Marketing of IT Products L: 3 T: 1 P: 0 Cr: 4
Textbook: 1.Venkatesh K., Marketing of Information Technology, Tata McGraw Hill, First Edition, 2008
Other specific books: 2.Jakki Mohr, Sanjit Sengupta, Stanley Slater, Marketing of High Technology Products and Innovations, Prentice Hall Publications, 2001*
3. Roberts Mary Lou, Internet Marketing, Cengage Learning, 2007*
4. Chaffey Dave, Johnston Kevin, Mayer Richard, Internet Marketing, Pearson education, 2009*

Other readings:
S. No. Journal articles as compulsory readings (Specific articles, Complete reference)
5 “Marketing High tech products: Lessons in customer focus from the marketplace”, Rosen, Schroeder, Purinton, Marketing of High tech products
(www.amsreview.org/articles/rosen06-1998.pdf)
“The size of Zero Computing” Dataquest Magazine, 15 Feb 2009, P 88
6
“3G vs WiMax (Whom will enterprises court?)”, Dataquest magazine, 15 Feb 2009, P48
7
“Software Editions: An application of segmentation theory to the packaged software market” Journal of Management Information Systems, 2000,
8
Vol. 17, No.1, P 87

9 “Consumers’ willingness to pay for Non-pirated software”, Journal of Business Ethics (2008)
“Investing in the IT that makes a competitive difference”, Harvard Business Review, July 2008, P 98
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11 “Reverse Engineering: Google’s Innovation Machine”, Harvard Business Review, Apr 2008, P 58
12 “Saving the Internet”, Harvard Business Review, June 2007, P 49
13 “Executive insights: Use of Internet in international marketing”, Journal of International Marketing, Vol. 11, 2003
“Teaming up to Crack Innovation and Enterprise Integration”, Harvard Business Review, Nov 2008, P 90
14
“Dell Inc.: Moving beyond direct sales, ICMR Case studies, 2004
15
Relevant websites:
S. No. Web address (Exact page address) Salient Features
16 www.indianpcmag.com Reviews, Tutorials, Tips and News of Information technology

17 http://pcquest.ciol.com/content/ITstrategy/2008/108120 IT strategies in slowdown

101.asp

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18 http://pcquest.ciol.com/content/ITstrategy/200 Decision making and planning for right IT purchase
7/107120421.asp
19 www.indianpcmag.com Development and the Information age

20 http://biztech2.in.com/india/news/enterprise- Global IT buyers’ tendency to buy “green” products conceived of positive impact on
solutions/global-it-buyers-reveal-green- environment
perception/28171/0
21 http://www.bnet.com/2403-13237_23- IBM’s Secret for making the sale
313855.html
22 http://www.rti.org/page.cfm/Information_Techn IT Products and services information
ology_Services
23 http://dqindia.ciol.com/content/industrymarket/ Article “Passing the Acid test” related to role of channel partners in IT
focus/2009/109052104.asp
24 http://findarticles.com/p/articles/mi_qa4026/is_ Article “Globalization and technology”
200310/ai_n9316427/?tag=content;col1
25 http://www.icmrindia.org/business Article “My space sued for copyright infringement” – Mini case study
%20Updates/micro%20casestudies/IT%20&
%20Systems/MCIT0005.htm
26 http://www.businessweek.com/globalbiz/conte Article “Mobile marketing takes off in India”
nt/apr2009/gb20090427_800674.htm
27 http://www.youtube.com/watch?v=24- Video – Recession and IT firms.
cHvzDXGk
28 http://www.youtube.com/watch? Video – Information Technology: An introduction.
v=v_ds086KhQA
Note : Serial no. of text book , other specific books , other readings and websites should be in continuity and can go to any number, as illustrated in the format.
Detailed Plan for Lectures

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Week No. Lecture No. Topic Chapters/ Sections Homework/ Task Pedagogical tool Pedagogical tool Date Delivered2
of Textbook/ other to be assigned Demonstration/ case Demonstration/
(Mention
reference1 to students3 study/ images/ animations case study/
4 Regular (R) /
etc.planned images/
Make Up (M)
animations
class)
etc.actually
used

Part 1 (one fourth of total number of lectures)

1 1 Introduction to Marketing of Information 1/ Ch1 Video-Web Ref. No.28
technology, IT Markets

1 2 Introduction to IT Products and 1/ Ch1 Article Ref. No.5

Services, Role of Internet in IT services
1 3 Marketing research in High-Tech 2/ Ch5
markets: Introduction, Information
collection tools and forecasting
customer demand
2 4 IT Intellectual property Market 1/ Ch4 H.W-1 Video: selling patent
-valuing IP
2 5 Total cost of Information Technology 1/ Ch5 Web Ref. No.18
Ownership

2 6 Software Editions: An application of Discussion Article Ref. No.8

segmentation theory to the packaged
software market
3 7 Classification of IT Product Market: 1/ Ch2 Term paper
Impact of IT, Characteristics of
Hardware, Software and Devise
market
3 8 Present Scenario in Hardware space, 1/ Ch2
Software space and
Telecommunication space

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 3 9 Characteristics and types of IT 1/ Ch3 Web Ref. No.22
services, Vendor requirement for IT
consulting
4 10 Issues related to Vendors and Buyers, 1/ Ch3 Role play: Vendor and
Issues in sales of IT services buyer negotiations

Part 2 (one fourth of total number of lectures)

4 11 Present Scenario in Hardware space, 1/ Ch2 H.W-2 Article Ref. No.6
Software space and
Telecommunication space
4 12 Branding of IT products and services, 2/ Ch10
Importance and new product
preannouncements
5 13 Cost and tools of IT branding, Internet 1/ Ch9 Article Ref. No.15
as branding medium and measuring
its strength, Other alternatives
5 14 Pricing of IT products and services: Pre 1/ Ch6
and post sales factors
5 15 The three C’s of pricing 2/ Ch9
6 16 Role of Technical support in Marketing 1/ Ch12 Group Discussion:
of IT: Meaning and Importance of Technical and Non-
Technical support, Types of manual technical Support system
technical support advantages
6 17 Types of automated technical support, 1/ Ch12
Levels and Pricing of technical
support, Evaluation of technical
support personnel
6 18 Channel partners in IT: Importance and Web Ref. No. 23 Web Ref. No. 23
role of channel partners
7 19 Interactive marketing communications: 4/ Ch8 Mini Case: Consumer
Introduction and characteristics, perception, 4/Ch8, P355
Differences in advertising between
traditional and digit media

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 7 20 Planning Integrated Internet marketing 4/ Ch8 Mini Case: Which planet
communications, Online and Offline are you on? 4/Ch8, P361
promotion techniques
7 21 Business to Customer Internet 4/ Ch10
marketing: Introduction, Online
customers
Mid Term Exam
Part 3 (one fourth of total number of lectures)
8 22 Business to Business Internet 4/ Ch11
Marketing: Introduction, Online
environment analysis
8 23 Launching of IT products and services: 1/ Ch11 Article Ref. No.11
Definition, Characteristics of IT
products and services launch
8 24 Comparison of IT product and service 1/ Ch11
launch, Pre-requisites for IT launch,
Pre-launch activities and Post-launch
activities
9 25 Teaming up to Crack Innovation and Discussion Article Ref. No.14
Enterprise Integration
9 26 Advertising and promotion in High-tech 2/ Ch10 Article Ref. No.12
markets: AP tools and internet
advertising and promotion
9 27 Globalization of IT: Introduction and 1/ Ch8 Web Ref. No. 24
components of globalization
10 28 Role of Technical Marketing in IT: 1/ Ch10 H.W-3
Introduction, Business Division
structure, Responsibilities of TM staff
in Product and service marketing
10 29 Other TM activities, Skills required and 1/ Ch10
tools used in TM, TM stages in
Marketing cycle, IT vendor benefits
from TM staff`

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 10 30 IT in India: Characteristics, Hardware 1/ Ch13
and software market scenario

Part 4 (another one fourth of total number of lectures)

11 31 Strength, weaknesses, opportunities 1/ Ch13 Article Ref. No.10
and threats to Indian IT market, IT
Video- Web Ref No..27
marketing cycle
11 32 The Future: Wireless and 3/ Ch14 Web Ref. No.26
convergence: Consumer Adoption of
innovation, The Pervasive challenge
11 33 The Mobile marketplace, Use of 3/ Ch14 Article Ref. No. 7
wireless content and services, Mobile
advertising and marketing, Wireless
transactions
12 34 Business to Business Internet 4/ Ch11
Marketing: Introduction, Online
environment analysis
12 35 Trading relationship in B2B markets, 4/ Ch11 Case Study: Growth,
Digital marketing strategies Volume and dispersion,
4/Ch11, P506
12 36 Customer Acquisition: Introduction, 3/ Ch7
Search engine and e-mail marketing
13 37 E-Retailing: Introduction and marketing 4/ Ch10 Mini Case: E-Malls,
strategies Ch10, 466
13 38 The turnaround in technological world: Green Book 2009 Web Ref. No.20
Definition and advantages of Green (Why Industry
tech products wants to get
greener?) Jan 15,
2009
13 39 Executive insights: Use of Internet in Discussion Article Ref.No.13
international marketing
Additional Material to spill over
14 40 Consumers’ willingness to pay for Non- Article Ref. No.9
pirated software

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 14 41 Reviews, Tutorials, Tips and News of Web Ref. No.16
Information technology
14 42 IT strategies in slowdown Web Ref. No.17
15 43 Development and the Information age Web Ref. No.19
15 44 IBM’s Secret for making the sale Web Ref. No.21
15 45 Article “Myspace sued for copyright Web Ref.No.25
infringement” – Mini case study
*Depends on the availability of the books.
Notes: 1. Use S. No. Of the readings above
2. To be filled in on the date of delivery of lecture by the instructor

3. Put homework number from Homework Table (below) against the lecture in which planned to be assigned (by co-ordinator). The first homework should be
planned for the 2nd week of classes and the last should be assigned at least two weeks before the last day of classes.
4. Do not write Lecture, OHP, LCD projector etc.
5. DoA : date of Allotment
6. DoS: date of submission
Details of Homework and Case Studies Planned:
Homework No. Topics of the homework Nature of Homework Actual DoA5 Actual DoS6 Actual date of of
(Group/individual/fieldwork) task evaluation
1 Each student will be assigned a particular IT company for Analytical
which they need to study:-
(a) Segmentation bases;
(b) Targeting strategies;
(c) Product-mix
Provide suitable recommendations based on your findings.
2 Study the following for the assigned product of an IT Analytical
company:-
(a) Branding strategies;
(b) Positioning;
(c) Factors affecting branding and positioning.

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 3 Outline a comprehensive marketing plan for the chosen IT Analytical
company in B2B perspective
(a) Marketing strategies
(b) Product-mix
(c) Pricing strategies
(d) Promotion strategies
(e) Distribution strategies
And recommend suitable suggestions.
4 Case Study (To be discussed during tutorials) Analytical
th
Term paper to be allotted by lecture no. (should be allotted before the end of 4 week of teaching and should be due at least
two weeks before the last day of classes). The term paper should be evaluated before the last day of classes and the marks
communicated to the students
All The detailed homework problems to be submitted attached as annexure
Scheme for CA: (out of 100)
Component Frequency Marks for each Total Marks
Homework 3 out of 4 15 45
Term paper 1 25 25
Quiz 2 15 30
Total 100

List of suggested topics for term paper [at least 15] (Student to spend about 15 hrs on any one specified homework)
S.No. Topic
1 Study the impact of economic downturn on IT companies based in U.S and Asian regions. Analyze the changing marketing environment in Industry.
2 Identify and analyze the key challenges (e.g. Piracy and imitated products) faced by IT companies to market their products and suggest effective
actions to overcome these problems.
3 Study the role of outsourcing in IT and IT enabled services industry: Its advantages and disadvantages in global perspective. Analysis of origin of
Outsourcing services

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 4 Identify top 10 Indian IT firms and study innovative marketing tools used by these companies to promote their products and services. Conduct a
comparative analysis on the basis of marketing success and growth (market share and profitability) of the chosen firms.
5 3G spectrum technology: An IT innovation paradigm in India. Analyze changing mobile technology and capitalizing on its potential by marketers.
6 Notebook PC vs. Desktop PC. Analyze what kind of marketing strategies mostly used to promote these technological products.
7 Study how does search engine marketing is found to be a profitable option to promote products or services by companies. Critically examine its
evolution, advantages and list of few major companies involved in usage of search engine marketing.
8 Study the “Dot-com Bubble” boom among companies worldwide. Analyze 20 different internet based companies in terms of their marketing practices
and their contribution in economic growth.
9 List down 10 IT products of your choice and study their market positioning in comparison to direct competitors.
10 A study related to selling strategies adopted by IT companies in competitive environment and problems faced by mid sized firms to compete with
large and cost efficient large firms.
11 Explore the strategies used by any ten big IT firms while launching new IT products and services in market.
12 Study the globalization of IT industry and its impact on economic development on India. Analyze the impact of global financial crisis on Indian IT
industry.
13 Mobile Advertisement: A widely used medium of promotion by marketers. Study the influence and success of mobile advertisement in present era of
competition.
14 The Green Technology: Study its applications to IT industry and influence on customers in the market.
15 Identify the impact of Piracy on IT industry. Study how well IT firms are equipped with sufficient strategies to tackle with such harmful impacts.

Plan for Tutorials: (Plan for 7 x T before MTE , 6 x T after MTE)

S. No. Topic (s) Type of pedagogical Pedagogical tool Date held for Date held for
tool(s) planned (case actually used – group A. group B
analysis, problem mention the title.
solving, test, role play, (case analysis,
business game etc) problem solving, test,
role play, business
game)
1 Concept clarity related to subject and current Discussion
environment
2 Term-Paper Discussion Discussion
3 Case based presentations Presentation

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4 Case based presentations Presentation
5 Case based presentations Presentation
6 Case based presentations Presentation
7 Revision and review of covered topics Doubt clearing
MID TERM EXAM
8 Case based presentation Presentation
9 Case based presentation Presentation
10 Term paper discussion Discussion
11 Case based presentation Presentation
12 Case based presentation Presentation
13 Revision and review of covered concepts Doubt clearing

_______________________
Prepared by (Instruction Planner: Name, signature & date)

Comments of Coordinator of Specialisation (COS) wherever this designation exists/ CoD-F (if any)

Comments of HoD-F / HOF (if there is no HOD-F)

Signature & Date

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 Course Report by Teacher

(for all courses with or without lab)

1. Course reports are to be regularly updated throughout the term.

2. It is to be monitored by HOD-S one week before the MTE and at the end of the course, i.e., within the first
week of the end term examination

3. The completed reports should be sent to HoD-F through HoD-S.

4. The reports will then be filed in the Master Course File and retained in the office of the HoD-F, who will use
it for the end-term review of course syllabus, and will pass on the file to the Instruction Planner for the
course in the new term.

Format for Course Report

Term: ___________ Course Code: _______________ Course Title: ____________________________

Name of Instructor: __________________________________________ Bio-metric ID: _____________

(To be updated regularly by the instructor and submitted at the end of term to HoD-F through HoD-S)
Lectures

General Comments of the lab Instructor about the suitability of IP or new pedagogy attempted in labs:

Syllabus Coverage Report

Syllabus coverage by one week before MTE

Satisfactory/ lagging* by ____ lectures.
Syllabus coverage by two week before ETE
Satisfactory/ Lagging* by ____ lectures.

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________________________________ __________________________________
Signature of Instructor & Date Signature of HoD-S & Date

*
HoD-S will submit to HoS a consolidated list of all lagging cases.

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