Symbiosis Law School, Hyderabad

Academic Year: 2022-23 (Batch: 2022-27)

BBA LLB (Semester – II)
Marketing Management Course Handout and OBE
Course : Marketing Management
Course Code : 0103240204 No. Credits 03
Catalog Code : T2116 No. Hours 45
Faculty Name : Dr. Kishore Kumar.Yathamsetty & Dr. Rupesh Rajak
Consultation
: Students can Call/Mail/WhatsApp me from 6 AM to 10 PM
Hours
Mobile : 9989582969 Email ID kishorekumar.yathamsetty@slsh.edu.in

Program Objective: -

1. By studying law in the particular context of business management the students are groomed
to respond to governance, administration and human behavior,
2. Students gain an edge over other peers to lead and shape social and public enterprises such
as the State, Community organization and Business Enterprises.
3. Course curriculum facilitates learning Law in a profound way in response to contemporary
development with hands on experience in legal knowledge and skills in value frame work in
a fast changing India set in a de-globalizing world.
4. The Student will be groomed in intellectual integrity, ethics.
5. The student will improve cognitive, problem solving skills, independent critical thinking
with research capabilities
6. Students will be able to cultivate the ability to appreciate role of lawyers in justice education
in Globalizing world, sustainability, poverty and vulnerability.

Course Objectives: -
The course intends to focus on the following issues:
CO (1) To train the learners to apply concepts and techniques in marketing to the industry.
so that they become acquainted with the duties of a marketing manager.
CO (2) To understand the different marketing strategies and their applicability in real life situations
CO (3) To make the learners analyze the marketing strategies of companies to take enhanced
marketing decisions in the dynamic marketing environment
CO (4) To Examine the marketing perspectives essential for all managers today
CO (5) To Experiment with out of the box thinking which will help them to develop innovative
marketing strategies.
Course Outcomes: -
At the end of the course, the student is expected / able to
CO1: Apply concepts and techniques in marketing to the industry and become acquainted with the
duties of a marketing manager.
CO2: Know the different marketing strategies and able to apply in real life situations
CO3: learners can analyze the marketing strategies of companies and can take enhanced marketing
decisions in the dynamic marketing environment
CO4: Can examine the marketing perspectives essential for all managers today
CO5: Can experiment with out of the box thinking which will help them to develop innovative
marketing strategies.

Recommended Text Book: -

● Philip Kotler, Gary Armstrong, Prafulla Agnihotri, (2018), “Principles of Marketing”, 17th
Edition, Pearson.
● Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, A South Asian
Perspective Marketing Management, (2015), 14th Edition, Pearson
● Marketing Management: Planning, Implementation and Control: Global Perspective Indian
Context – VS Ramasamy & S. Namakumari – Fifth Edition, McGrawHill Education

Suggested Books: -
1. Marketing Management - Philip Kotler - Pearson Education/PHI
2. Marketing Management - Rajan Saxena - Tata McGraw Hill
3. Majumdar, Ramanuj, Product Management in India, Prentice Hall, New Delhi
4. Basic Marketing - Perreault and McGarthy - Tata McGraw Hill
5. Case and Simulations in Marketing - Ramphal and Gupta - Golgatia, Delhi.
6. Case Studies in Marketing - R.Srinivasan - PHI.
7. Marketing concepts and cases – Michael J Etzel, Bruce J Walker, William J Stanton and Ajay
Pandit, TMH 13th Edition, New Delhi
8. Marketing Management – S.Jayachandran – TMH
9. Stanton WJ: Fundamentals of Marketing,
10.Basic Marketing, McCarthy EJ
 DELIVERY SCHEDULE
Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*
Nature, scope and importance of marketing, Basic
concepts of marketing.
Essential Reading:
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
(2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 1-91
● Philip Kotler, Kevin Lane Keller, Abraham Koshy, Lecture & CO (1) =LO (1)-S
1,2,3 Mithileshwar Jha, A South Asian Perspective Class
Marketing Management, (2015), 14 Edition, Pearson. Discussion
th

P. No: 1-62
Additional Reading:
● Marketing Management: Planning, Implementation and
Control: Global Perspective Indian Context – VS
Ramasamy & S. Namakumari – Fifth Edition,
McGrawHill Education. P. No: 21-67
Marketing environment
Essential Reading:
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
(2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 1-91
● Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, A South Asian Perspective
Marketing Management, (2015), 14th Edition, Pearson.
P. No: 58-81 Lecture, & CO (1) =LO (1)-S
4 Additional Reading: Class
Marketing Management: Planning, Implementation and Discussion
Control: Global Perspective Indian Context – VS
Ramasamy & S. Namakumari – Fifth Edition, McGrawHill
Education. P. No: 71-129

https://www.researchgate.net/publication/265907027_Mar
keting_Environment_Sustainability_Alignment_an_Explor
atory_and_Propositional_Study/link/54207ba70cf241a65a
1e24cb/download
 Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*
Customer Value, Satisfaction and Loyalty.
Concept of value, Customer value proposition
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
5-6 (2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 1-33

Analyzing Consumer Markets; Cultural, Social, Personal

factors; Psychological processes: Motivation, Perception,
Learning and Memory; Five Stage Buying Decision Process
Model; decision making based on level of involvement and
brand differentiation; Methods of profiling buying decision
process
Analyzing Business Markets;Organisational buying, business
buying process, stages in buying process, B to B customer
relations
Essential Reading:
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
(2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 129-185
● Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, A South Asian Perspective Lecture,
Marketing Management, (2015), 14th Edition, Pearson. Class CO (2) =LO (2)-S
7-9 P. No: 132-183 Discussion
Additional Reading: & Student
Marketing Management: Planning, Implementation and Activity
Control: Global Perspective Indian Context – VS
Ramasamy & S. Namakumari – Fifth Edition, McGrawHill
Education. P. No: 251-306
http://researchersworld.com/ijms/vol5/issue3_6/Paper_04.
pdf

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2810
090

http://www.stic.ac.th/ojs/index.php/sjhs/article/view/6/50

https://www.journalijar.com/uploads/545_IJAR-25967.pdf
 Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*
https://www.researchgate.net/publication/341407314_Fact
or_Affecting_Consumer_Buying_Behavior_A_Conceptual
_Study/link/5ebe91ff458515626ca881dc/download

https://core.ac.uk/download/pdf/234694193.pdf
Market segmentation, Targeting and Positioning CO (2) =LO (2)-S
Essential Reading:
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
10-12
(2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 185-217
● Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, A South Asian Perspective
Marketing Management, (2015), 14th Edition, Pearson.
P. No: 188-208
Additional Reading: Lecture,
Marketing Management: Planning, Implementation and Class
Control: Global Perspective Indian Context – VS Discussion
Ramasamy & S. Namakumari – Fifth Edition, McGrawHill & Student
Education. P. No: 307-330 and 378-388 Activity

https://www.researchgate.net/publication/319085560_Mar
ket_Segmentation_Targeting_and_Positioning/link/5a93fe
15a6fdccecff05ee2a/download
https://www.researchgate.net/publication/336211673_INN
OVATIONS_IN_MARKET_SEGMENTATION_A_REVI
EW/link/5d94952e458515202b7bf5bf/download

https://globaljournals.org/GJMBR_Volume12/5-Market-Se
gmentation-and-Its-Impact.pdf
13-16 Product-Mix, Branding and Packaging Decisions, Product CO (2) =LO (2)-S
Life cycle - Stages and Strategies for Different Stages of CO (3) =LO (3)-S
Lecture,
PLC.
Class
Essential Reading:
Discussion
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri, & Student
(2018), “Principles of Marketing”, 17th Edition, Activity
Pearson. P. No: 219-252
 Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*
● Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, A South Asian Perspective
Marketing Management, (2015), 14th Edition, Pearson.
P. No: 238-285
Additional Reading:
Marketing Management: Planning, Implementation and
Control: Global Perspective Indian Context – VS
Ramasamy & S. Namakumari – Fifth Edition, McGrawHill
Education. P. No: 335-377 and 391- 413

https://www.researchgate.net/publication/303285136_The_
art_of_packaging_An_investigation_into_the_role_of_col
or_in_packaging_marketing_and_branding/link/57aa7eda0
8ae3765c3b4e38a/download

https://www.sciencedirect.com/science/article/abs/pii/S016
7487097000081

http://www.ecoforumjournal.ro/index.php/eco/article/view
File/189/167

https://www.iosrjournals.org/iosr-jrme/papers/Vol-5%20Iss
ue-1/Version-1/G05113549.pdf

https://hbr.org/1965/11/exploit-the-product-life-cycle

https://www.researchgate.net/publication/254305492_Prod
uct_life_cycle_The_evolution_of_a_paradigm_and_literat
ure_review_from_1950009/link/56caf93108ae96cdd06f8d
33/download
Promotion: Promotion-mix, Advertising, Sales Promotion,
Personal Selling, Publicity and Public Relations. Lecture,
Essential Reading: Class CO (2) =LO (2)-S
17-20 ● Philip Kotler, Gary Armstrong, Prafulla Agnihotri, Discussion CO (3) =LO (3)-S
(2018), “Principles of Marketing”, 17th Edition, & Student
Pearson. P. No: 403-487 Activity
CO (3) =LO (3)-S
 Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*

Channels of Distribution for Consumer/ Industrial CO (2) =LO (2)-S

Products, Factors Affecting Channel Distribution CO (3) =LO (3)-S
Essential Reading:
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
(2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 335-400
● Philip Kotler, Kevin Lane Keller, Abraham Koshy,
Mithileshwar Jha, A South Asian Perspective
Marketing Management, (2015), 14th Edition, Pearson.
P. No: 374-423
Lecture,
Additional Reading: Class
21-23 Marketing Management: Planning, Implementation and Discussion
Control: Global Perspective Indian Context – VS & Student
Ramasamy & S. Namakumari – Fifth Edition, McGrawHill Activity
Education. P. No: 445-543

https://www.researchgate.net/publication/277784311_The_
Evolution_of_Marketing_Channels_Trends_and_Research
_Directions/link/59ddcde8aca272b698f72fea/download

The Role of Marketing Channels in Supply Chain

Management, Irina V.Kozlenkova, G. Tomas M.HulDonald
J.Lund,Jeannette A.Mena d3PinarJournal of Retailing,
Volume 91, Issue 4, December 2015, Pages 586-609
Pricing Decisions, Pricing Objectives, Policies Methods of
24-26 Setting Price, Pricing Strategies
Essential Reading:
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri, Lecture,
(2018), “Principles of Marketing”, 17th Edition, Class CO (2) =LO (2)-S
Pearson. P. No: 283-331 Discussion CO (3) =LO (3)-S
● Philip Kotler, Kevin Lane Keller, Abraham Koshy, & Student
Mithileshwar Jha, A South Asian Perspective Activity
Marketing Management, (2015), 14th Edition, Pearson.
P. No: 346-370
Additional Reading:
 Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*
Marketing Management: Planning, Implementation and
Control: Global Perspective Indian Context – VS
Ramasamy & S. Namakumari – Fifth Edition, McGrawHill
Education. P. No: 547-565

https://www.scielo.br/pdf/rausp/v52n2/0080-2107-rausp-5
2-02-0120.pdf

https://www.researchgate.net/publication/316861311_Prici
ng_strategy_A_review_of_22_years_of_marketing_resear
ch/link/59c94dd5a6fdcc451d545ba8/download

https://www.researchgate.net/publication/220531085_Prici
ng_strategies_and_models/link/59d78debaca27213dfa524
8e/download

https://core.ac.uk/download/pdf/6263401.pdf
Market concept of competition; Analysing competitors; CO (3) =LO (3)-S
27-29 Strategies for market leaders, challengers, followers and nichers CO (4) =LO (4)-S
Essential Reading: Lecture &
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri, Class
(2018), “Principles of Marketing”, 17 Edition, Discussion
th

Pearson. P. No: 521-544

30-32 Adapting marketing to changing scenario: CO (3) =LO (3)-S

● How business practices are changing. CO (4) =LO (4)-S
● Pure click versus brick and click companies. CO (5) =LO (5)-S
● Digitalization & connectivity.
● Disintermediation and reinter mediation.
Lecture,
● Customization and customerisation.
● Concept of value. Class
● Websites, online ads and promotion, internet Discussion
domains, CRM & Student
Essential Reading: Activity
● Philip Kotler, Gary Armstrong, Prafulla Agnihotri,
(2018), “Principles of Marketing”, 17th Edition,
Pearson. P. No: 491-518
 Evidence of
Learning
Session Plan
(Mapping CO with
LO)
Topic Assessment /
Alignment Evaluation and
Session # Topic / Intended Learning
(if any) Weighting
(S, M, W, NL)*
33-34 Contemporary issues in marketing: Lecture, CO (3) =LO (3)-S
Green Marketing, Viral Marketing…. Class CO (4) =LO (4)-S
Discussion CO (5) =LO (5)-S
& Student
Activity
Student Activities (Preparation of Advertisement and 4Ps CO (1) =LO (1)-S
for the product chosen) CO (2) =LO (2)-S
35,36,37 CO (3) =LO (3)-S
CO (4) =LO (4)-S
CO (5) =LO (5)-S
Case Studies CO (1) =LO (1)-S
CO (2) =LO (2)-S
38, 39, 40 CO (3) =LO (3)-S
CO (4) =LO (4)-S
CO (5) =LO (5)-S
Presentations and Revision CO (1) =LO (1)-S
CO (2) =LO (2)-S
41-45 CO (3) =LO (3)-S
CO (4) =LO (4)-S
CO (5) =LO (5)-S

Tutorial Tentative Date of Mode Weightage

Examination/Submission (Marks)
Submission / Exam Result
Tutorial 1 05/04/2023 15/04/2023 Written Test/ MCQs 10
Tutorial 2 10/05/2023 20/05/2023 Research Project 20
Term End Exam June/July 2023 45