MANAGEMENT DEVELOPMENT INSTITUTE, GURGAON

PGDM 2021-23

Title of the Course : Marketing Planning

Course Credit : Three (3Credits)
Core/Elective : Core
Term : 1
Course Faculty : Prof. Avinash Kapoor & Prof. Kanwal Kapil
Academic Year : 2021-2022
Email : avinashkapoor@mdi.ac.in, kanwalkapil@mdi.ac.in
Contact No. : 01244560312, 01244560298

I. Introduction

This course outlines the key marketing planning concepts and processes. This course will equip
students with the essential marketing knowledge, concepts, and elements for developing a
practical, results-oriented marketing plan. Students will learn how to investigate and analyse the
various areas of business and the current market situation, focus on the unique selling
proposition of their product and/or service, target on the needs of the target market, and select the
right choice of marketing growth and marketing mix strategies. The knowledge acquired by
students will enable them to formulate the right marketing strategies, develop a marketing mix
specific to that market and its particular needs to attain the company's marketing objectives and
implement the marketing plan successfully. The course includes lectures, marketing plan
exercises to help understand each element of marketing plan, case studies for group discussion
etc. It incorporates a practical approach that takes the participants step-by-step through the
marketing planning process, from constructing the marketing elements to the drafting of a
marketing plan. Students are also encouraged to learn by working on a real-case marketing plan.

II. Objectives/ Learning Outcomes:

Increase understanding of marketing fundamentals.
 Apply environmental scanning tools for analysing market and business situation
 Build the elements of the marketing plan and formulate strategies for achieving business
objectives.
 Generate marketing goals, U.S.P. (Unique Selling Proposition), and positioning
statements.

On completion of the course the students will be able to develop an understanding of the
underlying concepts, strategies and issues involved in the Marketing of the Products and
Services.
III. Assurance of Learning (Program Level Goals and Program Level Outcomes)

Among others, this course seeks to impart the following learning goal(s) and associated learning
outcomes.
Learning Goal Learning Outcomes Definition of satisfactory performance
LG3: Critical LO1.      Demonstrate the ability Clearly identifies the main problem and
and innovative to identify problems afflicting an includes some of the subsidiary issues and
thinking organization and criticallyrelationship with the main issue; recognizes
analyze them using techniques, context, identifies inconsistencies and
somewhat questions information provided;
models, or frameworks.
applies appropriate tools to analyze the
information with fair amount of accuracy
LO2.     Demonstrate integrative Formulates conclusions, recognizes conflicts
and reflective thinking in and trade-offs, provides arguments for choices
evaluating potential alternatives made in a linear manner and with average
and proposing effective solutions. conviction

LO3.       Demonstrate innovative Incorporates at least one new direction in

thinking in problem solving and
decision-making
Assurance of Learning Measurement
approaching the problem at hand; exhibits an
open mind with divergent and contradictory
perspectives and attempts to explore them;
connects ideas in novel ways though the end
solution may not be entirely novel

The assessment will be made in order to understand the students’ ability to appreciate the analytical and

integrative thinking and the functional competencies in context of the course. There will be a continuous

assessment of the students’ overall learning of the course objectives using multiple methods such as

quizzes, examinations, projects, assignments, and case analysis and submissions, etc. The assessment

questions will be designed in order to test the specific learning objectives, which in turn ensure the

delivery of the learning goal. Students’ performance on the abovementioned learning goals and

demonstration of the associated outcomes will be specifically assessed through the mid-term and end-

term examinations.

IV. PEDAGOGY

Predominantly case studies, discussions, and projects. Participants would be required to study the

background readings and dissect the case in preparation for the class. The sessions would be conducted in

order mentioned below. You are expected to read the relevant chapters from the book Principles of

Marketing by Kotler and Armstrong, 17th edition, Pearson Prentice Hall Publication. The cases would be

distributed to you as the classes progress through the course. The relevant readings,

handouts/articles/newspaper cuttings would be distributed for discussions in the class room.

V. EVALUATION PLAN

Quizzes (4) 20%

Class participation 10%
Mid Term 20%
Group Project work 20%
End Term 30%

VI. Compulsory Text Book

1) Principles of Marketing by Kotler and Armstrong, 17th edition, Pearson Prentice Hall
Publication.

VII. Content and Session Plan

Session # Topic Readings & Assignments

1 What is Marketing? Reading:

Kotler & Armstrong Chapter 1
2 The Nature and Scope of Marketing
3 Marketing Management as a Philosophy
4-5 Reading :
Scanning the Marketing Environment Kotler & Armstrong - Chapter 3
6 Understanding the customer value chain Reading :
Utilizing value chain for effective Kotler & Armstrong : Chapter 5
marketing
7-8-9 The Marketing Process Reading :
Kotler & Armstrong - Chapter 2
10 Marketing Research and Information Reading:
Systems Kotler & Armstrong - Chapter 4;
11-12 Understanding the consumer behavior Reading :
Kotler & Armstrong- Chapter 6
13 Understanding the organizational Reading :
buying behavior Kotler & Armstrong- Chapter 7
14 Industry analysis and competition Reading :
Strategy and Marketing Kotler & Armstrong- Chapter 9
15-16 Segmentation and Targeting Reading :
Kotler & Armstrong- Chapter 8
17-18 Positioning Reading:
Kotler & Armstrong- Chapter 11
19-20 Project Presentation
VIII. List of Suggested Readings

Reference Books

1) MM: What’s Inside: A south Asian Perspective by Avinash Kapoor and Dawn Iacobucci
Cengage Learning Pvt. Ltd.
2) Principles of Marketing by Kurtz Boone, Thompson South – Western Publication.
3) Marketing Real People, Real Choices by Solomon Stuart, Pearson Education publication.
4) Principles of Marketing by Kotler and Armstrong, Global Edition 17th edition, Pearson
Prentice Hall publication.
5) Introduction to Marketing by McDaniel, Lamb, Hair, Thompson South-western
Publication.
6) Marketing Concepts and Cases by Etzel, Walker, Stanton, Pandit, Tata Mcgraw Hill
Publication.
7) Introduction to Marketing by Palmer, Oxford Publication
8) Marketing Management by Arun Kumar, N. Meenakshi Vikas Publishing House.
9) Marketing Management by Rajan Saxena, Tata Mcgraw Hill publication.
Readings
1. Basic Marketing Calculations

2. Case method in Marketing

3. Harry Potter’s way to Marketing

4. Rediscovering Customer Satisfaction

5. Commodities have Customers

6. Managing Unprofitable Customers
7. Make your Products Profitable
8. Marketing Myopia
9. Market Is Everything
10. Don’t Delight Your Customers Away
11. Mapping Your Competitive Position
12. Brand Report Card
13.Customer Equity
14. Power of Social Networking
 IX. Other Details

GUIDELINES FOR THE GROUP PROJECT WORK

(All submissions are to be type written single side at 1.5 spacing, Font size 12, Font Arial
on A4 size paper)

The participants should form the groups of their own choice with four members in each group
or the groups may be assigned by the program office.
The project will include following components:

Section 1: Introduction
 Identify a company of your choice;
 Identify one product of your choice from its portfolio
 Write purpose & objectives of the project; establish Justification & Significance of the
project
 Study the SWOT matrix and do PEST analysis for the chosen product category/product
as applicable
 Provide Outline/ flow of the project
Section 2: Design/ Methodology/ approach

 Apply Five forces model

 Study and analyze the behavior of consumers (of the chosen product) in terms of
buying roles, decision making process and kind of purchase behavior (keeping into
consideration the competitive environment)
 Do related literature review
 Discuss Methodology adopted
 Discuss Data Collection and analyses approach followed

Section 3: Findings/ originality/ value/ Future research

 Identify the positioning strategy
 Give suggestions and indicate foresights regarding the product future in light of the
analysis done in first two sections; Discuss Conclusions, Implications, Limitations
and Future research
 References
 Appendices

Final Report

The final report should include the following:

Cover page – The cover page should include the report title, the names of your group members,
with roll numbers. Each group member will sign his / her name on the cover as a ‘sign off’ on
the report and its contents.
Executive Summary – An Executive Summary of no more than two double spaced pages will
follow the cover page.
Table of contents – Immediately following the Executive Summary should be a table of contents
for your report.
Main Body of Report – Groups are expected to include each of the components, discussed
earlier, in the final report. Groups should revise each section, as necessary, for inclusion in the
final report.
Conclusion – The report should end with a brief conclusion that ties the entire project together
and reveals major insights gained during the study of your industry.
References – A complete citation of all work / research of others references in your report should
be included in a list at the end of the report as references and also indicated in the text of the
report.
Each section submission should not exceed 2000 words excluding graphs and number tables.
Word limit in excess of 2000 words (+/- 5%) will count for negative marking. Total report will
be of maximum 7500 words. It is mandatory to mention the number of words on the cover sheet
of each section as well as on final report.
Submission Deadlines (4.00 PM on the day of respective sessions). Submissions made after the
deadline will not be considered for evaluation.
Section 1 – On the day of session 7
Section 2 – On the day of session 12
Section 3 – On the day of session 16
Final Report – On the day of session 18
Final Report Presentation – 19-20 session

Other Useful Information:

1. The cases would be distributed to you as the classes progress through the course.
2. The assignment would be given as the classes progress through to assess the overall learning of the
course objectives.
3. Plagiarism, Copying and Cheating: Zero Tolerance

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