Course Title: Marketing

Management – I
PGDM 2024-2026 | Term I | Credits 3

Course Introduction
Dr. S. Saibaba
Assistant Professor Marketing goes beyond advertising and selling. It's a philosophy, a
SDM Institute for perspective, an attitude, a management orientation, and an
Management Development organizational function. It involves various activities performed by
(SDMIMD), Mysore different areas or departments of an organization. David Packard, co-
www.sdmimd.ac.in founder of Hewlett-Packard, rightly said, "Marketing is too important to
be left only to the marketing department." Success in marketing depends
8248051063/9985424930 on understanding and satisfying customers' needs, building long-term
relationships with them, and ensuring profitability. According to Peter
Drucker, "Marketing is the only distinguishing and unique function of
business. If we want to know what a business is, we have to start with its
saibaba@sdmimd.ac.in
purpose, which lies outside the business itself, in society." Therefore, the
purpose of a business is to create a customer. Marketing decisions are
critical for building sustainable competitive advantage. In today's
https://www.sdmimd.ac.in dynamic and competitive marketplace, managing the marketing function
/Saibaba is even more significant. Marketing professionals have increased
responsibility and accountability to plan successful marketing activities
that yield high returns on investment. Grewal and Levy stated that "good
marketing is not a random activity; it requires thoughtful planning with
an emphasis on the ethical implications of those decisions on society."
This course aims to provide a clear understanding of marketing principles
and practicalities for managing various marketing activities. It focuses on
areas such as marketing strategic planning, consumer behavior,
marketing research, ethical marketing practices, product decisions,
branding strategies, pricing decisions, distribution strategies, and
promotional strategies.

Institute Mission Objectives

• Pursuit of Excellence
• Global Outlook
• Social Responsibility
• Managing change
 • Value creation

Program Competency Goals [PCGs] and Corresponding Learning

Objectives
Programme Competency Goals Programme Learning Objectives
(PLOs)
A. To assimilate and apply A1. Understand contemporary
global trends in leadership global business processes and
and managerial practices. practices.
A2. Develop the ability to
articulate individual opinion as in
suggesting a solution to a
problem.
A3. Inculcate ability to analyse
S.W.O.T.
B. To evolve into a well- B1. Being aware of management
rounded professional theories and concepts
grounded in management B2. Becoming a net contributor
concepts with a global to teamwork
outlook. B3. Learn to use technology
effectively.
C. To emerge as a leader with a C1. Acquire knowledge required
blend of generalist to lead and manage.
knowledge and specialized C2. Demonstrate managerial
skills coupled with ethics and skills.
social responsibility C2. Imbibe and follow ethical
business practices.

D. To analyse and articulate D1. Able to correlate theoretical

changing business situations and practical aspects.
with an international focus. D2. Develop ability to
communicate effectively.
D3. Learn to practice giving
attention to details
E. To inculcate a value system E1. Establish a positive personal
that balances the social side value system.
as well as the corporate E2. Being sensitive to societal
value creation process. issues
E3. Developing a strategic
mindset
 Intended Course Learning Outcomes (ICLOs)
ICLO 1 – Understand the role of the marketing function and the need for
a holistic approach to achieving marketing excellence in any modern
organization.
ICLO 2 - Demonstrate an understanding of marketing theories, concepts,
and methods in analyzing complex marketing issues.
ICLO 3 – Develop abilities for designing and executing marketing
strategies and programs based on informed decisions.
ICLO 4 – Describe the marketing implications of ethics, social
responsibility, and sustainability issues.
ICLO 5 – Demonstrate the skills and competencies required in planning
and implementing marketing strategies successfully in diverse market
situations.

Matrix of ICLOs with IPLOs

PLO A PLO B PLO C PLO D PLO E

ICLO 1 Medium High High Medium High

ICLO 2 Medium High High Medium High
ICLO 3 Medium High High Medium High
ICLO 4 Medium Medium Medium Medium Medium
ICLO 5 Medium High High Medium High

ICLO/Evaluation component matrix as follows

Group Case Analysis End-Term Module
Project Examination Test
Component weight 20% 20% 30% 30%
ICLO 1 15% 20% 30% 25%
ICLO 2 20% 20% 30% 25%
ICLO 3 25% 20% 20% 20%
ICLO 4 10% 20% 10% 10%
ICLO 5 30% 20% 10% 20%
 The course will employ a combination of case analysis, discussions, exercises,
Pedagogy Description and group project work as major learning methods. These methods are
designed to help students achieve the Intended Course Learning Outcomes
(ICLOs) effectively. Cases, readings, and exercises will be assigned for each
session. The prescribed textbook provides the foundation for these activities,
with relevant chapters indicated in the session-wise plan, requiring students
to pre-read for each session. Classroom lectures will reinforce these readings,
clarify misconceptions, and enhance understanding through illustrations and
related concepts from various sources. The classroom serves as a forum for
discussion, enabling students to explore new ideas and gain in-depth insights
into specific marketing concepts. Through case study discussions and
analysis, students will understand the complexities of diverse market
situations, recognizing that there is no one-size-fits-all approach to solving
marketing problems. This approach helps students grasp the intricacies of
dynamic and competitive market environments, allowing them to apply their
learnings realistically (ICLOs 1, 2, 4). Exercises will be integrated into sessions
to allow hands-on practice and the application of theoretical concepts. These
exercises will help students develop critical thinking and analytical skills for
designing and executing marketing strategies based on informed decisions
(ICLOs 3, 5). The group project will facilitate students' understanding of
effective teamwork and conflict resolution within teams. It will underscore
the importance of a holistic marketing approach, requiring proper
coordination among various functional areas within an organization. Students
will submit different project phases during the course within predefined
deadlines, ensuring continuous engagement and application of concepts
learned. This method will help develop skills and competencies required to
successfully plan and implement marketing strategies in diverse market
situations (ICLOs 2, 5).
Session Plan MODULE 1
Session 1 & 2 Introduction to Marketing Management
What is Marketing? – The New Marketing Realities – Role of Marketing
– Building a Customer-Oriented Organization – The Complexity of
Marketing
Session 3 -4 Developing Marketing Strategies and a Marketing Plan
The Strategic Planning Process – Corporate and Business Unit
Planning – Developing Market Offerings – Creating the Marketing
Plan
Case Study Discussion
MODULE TEST FOR MODULE 1
MODULE 2
Session – 5 & 6 Understanding the Market Environment and the
Competition
PESTLE ANALYSIS – Environmental Analysis – Competition – Socially
Responsible Marketing
Session 7 & 8 Understanding the Buyer
Factors Influencing the Consumer Decision Process – Consumer
Buying Decision Process
Case Study Discussion
MODULE TEST FOR MODULE 2
MODULE 3
Session 9 Understanding the Buyer
Characteristics of Business Markets – The Buying Center – Stages in
Buying Process
Session 10 Marketing Research and Information
Scope - Importance – Process
Session 11 - 12 Estimating the Market Demand
Introduction – Forecasts vs. Budgets – Types – Methods
Case Study Discussion
MODULE TEST FOR MODULE 3
MODULE 4
Session 13 & 14 Market Segmentation, Targeting and Positioning
Markets and Market Segments – Bases for Segmenting Consumer
Markets and Business Markets – Market Targeting
Session 15 & 16 Market Segmentation, Targeting and Positioning
Identify and Develop Positioning Strategy – Positioning Methods
Case Study Discussion
MODULE TEST FOR MODULE 4
MODULE 5
Session 17 & 18 Product and Service Decisions
Designing and Managing Products and Services – New Product
Development Process – Product Life Cycles and Marketing Strategies
Session 19 & 20 Pricing Decision
Understanding Pricing – Setting the Price – Adapting the Price –
Initiating and Responding to Price Changes
Case Study Discussion
MODULE TEST FOR MODULE 5
MODULE 6
Session 21 Distribution Decisions
Marketing Channels and Value Networks – The Role of Marketing
Channels – Channel Management Decisions
Session 22 Retailing Decisions
Retailing – Types of Retailers – Strategic Issues in Retailing –
Wholesaling – Market Logistics
 Session 22 Promotion Decisions
Integrated Marketing Communications –The Promotion Mix –
Managing the IMC Process – Developing and Managing an Advertising
Program – Public Relations – Sales Promotion
Session 23 Promotion Decisions
Direct and Database Marketing – Personal Selling and Sales
Management – Online Marketing – Social Media Marketing – Mobile
Marketing
Case Study Discussion
MODULE TEST FOR MODULE 6

• The instructor will be maintaining a detailed record of what each student is

contributing to each session with respect to Class Participation, individual and
Brief note on the group Presentations.
Evaluation Scheme • The instructor has 7 letter gradings viz., A, B+, B, C+, C, D & U under which the
attainment levels of Exceptional, Excellent, Accomplished and Unacceptable
will be accommodated. This is done based on the norms as per the
normalization such that not more 20% of the class and not more than 65% of
A, B+ and B in total in the class.
Component wise Evaluation Scheme

Component % marks Remarks

Case Analysis 20 Team-based learning would allow them to
explore diverse perspectives on a
marketing problem.
Module Test 30 A set of multiple-choice questions to
constantly evaluate the conceptual
understanding and clarity
Group Project – 20 Demonstrate the ability to integrate the
Written Report information and the skills accumulated in
this course with the applied research in
the respective areas of study. This also
gives students a chance to show their
skills in written communication.
End term Exam 30 Descriptive examination - required to
check and evaluate the student’s
understanding of concepts and
application of appropriate tools and
techniques.
Total 100
Component wise assessment rubrics

Case Analysis

Performance Exceeds Standards Meets Standards Needs improvement to

Dimension meet standards
Analytical Ability Demonstrates exceptional Analyzes marketing cases Struggles with analyzing
analytical skills in dissecting effectively, identifies key marketing cases and
complex marketing cases. issues, and provides logical identifying key issues.
Identifies key issues and solutions supported by Solutions are often
provides comprehensive, data. unsupported by data.
data-driven solutions.
Critical Thinking Consistently demonstrates Analyzes marketing Struggles with analyzing
deep analysis and problems effectively and marketing problems and
evaluation of marketing provides logical solutions. providing logical
problems. Provides Demonstrates a sound solutions. Lacks depth in
insightful solutions and understanding of key understanding key issues.
justifications. issues.
Relating Theory and Skillfully applies marketing Applies marketing theories Struggles to apply
Practice theories to real-world to practical scenarios with marketing theories to
scenarios. Provides clear reasonable accuracy. real-world scenarios.
examples and Demonstrates a good Demonstrates limited
demonstrates a deep understanding of the understanding of the
understanding of the connection between connection between
connection between theory and practice. theory and practice.
theory and practice.
Communication Communicates ideas Communicates ideas Struggles with clear and
clearly, concisely, and effectively in written and concise communication.
persuasively in both oral formats. Presentation Presentation skills are
written and oral formats. skills are adequate. weak.
Demonstrates excellent
presentation skills.
Ethics and Demonstrates a strong Understands ethical Limited understanding of
Responsibility understanding of ethical implications in marketing ethical implications in
implications in marketing decisions and applies marketing decisions.
decisions. Consistently ethical principles in most Inconsistent application
applies ethical principles cases. Shows a reasonable of ethical principles and
and shows a high level of level of social low level of social
social responsibility. responsibility. responsibility.
Module Tests
Performance Exceeds Standards Meets Standards Needs improvement to
Dimension meet standards
Knowledge Demonstrates a Demonstrates a good Shows limited
comprehensive and deep understanding of understanding of
understanding of marketing concepts, marketing concepts,
marketing concepts, theories, and practices. theories, and practices.
theories, and practices. Provides accurate answers Answers are often
Consistently provides with reasonable detail. inaccurate or lack detail.
accurate and detailed
answers.
Reading Demonstrates excellent Demonstrates good Struggles with reading
Comprehension reading comprehension reading comprehension comprehension.
skills. Quickly grasps the skills. Understands the Frequently misinterprets
main ideas and nuances of main ideas of quiz the main ideas of quiz
quiz questions. questions. questions.
Critical Thinking Consistently demonstrates Analyzes marketing Struggles with analyzing
deep analysis and problems effectively and marketing problems and
evaluation of marketing provides logical solutions. providing logical
problems. Provides Demonstrates a sound solutions. Lacks depth in
insightful solutions and understanding of key understanding key issues.
justifications. issues.
Analytical Ability Demonstrates exceptional Analyzes quiz questions Struggles with analyzing
analytical skills in effectively, identifies key quiz questions and
answering quiz questions. issues, and provides logical identifying key issues.
Identifies key issues and solutions supported by Solutions are often
provides comprehensive, data. unsupported by data.
data-driven solutions.

Group Project
Performance Dimension Exceeds Standards Meets Standards Needs improvement to
meet standards
Actively engages in team
Limited participation in
activities, effectively Participates in team
team activities, poor
communicates ideas, and activities and
communication, and
demonstrates strong communicates effectively.
Working in Teams struggles with conflict
leadership and conflict Contributes to team goals
resolution. Rarely
resolution skills. and demonstrates basic
contributes to team
Consistently contributes to conflict resolution skills.
goals.
achieving team goals.
Demonstrates exceptional Develops sound marketing Struggles to develop
Strategic Thinking ability to develop strategies that align with coherent marketing
comprehensive and organizational goals. strategies. Rarely
 innovative marketing Occasionally anticipates anticipates market trends
strategies that align with market trends and or competitor actions.
organizational goals. competitor actions.
Consistently anticipates
market trends and
competitor actions.
Consistently demonstrates Analyzes marketing
Struggles with analyzing
deep analysis and problems effectively and
marketing problems and
evaluation of marketing provides logical solutions.
Critical Thinking providing logical
problems. Provides Demonstrates a sound
solutions. Lacks depth in
insightful solutions and understanding of key
understanding key issues.
justifications. issues.
Skillfully applies marketing
Applies marketing theories Struggles to apply
theories to real-world
to practical scenarios with marketing theories to
scenarios. Provides clear
reasonable accuracy. real-world scenarios.
Relating Theory and examples and
Demonstrates a good Demonstrates limited
Practice demonstrates a deep
understanding of the understanding of the
understanding of the
connection between connection between
connection between
theory and practice. theory and practice.
theory and practice.
Communicates ideas
clearly, concisely, and Communicates ideas Struggles with clear and
persuasively in both effectively in written and concise communication.
Communication
written and oral formats. oral formats. Presentation Presentation skills are
Demonstrates excellent skills are adequate. weak.
presentation skills.

End-Term Examination
Performance Exceeds Standards Meets Standards Needs improvement to
Dimension meet standards
Demonstrates a
comprehensive and deep Demonstrates a good Shows limited
understanding of understanding of understanding of
marketing concepts, marketing concepts, marketing concepts,
Knowledge
theories, and practices. theories, and practices. theories, and practices.
Consistently provides Provides accurate answers Answers are often
accurate and detailed with reasonable detail. inaccurate or lack detail.
answers.
Demonstrates exceptional Analyzes exam questions Struggles with analyzing
analytical skills in dissecting effectively, identifies key exam questions and
Analytical Ability exam questions. Identifies issues, and provides logical identifying key issues.
key issues and provides solutions supported by Solutions are often
comprehensive, data- data. unsupported by data.
 driven solutions.
Demonstrates excellent
Demonstrates good Struggles with reading
reading comprehension
reading comprehension comprehension.
Reading skills. Quickly grasps the
skills. Understands the Frequently misinterprets
Comprehension main ideas and nuances of
main ideas of exam the main ideas of exam
exam passages and
passages and questions. passages and questions.
questions.
Demonstrates exceptional Demonstrates good Struggles with numerical
numerical skills. Accurately numerical skills. Performs skills. Frequently makes
performs calculations and calculations accurately and errors in calculations and
Numerical Ability
applies quantitative applies quantitative has difficulty applying
methods to marketing methods to marketing quantitative methods to
problems. problems. marketing problems.
Consistently demonstrates Analyzes marketing
Struggles with analyzing
deep analysis and problems effectively and
marketing problems and
evaluation of marketing provides logical solutions.
Critical Thinking providing logical
problems. Provides Demonstrates a sound
solutions. Lacks depth in
insightful solutions and understanding of key
understanding key issues.
justifications. issues.

All activities, including case study analysis, exercises, and report are team-
Course specific instructions based learning activities.
All students should actively involve and take part in class discussions to achieve
to students
the course learning objectives. A group may be picked up randomly to present
the key points of the case analysis in the class, ensuring equal opportunity for
all students.
All groups are expected to analyze the case after going through the specified
reading (s) for each session. Effective learning through the case method
requires individual preparation, small group discussion before the class, in class
discussion, and in and out-of-class reflection.
Each group is required to submit a two/three-page case analysis note for
specified cases. You should ensure that your analysis addresses the assignment
questions. The first page of the case analysis note should include:
• Major decision issues in the case
• Recommendation/inferences on the major issues.
• Summary of Analysis (quantitative and qualitative) supporting the
recommendation.
Remaining one / two pages should be used to present detailed analysis /
calculations to support your recommendations. The submission should include
a cover page mentioning name and roll no. and follow the format as follows:
12 font size, Times New Roman, 1 inch margin on all sides. Groups must make
their submissions at least one hour before the scheduled session. Non
submission / late submission would affect your grades adversely.
 The course comprises six distinct modules, each focusing on a key area of
marketing. A series of module tests will be administered to assess students'
understanding and retention of the material covered in these modules. Each
module test will consist solely of multiple-choice questions (MCQs).
The group project activities are to be carried out by all members working along
with each other. A member’s contribution to the group efforts and
accomplishments will be reflected in a peer assessment/group evaluation that
will be conducted for each group activity. Each member is also expected to
manage his/her group activities effectively and efficiently. Every group should
choose a specific product or service in a particular market and perform various
analyses and finally submit the findings as a report. Students should collect
information about the industry, specific companies, and products & services from
a variety of sources, including articles, newspapers, magazines, company, and
other websites. Each group should submit the following phases of project due at
different points of time, as mentioned below:
Phase – I – Company/Industry Analysis – Session -4
Phase – II – Market Analysis/Environmental Audit – Session – 8
Phase – III – Consumer Analysis – Session – 12
Phase – IV – Competitor Analysis – Session – 16
Phase – V – Marketing Mix Analysis – Session 24
All students are expected to commit to the highest level of academic honesty
and personal integrity. All submitted work will be checked for plagiarism. Using
information from the Internet or any other source without attribution and
handing it in as one’s own work is plagiarism. All assignments submitted by the
students, like case study notes, exercises, project report, will be screened in
anti-plagiarism software. All submissions with over 30% of plagiarism by a
student or group of students will not be accepted under any circumstances.

Recommended Text: Kotler, P., & Keller, K. L. (2022). Marketing

References Management 16th edition. Pearson Education.
Reference Books:
Kotler, P., & Armstrong, G. (2020). Principles of Marketing 18th edition.
Pearson Education.
Grewal, D., & Levy, M. (2021). Marketing 8th edition. McGraw-Hill Education.
Kerin, R., Hartley, S., & Rudelius, W. (2020). Marketing 15th edition. McGraw-
Hill Education.
Saxena, R. (2019). Marketing Management 6th edition. McGraw-Hill
Education.
Lamb, C.W., Hair, J.F., & McDaniel, C. (2021). MKTG, 13th edition. Cengage
Learning.
Pride, W.M., & Ferrell, O.C. (2020). Marketing 20th edition. Cengage Learning.
Boone, L.E., & Kurtz, D.L. (2019). Contemporary Marketing 18th edition.
Cengage Learning.