NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Marketing Management
Session Plan – January 2023 Cycle
Faculty: Dr. Deepak R. Gupta

Program: MBA (WX) Term: I

Course: Marketing Management Code:

Teaching Scheme Evaluation Scheme

Classroom Practical/ Tutorial Credit Continuous Term End Examination
Session Group work s Evaluation (TEE)
12 sessions 0 0 4 60% 40%
of 2.5 hrs
Course Rationale: The role of marketing in an organisation is witnessing a paradigm shift from being a
mere department or function to being the driving force behind the company’s vision, mission and strategic
planning process. With the advent of unconventional formats of connecting with the consumers for
communication and delivery of products, marketers are also changing gears to managing consumer
portfolios, understanding consumer needs, creating individualised messages and offerings and engaging in
consumer dialogues.
This course prepares the students to understand the linkages between an organisations’ strategy and it’s
marketing plan. It further builds insights on how to take the key marketing decisions in an organisation.
Decisions such as which consumers to target, which needs to fulfil, how to create the ideal offering, how to
communicate with the customers and which channels to use to distribute the offerings to the consumers –
are an integral part of this course.
The daunting tasks before a Marketing Manager - of aligning with the company’s overall vision and
mission, preparing an executing an effective marketing strategy and managing the challenges in sustaining
the offering in the long term – will be the mainstay of this course.

Course Objectives:
 Develop an understanding of the significance, scope and basic concepts of Marketing
 Familiarize the students with an organisation’s Strategic Planning process and the Marketing Plan
 Understand how to gather Marketing Insights
 Decode the purchase behavior and decision-making process in consumer and business markets
 Understand the 4 P’s and 7P’s of of Marketing

Learning Outcomes: This course will help student to understand:

 Theories and Orientation of Marketing
 Components of a Marketing Plan
 Factors impacting the Marketing Environment
 Role of Information in Marketing decisions
 Factors influencing purchase behavior of Consumers and Businesses
 Segmentation, Targeting and Positioning strategies
 Elements of Marketing Mix

1
Pre-requisite(s): NONE

Pedagogy:
Online Class, Discussion Forum, Open ended discussion, Case studies, Assessment & Evaluation of
Student Learning.
Textbook: Marketing Management, 15/e Kotler, Philip, North Western University and Keller, Kevin Lane,
Dartmouth College, Pearson

Reference Books:
Marketing Management – Indian Cases, Pearson
Marketing Management: An Asian perspective, 7/e, Kotler et al., Pearson

Journals:
Harvard Business Review

Links to websites:
http://businesscasestudies.co.uk
Any other websites or you tube channel for reference.

Evaluation Scheme:
 Continuous Assessment 60%
 Term-End Exam 40%
Total 100%

Session Plan:
Sessio Topic (including Learning Outcomes Pedagogical Textbook
nsubtopics) Tool Chapters &
Readings
1 Overview of  Role of marketing in organizations Lecture and Reference
Marketing  Core concepts of Marketing discussion on Chapter 1
Developing  Evolution of Marketing the topic with
 example and
cases.
2 Marketing Strategies  Introduction to Marketing strategy Lecture and Reference
(Introduction to  Role and components of a discussion on Chapter 2 &
Marketing Strategy) Marketing Plan the topic with 3
 Factors impacting the macro example and
environment where Marketers make cases.
Capturing Marketing
Insights decisions


3 Conducting  Components of a Marketing Lecture and Reference

Marketing Research Information System discussion on Chapter 4 &
 The Marketing Research Process the topic with 5
Customer  Primary versus Secondary data example and
Relationship  Long-term Relationship building cases.
Management with Customers
 Introduction to CRM

4  Factors influencing Buyer behavior Lecture and Reference
Decoding Consumer  The Consumer buying decision discussion on Chapter 6 &
Markets process the topic with and 7
2
 Decoding Business  The Business buying decision example and
Markets process cases.
5 Segmenting  Need for segmentation Lecture and Reference
Consumer Markets  Variables for segmenting a market discussion on Chapter 9
Market Targeting  Criteria for choosing Target Market the topic with and 10
Strategies  Understanding Brand positioning example and
Competitive Brand  Identifying POPs and PODs cases.
Positioning

6 Setting the Product  Product classifications Lecture and Reference

Strategy  Product Mix and Line decisions discussion on Chapter 11
Understanding  Individual Product decisions the topic with & 13
Product Life-cycle  Product’s packaging as a Marketing example and
Marketing Strategies tool cases.
Designing and  Characteristics of a Service
Managing Services  7 P’s of a Services Marketing Mix
 Levels of a Product and a Service
7 Branding, And  Introduction to Branding Discussion on Chapter 14
Packaging Decisions  Strategic Marketing Decisions from HBR Case &
Creating Brand the HBR Case HBR Case
Equity
(Introduction)

HBR Case: Saffola

8 Developing New  Types of New Products Lecture and Reference
Products  Stages of New Product discussion on Chapter 12
Development the topic with & 15
Product Life Cycle  Consumer Adoption Process example and
 Role, scope and advantages of cases.
Branding
 Understanding the four stages of a
Product Life Cycle
 Marketing Strategies for the four
stages of the Product Life Cycle
9 Pricing Strategies  Consumer psychology and Pricing Lecture and Reference
and Methods  Steps in setting the Price discussion on Chapter 16
 Pricing objectives and methods the topic with
 Adaptation of prices to consumers example and
 Responding to price change cases.
10 Managing Marketing  Importance and role of marketing Lecture and Reference
Channels channels discussion on Chapter 17,
 Channel management decisions the topic with 18
 e-commerce and m-commerce example and
 Channel conflict cases.
Managing Retailing,  Differences and trends in Retailing
Wholesaling and and Wholesaling
Logistics  Types of Retailers
 Market Logistics decisions
11 Managing Integrated  Role of Marketing Communications Lecture and Reference
Marketing and the Communication Mix discussion on Chapter 19,
Communications  Developing effective the topic with 20
communication example and
 Selecting the Marketing cases.
Managing Mass Communications Mix
Communications  Managing Advertising
 Managing Sales Promotion
3
  Marketing Public Relations
 Developing an Advertising
Campaign
 Types of Advertising Media
12 Managing Digital  Advantages and disadvantages of Lecture and Reference
Communications Online Marketing discussion on Chapter 21
 Social Media the topic with & 22
Managing Personal  Word-of-mouth example and
Communications  Mobile Marketing cases. Chapter 23:
 Direct Marketing Self-read
 Personal Selling
 Steps in the Personal Selling process

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