St.

Xavier’s University, Kolkata

Xavier Business School
Lesson Plan
Name of Faculty:- Dr. Soma Sur & Dr. Ruchita Burman Session…2023-2024…………………………..

Paper Code Paper Title L T P Credit

MBR2030T Marketing Management 4 4

Course: MBA Semeste 1 2 3 4 5 6 7 8 9 1

r 0
LEARNING OBJECTIVES

COURSE OUTCOMES At the end of this course, students will be able to

1. Describe the basic concepts related to marketing management
2. Explain the ideas related to marketing environment and
marketing trends
3. Apply the theories of consumer behaviour to design marketing
strategies and concepts of Segmentation, Targeting and
Positioning to formulate business decisions
4. Employ the knowledge of marketing mix to formulate
marketing strategies
5. Analyze the marketing situations and solve the marketing
problems

PROGRAMME OUTCOMES PO1 Knowledge of Business

ADDRESSED IN THIS PO2 Critical and Problem-Solving Skills
COURSE
PO4 Global Perspective & Communication Skill
PO7 Sustainability perspectives
PO8 Lifelong learning and Research Skills

Topics beyond syllabus/advanced topics

S.NO Topics with tentative name of resource person from Academia or HOUR (S)
. Industry

1. 2

2.

SXUK Internal
Teaching Pedagogy Used
S. Used (Yes/ No)
NO DESCRIPTION
.
1 Lecture Yes
2 Field Study / Survey Work Yes
3 Demonstration No
4 Case Study Yes
5 Assignments Yes
6 Tests Yes
7 Others(Please specify): Projects based on secondary data

Teaching Plan:

Pedagogy(Case Required Readings

Session
Lecture Topic studies/Research Article/ Details (Case
No.
Activities/Exercises) Study/ links etc.

Introduction to Marketing; Fundamental

1 Concepts; Evolution of marketing concepts Exercise and Lecture
(orientations);
Types of Demand; Marketing Mix – 4Ps and
2 Lecture Session
their sub-elements
Types of Demand; Marketing Mix – 4Ps and
3 Lecture Session
their sub-elements
Major components of Marketing
4 Environment; Microenvironment and Macro- Lecture Session
environment;
Major components of Marketing
5 Environment; Microenvironment and Macro- Lecture Session
environment;
Major components of Marketing
6 Environment; Microenvironment and Macro- Lecture Session
environment;
Consumer decision making process,
7 Exercise and Lecture
Framework;
Consumer decision making process,
8 Lecture Session
Framework;
Consumer decision making process,
9 Lecture Session
Framework;
Consumer decision making process, Lecture Session and Case
10
Framework; discussion
11 Factors influencing consumer behavior; Lecture Session
12 Factors influencing consumer behavior; Exercise and Lecture
13 Lecture Session
Factors influencing consumer behavior;
2
 Lecture Session and Case
14
Factors influencing consumer behavior; discussion
15 Types of Consumers Lecture Session
16 Types of Consumers Lecture Session
Concepts of Market segmentation and
17 Lecture Session
targeting;
Concepts of Market segmentation and
18 Lecture Session
targeting;
19 Various bases for segmentation (consumer and Lecture Session
industrial);
20 Various bases for segmentation (consumer and Lecture Session
industrial);
Various bases for segmentation (consumer and
21 Lecture Session
industrial);
22 Differentiation and Positioning strategies Exercise and Lecture
23 Differentiation and Positioning strategies Lecture Session
24 Product Classification; Service – Lecture Session
characteristics and expanded service mix
elements; Product Mix;
25 Product Classification; Service – Lecture Session
characteristics and expanded service mix
elements; Product Mix;
Product Life Cycle and marketing strategies at
26 Lecture Session
different stages of PLC;
Product Life Cycle and marketing strategies at Lecture Session and Case
27
different stages of PLC; discussion
28 New Product Development Lecture Session
29 Procedure for setting price; Pricing Objectives Lecture Session
Cost and demand consideration; Pricing
30 methods; Promotional pricing, Discriminatory Lecture Session
pricing,
New product pricing, Product mix pricing;
31 Lecture Session
Modifying the price
Importance of Marketing intermediaries;
32 Lecture Session
Types and their functions
Levels of marketing channels; Channel flows
33 Lecture Session
and functions;
Lecture Session and Case
34 Channel design decisions; Network Marketing
discussion
Elements of Promotion Mix; their
35 characteristics and their relative strengths and Lecture Session
weaknesses;
Concept of Integrated Marketing
36 Lecture Session
Communications;
37 Designing Communication Strategies Lecture Session

3
 Lecture Session and Case
38
Designing Communication Strategies discussion
39 Service Marketing; Retailing; Lecture Session
E- marketing; Global Marketing; Rural
40 Lecture Session
Marketing

Suggested Readings
Text Book:
1. Kotler, P., Keller, Marketing Management; Pearson

Reference Books
1. Etzel, M.J., Walker, B.W. & W.J. Stanton - Marketing; TMH
2. Grewal, D. & Levy, M. - Marketing ; TMH
3. Lamb, Hair, Sharma & McDaniel - Marketing , Cengage
4. Panda, Marketing Management, Excel
5. Ramaswamy & Namakumari - Marketing Management; McMillan

CO-PO mapping

CO/ PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8

PO Knowledg Critical Ethical Global Leadershi Entrepreneurshi Sustainabilit Lifelong
e of & orientatio perspective & p & Team p Skills y learning
Business Proble n Communicatio Building Perspective &
m n Skills Skills Researc
Solving h Skills
Skills
CO M M L M
1
CO M M L M
2
CO H H M M H
3
CO H H M M H
4
CO M L L M
5

** H means Hugh relevance, M means Medium relevance, L means Low relevance

CIA PLAN (out of 60 marks)

Evaluation Mode Full Marks CO (for
Components Rubrics)
Surprise Quiz1 Individual 5 CO1, CO2
(tentatively after 10th
session)
Surprise Quiz2 Individual 5
(tentatively after 25th

4
 session)
Mid Semester Exam Individual 20 CO1, CO2,
CO3
Assignment Group 10 CO2, CO3
(tentatively after 15th
session)
Project Presentation Group 20 CO4, CO5
(tentatively between
35th-40th session)
TOTAL 60

END SEMESTER EXAMINATION (out of 40 marks)

Evaluation Mode Full Marks CO (for
Components Rubrics)
End Semester Individual 40 CO1, CO2, CO3,
Exam CO4, CO5

Faculty Signature: ……………………………… Date: ………………….

Checked by:

_________________________
Signature and seal of Dean