Annex III Course Outline Form

Term: 1 Subject: Marketing Management Instructor: Dayanand M.S.

Item Planned Implemented

Session 1
Objective At the end of the Session the
Participants should be able to have a
concrete idea of what Marketing
Management is and What role
Marketing plays in an Organisation

Reading 1.Chapter 1 from Markeitng I

Material Management By Kotler et.al
Pearson publications pp.3-30

Learning Discussion in class

Methodology

Item Planned Implemented

Sessions 2 to
5
Objective At the end of the session participants
should be able to design the Marketing
Plan for Calloway Golf Company

Reading 1. Chapter 1 and 2 from Kotler,

Material Keller, Koshy and Jha 13th
Edition pp. 3- 56
2. Case: Callaway Golf Company
from MM by Quelch, Lal and
Rngan. TMH pp 23-44

Learning Case Discussion and Marketing Plan

Methodology Presentation by participants.(Group
Presentation and Written Assignment)

Item Planned Implemented

Session 6 to 8
Objective At the end of the session the participants
should be able to identify the information
requirements for a new idea and be able
to get data for that from the market.
Reading 1. Chapter 3 and 4 from MM by
Material Kotler et al. Pp61-109

Learning Participants to choose a new idea to be

Methodology marketed. The entire process of
information gathering and analysis to be
done by them and presented in the class.
Best Presentation to be rewarded with a
memento.!
Item Planned Implemented
Sessions 9 to
12
Objective At the end of the session the participants
should be able to identify value premise
in a marketed product.

Reading 1. Chapter 5 from MM by Kotler et

Material al pp 114 to 140
2. Case: Freeport Studio from MM
by Quelch, Lal and Rngan. TMH
pp.71 to 88

Learning Discussion on Value creation followed by

Methodology Presentation by Groups on the Case.
Evaluated Case Presentation

Item Planned Implemented

Sessions 13
to 15
Objective At the end of the session the participants
should be able to identify the customer
decision matrix after analysing their
buying behaviour.

Reading 1. Chapter 6 and 7 from MM by

Material Kotler et.al pp 142 to 196
2. Case: Omnitel Pronto Italia from
MM by Quelch, Lal and Rngan.
TMH: pp 131 to 152

Learning Discussion on Consumption Behaviour

Methodology followed by Group Case Presentation.

Item Planned Implemented

Sessions 16
to 18
Objective At the end of the Session the participants
should be able to identify segments in
the Market for segmenting and
positioning the product

Reading 1. Chapter 8 from from MM by

Material Kotler et.al pp 198 to 223
2. Case: Niconil from MM by
Quelch, Lal and Rngan. TMH pp
163 to 176

Learning Discussion on Segmentation followed by

Methodology Group Presentation. (WAC) also.
Item Planned Implemented
Sessions 19 &
20
Objective At the end of the Session the participants
should be able to identify Brand and
Brand Positioning crafting by an
Organisation

Reading 1. Chapter 10 & 11 from MM by

Material Kotler et.al pp 248 to 303
2. Case: Aqualisa Quartz:from MM
by Quelch, Lal and Rngan. TMH
pp 219 to 234

Learning Discussion on Branding followed by

Methodology Group Presentation.