Department of Management Studies

Subject: Marketing Management

Subject Outline

Semester: 2nd Semester

Year: 1st year

Faculty : Ms. Smriti Khanna

Session : 2019-2020
PROGRAMME EDUCATIONAL OBJECTIVES:
PEO1: To facilitate the learners to gain knowledge and understanding of management theories, models,
frameworks and real world practices in general management and functional areas emphasizing the sector specific
contexts.
PEO 2: Students will be able to develop and evaluate alternate managerial decisions and identify optimal
solutions.
PEO 3: Students will demonstrate effective application capabilities of their conceptual understanding of
marketing, finance, human resources and operations to real world business situations
PEO4: To provide avenues for the development of professional & life skills that equip learners to engage in
successful career pursuits covering a broad spectrum of areas in both corporate and non-corporate sectors.
PEO 5: Students will demonstrate employability traits in line with the needs of changing dynamics of the industry.
PEO 6: Students will be able to work effectively in teams and demonstrate team-building capabilities
PEO 7: To sensitize learners to issues of social relevance that managers & leaders must address, including
business ethics, cultural diversity, and environmental concerns and introduce them to professional ethics and
practices.
PEO 8: Students will demonstrate sensitivity towards ethical and moral issues and have ability to address them in
the course of business
PEO9: To inculcate among the learners the ability & aptitude for life-long learning by emphasizing the philosophy
to continuously learn, innovate and apply /create knowledge for personal professional development and for the
benefit of the society at large.
PEO 10: Students will be able to exhibit effective decision-making skills, employing analytical and critical
thinking ability.
PEO 11: Students will exhibit leadership and networking skills in the chosen functional area of business.
PEO12: To enable learners to create entrepreneurial ventures by equipping them with the necessary
entrepreneurial skills.
PEO 13: Students will demonstrate effective oral and written communication skills in the professional context.

PROGRAMME OUT COMES:

At the end of the programme the learner will be able to

PO1: Students will demonstrate strong conceptual knowledge in the functional areas of business.
PO2: Students will demonstrate effective understanding of relevant functional areas of business.
PO3: To Integrate inter-disciplinary aspects of management principles in providing practicable solution
frameworks to real world problems and work effectively in modern day business and non-business organizations.
PO4: Students will demonstrate analytical skills in identification and resolution of problems pertaining to one of
marketing, finance, human resources, and operations.
PO5: Contribute effectively as an individual, work collaboratively with the capacity to be a team leader in cross-
functional, multi-cultural teams to achieve common goals.
PO6: Students will exhibit the ability to integrate functional areas of management for planning, implementation
and control of business decisions.
PO7: Exhibit a broad appreciation of the ethical and value underpinnings of managerial choices in a political,
cross-cultural, globalized, digitized, socioeconomic environment and the immediate and long - term impact of
such managerial choices on businesses and society.
PO8: Students will exhibit deployable skills pertinent to the chosen functional area.
PO9: Undertake life‐long learning to gain multidisciplinary knowledge through self study, experiential learning,
and peer learning, through the adoption of varied conventional & non-conventional, traditional and digital modes
of learning.
PO10: To Deploy entrepreneurial & intraprenuerial skills for founding, leading & managing startups,
professionalizing and growing family businesses and for the generic work place.

COURSE NAME : MARKETING MANAGEMENT

COURSE EDUCATIONAL OBJECTIVES
CEO 1 Gain conceptual understanding of key marketing concepts, customer relationship and ethical aspect of
marketing. Identify and appreciate the dynamic nature of the environment and its implication on marketing
strategy .
CEO 2 To develop conceptual and practical knowledge of consumer behaviour. To understand Segmenting, targeting
and positioning strategies.
CEO 3:To make the students understand the concept of product life cycle and new product development for
various products & services and prepare them to make seven Ps strategy.
CEO 4: To make the students understand seven P’s of marketing and strategies related to product, brand,
packaging, pricing, marketing channels and promotional activities.
CEO 5: To make the students understand marketing organization structure and implementation and control of
marketing programs. Students need to know the new trends in marketing.

COURSE OUTCOMES
CO1: Students understand the fundamentals of marketing and are able to relate them to the real life situations
keeping ethical issues under consideration. Students can identify the factors of business environment, their impact
on business and strategies to be made accordingly
CO2: Students will be able to understand the role of consumer in business and the factors that impact consumer’s
behaviour.
CO3: Students are able to understand New Product Development and product life cycles. They will also be able
to make strategies for the same.
CO4: Students can identify and make strategies on seven P’s of marketing for various products and services.
CO5: Students will be able to list down and make structure for marketing organizations. They will have an
understanding of new trends in marketing like green marketing Event Marketing, Direct marketing, Network
Marketing, Holistic Marketing, Permission Marketing, Social Marketing

COURSE DESCRIPTION
The main objective of Training & Development course is to help the students to acquire and develop skill to take
rational decisions in the process of understanding & managing people and their performance. People have always
been regarded as important in managing organizations. Human aspects are critical in each functional aspects of
management and equally so for the effective utilization of resources. In view of this, T &D has assumed great
importance. This course is designed primarily for students who are being exposed to human resource management
for the first time. This course covers the explanations about the human behavior and performance in the
organizational context. It details the impact of individual, group and organizational factors on human behavior.
The course also focuses on understanding of identification of critical issues in understanding people issues and
finding the best suitable counseling strategies to resolve them. Classroom activities involving lectures, discussions
and case studies (topped up with role play) will be designed to encourage students to get involved and absorb &
assimilate inputs. These activities will also be supplemented by group discussions, cooperative group solving
problems, analysis of video cases and debates. Class participation is a fundamental aspect of this course. Students
will be encouraged to actively take part in all group activities and to give an oral group presentation. Students
will be expected to interact with media resources, such as, web sites, videos, DVDs, and newspapers etc.

COURSE CONTENTS

UNIT-I Training: concept, importance, objectives, need, process; Stakeholders in Training: Roles and
Expectations; The Training Context: Nature and Scope of Training, training challenges; Role of Training In HRD
and Organizational Development; Learning, e-learning, Human memory, Learning cycle; Emerging trends in
Training and Development.
UNIT-II Training needs analysis (TNA) at Individual, Group and Organization levels: Process and Approaches;
Designing effective training program: Developing Objectives and Contents, Developing Lesson Plans and Course
Materials, Considerations in selecting Trainers and the Venue for the Training Programs, Trainee centered
Learning process and Pedagogies for contents delivery.

UNIT-III Types of Training: On-the-Job and Off-the-Job Training; Different Training methods and Techniques:
Lecture Method, Case Method, Syndicate Method (Group Discussion), Role play, Simulation, Business Games,
In-basket exercise, Behavioral labs & Workshops, Computer Based Training, Out-Bound Exercise, Seminars and
Conferences; Training Aids: Types and importance.

UNIT-IV Evaluation of Training Programs: Pre and Post Training Evaluation, Models used in Training
Evaluation: Kirkpatrick, CIRO, Philip Five Level, ROI framework; Design and Conduct of Management
Development Programs: Need and Importance, Setting Objectives, Design and Delivery of MDPs, Evaluation
and Follow-up process.

Lectures
You are expected to attend 4/5 lectures of fifty minutes each every week.
The lectures will present a range of concepts, perspectives and ideas about the topic for that week. The material
presented in the lectures will be assessed in the sessional and your semester exams. It will also help you strengthen
your fundamentals.

Readings
You are expected to do the readings before your examinations. It is crucial that you do the readings prior to the
tutorial in order to participate effectively in class discussions and to pass the exams.

You are expected to purchase the following reading material for this subject: -
1. Sahu, R.K. Training for Development, Excel Books, New Delhi
2. Agochia, Devendra, Every Trainer’s Handbook, New Delhi; Sage Publications.
3. Goldstein, Training in Organization, Thomson Learning, Bombay
4. G PanduNaik, Training and Development, Excel Books, New Delhi.
5. Blanchard, P Nick, and James W. Thacker, Effective Training – Systems, Strategies, andPractices, Pearson
Education, New Delhi.
6. McGrath, Training for Life and Leadership in Industry, Prentice hall of India, New Delhi\
7. Lynton,R.Pareek, Training for Development Sage publications, New Delhi
8. Jankiraman B, Training & Development, Biztantra
Further readings:
All the additional readings are available in the college library under their respective sections. Students will need
to access these readings themselves.

Assessment

Your assessment has two major components designed to fit in with the learning objectives of this unit of study.
Whether you are delivering an oral presentation, answering an exam question or writing the exam, you must argue
and use evidence:

Components Assessment task Value of final mark

External Final Exam 75

 Sessional 15
Internal
Assignment& Attendance 10
*Marks obtained in Project, Employability and Attendance will be added in all the subjects’ internals.

Theory examination commence under the guidelines of YMCA, Faridabad semester wise. The even semester
examination generally starts in May for BBA/MBA (As per YMCA examination schedule).

Semester Exam(Assessment weightage, 75 marks)

The Semester Exam is of 75 marks which includes 6 questions in total. 1st question is compulsory and then section-
wise the other questions are distributed. Each question will be of 15 marks.

Sessional(Assessment weighting 50% of the Internal Marks)

2 sessional shall be conducted during the semester. Students are to note that both exams are compulsory. The
weightage for sessional shall be further bifurcated as following:

Exam Marks Weightage

1st Sessional 75 Sessionals are given
a weightage of 50%
2nd sessional 75 of Internal marks

Please Note: Students scoring less than 60% will be appearing for a retest within one week of result declaration.
Student failing to score 60% in retest will have to meet the CC/HOD with their parent on a given date.

Employability
Employability is “a set of achievements – skills, understandings and personal attributes – that make graduates
more likely to gain employment and be successful in their chosen occupations, which benefits themselves, the
workforce, the community and the economy. This program will cover Microsoft office & Communication skills in
first year.

Personality Development Programme (PDP)

Personality development is the growth and development of thinking, perception, attitude, nature, behaviour and
activities that differentiate among people. It is a tool to bring out one’s abilities and powers for making oneself
aware of the inner self and become more confident to face the outside world.
The program lays emphasis on enhancing your overall personality and preparing the students to face the industrial
needs. One lecture per week shall be assigned to PDP. Attendance in the same will be compulsory.

Assignments & Attendance (Assessment weighting 50% of Internal marks)

Each and every student must submit assignments individually at a date given by the concerned faculty.

Attendance (Security Penalty)

Kindly note: According to the YMCA University guidelines you must attend at least 75% of classes
(Lectures and Labs combined) in order to pass this unit of study.

Student has to maintain 75% attendance overall including lectures, Labs, Employability & PDP. Below 75%
attendance a security penalty will have to be paid by the student for the semester which is refundable if the student
will maintain 75% attendance in the next semester. The criteria will be as follows:-
 Attendance % Security Penalty
50 - 74 % 5,000
49 – 33% 10,000
Below 33% 20,000

In addition if a student in unable to appear in any of the sessional exam without prior approval from the HOD ,
he/she shall be liable for a fine of upto Rs. 200 per paper missed.

Help with your study

For any help in regards to your study you can approach the subject faculties, who will be available on working
Saturdays at 2nd floor management staff room.

ASSIGNMENT(Provide name of the assignment here)

Assignment 1: Question Paper Assignment 1

Assignment 2: Question Paper Assignment 2
Assignment 3: Qualitative Assignment 1
Training and Development: Lecture Program i.e.: January 2019
COURSE OUTLINE

Lecture Topic covered Reference or Text Web Schedule Delivered

Books/ study Links for Date Date
materials/ website video
SECTION A links lectures
With page no.’s and
Unit / Chapter name
Training: concept, importance,
1
objectives, need, process.
Stakeholders in Training: Roles
2 and Expectations;

The Training Context: Nature and

3 Scope of Training, training
challenges;
4 Role of Training in HRD
Organizational Development;
5 Learning, e-learning, Human
memory,
6 Learning cycle; Learning cycle;
Emerging trends in Training and
7
Development.

Training need analysis(TNA) at

8 Individual, Group and
Organization levels:
Process and approaches;
9 Designing effective training
program:
Developing Objectives and
Contents, Developing Lesson
Plans Course Materials,
10
Considerations in selecting
Trainers.

11 Venue for the Training Programs,

Trainee centered Learning process
12 and Pedagogies for contents
delivery.

Types of Training: On-the-Job

13
and Off-the-Job Training;
Different Training methods and
Techniques: Lecture Method,
14
Case Method, Syndicate Method
(Group Discussion), Role play
 Simulation, Business games, In-
15 basket exercise, Behavioral labs &
Workshops,
Computer Based Training, Out-
16
Bound Exercise.
Seminars and Conferences;
17 Training Aids: Types and
importance.

18 Evaluation of Training Programs:

19 Pre and Post Training Evaluation
Models used in Training
20
Evaluation:
Kirkpatrick, CIRO, Philip Five
21
Level
ROI framework; Design and
22 Conduct of Management
Development Programs:
Design and Conduct of
Management Development
Need and Importance, Setting
23 Objectives, Design and Delivery
of MDPs
Evaluation and Follow-up
24
process.
25 Revision

ASSESSMENT TOOLS:

CO 1 CO2 CO3 CO4

Discussion Discussion Case Analysis Case Analysis

Assignment Assignment Video Analysis Video Analysis

Case Analysis Case Analysis Presentation Presentation

Quiz Quiz Activity Project work (if any)

MAPPING CEO vs CO

CEO / CO CO1 CO2 CO3 CO4

CEO1 1 1 1 1

CEO2 1 1
CEO3 1 1

CEO4 1

MAPPING PEO vs CEO

PEO / CEO CEO1 CEO2 CEO3 CEO4

PEO1 1 1

PEO2 1 1 1

PEO3 1 1 1 1

PEO4 1

PEO5 1

PEO6 1 1 1

PEO7 1 1 1

PEO8 1 1 1 1

PEO9 1 1

PEO10 1

PEO11 1 1 1

PEO12 1 1 1

PEO13 1

MAPPING PO vs CO
PEO / CO CO1 CO2 CO3 CO4

PO1 3 3 1 1

PO2 3 3 3 3

PO3 1 2 3 3

PO4 1 1 1 3

PO5 - - 1 2

PO6 - 1 2 2

PO7 1 1 1 1

PO8 1 2 3 3

PO9 1 1 1 1

PO10 - - 1 2

MAPPING PEO vs PO

PEO / PO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10

PEO1 1 1 1 1 1 1 1 1 1 1

PEO2 1 1 1 1 1

PEO3 1 1 1 1 1 1 1 1 1 1

PEO4 1 1 1 1 1 1 1 1 1 1

PEO5 1 1 1 1

PEO6 1 1 1 1 1 1 1 1 1 1

PEO7 1 1 1 1 1 1 1 1 1 1

PEO8 1 1 1 1 1 1 1

PEO9 1 1 1 1 1 1

PEO10 1 1 1

PEO11 1
 PEO12 1 1 1 1 1 1 1 1 1 1

PEO13 1 1 1

SYLLABUS

No of lectures Weightage
Topics

This Document is approved by:

Designation Name Signature

Course Coordinator
H.O.D
Principal Dr. Suresh Kumar Jindal
Date 30-12-2019

Evaluation and Examination Blue Print:

Internal assessment is done through quiz tests, presentations, assignments and project work. Two sets of question
papers are asked from each faculty and out of these two, without the knowledge of faculty, one question paper is
chosen for the concerned examination. The components of evaluations along with their Weightage followed by
the University is given below
Internals 25%
End term examination 75%