Marketing Management-CP 1

Course Plan

MARKETING MANAGEMENT

KM 1MKT 3

Course facilitated by

MS. BINDU K NAMBIAR/MR. RAJEEV PILLAI/MR. SREEKANTH S.V.

Term II

(From December to March 2009)

Programme: Post Graduate Diploma in Management (PGDM)

SCMS - COCHIN

INDEX

No ITEM Section No & page

1 Course Profile 3

2Course Objective

3

3 Course Outline 3

4 Courseware 4

5 Course Implementation 4

6 Internal Assessment 8

7Milestones / Important Dates

9

8Special Information on Coursework

9

9 Session Plan 11

10 Mid-Term Examination14

11 End-Term Examination14

12 Question Bank

1. Course Profile:

Course Title MARKETING MANAGEMENT

2

Number KM1 MKT2

Programme Post Graduate Diploma in Management (PGDM)

Total Credits 3

Total Number of Sessions 25

Session Duration 1 hr 15 minutes

Faculty/course facilitator MS. BINDU K NAMBIAR/MR. RAJEEV PILLAI/ MR. SREEKANTH S.V.

2. Course Objective:

1. To develop skills in organizing effective strategic marketing and implementing marketing planning process.

2. To enhance the understanding of what marketing managers do.3. To serve as an effective platform for building up a career in the field of marketing.

3. Course Outline…

Module Weight-age

Topics covered

1 15% Understanding Marketing Management

215%

Analyzing market environment

325%

Planning a marketing program-I

420%

Planning a marketing program-II

515%

Capturing marketing insights

610%

Tapping global markets and managing holistic marketing organization

4. Courseware:

Book/Journal/title Author PublisherMarketing Management: A South Asian Perspective 13th Edition

Kotler, Keller, Koshy, Jha

Pearson Education India Pvt.ltd

Marketing Management SHH Kazmi Excel BooksBasic Marketing-A Global Managerial Approach

William D Perreault, E Jerome Mc Carthy

Tata Mc Graw HillPublishing

Marketing Management-Planning, Implementation and Control

V S Ramaswamy,S Namakumari

Macmillan Business Books

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5. Course implementation: Pedagogy & Evaluation Approach (To be prepared for each module)

5.1 MODULE: 1 Understanding Marketing ManagementSessions: (Reference No.) 1,2,3,4Weightage ; 15%(% of total course content).

5.1.1. Learning objective :a) To expose the students to the challenges in doing business in the new economy

(Globalisation, Digitalisation, Favourable demography)b) To give insights into the basic components of marketing- Need, want, demand, Types

of demand, Types of Market, Value, Quality, Marketing channels, Marketing mixc) To make the students aware of the major contributors to the world of marketing

Pre requisite :Nil

5.1.2. Pedagogy / Structure of lessonsLecture, case studies, presentations (5.1.1 c, will be executed in the form of students’ presentation.)

5.1.3. Courseware of the module:

a). Text book & chapter references

Text Book Author Chapter

Marketing Management : A SOUTH ASIAN PERSPECTIVE

Philip Kotler & others Part 1,Chapter 1

b).Case study/ Articles: Nirma- An Indian Illustration of marketing Success (Philip Kotler & Nirma Web)

5.1.4. Learning outcome :

Clear idea about the fundamentals marketing concepts of, (“why’ “What’ of marketing)

5.1.5. Evaluation (method and weight-age in internal assessment)

Case study (100 % of marks) and presentationPresentation on 5.1.1 c – (50% of the total)

5.2 MODULE: Analysing marketing environment

Sessions: (Reference No.)…5,6,7,8,9Weightage …15%…(% of total course content).

5.2.1. Learning objective :

a. To have an exposure to external environment (Macro) - Demographic, Social/cultural, business, government.

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b. To understand the Micro Environment – Consumer and buying behaviour, Model of buying behaviour, factors that influence, buying process and buying role.

c. To learn about the organisational buying behaviour – Business market vs consumer market, buying process, participants in buying process.

d. To learn the concepts like identifying market segments, targeting, differentiating and positioning the market offering

Pre requisite: Basic Concepts and terminologies of Marketing

5.2.2. Pedagogy / Structure of lessonsLecture, Written Submission


a). Text book & chapter references Text Book Author Chapter


Marketing Management : A SOUTH ASIAN PERSPECTIVE by Philip Kotler & others,

Part 2,Chapter 3Part 3,Chapter 6,7 &8

5.2.4. Learning outcome :

To be able to analyze the marketing environment in order to develop an effective business plan .5.2.5. Evaluation (method and weight-age in internal assessment)

Written Assignment submissions on STP (1/3rd of Submission ref. 5.4.5 c & 5.6.5)

5.3 MODULE 3: Planning a Marketing Program-I

Sessions: (Reference No.)9,10,11,12,13,14Weightage 25 % ( % of total course content).

5.3.1 Learning objective : To make the students aware of a product, levels of product, product classification, product

mix, product line, PLC, NPD, Consumer adoption process, Service vis-a-vis products, characteristics of service and its marketing implications, brand, challenges in branding.

To expose the students to place/ marketing channels, channel dynamics (vertical, horizontal, multi channel)

.5.3.1.1 Pre requisite : Primary awareness on Marketing Mix

5.3.2 Pedagogy / Structure of lessons

Lecture, Presentation

5.3.3 Courseware of the module:


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Marketing Management : A SOUTH ASIAN PERSPECTIVE by Philip Kotler & others,

Part 3,Chapter 8 Part 5,Chapter 11&12Part 6 Chapter 15

5.3.4 Learning outcome : Clear understanding of the initial steps involved in planning a marketing program

5.3.5 Evaluation (method and weight-age in internal assessment)

a) Presentation on Topics from the Course plan – 50% of the total (contd … ref 5.4.5 b)

5.4. MODULE: (4)… Planning A Marketing Program-II

Sessions: (Reference No.)15,16,17,18,19,20

Weightage …20% (% of total course content).

5.4.1. Learning objective : Setting the price, adapting pricing (geographical, price discounts and allowances,

promotional, differentiated), initiating and responding to price changes.

Marketing communication mix, view of the communication process, AIDAS, advertising program, sales promotion, public relations, events, direct marketing, personal selling, and integrated marketing communication

Pre requisite: Primary awareness on Marketing Mix

5.4.2. Pedagogy / Structure of lessons

Lecture and discussion

5.4.3. Coursewarea). Text book & chapter references Text Book Author Chapter


Philip Kotler & others Part4,Chapter 12,13Part5, Chapter 14Part7, Chapter 17

5.4.4. Learning outcome : (Key learning obtained & indicate the level of learning) Thorough knowledge on how to develop business plan

5.4.5. Evaluation (method and weight-age in internal assessment)

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b) Presentation on Topics from the courseware (50% of Presentation ….. contd, ref 5.3.5 a)c) Exercise on pricing a tour Package (1/3rd of Submission, ref 5.2.5& 5.6.5)

5.5 MODULE: (5)… Capturing marketing insights

Sessions: (Reference No.)21, 22, 23

Weight-age ……15 %……….( % of total course content).

5.5.1 Learning objective:

To get aware of the Marketing Information System, marketing research, marketing research process.

To understand about Forecasting and measuring demand.

Pre requisite: Marketing Mix

5.5.2 Pedagogy / Structure of lessons

Lecture and presentation (Will be on the Business Plan based on the Market Study)

5.5.3 Courseware of the module:



Philip Kotler & others Part2, Chapter 3,4Part 5,Chapter 14, Part 6,Chapter 15

5.5.4 Learning outcome : (Key learning obtained & indicate the level of learning) Familiar with the marketing insights

5.5.5 Evaluation (method and weight-age in internal assessment)

Group presentation & Submission of B Plan (100% of Market Survey and B Plan)

5. MODULE: (6)… Tapping global markets and Managing a holistic marketing organisation

5.6.Sessions: (Reference No.)…24, 25

Weight-age ……10 %……….( % of total course content).

5.6.1. Learning objective : Competing on a global basis Deciding whether to go global and deciding which market to enter and how to enter the market. Trends in marketing practises, socially responsible marketing Customer relationship marketing and future of marketing

Pre requisite: Nil7

5.6.2. Pedagogy / Structure of lessonsLecture, discussions, Submission


a). Text book & chapter references

Text Book Author Chapter


Philip Kotler & others

Part 7,Chapter 17,18,19 Part 8, Chapter 22

5.6.4. Learning outcome : (Key learning obtained & indicate the level of learning) Knowledge on CRM and Marketing in international marketing

5.6.5. Evaluation (method and weight-age in internal assessment)Written Assignment Submission based on topics from the module (1/3rd of Submission ref. 5.2.5&5.4.5 )

6. The internal assessment

The internal assessment shall be based on the following Evaluation Criteria

Criteria Maximum Marks

Mid Term Exam 20Case study 10 On-the-spot test (1) 3Presentation (2) 10 Open book test (1) 3Assignment submission (2) 9Market survey and B Plan (1) 15Total 70

7. Milestones / Important Dates (Schedule of Assignment, Group work, Class Test, Internal Assessment & Exam with important dates)

Sl. No. Assignment / Class Test / Project/ Presentation etc.

Tentative Date

1. 1 Case study report 3rd session

2. Test 1 Between 5th and 8th session

3. Test 2 After the completion of Product, Price, Place

4. Market planning report 23rd session

5. Log Book submission 25th session

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*Coursework given in these categories should be such that it enables the student’s competencies to be measured in terms of

Knowledge and learning Communication skills Hard work and commitment Interpersonal skills Initiative and Drive

8. Special information on Coursework

Case :The prescribed case will be provided to the students in advance and on the first day of the case

analysis a detailed discussion will be conducted in the class. Students will have to analyze the

case, prepare report on the same and submit it on the prescribed date. Inputs will be provided

on how to analyze the case.

Topic Presentations& Discussions:

Every topic calls for an open forum in the class that may take 10-15 minutes. Selected topics

will be assigned to the students for group presentation. Certain exercises will be assigned for

both submission and presentation based on the topics. It is mandatory to bring in more

practical insights and illustrations when ever the topic based assignments are undertaken.

Tests:

One Spot test and one pre-scheduled test will be conducted for the continuous assessment in

the class.

B-Plan:

A team assignment will be given to the student s in the form of ‘Developing a B-Plan’. The

primary inputs of the same will be provide during the initial stages of the commencement of

the course and progressive discussions and guidance will be provided from time to time and a

final submission and presentation is obliged. The B-Plan warrants for a market survey and all

sequential steps of analysis.

Students need to observe that all points of discussion are equally important and may constitute

a part of the questions fro the examination. Therefore active participation is prerequisite for

better performance in course and career as well.

Each student will maintain a log book containing class discussions of case studies, industry

illustrations, and the like. It is advisable that the discussions are written down in the log book

after the completion of the respective discussion in the class. Failure to do so will affect the

internal evaluation. Although random checks would be made at the end of each session,

valuation would be done at the end of the term.

III. Group Presentation:

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The class will be divided into group of 4-5 each. It is desirable to maintain the consistency of

the team membership so as to observe the improvement of the performance and team

contribution. The best performing teams from the class will be given exposure to various other

opportunities. Remember individual performances are still important. Students are advised to

place more importance to research oriented studies that would help them in building up their

career.

A written report of the Group presentation is to be submitted one day before the respective

presentation. Refer to the session plan above for the group presentation schedule. .

CASE STUDY / TOPICS FOR GROUP PRESENTATIONGroup 1 Products- Levels of ProductGroup 2 Products- Types & Categories of ProductGroup 3 Products- Product Mix and Product LineGroup 4 Products- PLCGroup 5 Products-NPDGroup 6 Products-Consumer adoption processGroup 7 Products- ServicesGroup 8 Products- Branding and Challenges in brandingGroup 9 Place- Role of Middlemen in MarketingGroup 10 Price- Setting the PriceGroup 11 Price- Adapting PricingGroup 12 Price- Responding to Price Changes

9. Session Plan (17 Sessions for 2 Credit Course & 25 for 3 Credit Courses)

Session/ Module Topics Reading reference /

Assignment (Prep. Work)

Assignments/ Activities/ Case & article for class study

( For Evaluation and for Class discussion )

1 Challenges in doing business in the new economy(Globalization, Digitalization, Favorable demography)

Marketing Management : A SOUTH ASIAN PERSPECTIVE by Philip Kotler & others, Part 1,Chapter 1

Case - Nirma

10

2 Basic components of marketing- Need, want, demand, Types of demand


3 Types of Market, Value, Quality, Marketing channels, Marketing Mix


4 Major contributors to the world of marketing

Various periodicals and web references

presentations (5.1.1 c,

5 External environment - Demographic, Social/cultural, business, government.


6 Micro Environment Marketing Management, V.S. Ramaswamy& S. Namakumari., part1, Chapter 4

7 Business Market & Consumer Buying Behaviors


8 Market Segmentation, Targeting, Positioning, Differentiation


Written Assignment submissions on STP (1/3rd of Submission ref. 5.4.5 c & 5.6.5)

9 Market Segmentation, Targeting, Positioning, Differentiation


10 Introduction to Product and Service Marketing


Presentation on Topics from the Course plan – 50% of the total (contd … ref 5.4.5 b)

11 Product Life Cycle, Product Mix, Product line

Marketing Management : A SOUTH ASIAN PERSPECTIVE by Philip Kotler & others, Part 4,5,Chapter 11& 12

12 New Product Development, Consumer adoption process


13 Service, brand, challenges in branding.

Marketing Management : A SOUTH ASIAN PERSPECTIVE by Philip Kotler & others, Part 3,Chapter10

Presentation on Topics from the Course plan – 50% of the total (contd … ref 5.4.5 b)

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14 Place/ marketing channels


15 channel dynamics (vertical, horizontal, multi channel) *


16 Pricing Marketing Management : A SOUTH ASIAN PERSPECTIVE by Philip Kotler & others, Part 5,Chapter 14

a) Presentation on Topics from the courseware (50% of Presentation ….. contd, ref 5.3.5 a)b) Exercise on pricing a tour Package (1/3rd of Submission, ref 5.2.5& 5.6.5)

Test 2

17 Marketing Communication


18 AIDAS, advertising program,


19 Sales promotion, Events, Direct Marketing,


20 Public relations, Personal selling, and integrated marketing communication


21 Marketing Information System,


22 Marketing research, marketing research process


23 Forecasting and measuring demand


Group presentation & Submission

of B Plan (100% of Market Survey

and B Plan)

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24 Global Business Management Trends in marketing practices,


Written Assignment Submission based on topics from the module (1/3rd of Submission ref. 5.2.5&5.4.5 )

25 Socially responsible marketing, Customer relationship marketing and future of marketing


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10. Mid Term Examination Coverage and QP pattern

(Mid-Term Examination will be of 90 minutes and the coverage and pattern will be as follows) ……Coverage Module 1,2,3

Pattern (Max -30)Section MarksA 2*5B 5*2C 10*1

11. End Term Examination Coverage and QP pattern Pattern (Max -60)

Section MarksA 2*5B 5*8C 10*1

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Marketing Management-CP 1

Documents

Transcript of Marketing Management-CP 1