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POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT COURSE OUTLINE Course Title: Marketing Management II PGDM Batch : 2011-13 Instructor: Ajay Bansal/ Kamaljit Sodhi Trimester: II

1.0 Course Description : The course covers various marketing elements like Product, Price, Promotion, Place etc. and various decisions required to be taken by marketers under such headings. Course also underlines various issues and strategies to tackle these elements effectively and efficiently. 2.0 Course Objective: 2.1 The objective is to develop an insight into the elements of the Marketing Mix. 2.2 To provide an understanding for the modern marketing process and systems. 2.3 Bridging academic theory with industry practice. 2.4 To make the students aware about the latest marketing strategies and trends. 3.0 Course Prerequisite: 3.1 Understanding of basic marketing concepts (as discussed in MM-I). 4.0 Course Outcome: Students will be able to 4.1 Understand the various elements of the marketing mix. 4.2 Understand and apply marketing concepts. 5.0 Prescribed Text: By Philip Kotler, Gary Armstrong, Prafulla Y.Agnihotri & Ehsan ul Haque Principles of Marketing, Pearson, 13th Edition. 6.0 Additional References: Marketing Management-A South Asian Perspective: Kotler, Keller, Koshy & Jha. 12 e Pearson Education Marketing Management By Rajan Saxena, Tata McGraw Hill Marketing Management-Text and Cases, Tapan Panda, Excel Books 6.1 Journals Indian Journal of Marketing Journal of Consumer Marketing Journal of Marketing Management 6.2 Magazines/Websites Harvard Business Review. Business Today. Business World. E-References and Weblinks

7.0 Pedagogy: A variety of learning methods will be used which will emphasize a cooperative learning format. Instructor will facilitate a participative learning experience through lectures, discussions and presentations combined with practical exercises. Students will be encouraged to discuss issues of topical interest. Specific methods include: Lectures Class discussions /Interactive exercises Quiz Cases Projects Research Paper/ Article Review 8.0 Evaluation Scheme: 8.1 Quizzes 8.1 Field Assignment(Distribution) 8.1 Project Report & Presentation 8.2 Mid semester exam 8.2 End term exams Total 8.3 Project: In-depth Research Project
Project Assignment:

10 10 20 20 40 100

Group of students (Five) will select one product of any company and will have to go for secondary as well as primary research to find out its product stage, product strategy, competitors, positioning, pricing, product and brand relationship, communication mix, distribution channel and logistics.
8.3 Guidelines for Group Project: Students will form groups of 5. The names of the members of each group will be intimated to the faculty latest by session 3. Request for subsequent changes will not be entertained. Students are required to meet the faculty to discuss the progress of the project as per the schedule prescribed by the faculty from time to time. Each student is expected to make substantial contribution to the group effort. This may be verified by faculty. Free-loading will be penalized. Any material quoted must be accompanied by adequate acknowledgment/ reference in the bibliography. Plagiarism will be penalized. 8.3 Report Submission: The report will be typed in Times New Roman font (12 points size, 1.5 lines spacing) of 8-10 pages length (excluding cover page, acknowledgment, bibliography, reference data/ tables/ graphs, etc.) The project report will be submitted latest by session 25. Late reports will not be accepted.

9.0 SESSION WISE INSTRUCTION PLAN MARKETING MANAGEMENT II TOPIC REFERENCE Introduction to MM-II Discussion of Course Outline Group formation & selection of product for the Project purpose Product Review of MM I (Strategies) Levels of product Packaging, Labeling, Warranties & Guaranties Competition Competition Analysis Assessing & Identifying competitors Selecting competitors to attack & avoid Competitive Strategies Market leader, challenger, follower & Nicher strategies. Calculating Value Pricing Strategies Pricing objectives Factors affecting pricing Pricing strategies Price Adjustment strategies Price changes Delivering Value Distribution Channels Objectives of distribution Levels in channels Channel design, Channel management decisions, Channel dynamics Logistics and supply chain management Discussion Based

Sr. No. 1

Readings/ Exercise


KKKJ Chapter 10


KAAH Chapter 18


KAAH Chapter 10 & 11


KAAH Chapter 12 & 13






Communicating Value Promotion Mix Advertising & Public Relation Setting budget Developing strategy Evaluating effectiveness Major public relation tools Sales Promotion and Personal Selling Role of sales force Managing sales force Personal selling process Objectives of Sales promotion Developing sales promotion program Direct Marketing Benefits of direct mktg. Forms of direct mktg. Sustainable Marketing & Marketing Organisation : CSR, Consumerism, Marketing Ethics, Environmentalism Organizational Structures : (1) Matrix Structure, (2) Product Specific Structure, (3) Area Specific Structure Project Report & Presentation

KAAH Chapter 15

KAAH Chapter 16 & 17

KAAH Chapter 20, Chapter24 (Rajan Saxena)