Teaching Plan

COS- 102
Marketing Management-I

PGDM

Trimester I
Batch 2022-24

By:
Ms. Jyotshana Upadhyay

Academic Year 2022-23

(Session: August 2022- November
2022)

I Business School
Greater NOIDA
 1. INTRODUCTION

We begin by demonstrating the fact that companies can be stunningly successful when they embrace the
marketing perspective. The marketing perspective is that customers get to make the rules of the game and
companies choose to play the game to create value for their stakeholders. Consumers decide what they will
buy and what they will they won’t and the rules they will use to make decisions. The companies that
acknowledge the importance of integrating this customer perspective into their business planning often deliver
spectacular results to their shareholders.
This course gives comprehensive and practical approach towards Marketing Management, Students improve
their ability to make effective marketing decisions, including assessing marketing opportunities and developing
marketing strategies and implementation of plans.

2. LEARNING OBJECTIVES
Pedagogy:
In order to increase the learning activity of learners, active methods of teaching shall be used. Students will be
expected to participate in the class discussions, case studies, brainstorming sessions, presentations and projects
related to Sales and Distribution Management.

3. Course Objectives
The Programme equips its participants with fundamental marketing management skills and in-depth
knowledge of building customer-centric organizations. Based on the way the marketing functions are evolving
and keeping in view the need for ever changing strategies, the programme covers core marketing courses. The
programme is challenging as a large part of the learning is based on applied research, live projects and
internships, class-room conceptualization, case studies and quizzes.

4. Course Outcome for Course Code Marketing Management 102

Course Outcome (CO) CO Description
CO01 Analyze market and SWOT study, and understand the implications of
Marketing on the process of Management decisions.
CO02 Evaluate the change towards more global market opportunities.
CO03 Evaluate exact positioning strategy for perfect selling.
CO04 Analyze and assess the need of segmentation and Target the product in
right time and right customer.
CO05 Analyze the internal and external competitions prevailing in the
Market.
Evaluation:
Assessment is by compulsory coursework examination (40% Internal + 60% External= 100%)

5. LECTURES

Two lectures per week have been set aside for this course for each division. Verify it from the timetable
assigned for each division.

The student will not be eligible to appear for the examination if he / she fail to put in the required
attendance.

Lecture Outline

WEEK TOPICS & Associated Course Outcomes

Week – 01 Lecture-1- Marketing Concepts: Introduction, evolution of marketing in society, Importance

and scope of Marketing, Elements of Marketing - Need, Want, Demand, Desire, Benefits,
Value Exchange, B2B, B2C, B2G (CO01)
Lecture-2- Mccarthy‘s 4P classification, Lauterborn‘s 4C‘s classification & 4A‘s Framework of
rural marketing, Adapting marketing to new liberalized economy – Digitalization, Customization,
changing marketing practices.
(CO01; CO02;)
Lecture-3- Marketing Environment: Basics of Marketing Environment, ( CO02; CO03)
Week – 02
Lecture- 4- Uncontrollable & Controllable Factors & their components, their impact on
marketing decisions Changing marketing environment in India, (CO01;CO02; CO03)

Lecture- 5- Concept of Market potential & Market Share, dealing with competition,
Week – 03 (CO02; CO03; CO04)
Lecture-6- Case Study ( CO03; CO04;COO5)

Lecture- 7- Market Segmentation, Targeting and Positioning (STP): Market Segmentation,

Week – 04 Basis of segmentation & its types;
(CO03; CO04;COO5)
Lecture- 8- Targeting- Patterns of Target Market Selection, (CO02;COO3; CO04)

Lecture- 9- Presentation (CO01;COO3: CO04;COO5)

Week – 05 Lecture – 10- Positioning-Concept of Positioning, Value proposition & USP, repositioning,
Perceptual Mapping (CO01; CO02; CO03; CO04)

Lecture- 11- Product & services in Marketing: Meaning, definition, Concept & characteristics of
Week – 06 consumer and organizational markets. , ( CO04; CO05)
Lecture- 12-.Mid-Term

Lecture- 13- Basis & classification of products & services, Product service continuum,
Week – 07 Product as a brand & as a commodity;
( CO03; CO04; CO05)
 Lecture- 14- . Trademark, Marketing Myopia, Remarketing & Demarcating, Intellectual Property
(IPRs)
( CO04; CO05)
Lecture- 15- Contemporary Issues in Marketing: Introduction to electronic & digital marketing,
Week – 08 social marketing, Introduction to post modern marketing;

(COO2; CO03; CO04; CO05)

Lecture- 16- Green Marketing, Rural marketing, Retail Marketing, Relationship based
marketing, Affiliate marketing, ( CO04; CO05)
Lecture- 17-CASE STUDY (CO01; CO02; CO03; CO04; CO05)
Week – 09
Lecture- 18- Overseas Marketing, Institutional Marketing, VUCA, Marketing 2.0, 3.0, 4.0. ,
( CO03; CO04; CO05)
Lecture- 19- Project Presentation and Viva-Voce.
Week – 10 (CO01; CO02; CO03; CO04; CO05)
Lecture- 20- Project Presentation and Viva-Voce.
(CO01; CO02; CO03; CO04; CO05)

*The schedule will be followed, subject to change/s due to unforeseen/unavoidable circumstances.

6. READING MATERIALS
A. Textbooks
• Marketing Management ;Philip Kotler
• Advertising Management;Jaishri Jethwanney ;Oxford
• Sales and Distribution:Tapan K.Panda and Sunil Sahadev ;Oxford

.
7. ASSESSMENT

Internal Assessment: Internal examination will be conducted for 40 marks. It will include:
A. Class Attendance and conduct – 05 marks

B. Mid-Term- Maximum Marks:25, Duration -2 Hours

This will be on written test/assignment

C. Internal Assessment – a.Presentation/Viva (5 marks)

b.Project (05 marks)

External Assessment: Maximum Mark: 60, Duration- 3 Hours

8. Internal Assessment Mode and Schedule

A. Project Work and Schedule

Guidelines:
 • The students are suggested to pick a topic on which they would like to research. The topic will
be finalized by the Course In-Charge.
• The word limit for the project is 1000 words.
• Printing of project to be done on both sides and stapled sheets to be submitted.
• As per the anti-plagiarism policy, all projects shall be subject to plagiarism check vide the
‘Turn-it In’ software. The projects with more than 20% plagiarized content shall be marked
‘zero’. Plagiarism report to be attached by the learners.
• It is important for all to follow the deadlines regarding Project submission. Those unable to
meet the deadlines shall be liable to forfeit their marks (-2 for late submission).
• The submission of the research/project work shall include all the components and annexures
mentioned.

The project shall include:

1. Name, Roll No., Division and Batch of the Learner
2. Topic of the Project
3. The Introduction
4. The Literature Review (2 Literature reviews)
5. Objective/s of the Study
6. Research Methodology
7. Analysis of the Research
8. Findings of the Research
9. Discussion and Conclusion
10. References

B. Viva-Voce -Mode and Schedule

The Viva-Voce shall be evaluated on the following parameters:

• Conceptual Understanding (application of the concepts) (2 marks)
• Content (1 marks)
• Communication skills (1 marks)
• Professionalism (Attire, Punctuality, Posture, Etiquette) (1 marks)

The timetable of the Project and Viva-Voce is as follows:

Project/ Presentation Dates

Assignment Date Submission Date Viva Date

September 3rd October 2nd Week , After the submission of the

Week, 2022 2022 project

Mid-Term Dates

Mid-Term Date Result Topics

Date
 1. Marketing Concepts
06/10/22 -
2. Market Segmentation
3. Market Environment
4. Contemporary Issue in
Marketing
5. Product and service in
Marketing

7. ADMINISTRATIVE ARRANGEMENTS

The Course In-Charge for Sales and Distribution is Prof. Jyotshana Upadhyay. In case you face any
problem in dealing with the subject, feel free to see the concerned faculty.

8. OFFICE HOURS AND CONTACT INFORMATION

If few doubts remain, kindly contact Prof. Jyotshana Upadhyay at:

jyotshanaupadhyay684@gmail.com. It is highly appreciated that the students clear the doubts while in
class, because it solves two purposes (i) many students have same doubts (ii) it helps you to concentrate
further in class.

Note: Students are expected to read latest journals, periodicals, reports and articles to keep
abreast with the recent trends and developments in this subject.