JAIPURIA INSTITUTE OF MANAGEMENT

1. Course Information
Course Code and Title MKT 101; Fundamentals of Marketing
Credits 1.5
Term and Year Term-I; AY 2019 -20
Course Pre-requisite(s) NA
Course Requirement(s) NA
Course Schedule (Day and time of class) As scheduled by PMC
Classroom # (Location) As allocated by PMC
Course Instructor Dr. Deepak Singh
Email deepak.singh@jaipuria.ac.in
Telephone Number (for office appointments) Faculty’s extension number
Student Consultation Hours Mon- Fri; 3:30-4:30 PM
Office location Second Floor

2. Course Overview
Marketing lies as central to all business entities. The revenues and profits stream in from market place
and hence every member of a firm needs to understand its market place activities. MKT 101 has been
designed to provide an introduction to the basic concepts of marketing to students as applied to any
organization of which they may be part of. The course focuses on the fundamental concepts of
Marketing as a domain of study. It also addresses the significance of Marketing as a field of practice and
its salience for business entities, social institutions as well as community at large.

During the course of studying MKT 101, students are expected to comprehend the basic concepts and
theories of Marketing. They are also expected to unpack the domain of marketing using practical
examples, and relate the same to business situation. The major objective of the course is to highlight the
core marketing activities that interface between the consumers and producers. This course is therefore a
pre-requisite for students interested in the advanced course of marketing as well as elective courses in
the area of marketing.

3. Course Learning Outcomes

After completion of this course, students will be able to:

CLO 1: Illustrate fundamental concepts of marketing *;

CLO 2: Assess how a firm interprets its marketing environment in a given business situation.
*Key concepts: Customer Need, Market offerings, Customer value, Exchanges, Marketing orientations,
Marketing mix, Customer Engagement, Loyalty, Marketing environment, Customer Insight.

4. Mapping of CLOs** with PLOs and GAs*

List of PLOs
PLO 1: Communicate effectively and display inter-personnel skills
PLO2: Demonstrate Leadership and Teamwork towards achievement of organizational
goals
PLO 3: Apply relevant conceptual frameworks for effective decision-making
PLO 4: Develop an entrepreneurial mindset for optimal business solutions
PLO 5: Evaluate the relationship between business environment and organizations
PLO 6: Demonstrate sustainable and ethical business practices
PLO 7: Leverage technologies for business decisions
PLO 8: Demonstrate capability as an Independent learner

  PLO-1 PLO-2 PLO-3 PLO-4 PLO-5 PLO6 PLO-7 PLO-8

CLO1 X (L)

CLO2 X (L)
.

List of GAs
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving 
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8

CLO1 X

CLO2 X

* PLOs, CLOs & GAs stand for Programme Level Outcomes; Course Level Outcomes & Graduate Attributes, respectively.
** ‘L’- Introduce, ‘M’-Reinforce and ‘H’-Emphasize

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5. Prescribed VED framework
Module Vital Essential Desirable
(Prerequisite or basic knowledge (Non-imperative yet (Adds substance, breadth, or
or skills) significant) interest to a subject or skill)
Module I: -Fundamental concepts of marketing -Changing marketing -how does marketing function
-Marketing orientation landscape work in different industries,
Basics of -Marketing process -Development of marketing as countries, different types of
Marketing -Value Philosophy of Marketing a field of study organizations
-Overview of marketing mix
Module II: -Overview of Marketing -Building Competitive -Emergence of a New
Environment Advantage consuming class
Marketing -Responding to Marketing -Marketing in Recession
Environment Environment
-Contemporary India’s Marketing
Environment
Module III: -Market and its Types -Forecasting demand & -Ethical & Societal Dilemma
-Managing Marketing Information sales
Issues in -Ethical & sustainability Issues -Marketing 3.0
Marketing

Books/ References:
 Kotler, P., Armstrong, G., Agnihotri, P.Y., (2018). Principles of Marketing, 17/E. Pearson
Education India. (KAA)
 Ramaswamy, V S, Namakumari, S, (2018) Marketing Management – Indian Context-Global
Perspective, 6th edition, New Delhi, Macmillan Publications (RN)
 Grewal D, Levy M, (2016) Marketing, 5th Edition, McGraw Hill Education. (GL)
 Kotler, P., Keller, K., Koshy, A., Jha, A., Marketing Management, 14th edition, Pearson
Education (KKKJ)
 Journal of Marketing
 Journal of the Academy of Marketing Science
 Journal of Consumer Behavior
 Harvard Business Review

Internet Resources
 http://study.com/academy/topic/marketing-philosophies-and-ethics.html: This website offers an
introduction to marketing terminology and the types of market orientation. Lessons also explore
cause-related marketing and the social responsibility of corporations.

 http://moodle.jaipuria.ac.in/moodle/login/index.php: This website offers you the entire learning

pack as curated by the course faculty.

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6. Assessment
Assessment Description Weightage CLO
Component
Assessment 1: There will be 3 quizzes as per announcement. These 30% CLO 1
Quiz will have MCQs/ T & F/ Fill-in-blanks. The duration
of each quiz will be 10 minutes with 10 questions per
quiz.
 Individual assessment (Moodle based)
 After 5th sessions, 8th and 11th sessions
 Pre/In/beyond class: Beyond class
 Feedback: Moodle grades
Assessment 2: Students would be assigned at least two firms in a 30% CLO 2
Written select industry for review of marketing environment
Assignment on and would undertake an Experiential Exercise on
Industry Forces Analysis Matrix & Environmental
Marketing
forces analysis matrix.
Environment
 Individual Assessment
 After 9th session
 Pre/In/beyond class: Beyond class
 Feedback: Through rubrics and counselling as
required.
Assessment 3: Description: Conceptual and application based 40% CLO 1 and
End-Term Exam questions. CLO 2
 As per schedule
 Feedback: Showing of assessed answer sheets

7. Session Plan
Sessio Topic/ Sub Topic Reading Pedagogy Session Learning CL
n Reference Outcomes O
Module I: Basics of Marketing

1. Understanding Instructor Handout:  Cl At the end of 1

Marketing: Marketing ass session, the student
 Definition Described in Discussion will be able to
 Marketing Myopia Different Ways familiarize
 Careers in themselves with the
Marketing Pre- Reads: meaning and
Marketing Myopia significance of
@HBR marketing
function for a firm.

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 Video:
https://www.marketi
ngteacher.com/what
-is-marketing-2/
2. Marketing Process:  Instructor  Class At the end of 1
 Creating value for Handout: Marketing discussion session, the student
customers is All About will be able to
 Capturing value Creating, understand the
from customers Delivering & process and various
Communicating constituents of
Value. marketing.

Pre Reads: Biju’s-
The Learning App,
Giving Value &
Capturing Value.
3. Core Marketing KAA, Ch1, Class At the end of 1
Concepts: Page 5-29 Discussion session, the student
 Needs, Wants & will be able to
Demand Flipped video: comprehend role
 Marketing Offers https://www.youtub and relevance of
 Value & e.com/watch? need want and
Satisfaction v=Wbtc1BOGhkQ demand and key
 Exchanges, concepts at
Relationships marketplace and can
 Markets differentiate
between them.
4. Marketing Orientations: RN, Ch 1, Class At the end of 1
 Production concept Page 13-15 Discussion session, the student
 Product concept will be able to
 Selling concept Pre Reads: appreciate the
Evolution of evolution of
Marketing marketing
@Journal of landscape.
Marketing
5. Marketing Orientations: RN, Ch 2 Class At the end of 1
 Marketing concept Page 15-17 Discussion session, the student
 Societal Marketing will be able to
concept Marketing Pre Reads: clearly differentiate
vs Selling Marketing Concept between marketing
@ Journal of and selling.
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  Difference between Marketing
marketing & selling
6.  Value Philosophy of  RN, Ch 1 Page 19-  Experienti At the end of 1, 2
Marketing 29 al Exercise session, the student
 Meaning of Value will be able to
 Value Delivery Pre Reads: understand and
Process Customer Value @ assimilate the idea
 Marketing Mix Kellogg School of value proposition
for a winning
marketing strategy.
Module II: Marketing Environment

7.  Overview of  KAA, Ch-3, Class  At the end 

Marketing Environment Page 65-86;  Discussion of session, the
 Elements of  student will be able
Micro  Marketing to identify factors in
Environment Insight: Disruption the company’s
 Elements of becomes the New comprising of micro
Macro Normal and macro
Environment environmental
forces and their
effect on
organizations.
8.  Responding to RN, Ch-2, Page 42- Experienti  At the end 
Marketing Environment 49; al Exercise of the session the
 student will be able
to internalize and
apply the knowledge
of environmental
factors on the
marketing strategy
of a firm.
9. Contemporary India’s RN, Ch-3, Page 68- Class At the end of 1, 2
Marketing 98; Discussion session, the student
Environment: will be able to
Challenges & Growth Marketing Insight: comprehend the
story How the World strategic
Views India significance of the
various
environmental
factors.
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 Module III: Issues in Marketing

10. Market and its Types; Instructor Handouts Class At the end of 1
Managing Marketing discussion session, the student
Information KAA, Ch-4, Pages will be able to
95-101 comprehend various
types of markets and
their constituents.
11. Ethical issues in  GL, Ch 4, Page 112- Student  At the end 
Marketing 132 Presentatio of session, the
 n on select student will be able
 Marketing Insights: ethical to appreciate the
 Green Marketing & issues varied ethical issues
Green Economy  in marketing.
 
 Pre-class room
work: Green
Marketing
12. Sustainability  KAA, Ch 20, Page  Guest Talk  At the end 1, 2
Challenges: 577-603  of session, the
 Social Criticisms  student will be able
 Consumer Actions to understand the
to promote challenges faced by
sustainable firms during
marketing implementation of
 Business Actions sustainable
towards Sustainable marketing strategies.
marketing

Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and understand
the specific details included in this document. It is emphasized that this course requires a significant
commitment outside of formal class contact.  The learning tasks in this course may include classes
(lectures or seminars), required reading, the preparation of answers to set questions, exercises and
problems, and self-study. In addition, students may be required to complete an assignment, test or
examination.
LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can download lecture,
additional reading materials, and tutorial notes to support class participation.

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Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be not be
accepted. Requests for extension of time must be made with the faculty member concerned and based on
Special Consideration guidelines. 
Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person as though
it is one's own without properly acknowledging that person.
Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is advisable that
students should read student handbook for detailed guidelines. It is also advisable that students must not
allow other students to copy their work and must take care to safeguard against this happening. In cases
of copying, normally all students involved will be penalised equally; an exception will be if the student
can demonstrate the work is their own and they took reasonable care to safeguard against copying.

RUBRICS FOR ASSESSMENT COMPONENT#

A. QUIZ
CLO 1: Illustrate fundamental concepts of marketing.
Criteria Below Expectations Meets Expectations Exceeds Expectations
(Max. 30) Points 0-10.5 Points 11.0-24.0 Points 24.5 – 30
Conceptual Does not recall and Able to recall and define Able to recall and define
Understanding define most of the core some of the core most of core concepts of
concepts of marketing & concepts of marketing marketing and the
the student is unable to while the student is able student is able to
illustrate the same. to illustrate the same in a illustrate them with ease.
limited manner.

B. WRITTEN ASSIGNMENT (MARKETING ENVIRONMENT)

CLO 2: Assess how a firm interprets its marketing environment in a given business situation.
Criteria Below Expectations Meets Expectations Exceeds Expectations
(Max. 30)
Coverage and Demonstrates lack of Demonstrates Demonstrates high level
quality of content engagement in engagement in of engagement in
assignment preparation assignment preparation assignment preparation
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Max. 15 (BE <4.5, with content and covers
ME- 4.5-12, EE >12) limited number of macro
and micro environmental
factors. The relevance
and quality of content
needs much
improvement.
Structure and Makes no effort in
logical flow of structuring elements of
written environmental factors.
assignment Does not support factors
Max. 5 (BE <1.5, ME- with compelling
1.5-4, EE >4) evidences/ sources. No
effort is made to compare
with other industry
players.
Quality of critical Does not make any effort
review and to critically analyse the
suggestions supporting factors to
Max.10 (BE <3, ME- review & offers no
3.5-8, EE >8) practical suggestions for
the identified firm.
with content but does not with content that covers
cover all important all important macro and
macro and micro micro environmental
environmental factors. factors. The content is
The relevance and quite relevant and of high
quality of content is quality.
satisfactory.
Makes some effort in Makes good effort in
structuring elements of structuring elements of
environmental factors. environmental factors.
Does support factors with Does support each factor
compelling evidences/ with compelling
sources but in a limited evidences/ sources which
fashion. Effort is made to are contemporary.
compare with other Comparisons with key
industry players. industry players are quite
comprehensive.
Does make effort to Does demonstrate superior
critically analyse the effort to critically analyse
supporting factors to the supporting factors to
review & offers some review & offers good
practical suggestions for practical suggestions for
the identified firm. the identified firm.

C. END TERM
CLO 1: Illustrate fundamental concepts of marketing;
CLO 2: Assess how a firm interprets its marketing environment in a given business situation.
Criteria Below Expectations Meets Expectations Exceeds Expectations
Conceptual Does not demonstrate Does demonstrate a Does demonstrate a
Clarity (CLO1) clarity of marketing limited amount of clarity superior level of clarity of
Max. 20 (BE <7, ME- concepts asked and of marketing concepts marketing concepts asked
7-16, EE >16) student makes strained/
asked and student is able and student is able to
no explanation throughto explain some of them explain most of them
contemporary examples.with contemporary through contemporary
examples. examples.
Application & Unable to offer Able to apply and Able to apply and analyze
analysis (CLO2) application and analysis analyze some of the a majority/ all of the
Max. 20 (BE <7, ME- of the conceptual conceptual frameworks conceptual frameworks

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 7-16, EE >16) frameworks with with limited evidences in with suitable evidences in
evidences in a given a given business a given business
business situation. situation. situation.

#Max- Maximum Points, BE- Below Expectations, ME-Meets Expectations, EE-Exceeds Expectations

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