BMS 2nd Semester IB & FS – Marketing Management

Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

Session Mod
Topic Activity Remark
No No.
1. Module 1:
Introduction to
marketing
Management
a. Definition and
Meaning of
Ice Breaking activity for
1 1 Marketing
students
Management
b. Nature and
Scope of
Marketing
Management

Objectives and https://www.youtu

Importance of Marketing Video on “The evolution of be.com/watch?
2 1 marketing” v=6GWcYCXJL6
Management
U
Concepts in
marketing
a. 4Ps and 4Cs of
3 1 Marketing
b. Evolution of
Marketing

Consumer Needs,
Wants and Demands
– Meaning
a. The Role of
Needs, Wants
and Demands in
Marketing
b. Using Discussion on “identifying
4 1
Needs/Wants customer needs”
Insight in
Marketing
c. Consumer
Insights –
Meaning and
Types

5 1 d. Benefits Video on “marketing and https://www.youtu

Sought By consumers” be.com/watch?
Consumers v=s8Y23PLtzJA

Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd
 BMS 2nd Semester IB & FS – Marketing Management
Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

e. The Impact of
Emotional
Benefits

Possible Sources of
6 1 Insights(Detail)

7 1 Case study
Finding and
Developing an
8 1
Insight

The Role of an Insight in

Product Development
and Marketing
a. Developing
Consumer
Insights
https://www.youtu
Video on “product be.com/watch?
9 1 b. Role of v=KWy4UgbzCB
development process”
Consumer U
Insight in
Product
Development
and
Marketing

Guest Lecture 1:
Choosing Marketing as
a Specialization”
Opportunities,
10 1 Prospects and growth
in career.---By Mathew
Anthony

Module 2 : Segmentation Targeting and Positioning

11 2 Brief Introduction

Definition and Meaning of Segmentation, Targeting and

12 2 Positioning

13 2 Segmenting Consumer Discussion on “HUL’s

Markets segmentation for FMCG”
a) Geographical
Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd
 BMS 2nd Semester IB & FS – Marketing Management
Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

Segmentation

b)Demographic
Segmentation

c. Psychographic
Group discussion on
Segmentation
Psychographic
14 2 d. Behavioural
Segmentation
Segmentation

Introduction to
Target Marketing
a. Evaluating
Market
Segments
15 2 Discussion with examples
b. Selecting
Target Market
Segments
c. Target Market
Strategy
Concept of
Positioning
16 2 a) Choosing a Case study on “positioning”
Positioning
Strategy
b. Market Segmentation
17 2
c. Developing a
18 2 Positioning Statement

d. Communicating the
19 2 Positioning

e. Product Positioning Group presentation on

20 2 and Differentiation repositioning of “PEPSI”
brand
f. Changing the Product
21 2 Positioning Discussion with examples

Unique selling
22 2 The role of USP
Proposition (USP)
23 2 Guest Lecture 2: Topic-
STP
Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd
 BMS 2nd Semester IB & FS – Marketing Management
Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

24 2 Summarising Mod 2
Module 3 : Marketing Mix: Fun activity on different
25 3 Product and Price Products

26 3 Marketing Mix – Definition and Importance

Introduction to Products
and Services
a. Introduction,
27 3 Classification and
Levels of Product
and Services

Group Discussion on various

Product and Service types of products consumed
28 3
Decisions related product line in terms
of price, promotion and place
Introduction to New
Product Development
and Product Life Cycle Product Launch-By Students
29 3
---Objectives and
Importance

a. Stages of Product
Development Video on “P&G
b. New Product strategy towards
Product Launch-By Students new product
Development
30 3 development”
Strategy
https://www.youtu
c. Product Life Cycle be.com/watch?
Stages and Strategies v=tIL4zbdLSoM

Services Marketing
a. The Nature and
Characteristics of
a Service
b. Classification/Ty
31 3 pes of Service
c. Marketing
Strategies for
Service Firms

32 3 Pricing
Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd
 BMS 2nd Semester IB & FS – Marketing Management
Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

 Introduction
 Factors
influencing
pricing decisions
Pricing strategies
Branding
 Definition and
Importance of
Branding in
33 3 Quiz on BRANDS
Marketing
 Objectives and
Types

 Difference between https://www.yout

Branding and Group discussion on “Can ube.com/watch?
34 3
Marketing anything be branded” v=B5_Ob8n0Liw

Jury Assessment
With regard to Product
35 3
Launch (Only qualified
groups)
Guest Lecture 2: New
Development Product
36 3 from
Automobile Industry

Module 4 : Marketing
Mix – Promotion
Brief Introduction to
37 4 Promotion with regard to
present context of
marketing

Marketing
Communication
a. Meaning and
Objectives
38 4
b. Integrated
Marketing
Communications
(IMC
Promotion Mix Strategies – Push and Pull Strategy
39 4

Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd
 BMS 2nd Semester IB & FS – Marketing Management
Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

Advertising and Public Video on “role of

https://www.youtu
Relations advertisements”
40 4 be.com/watch?
v=ix3pnl4JXK8

Personal Selling and

Sales Promotion
Sales Promotion-
Student fun activity on
41 4 Meaning,
“Selling and Marketing”
Objectives and
importance

Trade Sales Promotion Debate on “Trade vs

and Consumer Sales Customer orientation of sales
42 4 promotion”
Promotion

Publicity and Direct

43 4 Marketing

Benefits of Direct
44 4 Marketing Role play on Direct marketing

Types of Direct
45 4 Marketing Channels Discussion with examples

Public and Ethical Issues

Case let on “ethics in
46 4 in Direct Marketing marketing”

Industrial Visit-with
47 4 prepared format

48 4 Summarising Module 4
Module 5 : Marketing Mix: Place
(Distribution Channel)
49 4
Introduction

Types of Marketing Channel

50 5
Channel Motivation
51 5
52 5 Importance of A Collage activity
Channel of representing changes in a
Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd
 BMS 2nd Semester IB & FS – Marketing Management
Lesson Plan
iNurture Education Solutions Pvt Ltd – Jain University
By
VIBHA.V

Distribution Marketing Channel over a

period of time.
Multiple Channels
53 5 Distribution

Retail
Meaning and
54 5
Definition

Levels of service
55 5
Corporate Retailing
56 5

The New Retail

57 5
Environment

New Trends in the Area

Discussion on “trends in
58 5 of Marketing
retailing”

Guest Lecture 4: Topic- Retail channel in retail

59 5 sectors

60 5 Revision

Vibha.V
Senior Faculty
Jain University – iNurture Education Solutions Pvt Ltd