MARKETING MANAGEMENT

Course instructors
Name Sem, Programme & Batch Email
Prof. Harish B. II Sem MBA-A harish@rajagiri.edu

Dr. Smitha Siji II Sem MBA-B 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 make the students get a
clear understanding of designing, implementing and monitoring of marketing mix elements of
an organization

2. Course Learning objectives aligned with programme outcomes

Marketing Management course learning objectives are aligned with MBA 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 (PLO1c)
iii) Demonstrate the application of strategic marketing planning for managing the product
life cycle as well as developing new products.
iv) Demonstrate the application of marketing programs that integrate product/service,
pricing, communications and channel decisions.

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

PLO 1c: Our graduates will be able to apply qualitative information, tools/techniques to
analyse business problems.

3. Session Plan

Sessi Instructional
Topic Reading
on Methodology

Module I : An Introduction to Marketing Lecture/Discussion

1-2 Marketing: Meaning, Nature & Scope as the B1 Chapters 1
key business function in Organizations –
Marketing for New Realities
 Holistic Marketing Concept – Extended Case Discussion
Marketing Mix – Key Customer Markets:
3-4 Consumer, Business, Global, Non-profit & B1 Chapters 1 Vora and Company
Government – Market Space – Meta Markets.
Concept of Value chain
Marketing Environment – Internal and Lecture/Discussion
5-6 B1: Chapter 3
External environment

Introduction to Marketing Research & Modern Lecture/Discussion

7-8 Marketing Information System – Concept of B1: Chapter 3
Big Data – Marketing Intelligence

Case Discussion

Market Strategic Planning – Elements of MidTown Medical

9-10 B1: Chapter 2 Centre: Exploring
Marketing Plan
Business Expansion
Strategies

Module II: Lecture/Discussion

11-12 Customer Relationship Management – B1 Chapter 4

Loyalty Programmes. Types of Consumer
Buying Behaviour

Factors affecting Buyer Behaviour - Buyer Lecture/Discussion

13-14 Roles – Consumer Buying Decision Process: B1 Chapter 5
The 5 Stage Model

Lecture/Discussion
Organizational Buying Decisions – Buying B1 Chapter 6,
15-16
Center – Tapping Global Markets. 20

Colgate Precision
Segmentation, Targeting & Positioning – B1: Chapter 7, 9
17-18 Toothbrush (HBS)
Strategies.

Competitor Analysis – Competitive Market Lecture/Activity

19-20 Strategies – Leaders, Challengers, Followers & B1 Chapter 8
Nichers

Module III: Case Discussion:

Creating Value: The Product – Goods & “Class or Mass”
B1 Chapter 11
Services Continuum – Classification & Levels
21-22
of Product – Product Decisions: Product Mix
and Product Lines

Case Discussion –
Concepts. Product Life Cycle Strategies –
23-24 B1: Chapter 8 “Can this brand be
Brand Concepts
saved”
 Marketing of Services – Extended Marketing B1 Chapter 12 Lecture/Discussion
25-26 Mix for services – Packaging & Labeling
Decisions – Warranties & Guarantees

New Market Offering – Types of new Product Case Discussion -

– New Product Development: Stages – New B1 Chapter 19 Tivo
27-28
Product Success & Failure – Diffusion of
Innovation

Pricing Policies & Strategies – Factors Lecture/Discussion

29-30 B1: Chapter 13
affecting Price Determination
– Steps in Setting the Price
Module 4: Lecture/Discussion
Distribution as a part of Value Delivery –
31-32 Multi-channel marketing – Role of Marketing B1: Chapter 14
Channels – Channel Functions & Flows –
Channel Levels – Channel Design Decisions
Channel Management Introduction to Lecture/Discussion
33-34 Retailing & Wholesaling – Franchising – B1: Chapter 15
Teleshopping – Shopping through Internet.
Communicating Value – Marketing Lecture/Discussion
B1: Chapter 17,
35-36 Communication Mix – An overview of
Advertising, Sales Promotion, Personal 18
Selling, Direct Marketing, Public Relations
Managing Integrated Marketing B1: Chapter 16, Lecture/Discussion
37-38 Communications – Managing Holistic 21
Organization – Internal Marketing
Module 5: Lecture/Discussion
B1: Chapter 16,
39-40 Concept, Process & Types of Marketing
Control – Marketing Audit –Marketing 21
Challenges in Globalized Era
Marketing through Social Network & Digital B1: Chapter 16, Lecture/Discussion
41-42 platforms – Social Marketing – Elements of 21
Social Marketing Plan
43-44 Green Marketing – Consumerism – Lecture/Discussion
Introduction to Marketing Analytics

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
End Semester Examination 60
CAE-1 5
CAE-2 15 PLO 1c (EQ)
Individual Assignment 10 PLO 1a (Rubrics)
Group Project 10

Total 100 marks

6. Grading or Evaluation tools other than Examinations

Individual Assignment (10 Marks)
Each student has to select one brand for a comprehensive study. Care should be taken while
selecting the brand and approval should be taken from the instructor before starting the
assignment work. The brand should be a consumer brand preferably in the goods category.
Avoid taking large umbrella brands.
Prepare the assignment covering the following points:
Prepare a brief overview of the Industry and Category under which the brand operates.
1. Identify the segmentation strategy and analyze the same
2. Identify the targeting strategy and provide analysis
3. Critically evaluate the positioning strategy of the brand.
4. What is the marketing mix strategy adopted? Provide detailed analysis.
5. Interview a typical customer for the brand and give at least 5 insights about the brand's
marketing strategy impact.
6. Interview a channel member of the brand and provide insights about the brand's strategy and
impact.
All these elements should be present in the assignment submitted else will be treated as
incomplete and will not be assessed.
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 (from field survey) 6) Suggestions to overcome issues and challenges, 7)
References.

Group Project (10 marks) – Marketing Plan for a new product

Each group is to select a company and think of a new good or service. The new product must
be consistent with the company that the group has selected. The marketing plan should
comprise of:

1. Executive Summary
2. Company and Product Description
3. Strategic Focus and Plan: the mission/vision and core competencies written at the
company level, but goals are written at the product level.
 Identifying the mission/vision and core competencies of your company should help in
creating your new product.
4. Situation Analysis (factors affecting both your company as a whole and at the new
product level)
5. Market-Product Focus (for your new product)
6. Marketing Program (for your new product)
7. Evaluation and Control (for your new product)
8. Supporting information, you may want to include (may be integrated within text or
included as appendices): mock-ups of packaging/product, advertising, promotions,
any helpful tables, charts, graphs, etc. You do not have to include all of these things –
only what you feel is important to your plan

7. Course policies
Please refer student guidelines
8. Assignment Schedule

Announcement
Assignment/Presentation/Case Discussion Due Date/Session
Session
1 Individual Assignment 36
Group Project - Marketing Plan
1 30

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