Koshys Institute of Management S

Department of MB
Course Plan
Academic year : 2020-22
Year/Semester /Section : I(A&B)
Faculty name :Dr.M.KETHAN
Subject/ Subject Code :MARKETING MANAGEMENT
Date

Sl.No Week From To Module Topics to be covered

Importance of marketing, Core marketing

1 1 7/12/2020 14/12/2020 1 concepts, Company orientation towards
market place, Marketing management tasks,

Guest Lecture By Senior marketing Manager

Experiential Learning
-ROLE OF MARKETING MANAGER

Marketing strategies and plans, SWOT

2 2 16.12.20 20.12.20 1 analysis, Marketing environment, Competitive
dynamics

Case Study Analysis -(Harvard Business

Exp Learning Review)

Customer value, satisfaction and loyalty, Customer

3 3 29.12.20 31.12.20 2 relationships, Life time value ofcustomers,
Customer databases
 CASE STUDY ANALYSIS HARVARD BUSINESS REVIEW ON CUSTOMER SATIS

Buying decision process, Market segments and

4 4 4.1.21 6.01.21 2 targets, Product life cycle strategies, Brand
positioning, Brand equity

Field survey through group activity by visiting nearby reta

Experential Learning
process for a particular product. Experiential learning is o

Characteristics and classifications of products,

Product and service differentiation,
5 5 7.1.21 11.1.21 3 Product mix, hierarchy, line etc, Nature and
characteristics of services, Excellence in
services

Pricing strategies: Pricing environment, Steps in

6 6 11.1.21 13.1.21 3 price setting, Methods of pricing,
Initiating and responding to price changes.

7 7 Experential Learning

Marketing channels and value networks, Decisions

8 8 4 on design and management of
channels, Channel conflict and competition,
Channel integration,

E-Commerce
9 9 4 marketing practices, New retail environment,
Market logistics, Supply chain
management

Experential Learning Online survey on “Factors

 Role of Integrated marketing communications,
Steps in designing effective
communications, Communication mix, Managing
10 10 5
mass communications like
advertizing, sales promotion, events and
experiences, public relations etc

Managing
personal communications like direct marketing,
11 11 5
interactive marketing, Email, SMS,
Social media, sales force etc

12 12 Experential Learning Case study analysis On Social Media Ma

13 13 6 New product development strategy, Steps in new

product development

Managing holistic marketing organization: Internal

14 14 6 marketing, CSR, Cause related and
socially responsible marketing, Marketing control

Activity based and case study analysis. Experiential learning o

Experential Learning
and prepare an assignment on the same suggesting creative CS

15 Surprise Quizz -After Completion of Each Module Surprise Quize will be conducted
16 All the Topics will be Explained with Self made Case lets
17 Self Prepared materials
nstitute of Management Studies ,Bangalore
Department of MBA
Course Plan

Teaching Pedagogy ( Class room discussion with ppt, numerical

solving ,student presentaton,Case study/ research article /news paper
article discussion, Field project,expert interaction/workshop ) Select
Learning outcomes
the appropriate one week wise , ideally you should use all these
things in the semester

Overview About essentials of

Discussion/PPT marketing and concepts ,and
Marketing tasks

students will be implementing the insights gained through the guest lecture in their career and other situation
Accordingly. Students can connect with the guest for internships and projects.

Exploring the Student Mind With

Strategy implementation and
Decession making,Marketing
LECTURE /PPT- case studies
strategies and plans, SWOT
analysis, Marketing environment,
Competitive dynamics

Activity in the Class with Porters Generic Frame work calculation (COST LEADERSHIP,SEGMENTATION,DIFERENTIATION
STRATEGY) CASES Discussed KFC Apparoach to CHIN,Amazon,D-Mart

PPT/Discussion /Case study (test marketed by Overview about CRM,Loyalty

Programs,Customer Data Base
Bharat Co. Ltd) maintainence
 ON CUSTOMER SATISFACTION ,VALUE (VERIZON ,Tesla,Novistar)& Self Perpared casestudy for Criritcal Analysis

Digital Aids(PPT) with Teaching and Articles Overview about consumer Buying
Presentation on Consumer buying Behaviour Behaviour,PLC,BRAND

y by visiting nearby retail outlets to study the consumer decision making

xperiential learning is outside the college premise followed by group discussion in the classroom.

Overview about Product and

PPT and Lecuture (class Discussion-Open Case ) Product Mix,Servicesand its
characterstics

PPT and Lecuture (class Discussion ) Brief context on Pricing Strategies

Case study Analysis of discontinued products Life cycle -Example:

Tata Nano, Ambassador.

Discussion on Marketing channels

PPT and Lecuture and its intergration

Discussion on E-commerce
PPT and Lecuture with Case study on E-commerce marketing and retail environment

ine survey on “Factors influencing consumers to purchase Products and services online
 Overview on communication
PPT and Lecuture Effectiveness in marketing

PPT and Discussion Opening case on Social media Overview on Manging

Communications and Impact of
Influence on Decission Making social Media

is On Social Media Marketing Strategies of Companies.(Fortunr 10 companies from various sectors)

An Outline of new product

PPT and Discussion developemnt process as per buying
behaviour of the consumer

Overview on CSR and Holistics

PPT and Discussion on CSR -Marketing marketing

s. Experiential learning outside the college premises.CSR initiatives of the company

me suggesting creative CSR initiatives

ducted
 Reference -Text books and
weblinks

Philip Kotler, Kevin Lane

Keller, Abraham Koshy and
MithileshwarJha, Marketing
Management. Pearson
Education, Latest edition.

their career and other situation

.

Philip Kotler, Kevin Lane

Keller, Abraham Koshy and
MithileshwarJha, Marketing
Management. Pearson
Education, Latest edition

P,SEGMENTATION,DIFERENTIATION

Etzel, Walker, Stanton &

Pandit, Marketing, Tata
McGrawhill, Latest edition.
d casestudy for Criritcal Analysis

Ramaswamy and
Namakumari, “ Marketing
Management, Global
Perspective, Indian
context”, McGraw Hill, Fifth
edition, 2013

he classroom.

Philip Kotler, Kevin Lane

Keller, Abraham Koshy and
MithileshwarJha, Marketing
Management. Pearson
Education, Latest edition

Philip Kotler, Kevin Lane

Keller, Abraham Koshy and
MithileshwarJha, Marketing
Management. Pearson
Education, Latest edition

line
 philip Kotler, Kevin Lane
Keller, Abraham Koshy and
MithileshwarJha, Marketing
Management. Pearson
Education, Latest edition

Lambhair Sharma,
McDaniel, Marketing
Management. Cengage
Learning Pvt. Ltd.,
2012.William D Perreault
and Jerome McCarthy, “
Basic Marketing: A Global
Managerial
Approach”, Tata McGraw
Hill, 2006

m various sectors)

Marketing Strategy and

Competitive Positioning
Paperback –, 2 Feb 2017
by Prof Graham Hooley
(Author), Nigel Piercy
(Author), Brigitte Nicoulaud
(Author)

Corporate Social
Responsibility (Critical
Perspectives on Business
and Management)
by Jean-Pascal Gond
(Editor), Jeremy Moon