GL BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH.

PGDM INSTITUTE
Plot No-2, Knowledge Park –III, Greater Noida

LECTURE PLAN AND SYLLABUS OUTLINE

Marketing Management-1
(Code: PG02)
(No. of Credits: 03)

PGDM (BATCH: 2022-24, TERM: I)

COURSE FACILITATORS:

Dr. Sapna Rakesh, Email: director@glbimr.org

Prof. Surabhi Singh, Email: surabhi.singh@glbimr.org
Dr. Ripudaman Gaur, Email: ripudaman.gaur@glbimr.org

Vision: To be an Institute of Global Repute for Imparting Knowledge, Skill Set, Confidence and Values for
being Self-reliant and Pleasantly Employable
Mission:
1. To create a sustainable learning ecosystem to build cognitive potential
2. To inculcate quality leadership, corporate understanding and global competence
3. To inculcate entrepreneurial skills & start-up attributes for the spirit of self- reliance

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Program Education Objectives (PEOs):
PEO-1: Graduates will be able to contribute in nation building with advance practical knowledge in the
functional areas of business management while upholding ethical practices.
PEO-2: Graduates will be able to establish benchmarks with necessary tools and techniques to analyze,
design, develop, optimize and integrate systems for handling complex business problems and
uncertainty.
PEO-3: Graduates will be able to demonstrate as an effective team player with the capability to lead and
appreciate team work towards organizational challenges and issues for synergistic growth of the
multinational organizations: Domestic and Global Organizations.
PEO-4: Graduates will be ignited with passion and curiosity for life-long learning and innovation so that they
can pursue higher studies, high level of personal and professional integrity leading to greater societal
impact.
PEO-5: Graduates will be competent to take-up entrepreneurial initiatives either for their own or within other
organizations where they are employed and develop innovative ideas and drive the business through
entrepreneurial skills.
Program Outcomes (POs)
PO-1. Apply knowledge of management theories and practices to solve business problems.
PO-2. Foster Analytical and critical thinking abilities for data based decision making.
PO-3. Develop value based leadership skills.
PO-4. Ability to understand, analyze and communicate global, economic, legal, and ethical aspects of the
business.
PO-5. Ability to lead themselves and others in the achievement of organizational goals, contributing effectively
to a team environment.
PO-6:  Continuous lifelong learning and professional development to enrich business knowledge and
competencies.
PO-7: Apply appropriate Information and Communication Technology (ICT) and digital tools for business
decision making

Course Instructors:
Dr. Sapna Rakesh, Director & Professor, GLBIMR

Dr. Sapna Rakesh carries more than two decades of experience and  worked for diversified
opportunities and roles to develop herself  as a promising academic and administrative head. Dr.
Rakesh has been involved in developing and understanding student behavior, brand building measures
and academic systems. She has been associated with top institutes at director position such as IMS,
ITS, IMT to name of few.

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She has been recognized by several national bodies

Ma’am is recipient of

 Philanthropy Award by Love and Care Foundation a leading NGO

 Maulana Abul Kalam Azad Excellence Award for Education.

 Rashtriya Shiksha Gaurav Puraskar by CEGR.

Dr. Sapna also holds Honorary Positions at

 National Adviser Center for Education Growth and Research

 Executive Council Member, Ghaziabad Management Association

Dr Surabhi Singh, Professor, GLBIMR

Dr. Surabhi Singh has experience of 13.6 years in academics and 8 years in the industry. Her academic
interest includes areas in Marketing, IT and Data Analytics. She has been associated with Emerald and
IGI Global in their advisory and reviewer boards. She has been active Guest Speakers at training
sessions of companies like Landmark and BPCL. Also, she has been a speaker at Tedx, Delhi
University, Rama University, TMU, and AIMA, ISTD, NIESBUD, NCHMCT and other institutes in
India. She has more than 50 papers published in National and International journals of repute like
Emerald, Inderscience, IGI Global, and Taylor & Francis. She has a dedicated section with Marketing
Swan in Times of India/ Economic Times, where her articles on Marketing, IT and analytics get
published every month. She has authored three books and edited seven books in the areas of Marketing
and Research. She has been guiding Ph.D. scholars of Private as well as Government Universities. She
has completed sponsored research projects of Sheth Foundation and consultancy projects of Anmol
Bakers, NIIT, and Britannia. She had additionally taken up the honorary role in WICCI as President-
Ghaziabad City Council between August, 2020-August2021.

Dr Amit Kumar, Assistant Professor, GLBIMR

Dr. Amit Kumar is Assistant Professor in the area of Marketing. He is PhD and UGC- NET (Cleared
Twice: 2010 & 2011) in Management. He has rich experience in Teaching and Academic
Administration of more than 9 years. Dr. Kumar has been associated with various renowned
institutions as core/visiting faculty like Apeejay School of Management, Dwarka, New Delhi; Bhartiya
Vidyapeeth, Paschim Vihar, New Delhi; Satya Group of Institutions, Palwal; EIILM University,
SIKKIM. He has developed various online courses for Universities under Rai Foundations. He has also
rich expertise in Academic Administration and Accreditation processes like NBA, DEB etc. He has
written many research papers in refereed journals and presented papers in National and International
Conferences. His areas of interest are Strategic Management, Sales & Distribution, Advertising &
Sales Promotion and Service Marketing.
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1. INTRODUCTION ABOUT THE COURSE

1.1. About the Course:

Change is occurring at an accelerating rate; today is not like yesterday, and tomorrow will be different
from today. Continuing today’s strategy is risky; so is turning to a new strategy.
Therefore, tomorrow’s successful companies will have to heed three certainties:
➤ Global forces will continue to affect everyone’s business and personal life.
➤ Technology will continue to advance and amaze us.
➤ There will be a continuing push toward deregulation of the economic sector.
These three developments—globalization, technological advances, and deregulation—spell endless
opportunities. But what is marketing and what does it have to do with these issues? Marketing deals
with identifying and meeting human and social needs.
Marketing has always been an interesting field of specialization as the demand for graduates in this
field continues to dominate job postings.  This course is designed to provide students with an
understanding of the principles of Marketing. There will be a focus on the management of the
marketing activities and how marketing relates to overall organisational functioning, including the
management of exchange processes between business units and consumers and between firms.
It will include topics such as environmental analysis, industry and competitor analysis, objective
setting, marketing strategies, market mix components, and finally implementation and control
mechanisms. Each unit is followed by a case study that helps in providing an understanding of the
concept studied. The case studies are contemporary and help in enhancing the analytical skills of the
students. Course provides a complete understanding of marketing concepts

1.2. Concept Note:

Marketing is enveloping trend in modern competitive world as it contributes greatly for the
productivity of firms. The essence of marketing concept is that customer and not the product shall be
the centre or the heart of the entire business system. It emphasizes customer-oriented marketing
process. All business operations revolve around customer satisfaction and service. Marketing plans,
policies and programmes are formulated to serve efficiently customer demand.
Marketing management is significant section of management process, which envelops the distribution
of marketing activities. Also Marketing management plays a key role in an organization on multiple
levels, since there are various departments that require its support in order to reach their full potential.
The current millennium has unfolded new business rules, the most significant of them being that past
history or experience in a given product market is no indicator of future success. Today marketing is
not just a concept or business limited to marketing and sales people rather Marketing in today’s era is
an orientation. All the functional areas like Finance, R & D, HR and Operations can effectively plan
and execute their strategy only if they keep the customers in their mind.
Thus as correctly said by Peter Drucker, Marketing is not only much broader than selling, it is not a
specialized activity at all. It encompasses the entire business. It is the whole business seen from the
point of view of the final result, that is, from the customer's point of view. Concern and responsibility
for marketing must therefore permeate all areas of the enterprise.
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This course develops holistic approach for the students to apply fundamentals of Marketing
Management principle for effective application of marketing programs and activities resulting into
enhanced customer satisfaction and profitable revenue generation in their future sales and marketing
roles.

1.3. Why the course is important to be part of this program?

Marketing management has gained importance to meet increasing competition and the need for
improved methods of distribution to reduce cost and to increase profits. Marketing management today
is the most important function in a commercial and business enterprise. Marketing Management I
course provides an overview of marketing and its application in Indian Context. The course is
structured in such a way that its deals with the core elements of the marketing and develops the
framework of the marketing. The objective of the course is to introduce the participants to principles
and practices, theoretical building blocks of marketing, its role as an organizational engine and the
evolving marketing process of today. At the end of the course, a participant will be able to understand
and manage the core marketing management function.

1.4 COURSE CONTENTS:

Unit –I: Core Marketing Concepts

Introduction, Importance and Scope of Marketing, Elements of Marketing - Need, Want, Demand,
Customer, Consumer, Markets and Marketers, Consumer Markets and Industrial Markets ,Marketing
Philosophies, Transfer & Transaction, Consumer Markets and Industrial Markets, Value Delivery
Process, Porter’s model of Value Chain, Marketing Environment, Factors Affecting Marketing
Environment, Marketing Mix (Four Ps of Marketing).

Unit –II: Segmentation, Targeting and Positioning

Market Segmentation, Targeting and Positioning (STP) - Market Segmentation - Demographic,
Geographic, Psychographic and Behavioral Segmentation, Targeting- Five Patterns of Target Market
Selection, Positioning Concept of Positioning, Perceptual Mapping.

Unit –III: Understanding Consumers

Customer Perceived Value (CPV) - Customer profitability, Consumer Advocacy, CRM, Delivering
high customer value, Cultural, social, Personal and psychological factors in Buying Behavior, Models
of Consumer Behavior, Buying Decision Model-Five stage model, Level of Consumer involvement.

Unit –IV: Product Mix Strategies

Product Levels, Value Hierarchy, Product Vs. Brand, Product line, Product Length, Product Width,
Product Depth, Product Mix, Packaging & Labelling, Product Life Cycle, Strategies at different stages
of PLC, New Product Development, Consumer Adoption Process, BCG matrix and Ansoff matrix.

Unit –V: Concept of Services

Product Vs. service, the importance of the Service Sector of the economy, Distinctive characteristics of
services, Services Marketing Mix-The 7Ps of Service Marketing, Categories of service mix, Customer
Expectations ,Gaps Model.
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1.5 COURSE OBJECTIVES:
Marketing Management is one of the most important functional areas in business organization; the
Objectives of this course are:

1. To remember and understand the concepts of Marketing in theory and practice

2. To apply the STP of marketing (segmentation, targeting, positioning)
3. To apply the basics of Consumer and business buying behavior
4. To investigate the concept of Product Mix and its role in consumer satisfaction
5. To understand the services across various industries

S.No Course Objectives Bloom's taxonomy

1 To remember and understand the concepts of Marketing Remember L1

marketing in theory and practice Understand L2

2 To apply the STP of marketing (segmentation, targeting,

positioning) Apply L3
3 To apply the basics of Consumer and business buying Apply L3
behavior

4 To investigate the concept of Product Mix and of services Understand L2

across various industries

5 To understand the services across industries Understand L2

1.6 COURSE OUTCOMES:

On completion of this course, students will be able to: -

CO1: Analyze the basic marketing concepts.

CO2: Evaluate the Business/ Consumer Markets with the ability to identify & evaluate Market
Segments and Targeting
CO3: Analyse the marketing Insights based on understanding of consumer behaviour
CO4: Develop the Marketing Plan of the product based on understanding of marketing mixes.
C05: Evaluate the importance of services for enhancing marketing strategies

Statement of Course Outcomes Bloom's taxonomy

CO1 Analyze the basic marketing concepts. L4

CO2 Evaluate the Business/ Consumer Markets with the L5

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 ability to identify & evaluate Market Segments and
Targeting
CO3 Analyse the marketing Insights based on understanding L4
of consumer behaviour
CO4 Develop the Marketing Plan of product based on L6
understanding of marketing mixes.

C05 Evaluate the importance of services for enhancing L5

marketing strategies

1.7 PRE-REQUISITES FOR COURSE: The course is a core course offered in the 1st year of the PGDM Program. The
course does not require any pre-requisites and is the first and the most basic course. Post Completion of this course,
students will be able to Understand the business environment concepts and develop analytical skill to assess business
problems and evaluate the alternative problem- solving techniques.

2. PEDAGOGY

Pedagogy will involve an optimum combination of Lectures, Case studies, role plays, marketing
games/simulations.

SESSION DETAILS:

 Course: Marketing Management I

Session Topic for the discussion in Pre Readings Learning Outcome  Pedagogy CO
Number. the class of the session Level
  Unit 1: Core Marketing  
Concepts
1 Introduction, Importance and Philip & Students will be Lecture and CO-1
Scope of Marketing, Elements Keller, Kevin able to understand Discussion (L1
of Marketing - Need, Want, L, (15th Ed) - the concept of and
Demand, Customer, Pg 3-9 marketing along L2)
Consumer, Markets and with the elements
Marketers, pertaining to
Marketing
2 Marketing Philosophies, Philip & Students will be Lecture and CO-1
Consumer Markets & Keller, Kevin able to understand Discussion, (L-
Industrial Markets L, (15th the evolution of Assignmen 1&
Group Discussion: Ed)Pg 18-21, marketing , types of t L-2)
https://hbr.org/1985/09/ market
rejuvenating-the-marketing-
mix

3 Case Study- Apple Philip & Students will be CO1

Keller, Kevin able to comprehend (L4)
L, (15th Ed) the role of
marketing mixes for
creating the product
and brand.
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4 Transfer & Transaction, Value Philip & Students will be Lecture and CO-1
Delivery Process, Porter’s Keller, Kevin able to Identify how Discussion (L-1
model of Value Chain, Role L, (15th Ed)- marketing affect &L-
Play Pg 34 customer value and 2)
how strategic
planning is carried
out at the business
unit level.
5 Marketing Environment, Philip & Students will be Lecture and CO-1
Factors Affecting Marketing Keller, Kevin able to Understand Article (L-
Environment, PESTEL L, (15th Ed)- various investment Discussion 1&
Team Presentations Pg 107-119 opportunities like L-2)
ELSS and Real
Estate
6 Marketing Mix (Four Ps of Philip & Students will be GD CO-1
Marketing) & Group Keller, Kevin able to Understand (L-
Discussion: Evolution of 4Ps, L, (15th Ed)- the Four Ps of 1&
https://www.forbes.com/sites/f Pg 21-24 Marketing mix L-2)
orbesagencycouncil/2018/01/0
3/evolution-of-the-four-ps-
revisiting-the-marketing-mix/?
sh=972785411200
7 Revision for Weak Students /
Tutorials
Total Sessions 7
Unit 2: Segmentation,
Targeting and Positioning
 8 Market Segmentation, Philip & Students will be Lecture and CO-2
Targeting and Positioning Keller, Kevin able to Understand Discussion (L-3)
(STP) - Market Segmentation L, (15th Ed)- in what ways can a
- Demographic, Geographic, Pg 266-284 company divide the
Psychographic and Behavioral consumer market
Segmentation, into segments
9 Targeting- Five Patterns of Philip & Students will be Lecture and CO-
Target Market Selection& Keller, Kevin able to apply the Case Study (L-3)
L, (15th Ed)- concept of
2 team presentations Pg 21-24 segmenting the
Market to interpret
way a company
choose the most
attractive target
markets
 10 Positioning Concept of Marketing Students will be Lecture and CO-2
Positioning, Management able to apply the Case (L-3)
Group Discussion: 6e- concept of Discussion
https://hbr.org/2007/11/ Ramaswamy Positioning
mapping-your-competitive- Namakumari
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 position

11 Perceptual Mapping Philip & The students will be Discussion CO-3

Keller, Kevin able to apply the ( L-4)
Case Study- BMW L, (15th Ed) perceptual mapping
for effective
Group Discussion- positioning
https://hbr.org/2008/04/the-
four-things-a-service-
business-must-get-right

12 Revision for Weak Students /

Tutorials
  Total Sessions 5
Unit 3: Understanding
Consumers
13 Customer Perceived Value Philip & Students will be Lecture & CO-3
(CPV) - Customer Keller, Kevin able to understand caselet (L-3)
profitability, Group L, (15th Ed)- and discuss (British
Discussion: Pg-67-78 Customer value, Airways)
https://hbr.org/1998/11/busine Pg 90-Caselet satisfaction and
ss-marketing-understand- loyalty, and how
what-customers-value can companies
deliver them.
14-15 Consumer Advocacy, CRM, Philip & Students will be Lecture CO-
Delivering high customer Keller, Kevin able to identify the /Group 3(L-
value, Roel Play L, (15th Ed)- concept of lifetime Discussion 3)
Group Discussion: Pg-67-78 value of customers on CRM
What is customer value and and how can
how can you create it companies attract
https://journals.sagepub.com/ and retain the right
doi/full/ customers and
10.1177/2394964320903557 cultivate strong
customer
relationships.
16 Cultural, social, Personal and Philip & Students will be Lecture CO-3
psychological factors in Keller, Kevin able to classify and (L-3)
Buying Behavior, Role Play L, (15th Ed)- apply the factors
Pg-165-181 that influence
buying behaviour
17-18 Models of Consumer Philip & Students will be Lecture CO-
Behavior, Buying Decision Keller, Kevin able to understand 3(L-
Model-Five stage model, L, (15th Ed)- how consumers 4)
Black Box Model Pg-181-188 make purchasing
Case Study-Paper Boat- ICMR decisions through
Riding on the tide the Decision-
making model
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19 Level of Consumer Philip & Students will be Lecture CO-3
involvement, Keller, Kevin able to identify the (L-3)
L, (15th Ed)- levels of consumer
Two team presentations Pg-190, involvement and
their impact on
purchase decision.
20 Revision for Weak Students /
Tutorials
Total Sessions 8
Unit IV: Product Mix
Strategies
21-22 Product Levels, Value Philip & Students will be Lecture/ CO-4
Hierarchy, Product Vs. Brand, Keller, Kevin able to understand Case Study (L-2)
Product line, Product Length, L, (15th Ed)- the characteristics
Product Width, Product Pg-395- of a product and
Depth, Product Mix. 398,409-415 product levels and
the way marketers
Two Team Presentations build and manage
its product mix and
product
lines,analyze the
way products are
classified and
interpret the
concept with
application oriented
examples.
23 Packaging & Labelling, Philip & Students will be Lecture CO-
Ansoff matrix. Keller, Kevin able to recognize Debate 4(L2)
Debate: With Products, Is it L, (15th Ed)- the , analyze and
Form or Function, Role Play Pg-420-424 evaluate the way
companies use
packaging ,
labelling,
warranties and
guarantees as
marketing tools.
24-25 Product Life Cycle, Strategies Philip & Students will be Lecture& CO-
at different stages of PLC Keller, Kevin able to Analyze and Discussion 4(L2)
Two team presentations L, (15th Ed)- apply the marketing
Pg-377-388 strategies
appropriate at each
stage of the product
life cycle.
26 New Product Development, Philip & Students will be Lecture, CO-
Consumer Adoption Process, Keller, Kevin able to understand Article 4(L2)
Role Play L, (15th Ed)- the main stages in Discusssio
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 Pg-479-493 developing new n
Case Study- Parle must get ICMR products and
the marketing mix right for services. Students
Rol-a-Cola 2.0 will discuss and
analyze the factors
that affect the rate
of diffusion and
adoption of newly
launched products
and services.
27 BCG matrix Students will be Lecture/ CO4
Two team presentations able to understand Discussion ( L-2)
and Explain how with
businesses use the examples
Boston Consulting
Group matrix to
inform growth
strategies

28-29 Revision for Weak Students / 9

Tutorials
Total Sessions
Unit –V: Concept of
Services
30-31 Product Vs. service, the Philip & Students will be Lecture/ CO5
importance of the Service Keller, Kevin able to define the Case Study (L-2)
Sector of the economy, L, (15th Ed)- services and
Pg-431-432 classifications and
how they differ
Case Study- Club Med Philip & from goods.
Keller, Kevin
L, (15th Ed)
32-33 Distinctive characteristics of Philip & Students will be Lecture CO5
services, Services Marketing Keller, Kevin able to understand (L2)
Mix-The 7Ps of Service L, (15th Ed)- the characteristics
Marketing, Categories of Pg-434-435 of services and
service mix design the
expanded mix in
case of services
34 Gaps Model, Customer Philip & Students will be Lecture CO-
Expectations , Role Play Keller, Kevin able apply and 5(L-
L, (15th Ed)- develop the Service 2)
Pg-453-455 gaps model for
hospitality industry.
Portfolio and CO5(
Evaluate the L5)
performance
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 35 Revision for Weak Students /
Tutorials
Total Sessions 5
Total Sessions for the 35 Hours
Course

4. TEXT BOOKS:

1. Kotler Philip, Koshy Abraham, Jha Mitheleshwar.(2017).Marketing Management, South

Asian Perspective, Pearson Education, 15th edition.
5. REFERENCES:

1. Ramaswamy V.S. and Namakumari S.(2018). Marketing Management: Planning,

Implementation and Control, Macmillan
2. Czinkota, Kotabe, Marketing Management, Thomson Publications.

3. Dhruv Grewal, Michael Levy.(2017). Marketing, Tata McGraw Hill

4. Etzel M.J., Walker B.J. and Stanton William J – Marketing, Tata McGraw Hill
5. McCarthy & Perreault, Basic Marketing, Tata McGraw Hill
6. Kurtz and Boone – Principles of Marketing, Cengage Learning
7. Tapan Panda, Marketing Management, Text Cases, Excel Books

4.0 ASSESSMENTS:
Course Assessment Components and Mapping with Course Outcome (COs)

Assessment CO 1 CO 2 CO 3 CO 4 Total Marks

Group Discussion 5
Role Play(based on 5
Newspaper article)
Team Presentations 10
Quiz 20
Mid Term Examination 20
End Term Examination 40
Grand Total 100

4.1 Group Discussion ( 5 Marks): Topics for the Group Discussion

Group Discussion1:
Article-https://hbr.org/1985/09/rejuvenating-the-marketing-mix

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Group Discussion 2: Article-Evolution of 4Ps, revisiting the marketing mix
https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution-of-the-four-ps-revisiting-the-marketing-mix/?
sh=972785411200
Group Discussion3: Article-https://hbr.org/2007/11/mapping-your-competitive-position

Group Discussion4- Article- https://hbr.org/2008/04/the-four-things-a-service-business-must-get-right

Group Discussion5: Article- https://hbr.org/1998/11/business-marketing-understand-what-customers-value
Group Discussion6: Article- What is customer value and how can you create it
https://journals.sagepub.com/doi/full/10.1177/2394964320903557

Evaluation Rubrics of Group Discussion: The following Rubric will be used for evaluating Group Discussion:

Outstanding Very Good Good (1) Average (0.5) Below Average

(2) (1.5) (0)
Expressio Command of Command of Command of Command of Command of
n& spoken spoken spoken language spoken spoken
Command language is language is is fairly good. language is fair. language is
of excellent. The good. The The production The production limited. The
Language production of production of language is of language is production of
language is of language mostly fluent. comprehensible language is
fluent and is fluent. and fluent at hesitant and not
very clear. times always
comprehensible
Innovative Continuously Applies Develops Attempts to Does not
Thinking applies creative creative ideas, develop attempt to
creative ideas ideas to but does not creative ideas. develop
to make a real make a real make a Does not make creative ideas.
and useful and useful successful a successful Does not make
contribution to contribution contribution to contribution to a successful
the discussion. to the the discussion. the discussion. contribution to
discussion. the discussion.
Logical Every major Every major Every major Some points All points were
&Analytic point was well point was point was were supported not supported
al supported adequately supported with well, others
Approach with several supported facts, statistics were not

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 relevant facts, with relevant and/or examples,
statistics facts, but the relevance
and/or statistics of some was
examples and/or questionable
examples

Ability to All counter- Most Most counter- Some counter Counter-

Convince arguments counter- arguments were arguments were arguments were
were accurate, arguments accurate and weak and not accurate
relevant and were relevant, but irrelevant and/or relevant
strong accurate, several were
relevant, and weak
strong
Initiative Took Took Took initiative Took initiative Took no
Taken initiatives initiative occasionally rarely during initiative during
(Opening, continuously many times during the the discussion. the discussion.
Closing, during the during the discussion.
Discussio discussion. discussion.
n)
Total Marks:

4.2: ROLE PLAY (based on newspaper articles (05 Marks)

The following Rubric will be used for evaluating Role Play (05)
   Outstanding Very Good (1.5) Good (1) Average Below Average
(2) (0.5) (0)
Content Content is Content is Content is Content is Content is
accurate and accurate but accurate but questionable. inaccurate.
all required some required some required Information Information is
information is information is information is is not not presented in
presented in missing and/or missing and/or presented in a logical order
logical order. not presented in not presented in a a logical making it
a logical order, logical order, order, difficult to
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 but is still making it making it follow.
generally easy to difficult to difficult to
follow. follow. follow.
Clarity of Ideas are fresh, Ideas are new, Develops a point Develops a No viable point
Thought and and fairly of point of of
extensively developed; view and view, view; little or no
developed; insightfully demonstrates demonstratin evidence; weak
insightfully develops a point competent critical g some critical thinking,
develops a of view and thinking; enough critical providing
point of demonstrates supporting detail thinking; inappropriate or
view and  critical to may have insufficient
demonstrates thinking. accomplish the inconsistent examples.
outstanding purpose of the or
critical assignment. inadequate
thinking. examples
cited in the
assignment
Language Free of Free of most Occasional Numerous Mechanical
mechanical mechanical mechanical mechanical errors;
errors errors errors; errors; frequent and
(grammar, (grammar, competent use of weak or fundamental
punctuation, punctuation, language and inappropriate errors in
spelling); spelling); precise sometimes varies use of word choice,
precise & & sentence language and simplistic
purposeful, purposeful, structure; sentence sentences;
demonstrating demonstrating a generally structure; errors in format.
a command of appropriate some
command of language format weakness in
language and variety of format.
and variety of sentence
sentence structures;
structures;
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 appropriate appropriate
format format.
Structure/ Role Play is Role Play is well Role Play is well Role Play Role Play is
Presentati creative and thought, creative thought out and lacks hastily
on neat. and neat. neat. Minimal creativity constructed.
Assignment is Assignment is problems in and neatness. Contains
exceptionally properly organization and Several numerous
organized and organized and structure. Sources problems in problems in
well well structured. are organization organization and
structured. Sources credible, have and lacks structure.
Sources are credible, minimal citation structure. Sources
are credible, correctly errors, and Sources are are
correctly cited, and support poorly inappropriate or
cited, and effectively the content of chosen, have missing, and, if
effectively enhance the the Assignment. several present, lack
enhance the content of citation proper
content of the project. errors, and citations.
the project. only
minimally
support the
content of
the
Assignment.

 4.3 TEAM PRESENTATIONS( 10 Marks):

This course provides for avenues for personal improvement through team presentation for course related topics.
Each team comprises of 6 students and will presents the chosen topic. The presentation will be of 12 minutes
duration followed by 3 minutes for query handling. Individual teams will submit the report for presentation 1
week in advance. We propose to conduct the team presentations with following titles:
1. Explore and choose a company, which followed a practice of relationship marketing for its growth.
Prepare the presentation having its segmentation, Targeting, positioning, 4/7ps and its detailed strategy
for relationship marketing.
2. Critically evaluate the marketing mix strategy of MTR Foods.

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3. Prepare a presentation on debacle of brand positioning of Kellogs and repositioning strategies taken
thereafter.
4. Critically evaluate the journey of integrated marketing communication strategies adopted by
Fevicol.
5. Critically analyze the delivery process and value chain of StarBucks.
6. Choose a bank and critically evaluate Customer Relationship Management in Banking Sector.
7. Compare and contrast the applications of Ansoff’s growth matrix of Samsung or Mi (Xiaomi
Corporation).
8. Create & Evaluate BCG matrix for the Reliance Jio with detailed justification.
9. Compare and contrast 5 banks (2 public, 2 private, 1 foreign) on their Service Marketing Mix.
10. Discuss the GAPS model of service quality for Kingdoms of Dreams (entertainment service)

The following Rubric will be used for evaluating Team Presentations :

Outstanding Very Good (1.5) Good (1) Average (0.5) Below Average
(2) (0)
Conten Content is Content is Content is Content is Content is
t accurate and accurate but accurate but questionable. inaccurate.
all required some required some required Information is Information is
information is information is information is not presented not presented in
presented in missing and/or missing and/or in a logical a logical order
logical order. not presented in not presented order, making making it
a logical order, in a logical it difficult to difficult to
but is still order, making follow. follow.
generally easy to it difficult to
follow. follow.
Clarity Ideas are Ideas are new, Develops a Develops a No viable point
of fresh, and fairly point of point of of
Thoug and developed; view and view, view; little or
ht extensively insightfully demonstrates demonstrating no evidence;
developed; develops a point competent some critical weak critical
insightfully of view and critical thinking; thinking,
develops a demonstrates thinking; may have providing
point of critical enough inconsistent or inappropriate or
view and thinking. supporting inadequate insufficient
demonstrates detail to examples cited examples.

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 outstanding accomplish the in the
critical purpose of the assignment
thinking. assignment.
Langua Free of Free of most Occasional Numerous Mechanical
ge mechanical mechanical mechanical mechanical errors;
errors errors errors; errors; frequent and
(grammar, (grammar, competent use weak or fundamental
punctuation, punctuation, of inappropriate errors in
spelling); spelling); precise language and use of word choice,
precise & & sometimes language and simplistic
purposeful, purposeful, varies sentence sentences;
demonstrating demonstrating a sentence structure; errors in
a command of structure; some format.
command of language generally weakness in
language and variety of appropriate format.
and variety of sentence format
sentence structures;
structures; appropriate
appropriate format.
format
Structu Assignment is Assignment is Assignment is Assignment Assignment is
re/ creative and well thought, well thought lacks hastily
Present neat. creative and neat. out and neat. creativity and constructed.
ation Assignment is Assignment is Minimal neatness. Contains
exceptionally properly problems in Several numerous
organized and organized and organization problems in problems in
well well structured. and structure. organization organization
structured. Sources Sources are and structure. and
Sources are credible, credible, have Sources are lacks structure.
are credible, correctly minimal poorly chosen, Sources
correctly cited, and citation have are
cited, and errors, and inappropriate or
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 effectively effectively support several citation missing, and, if
enhance the enhance the the content of errors, and present, lack
content of content of the only proper
the project. the project. Assignment. minimally citations.
support the
content of the
Assignment.

4.4 Quiz- Two quizzes each of 10 marks will be conducted, one before mod term exam and other will
be held after mid term exam.

4.5 Mid-term examination: It will be of 20 marks (ANNEXURE-2)

4.6 End-term examination (ANNEXURE-3) It will be of 60 marks.

Note: Both examinations will be a closed book examination. Students are allowed to use only pen, pencil,
eraser, sharpener, financial/scientific/normal calculators (non-programmable). No written materials, books,
notes etc. are allowed inside the examination hall.
5.0 COURSE CONDUCT POLICY
Academic Honesty
Academic Dishonesty is defined as an intentional act of deception in which a student seeks to claim credit
for the work or effort of another person or uses unauthorised materials or fabricated information in any
academic work.
Students assume full responsibility for the content and integrity of the academic work they submit. The
guiding principle of academic integrity is that a student’s submitted work, examinations, reports, and
projects must be that student’s own work for individual assignments, and the group’s own work for group
assignments/ projects. Students are guilty of academic dishonesty if they:
 Use or obtain unauthorised materials or assistance in any academic work; i.e. cheating.
 Falsify or invent any information regarded as cheating by the instructor; i.e. fabrication.
 Give unauthorised assistance to other students, i.e. assisting in dishonesty.
 Represent the work of others as their own; i.e. plagiarism.
 Modify, without instructor approval, an examination paper, record or report for the purpose of
obtaining additional credit; i.e. tampering.

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 The penalty for academic dishonesty is severe. Any student guilty of academic dishonesty may be subject to
receive a failing grade for the assignment, quiz, or class participation exercise as deemed appropriate by the
instructor. All cases regarding use of unfair means in the Mid Term and End Term examination shall be
placed before the Examination Committee for decision and recommending penalties, if any, subject to final
decision taken by the Director. All such cases will be routed through the Controller of Examinations to the
Director’s office (Refer Policies on “Use of Unfair means in Examination).

Students with Disability

GLBIMR is committed to promoting full participation for disabled students in all aspects of the academic
and social life of the Institute. We have initiated an ongoing process of reviewing and developing our policy
and practices for promoting full inclusion for students and staff with disabilities and we consult regularly
with them as part of this process. The main elements of our policy are listed below:
 Environment. We are committed to the systematic review and improvement of physical access across
all of our sites. Where physical or sensory barriers limit access to services, we will endeavour to provide
the service at a suitable alternative venue.
 Access to facilities and support. Students with disabilities will have access to the same range of
support services as are available to their non-disabled peers. All facilities and equipment will be made
as accessible as possible.
 Information for applicants, students and staff. All publicity, Program details, and general
information will be offered in accessible formats with sufficient time to allow for modification into
alternative formats where necessary, for familiarization by students or personal support workers, and
early application for support.

6.0 COURSE OUTCOMES TO COURSE ASSESSMENT MAPPING MATRIX

Assessment/LO CO 1 CO 2 CO 3 CO 4 CO5
Relevant Session Nos. 1-20 1-20 1-20 1-20 1-20
Group Discussion H M M M H
Role Play H H H H H
Presentation L H L M H
Quiz H H H M H
Mid Term Examination H H H M H
End Term Examination H H H H H

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 7.0 PROGRAM OUTCOMES (PO) TO COURSE OUTCOMES (CO) MAPPING MATRIX

PO-1 PO-2 PO-3 PO-4 PO-5 PO-6 PO-7

COs /POs
CO-1 2 2 2 3 2 2 2
CO-2 3 3 2 3 2 2 3
CO-3 3 3 2 3 2 3 3
CO-4 2 3 2 2 2 3 3
CO-5 3 3 3 3 3 3 3
PROGRAM OUTCOMES 2.5 2.75 2.00 2.75 2 2.5 2.75
AVERAGE SCORE

8.0 FEEDBACK SYSTEM

Faculty to Student feedback- Process, duration, follow-up
  Outstanding Very Good Good Average Below
Average
Class Proactively and Proactively Proactively Few Student never
Participation regularly and regularly contributes to contributions participates
contributes to contributes class to class in class
class to class discussion; discussions; discussion;
discussion; discussion; and responds seldom rarely
initiates initiates to direct volunteers. responds to
discussion on discussion. questions. direct
issues related to question
the class topic.
Attendance Student has Maintains Student has Student has Student has
consistent nearby mostly some poor
attendance in regular consistent absences attendance.
class. attendance in attendance in from class.
class. class.
Discipline Student always Student Student Student Student
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 follows school almost usually sometimes usually
and class rules always follows displays displays
and procedures follows school and disruptive disruptive
and always school and class rules behaviour behaviour
brings a class rules and during class during class
positive and procedures and and usually
attitude. procedures and brings sometimes has a
and always mostly a brings a negative
brings a positive negative attitude.
positive attitude. attitude.
attitude.
Punctuality Student was Student was Student was Student was Student was
always almost mostly on rarely on always late in
on/before the always on time for the time for the class. Never
time of the time for the class. class. reached on
class. class time for the
class.
Assessment Student did Student did Student did Student Student did
exceptionally well in all fairly well in performed poorly in all
well in all the the almost all the below the
assessments till assessments assessments average in assessments
date; on-time till date; on- till date; on- all the till date.
submission. time time assessments
submission. submission. till date.

Checked By Area Submitted to Program Reviewed by Member Approved by 

Prepared By Chairperson Chairperson Secretary ,IQAC Director GLBIMR 
Name: Name: Name: Dr. Anand Rai Name: Dr. Anand Rai Name: Dr. Sapna
Dr. Surabhi Signature: Signature: Signature: Rakesh
Singh Signature:
Signature:

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*ANNEXURES-4: CASE STUDIES

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