IIM Kashipur

Master of Business Administration

Marketing Management 1, Term 1, Academic Year-2021-22

Syllabus

I. INSTRUCTOR DETAIL

Faculty: Prof Madhurima Deb (One Section)

Prof Kumkum Bharti (One Section)
Prof Mala Srivastava (One Section)
Prof Preeti Narwal (One Section)
Email: madhurima.deb@iimkashipur.ac.in;
Kumkum.bharti@iimkashipur.ac.in;
mala.srivastava@iimkashipur.ac.in;
preeti.narwal@iimkashipur.ac.in

II. COURSE DESCRIPTION

Marketing is the core of an operating business. It is an organizational philosophy and a

set of guiding principles for interfacing with customers, competitors, collaborators, and
the environment. Marketing entails planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services. It starts with identifying and
measuring consumers' needs and wants, assessing the competitive environment, selecting
the most appropriate customer targets and developing marketing strategy and
implementation program for an offering that satisfies consumers' needs better than the
competition. Marketing is the art and science of creating customer value and market place
exchanges that benefit the organization and its stakeholders. Marketing Management-I is
designed to serve as an introduction to the theory and practice of marketing. Students will
learn the basics of Marketing and improve their ability to develop effective marketing
strategies and assess market opportunities, as well as design strategy implementation
programs. In addition, students will have the opportunity to communicate and defend
their recommendations and build upon the recommendations of their peers. We will
explore the theory and applications of marketing concepts through a mix of cases,
discussions, lectures, assignments, and group projects.

III. PREREQUISITES

No Prerequisites
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IV. COURSE COMPETENCIES / LEARNING OUTCOMES

Upon completion of this course, the student will be able to:

1. Assess market opportunities by analyzing customers, competitors, collaborators,

context, and the strengths and weaknesses of a company. (CC 1) (PLO 1 A/B)
2. Develop effective marketing strategies to achieve organizational objectives. (CC
2)
3. Design a strategy implementation program to maximize its chance of success.
(CC 3)
4. Communicate and defend your recommendations and critically examine and build
upon the recommendations of your classmates both quantitatively and
qualitatively. (CC 4) (PLO 5 B/C)

V. TEXTBOOKS (REQUIRED MATERIALS)

The prescribed textbook for this course is: Philip Kotler, Kevin Keller, Abraham Koshy
and Mithileshwar Jha, Marketing Management, Pearson Publications

VI. GRADING CRITERIA

As per MBA Manual

VII. COURSE ACTIVITIES TO MEET OBJECTIVES

For reading assignments and directions, please follow the course syllabus. The faculty
member will assign several cases for discussion and review. Furthermore, the exercises
may be completed in the class as well as assigned as take home projects to groups and
individuals.

Complet Readings and Lecture Case/Exercise Learning Objectives

e Videos 1

Session (Chapter refers to

Detail Chapter of
for all Prescribed Text
sessions Book)
Chapter 1: Introduction Prosper: Marketing Fit 1. Understand scope of
1. to Managing (Ivey 9B19A056) marketing
Marketing
1
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Understand fundamental
aspects of marketing
management (CC 2)

2. Chapter 2: Developing Kimura K.K.: Can This 1. Apply the value

Marketing Strategies Customer Be Saved?
and Plans
Reference no. IMD-5-0598-ES
Case Centre
framework to gain edge
in market (CC 1)
2. Understand how does
marketing affect
customer value (CC 3)

3. Chapter 4: Creating Maru Batting Center (HBS) 1. Evaluate lifetime value of

Customer Value customer (CC 3)
Product #: KEL688-PDF-ENG
2. Develop strategies to
maximize customer
lifetime value (CC 1)
4. Chapter 3: Marketing Sun Quan Education Inc.: How 1. Tracking and identifying
Environment Far Can "We-Go"? by Yuanfang opportunities in the
Lin (HBS)
macro environment (CC
W19311-PDF-ENG 1)
2. Critically examine the
collaborators, competitors
and public (CC 1)
5. Chapter 5: Ather Energy: Motivating India 1. Learn the fundamentals
Understanding for Smart Electric Scooters of consumer behavior
Consumer Behaviour (HBS)
W20095-PDF-ENG 2. Analyze consumer
decision making (CC 3)
6. Chapter 5: Consumer Behaviour Exercise 1. Develop a framework to
Understanding assess opportunity by
Consumer Behaviour
analyzing behavior (CC 1)
7. Chapter 5: Consumer Behaviour Exercise 1. Critical examination of
Understanding the learned concepts(CC
Consumer Behaviour
4)
2. Apply the framework in a
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real life context (CC 3)

8. Chapter 3: Forecasting Wilkins, A Zurn Company 1. Learn about different

(HBS) forecasting methods

906D06-PDF-ENG
9. Chapter 3: Forecasting Wilkins, A Zurn Company
10. Chapter 3: Marketing Cerenity Sanitizer: Marketing
Research Research for New Product
Launch (A) (HBS)
 A00183-PDF-ENG
11. Chapter 7: No more uncle: Asian men’s
Segmentation, and beauty in marketing spotlight
Targeting (HBS)
(#SMU437-PDF-ENG)
1. Accurately measure and
forecast demand (CC 4)
1. Understand marketing
research process
2. Apply the research
methods in marketing
context (CC 3)
1. Learn the importance of
segmenting customers
2. Choosing the most
attractive target markets
(CC 4)

12. Chapter 18: Internet Amazon in Emerging 1. Awareness about latest

Marketing Markets(HBS) online marketing
W94C01-PDF-ENG
techniques

13. Chapter 18: Social Tech Talk: Creating a Social 2. Understand the role of
Media Strategy Media Strategy (HBS) Social media in modern
W17432-PDF-ENG
marketing
14. Chapter 11: Managing 1. Learn to build and manage
Product product mix and product
lines (CC 2)
15. Chapter 11: Managing Procter & Gamble India: Gap 1. Apply the product
Product in the Product Portfolio? management concepts in a
(HBS)
IMB433-PDF-ENG real life scenario (CC 2)
16. Chapter 13: Setting 1. Learn various pricing
Prices methods

17. Chapter 13: Setting The WORKS Gourmet Burger 1. Analyze consumer
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Prices Bistro by Eric Dolansky, Bruce responses to price

Miller (HBS) changes (CC 2)
NA0493-PDF-ENG
18. Future of Marketing Article Discussion 12: 1. Analyze the important
Marketing in the Age of Alexa, trends in marketing
HBR,
https://store.hbr.org/product/m practice (CC 4)
arketing-in-the-age-of-alexa/R
1803E
19. Presentation: End Devise and defend
Term Project
marketing strategy for a
chosen problem (CC 4)
20. Presentation: End Devise and defend
Term Project
marketing strategy for a
chosen problem (CC 4)
All video lectures should be viewed before the start of each session by students

Evaluation Components

Sr. No. Component Weightage Duration Of Nature of PLO

(%) Examination Examination (Open
Book /Closed Book)
a) Mid Term 20 2 to 2 hours 30 Open Book PLO 1 A/B
Examination minutes

b) End Term 25 2 to 2 hours 30 Open Book PLO 5 B/C

Examination minutes
c) Quiz 20 Between 15-30 Closed Book/Open
(throughout the minutes Book
term) (n-1)
d) End-Term 20 _ Up to 12-15 page PLO 5 B/C
Project report in doc with
focus on the
Novelty contribution made by
Turnitin Report the group and linking
it to any marketing
topic of their choice.
e) Class 15 _ _
Participation

Assignment Summary and Grading Scale:

For reading assignments and directions, please follow the course syllabus directions.

Assignments Points Delivery Submission Due

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Topics (Specify – Group or Method (by the particular

Individual Assignment) session number)
20
End Term Project PPT and Session 18
Presentation in
Class/online

The indicative grade rubric for direction on group term project is as below:
Performanc Basic Developing Proficient Accomplish Exemplary
e Criteria (1 pt) (2 pts) (3 pts) ed (5 pts)
(4 pts)
Focuses on Does not Offers a Provides a Provides Provides
an focus on a Marketing current / substantial fully
Important relevant Problem recent content on a developed
marketing Marketing topic for Marketing current content on a
Issue Problem research problem Marketing current
(40%) topic given as problem Marketing
term project given as problem
term project given as
term project
Provides Does not Discusses Offers Offers Offers
Effective offer any some detailed concrete effective
Communicat concrete or concrete or concrete or and specific value-
ion specific specific specific value- creating
Recommend recommend recommend recommend creating recommend
ations ations ations ations recommend ations
(40%) ations
Writes at a Does not Does not Uses Uses Uses
College use write clearly effective effective effective
Level designated or in an format, format and format and
Quality format or organized style, writes at the writes at a
(APA standard format grammar, college publishable
Format) punctuation, level quality standard
(20%) and
references
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The course will be primarily taught though a combination of class discussions,

presentations, take-home exercises, and case studies. The class discussion will involve
the readings assigned for the class. Students are encouraged to actively participate in
these discussions.

Class Participation
Class Participation includes discussion on assigned readings, cases, student presentations,
examples etc. It also includes individual responses to the case questions before the class.
Here are the questions I ask myself to evaluate class participation. Did this student attend
class? Come prepared for class? Actively participate in class? Contribute to the classroom
learning experience of his/her classmates? Interact in a pleasant and professional manner?
Please note that Quality of the class participation is most important. Sheer quantity is
neither sufficient nor necessarily desirable.
Quizzes
Quizzes are an important component of the course. There will be both announced and
surprise quizzes. Surprise quizzes will be based on the prescribed readings of that
session.
Group Formation
Groups will be formed by the faculty. Each group will have 7-8 students.
Group Exercise Presentation
Each group will work on an exercise (a small case) and present it in the class. Groups will
identify a product or service (after consulting course faculty) and prepare a plan using the
theoretical concepts about that particular session in which the exercises will be presented.
The presentation has to be submitted in the class before the assigned session. More
details will be provided in the introductory session.
Term Project
The term project is a strategic marketing plan for a business idea. This group project
gives you an opportunity to test and advance your ability to understand and analyze
marketing situations, identify an opportunity, design a marketing strategy and
implementation plan. It requires a good grasp of marketing concepts, strong decision-
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making and teamwork skills. More details about project will be provided in the
introductory session
a) The length of the report should be between 12 and 15 typed pages.
b) Project Reports should be submitted in-class at the beginning of the 18th session of the
course.
c) Both the Project Report and the Presentation of the Project Report will be evaluated.
The criteria of evaluation will be the depth of research, originality of the data and its
analysis, and credibility of the analysis. The ability to use a theoretical lens is also an
important parameter of evaluation.

VIII. POLICIES

General Academic Misconduct Policy of IIM Kashipur:

IIM Kashipur is strongly committed to a policy of honesty in academic affairs. Students

are expected to do their own academic work. Students are awarded degrees in recognition
of successful completion of academic coursework in their chosen fields of study. Each
student, therefore, is expected to earn his or her degree on the basis of individual personal
effort. Consequently, any form of cheating or plagiarism constitutes unacceptable
academic dishonesty. Such academic misconduct will not be tolerated at IIM Kashipur,
and thus will be penalized according to the seriousness of the infraction, in conformity
with the standards, rules, and procedures of the Institute. Accordingly, students are well
advised to keep in mind that suspension and expulsion from the Institute are among the
sanctions that may be imposed for violations of the Academic Misconduct Policy.

Definitions:
 Plagiarism, as defined by the Little, Brown Essential Handbook for Writers, 4th
edition, is “the presentation of someone else’s ideas or words as your own.
Whether deliberate or accidental, plagiarism is a serious and often punishable
offense” (Aaron, 2001).
 Deliberate plagiarism is “copying a sentence from a source and passing it off as
your own and, summarizing someone else’s ideas without acknowledging your
debt, or buying a term paper and handing it in as your own” (Aaron, 2001).
 Accidental plagiarism is “forgetting to place quotation marks around other
writer’s words, omitting a source citation because you’re not aware of the need
for it, or carelessly copying a source when you mean to paraphrase” (Aaron,
2001).

GUIDELINES:
The United States Naval Academy’s statement on academic plagiarism (USNA, 2004)
provides the following guidelines that will be implemented verbatim at IIM Kashipur.
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1. “Give credit where credit is due. Inevitably, you will use other people’s
discoveries and concepts. Build on them creatively. But do not compromise your
honor by failing to acknowledge clearly where your work ends and that of
someone else begins. (USNA, 2004).
2. “Provide proper citation for everything taken from others. Such material includes
interpretations, ideas, wording, insights, factual discoveries, charts, tables, and
appendices that are not your own. Citations must guide the reader clearly and
explicitly to the sources used, whether published, unpublished, or electronic. Cite
a source each time you borrow from it. A single citation, concluding or followed
by extended borrowing, is inadequate and misleading. Indicate all use of another’s
words, even if they constitute only part of a sentence, with quotation marks and
specific citation. Citations may be footnotes, endnotes, or parenthetical
references. (USNA, 2004).
3. Recognize the work of others even if you are not borrowing their words. Theories,
interpretations, assessments, and judgments are all intellectual contributions made
by others and must be attributed to them. (USNA, 2004).
4. Paraphrase properly. Paraphrasing is a vehicle for conveying or explaining a
source’s ideas and requires a citation to the original source. A paraphrase captures
the source’s meaning and tone in your own words and sentence structure. In a
paraphrase, the words are yours, but the ideas are not. It should not be used to
create the impression of originality. (USNA, 2004).
5. Cite sources in all work submitted for credit. Your instructor may also require you
to identify the contributions of others in drafts you submit only for review. Ask
your instructor for his or her citation requirements and any discipline-specific
attribution practices. (USNA, 2004).
6. Be cautious when using web-based sources, including Internet sites and electronic
journals. There is a common misperception that information found on the Internet
does not need to be cited. Web-based information, even if anonymous, must be
appropriately cited. Do not cut and paste or otherwise take material from
websites without proper citation. (USNA, 2004).
7. Provide a citation when in doubt. Always err on the side of caution. (USNA,
2004).
8. Papers will be routinely submitted to www.turnitin.com for review.

Cheating by Plagiarism:
Plagiarism is a form of academic misconduct. IIM Kashipur views plagiarism as the
representation of another’s work, words, or ideas, statement of facts not generally known
as one’s own without use of an academically recognized method of citation. Work
submitted at IIM Kashipur must be the original work of the student. Original work may
include the words and ideas of others, but the source of these words and ideas must be
indicated in a manner consistent with an academically recognized form, style, and
citation manual. Plagiarism subjects the student to penalties pursuant to the Academic
Misconduct Policy. Any student helping a student plagiarize is considered as guilty as the
student assisted.
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Plagiarism involves using the words, information, insights, or ideas of another without
crediting that person through proper citation. Proper documentation is required for all
source material as discussed in the individual course policy statement which will be
provided and explained by each instructor during the first session of each course. It is
your responsibility to know the rules for proper citation – claiming ignorance of the
proper citation rules is not an excuse for cheating. One can avoid plagiarism by fully and
openly crediting all sources used.

In the absence of guidance from the instructor, reference “APA Style Manual” (standards
and rules to be followed when referencing source material).

Cheating on Examinations and Assignments:

Academic misconduct consists of cheating of any kind with respect to examinations and
assignments as well as the unauthorized possession and/or use of exams, papers, and
materials. Cheating is defined and characterized by copying answers to examinations,
quizzes, presentations, and projects from a source not approved by the professor. This
includes but not limited to “crib” notes and “cheat” sheets, cell-phones, PDA’s, I-Pods,
and of course, collusion with your fellow student (neighbor). In addition the use of test
banks, computers, answer keys, stolen exams, and instructor’s manuals are expressly
forbidden. (USNA, 2004).

Cheating subjects the student to penalties pursuant to the Academic Misconduct Policy.
Cheating includes, but is not limited to, the following:
 The unauthorized submission of work previously presented in another course.
 Having someone else write a paper for the student; purchasing a paper from
someone or through the Internet.
 Participating in an arrangement whereby work, classroom activity, or an
examination is done by another person.
 Unauthorized collaboration on assignments or work to be presented.
 Arranging to have others take examinations or to do assignments.
 Obtaining examinations prior to administration.
 Communicating or exchanging test information with other students during an
exam or quiz.
 The manipulating of recorded grades or other class records in a grade book or on
a computer system or the falsifying of such information.
 Bribery.

Cheating in IIM Kashipur will not be tolerated.

Discipline for Academic Misconduct:
The professor/instructor has the authority to determine whether plagiarism or cheating
has occurred. She or he will take the appropriate action depending upon the nature of the
infraction.

Expulsion: Deliberate plagiarism is unethical and dishonorable! In cases of deliberate

plagiarism and cheating, the student is subject to immediate dismissal from the program.
In these cases, due process is afforded through the appeals process.
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Failing Grade: Accidental plagiarism, or sloppy scholarship, is academically

unacceptable. In cases of accidental plagiarism, the professor/instructor has the authority
to issue a failing grade for the assignment or the course depending upon the severity of
the infraction. In these cases, the decision of the faculty member is final.

Disruption to Academic Process:

Disruption of the classroom or the teaching environment is unacceptable at IIM Kashipur
and is considered a form of punishable academic misconduct. This includes email or any
other form of communication. Disruption of the academic process includes act(s) or
word(s) by a student in a classroom or teaching environment that in the estimation of a
faculty member deflects attention from the academic matters at hand. Examples of such
disruption encompass: noisy distractions; persistent, disrespectful, and/or abusive
interruptions; improper language, dress, and/or behavior; and actions that present a
danger to the health, safety, and/or well-being of a faculty member, student, staff
member, or guest. Disruption also includes tampering with, defacing, or stealing library
or online materials. Punishment for such disruption can range from a verbal reprimand by
the faculty member, to dismissal of the student from class with a grade of “F,” to
suspension or expulsion from the school.

References:
Aaron, J. (2001). The Little, Brown Compact Handbook. (4th ed.) Needham Heights, MA:
Pearson/Longman.
USNA, (2004). United States Naval Academy 9USNA) Statement on Academic
Plagiarism. May 4, 2004 Faculty Senate Meeting. Retrieved on February 21,
2008 from: http://www.usna.edu/Library/Plagiarism/Plagiarism.html
Mujtaba, B G. (2015), Nova Southeastern University, H. Wayne Huizenga School of
Business and Entrepreneurship, Course Outline on HRM4300 - Managing Workforce
Diversity, accessed through AACSB database and this course outline modeled after this

IX. MEETING DATES AND LOCATION

As determined by the school administrators and campus personnel for the term.

Further Details on Course Assignments

1. Weekly Discussion Questions (if any):

2. Participation:
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IIM Kashipur
Master of Business Administration

Title of the Course, Term, Academic Year

Evaluation of Assignment by Faculty

Assignment for Course: Course Name

Submitted to: Name of the Faculty

Submitted by:
(Student’s name):

(Email address):
(Address):
(Work phone number):
(Home phone number):

Date of Submission:
Title of Assignment:

CERTIFICATION OF AUTHORSHIP: I certify that I am the author of this paper and that any
assistance I received in its preparation is fully acknowledged and disclosed in the paper. I have
also cited any sources from which I used data, ideas or words, either quoted directly or
paraphrased. I have added quotes whenever I used more than three consecutive words from
another writer. I also certify that this paper was prepared by me specifically for this course.

Student’s Signature: ______________________________

Faculty Comment and Marks/Grade:

Faculty Signature: