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MKTM503
Lecture Plan
 Course Details
 Course Assessment Model
 Academic Tasks
 Five Minutes Presentation
 Assessment Rubric
 Expectations from students
 Marketing in Action
 Getting into the course
 Course Learning Outcomes
 What marketing really is?
 Course Details
Course Code : MKT503

Course Title : MARKETING MANAGEMENT

L T P Cr. : Lectures: 2, Tutorials: 1

Practical: 0, Credit: 3

Text Book : Philip Kotler, Kevin Lane

Keller
Publisher - Pearson Education
Sunday, October 24, 2021 4
Marketing Mix Components (4 Ps)
Then
Distribution…
…………
Examine 4 Ps of Marketing…..
Customer Value……….
Customer Value Starts With……………..
Customer Values
Real or Imaginary- What is Your Stake?
What Marketers Do…….?
New Product Development
(New Normal- Covid-19)
Marketing- A Game Out of the Box
Course Learning Outcomes
CO1 :: analyze and respond to environmental and competitive
changes, their impact on marketing planning, strategies and
practices
CO2 :: apply the conceptual frameworks, theory and techniques
to various marketing contexts
CO3 :: prepare marketing and sales plan appropriate to the needs
of customers and contexts
CO4 :: determine strategies for developing new products and
services that are consistent with evolving market needs
CO5 :: construct IMC creative strategies and tactics, including
digital and social media executions, advertising, promotions and
public relations initiatives
Course Content
Marketing is all of these
interesting things and
more………

Social Media Advertising Merchandising

Research Direct Mail
Surveys
Event Management

Public Relations (PR)

Product Development

Websites
Questionnaires Price
Branding

Brochures
Sponsorship Promotions
Personal selling
 Task in Marketing

Responsibility
of whole Future sales

“
company

The management process responsible for

“
identifying, anticipating and satisfying customer
Now

requirements profitably.

Understanding
what they Needs
Sustainable
value
Marketing Offers Great
Career Opportunities

• Merchandising
• Sales
• Advertising
• Product development
• Brand Execution and
Development
• Promotions
• Direct marketing
• Digital media
• Event marketing
Innovation Disruption Technological
Disruption

Advertising

Content

Data Management

Commerce & Sales

Social Behavior
Exam Category : X3 (No MTE only ETE)
Exam Pattern : MCQ + Subjective
Marks Break Up :
Attendance : 05 Marks
CA : 45
All CA’s are compulsory (3 out of 3)
MTE : No MTE
ETE : 50
Total : 100 Marks
Academic task 01:
Five Minutes Presentation

– Each student will make 05 minute

presentation on a current topic.
– The topic of presentation must be related
to the course.
– Student will be randomly chosen for the
presentation.
– It is suggested that students should
regularly read the newspaper
news/articles.
– Prepare at least a two page document to
capture the essence of the issue.
Examples of News (5 Minute Presentation)
Rubric- 5 Minutes Presentation

Category 5 marks 4 marks 3 marks 2 marks 1 marks

Communication High Fluency, Speech Good Degree of Moderate Degree Low Degree of No Fluency,
flowed well. Transitions Fluency, Speech of Fluency, Fluency, Speech Speech appeared
were used. was organized. Speech was appeared to have to have no
somewhat little organization organization.
organized.
Content High Quality, Every Good Quality, Every Moderate Quality, Low Quality, Lack of Poor Quality,
major point was well major point was Some points support or examples Points were
supported with several supported with were supported were not provided. not supported.
relevant facts, statisticsfacts, statistics and with facts and
and or examples. or examples, but the statistics of
relevance of some questionable
was questionable. relevance.
   
Confidence Highly Confident, Good level of Moderate degree Low Confidence, Not confident,
Speaker Confidence, of Confidence, Speaker used few Speaker rarely
consistently used Speaker Speaker gestures, and made made eye contact
gestures, eye contact, usually used sometimes used little eye contact with with the audience;
tone of voice and a level gestures, eye gestures, eye the audience Present ability did
of enthusiasm in a way contact, tone of contact, tone of not keep the
that kept the attention voice and a level of voice and a level attention of the
of the audience enthusiasm in a way of enthusiasm class
that kept the in a way that kept
attention of the the attention of
audience the audience

Note: Each of the parameter of evaluation will carry 5 marks. Total 15 marks
are for 05 minute Presentation, which will be scaled down to 5.
Academic Task-2
The academic task is broken into two parts of 15 marks each.

A. In first part of assignment, students will be given a sector and one

company in that sector. The students will study all the products/brands that given
company are selling. The students will gather the data of the company related to the
concepts given by the instructor as taught in the class. Students also compare the
company with its big competitor and submit the analysis in the form of a
written report.

Evaluation parameters:
-Introduction to the company: 2.5 marks
-Past analysis of the company: 2.5 marks
-Analysis of current
-Situation using marketing concepts: 7.5 marks
-Comparison with competitor: 2.5 marks

B. In second part of the assignment students will be evaluated on the basis of simulation
exercise and the rubrics and parameters will be disclosed by the course instructor .
Marks 15 (Marks will be given on the basis of Profit share among the competitors).
Academic Task -3
•The students are required to choose two products of the same sector/industry and
compare the Segmentation , Targeting and Positioning of these two select products
and  then they required to submit the analysis in the form of a written report .

•Evaluation Parameters-
•Comparing segmentation strategies adopted: 10 marks
•Analyzing the Targeting strategies: 10 marks
•Comments on the Positioning Strategies: 10 marks
Expectations
from students
• Download syllabus & Instruction Plan from UMS.
• Buy the text book within first week .
• Come well prepared to the class.
• Read ‘The Economic Times’ or ‘Business Standard’ daily.
• Observe & analyse products, prices & competitive positioning of companies.
• Participates in discussions in class and ask questions in case of doubt.
• Attempt all the academic tasks with intention to learn.
• Regularly browse the website of company assigned.
• Contribute to healthy academic environment in class.
• Login at proper time for the class.
Any Questions?