BML Munjal University

Bachelor of Business Administration (BBA/BBA Law)

2021-2024 Batch

Faculty Dr. Vaishali Sharma Year/Semester ½

Course Name Marketing Management No. of Credits 4
No of Contact Hours 56 Session duration 90 Minutes

About the Instructor:

Email-ID: vaishali.sharma@bmu.edu.in

Course Overview

This course covers the concepts of marketing such as wants, needs, demands, creating value, marketing
mix, communication, channels of distribution. They saw how these fit within different analytical
frameworks using Segmentation, Targeting and Positioning, and how they are useful to marketing
managers. In this course, students will complete a more detailed analysis of these elements to conduct a
thorough strategic analysis of marketing opportunities and communicate marketing decisions. This will
enable them to see “marketing in action” in the business world.

Course Curriculum

The curriculum will equip students with the ability to:

• List all elements of the marketing mix

• Explain the role each element plays in creating value
• Compare different pricing models
• Evaluate the use of different channels of distribution by existing businesses
• Critique advertising execution
• Create a persuasive advertising piece

Course Learning Outcomes

By the end of the course, the student will have the ability to:

Bloom's PO PO PO PO PO P0 PO
  Course Outcomes
Level 1 2 3 4 5 6 7
Develop understanding about
CO marketing management concepts and 2.
1 frameworks. Understand

CO To apply these concepts to a new or

3. Apply 1 2
2 existing business
CO Analyze and synthesize information 4. Analyze
1 2 3
3 and derive insights related to

1
 marketing management, from several
perspectives.

Develop the acumen to view an

organization from a Marketing
CO perspective and create
6. Create 1 2 2 1 2
4 implementable marketing strategies
considering its overall challenges
and opportunities
To enhance business communication
CO skills required to work effectively 3
3.Apply
5 with a marketing team.

Course Evaluations

Components of Course Evaluation Weight Course Outcomes Program Outcomes

ICP 10%
CO3, CO4, CO5 PO1, PO2, PO3, PO4, PO5,
Project Presentations 10%
PO6, PO7
CO3, CO4, CO5 PO1, PO2, PO3, PO4, PO5,
Assignment 10%
PO6, PO7
CO2, CO3, CO4, CO5 PO1, PO2, PO3, PO4, PO5,
Class Activities 30%
PO6, PO7
CO2, CO3, CO4 PO1, PO2, PO3, PO4, PO5,
End Term Examination (Open Book) 40%
PO6
Total 100

Required Textbook:
1. Kotler, P., & Keller, K. (2015) Marketing Management. Pearson Education.

Additional Readings:
2. Aaker, D. A., & McLoughlin, D. (2009). Strategic market management: global perspectives. John
Wiley & Sons.
3. Panda, T. K. (2009). Marketing management: Text and cases Indian context. Excel Books India.

SESSIONS

Session No-1 to 4
Session Title Marketing – An Overview, Scope and the Core Marketing Concepts
Needs, Wants and Demands
Value Chain
Value and Satisfaction
Total Addressable Market
Product Classifications
Reading Material Chapter- 1 and 2 (Kotler, P., & Keller, K. (2015) Marketing Management. Pearson
Education.)
Pedagogy ET Articles, Video, Class PPT, Class Discussion.
Session No-5 to 8

2
Session Title The 4Ps, 4 As, 4 Cs and 7Ps
Reading Material Chapter 6 (Kotler, P., & Keller, K. (2015) Marketing Management. Pearson
Education)
Activity 1 $ 1.9 Million The Pigeon Kim

Pedagogy ET Articles, Video, Class PPT, Class Discussion.

Session No-8 to 9
Session Title Segmentation, Targeting and Positioning
Topics covered Geographic, Demographic, Social, Behavioral, Database segmentation
Reading material Chapter 9 (Kotler, P., & Keller, K. (2015) Marketing Management. Pearson
Education)
Pedagogy ET Articles, Video, Class PPT, Class Discussion.
Session No-10 to 13
Session Title Creating Customer Value, Satisfaction and Loyalty, CLV
Topics covered CPV, Customer Satisfaction, Net Promoter Score
Book Chapter Chapter 3 (Kotler, P., & Keller, K. (2015) Marketing Management. Pearson
Education)
Pedagogy ET Articles, Video, Class PPT, Class Discussion.
Session No-14 to 18
Session Title Customer Decision making process and post purchase behaviour
Five -Stage Model
Moment of Truth
WOM
Pedagogy ET Articles, Video, Class PPT, Class Discussion.
Session No-18 to 24
Session Title Capturing Marketing Insight
Topics covered Environmental Analysis- PESTEL
SWOT analysis
Michael Porter’s Five Forces Model
Book Chapter Chapter 4 (Kotler, P., & Keller, K. (2015) Marketing Management. Pearson
Education)
Activity 2 11/11
Pedagogy ET Articles, Video, Class PPT, Class Discussion
Session No-25 to 30
Session Title Building Strong Brands, Brands Positioning and Communicating value

Reading Material Chapter 10 and 17 - Kotler

Pedagogy ET Articles, Video, Class PPT, Class Discussion
Session No-31 & 32
Session Title PLC, Ansoff and BCG Matrix
Pedagogy ET Articles, Video, Class PPT, Class Discussion
Session No. 33 to 36
Session Title Marketing Research

Topics covered Understanding Brain Science

Steps and Scope of Marketing Research
Reading material Chapter 5 (Kotler, P., & Keller, K. (2015) Marketing Management. Pearson
Education)
Pedagogy ET Articles, Video, Class PPT, Class Discussion

3
Session No-39-40
Session Title Channels of Distribution
Pedagogy ET Articles, Video, Class PPT, Class Discussion, Caselets