Title of the Course : Marketing Management Course Credit: 1.

5
Core/Elective : Core Term : I
Area : Marketing Academic Year: 2023
Course Faculty : Kishore Gangwani Contact No.: 7795293254
Email :Kishore.gangwani@mdi.ac.in

I. Introduction/Description of the Course:

Marketing Management course offers a complete introduction to marketing thought and action.
Marketing lies at the core of all business. In most larger businesses it is marketing managers who are
primarily responsible for keeping their company close to its customers. All those who have a direct
responsibility for identifying, reaching and satisfying customers are engaged in marketing and
everybody in a business needs to understand its marketplace activities. This course offers a complete
introduction to professional marketing thought and action. The course explains the nature and purpose
of Marketing followed by the fundamentals of each of the most important Marketing tasks. It will
focus on analyses the business need for customer orientation, the evaluation of markets and the
targeting of the market opportunities.

II. Course Objectives

• To understand the place and contribution of marketing to the business enterprise

• To understand the concepts of marketing management, tools used by marketing managers in
decision situations and overall the marketing environment
• Interpret complex marketing issues and problems using relevant theories, concepts and methods
• Find and generate information/data needed to inform problem solving in marketing using
appropriate methodology.

III. Program Level Goals and Program Level Outcomes:

• Among others, this course seeks to impart the following learning goal(s) and associated learning
outcomes.
Learning Goal Learning Outcomes Definition of satisfactory performance
LG3: Critical LO1: Demonstrate the ability to Be able to identify the main problem and
and innovative identify problems afflicting an includes some of the subsidiary issues and
thinking organization and critically analyze relationship with the main issue; recognizes
them using techniques, models, or context, identifies inconsistencies and
frameworks somewhat questions information provided;
applies appropriate tools to analyze the
information with fair amount of accuracy

LO2: Demonstrate integrative and Be able to Formulate conclusions, recognize

reflective thinking in evaluating conflicts and trade-offs, provide arguments
 potential alternatives and for choices made in a linear manner and with
proposing effective solutions average conviction

LO3: Demonstrate innovative Incorporates at least one new direction in

thinking in problem solving and
decision-making
approaching the problem at hand; exhibits an
open mind with divergent and contradictory
perspectives and attempts to explore them;
connects ideas in novel ways though the end
solution may not be entirely novel

IV. Pedagogical Methods

The course methodology encourages students to explore for themselves the role of a marketing manager
and the boundaries of marketing. Classroom activities including lectures, discussions and case studies
These activities will also be supplemented by group discussions, cooperative group solving problems
and live projects.
V. Evaluation Criteria

Sr. No. Name of Component Approximate Number % Weightage Assigned

1 Quiz (Pre-Mid Term) 1 5%
2 Group Project (Pre-Mid Term) 1 20%
3 Mid-Term Examination 1 25%
4 Post Mid Term Evaluation* 1 50%
(Quiz/project/end-term exam)
Total Weightage Assigned
*Details to be shared during the session.
VI. Compulsory Text Book: Principles of Marketing (17th Ed.) / Philip Kotler, Gary Armstrong,
Prafulla Agnihotri (Latest Edition)

VII. Content and Session Plan (Pre-Mid Term)

Session# Topic Case Suggested Readings/Videos

Date
August Course Case: Pre-readings/Videos:
20th Administration, Can You Philip Kotler: Marketing
(Sunday) Overview of Win Back https://www.youtube.com/watch?v=sR-qL7QdVZQ
course Online
Defining Shoppers?
Book Chapter: 1
marketing and
 the marketing
process
Creating and
Capturing
customer value
August Understanding Case: Fashion’s digital transformation: Now or never
27th the Market place Rock https://www.mckinsey.com/industries/retail/our-
and Consumers Pharmacy: insights/fashions-digital-transformation-now-or-never
(Sunday) Analyzing the Rocked? Covid-19 crisis highlights supply chain vulnerability
marketing https://www.ft.com/content/d7a12d18-8313-11ea-
Environment b6e9-a94cffd1d9bf
Book Chapter: 2
September Understanding Case: The great consumer shift: Ten charts that show how
3rd the Market place Dear US shopping behavior is changing
(Sunday) and Consumers Diary: My https://www.mckinsey.com/business-functions/growth-
Consumer Heart is marketing-and-sales/our-insights/the-great-consumer-
markets and Racing to shift-ten-charts-that-show-how-us-shopping-behavior-
Consumer Buyer Buy a Car is-changing
Behavior United breaks Guitar
https://www.davecarrollmusic.com/songwriting/united-
breaks-guitars

https://www.autocarpro.in/news-national/the-changing-
dynamics-of-customer-preferences-and-the-emerging-
ownership-models-77491

Book Chapter : 5
September Designing a Case B2B Marketing: What is so unique about it?
10th Customer- Mediquip https://www.b2binternational.com/publications/b2b-
(Sunday) Driven Strategy marketing/
and Mix Hit by COVID-19, United Rentals Drops 16.2 Percent
Business markets in Second Quarter Rental Revenue
and Business https://www.rermag.com/rental-
Buyer Behavior news/article/21137930/hit-by-covid19-united-rentals-
drops-162-percent-in-second-quarter-rental-revenue
A post–COVID-19 commercial-recovery strategy for
B2B companies
https://www.mckinsey.com/industries/advanced-
electronics/our-insights/a-post-covid-19-commercial-
recovery-strategy-for-b2b-companies
How B2B sales have changed during COVID-19
 https://www.mckinsey.com/business-functions/growth-
marketing-and-sales/our-insights/how-b2b-sales-have-
changed-during-covid-19
Book chapter: 6
September Designing a Case: New Criteria for Market Segmentation
17th Customer- Crescent https://hbr.org/1964/03/new-criteria-for-market-
(Sunday) Driven Strategy Pure segmentation
and Mix
Customer driven Book chapter: 7
Marketing
Strategy (STP):
Creating value
for Target
Customers
# There might be some possibility to reschedule a few sessions.
## Prof. Kishore Gangwani (Pre-Mid Term), Prof. Neelu S. Bhullar (Post-Mid Term)