Standardized Outline for Courses

Part A: Basic
Details

Name of Course Principles Of Marketing

Area Marketing

Program BM (2021-23) Jamshedpur ( 3 Sections)

Term I

Type of Course
Core
(Core/Elective/Workshop)

Course Instructor(s) Himadri Roy Chaudhuri & Debasis Pradhan

himadri@xlri.ac.in
debasis@xlri.ac.in

Academic Associate(s) Pooja Roy Chowdhury

poojar@xlri.ac.in
Number of Credits 3

Number of Classroom
30
Contact Hours
Course Pre-requisites (if
any, including cut-off
Not applicable
grades in specific core
courses)
Course Textbook Yes
Course Handout to be
Provided Yes
(Yes/No)
No. of Sessions to be taken
3 sessions for 3 sections (9 in total)
by Guest Faculty
Name of Guest Faculty (if
Arjun Mohan & Devraj Basu
identified)

Part B: About the Course

What does the The Marketing Management I course has been designed to
course deal with? demonstrate the role of marketing in organizations; explore the
relationship of marketing to other functions; and show how
effective marketing builds on a thorough understanding of buyer
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 Standardized Outline for Courses

behavior to create value for customers. This course will also help
the students to make and defend marketing decisions in the
context of real-world problem and improve their skills in making
cross- functional connections between marketing and other
functional areas. Times are difficult, but they make us realize
how fast the world is changing. In this these times of ‘New
Normal’, Marketing still brings out the (ir)relevance of what we
think and what we do.
Broad Objectives 1. Examination of the evolution of marketing and
of the course understand the concepts, framework and its application.
2. To understand how organizations can benefit by creating
and delivering superior value to customers and other
stakeholders.
3. To develop analytical skills, learn frameworks, apply
decision-making tools that will improve one’s approach
to market analysis.
4. To be able to devise and execute marketing strategies
and programmes.
5. To develop a global mindset and be able to appreciate
the
local-global interplay and the multi-cultural perspective
while taking decisions.
Who is the course Not applicable
suitable for? (for
electives only)

Part C: Course Policies

Attendance Norms (please give details Per the norms stipulated in the student manual.
if more stringent than institute
norms)
Class Participation (if any) Norms Not applicable.

Norms regarding submissions of Any late submission of assignment will attract

Assignments a penalty of a grade drop.

Disciplinary & Other Norms specific to
the course
No one should barge in the classroom once
it begins. Attendance once registered will
not be changed. Students are not allowed to
move inside /go out of the classroom
without prior permission. Any case of
plagiarism will lead to
an “F” grade in the course.

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 Standardized Outline for Courses

Part D: Evaluation Policies

Minimum Total Score for Obtaining 30 marks
a Passing Grade

Evaluation Components whose marks Quizzes, Mid-term, and Assignments

will be given to students before end-term.

Penalty for Plagiarism “F” grade in the course

Penalty for Absence from classes Only if it is more than the permissible
4 sessions.

Penalty for Non-Submission or Delays in A letter grade drop in the specific

Submission of Assignments or other
evaluation components
Conditions for Award of an “Incomplete”
Grade
component for a submission which is made
within 24 hours of expiry of the deadline.
The
submission will not be acceptable after
the expiry of this 24 hours of additional
time.
In the case of non-submission of any
project report/non-appearance in end-term
exam.

Part E: Course Learning Objectives

Learning Objective Degree of Achievement
(Beginner, Minimally Competent,
Competent and Highly
Competent)
Evaluation of accomplishment of learning
goals (AOL): Global Mindset

Global Mindset that measures ability to Minimally Competent/ Competent/ Highly

analyze business problems from a global Competent
perspective. This will be evaluated using
the written analysis of a relevant case
study.

The students might be requested to participate voluntarily in two brief

exercises/experiments/surveys run by the instructor, which will carry weights of 5 % each.
Each one of the exercises will be for a period of not more than 10 minutes. The identity of the
students would be kept confidential, and results would be reported only at an aggregate level.
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 Standardized Outline for Courses

The students would be free to opt out of the survey/experiment at any time. Those students
who opt out of this option, can submit a case analysis in lieu of this. The written analysis of
the case would be evaluated fairly and without any prejudice.

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 Standardized Outline for Courses

Session Plan*
Chapters from Course Pedagogy (Case Studies/in-class
Session Textbook and Reading exercise/questionnaire/presentations)
Session Topic Learning Objectives
No(s) Material other than
Case
Studies
1-2 Introduction: Core Achieves understanding • Chapter 1 (Text) Lecture and Discussion, Introduction
Concepts of Marketing; of Marketing Basics & • Marketing Myopia to the Pureit/ChotaKool case
Understanding Marketing philosophy • Marketing based Assignment
success through
differentiation Caselet: Rana Plaza
• The Elements of
Values-
Measuring,
Delivering what
Consumers
Really Want
3-4 Adapting Marketing to Highlights • Chapter 4 Lecture and Discussion
New Economy-The Importance of • Marketing Case: Ather Energy
Analysis of Marketing situation analysis strategy: How it
Environment fits with
business strategy
5 Creating competitive Highlights the  How Smart Connected  Submission of Interim Module of
advantage-A Discussion Porter Products are Pureit /Chotakool Assignment
on Porter approach Transforming Discussion and Clarification
Competition
6 Market Intelligence Achieves understanding Chapter 4-5 Lecture and Discussion
of Use of Marketing Case: Shoes of Prey
Information
7 Understanding Achieves understanding Chapter 6 Lecture and Discussion
Buyer of the key Marketing Submission of Case-Based
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 Standardized Outline for Courses
Behaviour Issue
8-9 Industry structure, To understand the role
Dealing with of industry structure in
competition dealing with
competition
10 Competitive positions To understand the
competition between a
market leader and niche
player; role of
technology, research
and consumer insights
11 Market segmentation analysis To understand and
apply the concept of
market segmentation
12- Market segmentation analysis To know the
13 and target market selection in importance of varying
B2C market value propositions for
different customers in a
Market segmentation and segmentation exercise.
target market selection in
a B2B market To understand the
complexities of a
B2B market and role
of
buying center in
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Assignment PostScript
Addressing competition Lecture, Case discussion, & Role
and driving growth. Play
Chapter 12 (Text book)
Case: Cola war continues (HBSP
case)
Caselet: Tesla Story
Addressing competition
and driving growth. Case discussion
Chapter 12 (Text book)
Case: Barco Projection Systems
(HBSP case)
Caselet: Amazon’s new forays
 Identifying Market
Segments and
Targets. Chapter 9
Lecture and classroom discussion
(Text book)
 Benefit segmentation
 Rediscovering
market segmentation
 Identifying Market
Segments and
Targets. Chapter 9
Lecture, Role play, & Case
(Textbook)
discussion
 Analysing
business markets Case: Aqualisa Quartz (HBSP case)
Chapter 7 (Textbook)
 Standardized Outline for Courses

the decision-
making.

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14 - Recapitulation of  Crafting the

15 Marketing Strategy Brand
(Integration of Positioning, Lecture & Case discussion
Segmentation,
Chapter 10 (Textbook)
Targeting
and Positioning of a  Perceptual map
Brand for the target  Understanding
market) buyer behavior
(Chapter-6)
To understand the Case: BMW Films
relationship between
consumer decision-
making, culture,
motivation, and
positioning decisions.
16-17 Digital Marketing To expose students to
industry insights

The learn the art and

science of digital Arjun Mohan, CEO, upGrad
marketing, Outbound
marketing, inbound (Schedule might change subject to
marketing, social availability)
media and mobile
technology
18 -Marketing Management To expose students
in Crises to industry
- Merging Market insights Devraj Basu, Senior VP, Satchi &
Decisions, Sustainability, Satchi
and Survival
To learn the practical (Schedule might change subject to
application of STP availability)
different industries
19-20 Presentation of group To integrate the None
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 Standardized Outline for Courses

projects concepts learnt during

the course and apply
in the chosen project. Presentation and Viva-Voce

To be analytical and
recommend strategy
for the company
selected.
Note: - The course instructor may modify the sequence of topics or coverage based on initial experience and the mid-course review.

Details of Evaluation Components

Evaluation Module Yes/No No. of Components in each Weightage for the Number of Hours of
Evaluation Module1 Evaluation Work Outside
Component2 Classroom3
Non-Exam Oriented Study

Mid-Term Yes 1 15 10
%
End-Term Yes 1 30 20
%
Quizzes Yes 2 15 15
%
Assignment Yes 2 20 10
%

Project Presentation Yes 1 20 15

%

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 Standardized Outline for Courses

Note for Faculty (Not a part of the course outline format):

1
It is strongly recommended that the total number of components across all evaluation modules and faculty members teaching a course should
not exceed the following - 3 evaluation components for a 1 credit course, 5 evaluation components for 1.5 credit courses, 6 evaluation
components for 2 credit courses, 9 evaluation components for a 3 credit course, and 12 evaluation components for a 4 credit course.
2
As per the policies of the institute, the maximum weightage for any evaluation module shall not exceed 40%. Further, the end-term shall have a
minimum weightage of 30%.
3
As per the policies of the institute, the total contact hours per course for a student is in the ratio 30:70 (classroom contact hours: outside of
classroom contact hours). You are requested to ensure that your course evaluation retains the same proportion.

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