Course Plan

MARKETING MANAGEMENT

KM 1 MKT 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

Course Objective
2 3

3 Course Outline 3

4 Courseware 4

5 Course Implementation 4

6 Internal Assessment 8

Milestones / Important
7 9
Dates
Special Information on
8 9
Coursework

9 Session Plan 11

10 Mid-Term Examination
14

11 End-Term Examination
14

12 Question Bank

2
Course Profile:

Course Title MARKETING MANAGEMENT

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.

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.

Course Outline…

Module Weight- Topics covered

age
1 15% Understanding Marketing Management

2 Analyzing market environment

15%
3 Planning a marketing program-I
25%

4 Planning a marketing program-II

20%
5 Capturing marketing insights
15%
6 Tapping global markets and managing holistic marketing
10% organization

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Courseware:

Book/Journal/title Author Publisher

Marketing Management: A Kotler, Keller, Pearson Education India
South Asian Perspective Koshy, Jha Pvt.ltd
13th Edition
Marketing Management SHH Kazmi Excel Books
Basic Marketing-A Global William D Tata Mc Graw Hill
Managerial Approach Perreault, Publishing
E Jerome
Mc Carthy
Marketing Management- V S Ramaswamy, Macmillan Business Books
Planning, Implementation S Namakumari
and Control

Course implementation: Pedagogy & Evaluation Approach

(To be prepared for each module)

5.1 MODULE: 1 Understanding Marketing Management

Sessions: (Reference No.) 1,2,3,4
Weightage ; 15%(% of total course content).

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 mix

c) To make the students aware of the major contributors to the world of

marketing

Pre requisite :Nil

Pedagogy / Structure of lessons

Lecture, case studies, presentations (5.1.1 c, will be executed in the form of students’
presentation.)
Courseware of the module:

a). Text book & chapter references

Text Book Author Chapter

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

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

Kotler & Nirma Web)

Learning outcome :
Clear idea about the fundamentals marketing concepts of, (“why’ “What’ of marketing)
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5. Evaluation (method and weight-age in internal assessment)

Case study (100 % of marks) and presentation

Presentation on 5.1.1 c – (50% of the total)

5.2 MODULE: Analysing marketing environment

Sessions: (Reference No.)…5,6,7,8,9

Weightage …15%…(% of total course content).

1. Learning objective :

a. To have an exposure to external environment (Macro) - Demographic,

Social/cultural, business, government.

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

2. Pedagogy / Structure of lessons

Lecture, Written Submission

3. Courseware of the module:

a). Text book & chapter references

Text Book Author Chapter
Marketing Management : A Marketing Management : A Part 2,Chapter 3
SOUTH ASIAN SOUTH ASIAN Part 3,Chapter 6,7 &8
PERSPECTIVE PERSPECTIVE by Philip
Kotler & others,

4. Learning outcome :
To be able to analyze the marketing environment in order to develop an effective business
plan .
1.5. 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.)9,10,11,12,13,14

Weightage 25 % ( % of total course content).
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 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:

a). Text book & chapter references

Text Book Author Chapter
Marketing Marketing Management : A Part 3,Chapter 8
Management : A SOUTH ASIAN Part 5,Chapter 11&12
SOUTH ASIAN PERSPECTIVE by Philip Part 6 Chapter 15
PERSPECTIVE Kotler & others,

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).

1.1. 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

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 1.2. Pedagogy / Structure of lessons

Lecture and discussion

1.3. Courseware
a). Text book & chapter references

Text Book Author Chapter

Marketing Management : A Philip Kotler & others Part4,Chapter 12,13
SOUTH ASIAN Part5, Chapter 14
PERSPECTIVE Part7, Chapter 17

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

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

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:

a). Text book & chapter references

Text Book Author Chapter
Marketing Management : A Philip Kotler & others Part2, Chapter 3,4

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 SOUTH ASIAN Part 5,Chapter 14,
PERSPECTIVE 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).

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: Nil

5.6.2. Pedagogy / Structure of lessons
Lecture, discussions, Submission

5.6.3. Courseware of the module:

a). Text book & chapter references

Text Book Author Chapter

Marketing Management : A Philip Kotler & Part 7,Chapter
SOUTH ASIAN others 17,18,19
PERSPECTIVE 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 )
The internal assessment

The internal assessment shall be based on the following Evaluation Criteria

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

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

Sl. No. Assignment / Class Test / Tentative Date

Project/ Presentation etc.
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

*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

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.

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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:

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 PRESENTATION

Group 1 Products- Levels of Product
Group 2 Products- Types & Categories of Product
Group 3 Products- Product Mix and Product Line
Group 4 Products- PLC
Group 5 Products-NPD
Group 6 Products-Consumer adoption process
Group 7 Products- Services
Group 8 Products- Branding and Challenges in branding
Group 9 Place- Role of Middlemen in Marketing

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Group 10 Price- Setting the Price
Group 11 Price- Adapting Pricing
Group 12 Price- Responding to Price Changes

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

Assignments/ Activities/ Case

Session/ & article for class study
Module Topics Reading reference / ( For Evaluation and for Class
Assignment (Prep. Work) discussion )

1 Marketing Management : A Case - Nirma

Challenges in doing SOUTH ASIAN
business in the new PERSPECTIVE by Philip
economy(Globalizatio Kotler & others, Part
n, Digitalization, 1,Chapter 1
Favorable
demography)
2 Basic components of Marketing Management : A
marketing- Need, SOUTH ASIAN
want, demand, Types PERSPECTIVE by Philip
of demand Kotler & others, Part
1,Chapter 1
3 Types of Market, Marketing Management : A
Value, Quality, SOUTH ASIAN
Marketing channels, PERSPECTIVE by Philip
Marketing Mix Kotler & others, Part
1,Chapter 1
4 Major contributors to Various periodicals and web presentations (5.1.1 c,
the world of marketing references
5 External Marketing Management : A
environment - SOUTH ASIAN
Demographic, PERSPECTIVE by Philip
Kotler & others, Part
Social/cultural,
2,Chapter 3
business,
government.

6 Micro Environment Marketing Management, V.S.

Ramaswamy& S.
Namakumari., part1, Chapter
4
7 Business Market & Marketing Management : A
Consumer Buying SOUTH ASIAN
Behaviors PERSPECTIVE by Philip
Kotler & others, Part
3,Chapter 6

11
8 Market Segmentation, Marketing Management : A
Targeting, Positioning, SOUTH ASIAN Written Assignment submissions
Differentiation PERSPECTIVE by Philip on STP (1/3rd of Submission ref.
Kotler & others, Part 5.4.5 c & 5.6.5)
3,Chapter 8
9 Market Segmentation, Marketing Management : A
Targeting, Positioning, SOUTH ASIAN
Differentiation PERSPECTIVE by Philip
Kotler & others, Part
3,Chapter 8
10 Introduction to Product Marketing Management : A Presentation on Topics from the
and Service Marketing SOUTH ASIAN Course plan – 50% of the total
PERSPECTIVE by Philip (contd … ref 5.4.5 b)
Kotler & others, Part
5,Chapter 12
11 Product Life Cycle, Marketing Management : A
Product Mix, Product SOUTH ASIAN
line PERSPECTIVE by Philip
Kotler & others, Part
4,5,Chapter 11& 12
12 New Product Marketing Management : A
Development, SOUTH ASIAN
Consumer adoption PERSPECTIVE by Philip
process Kotler & others, Part
8,Chapter 20
13 Service, brand, Marketing Management : A Presentation on Topics from the
challenges in SOUTH ASIAN Course plan – 50% of the total
branding. PERSPECTIVE by Philip (contd … ref 5.4.5 b)
Kotler & others, Part
3,Chapter10
14 Place/ marketing Marketing Management : A
channels SOUTH ASIAN
PERSPECTIVE by Philip
Kotler & others, Part
6,Chapter 15
15 channel dynamics Marketing Management : A
(vertical, SOUTH ASIAN
horizontal, multi PERSPECTIVE by Philip
Kotler & others, Part
channel) *
6,Chapter 15

16 Pricing Marketing Management : A a) Presentation on Topics

SOUTH ASIAN from the courseware (50% of
PERSPECTIVE by Philip Presentation ….. contd, ref 5.3.5 a)
Kotler & others, Part b) Exercise on pricing a tour
5,Chapter 14 Package (1/3rd of Submission, ref
5.2.5& 5.6.5)
Test 2

17 Marketing Marketing Management : A

Communication SOUTH ASIAN
PERSPECTIVE by Philip
Kotler & others, Part
7,Chapter 17

12
18 AIDAS, advertising Marketing Management : A
program, SOUTH ASIAN
PERSPECTIVE by Philip
Kotler & others, Part
7,Chapter 17
19 Sales promotion, Marketing Management : A
Events, Direct SOUTH ASIAN
Marketing, PERSPECTIVE by Philip
Kotler & others, Part
7,Chapter 17
20 Public relations, Marketing Management : A
Personal selling, and SOUTH ASIAN
integrated marketing PERSPECTIVE by Philip
communication Kotler & others, Part
7,Chapter 17
21 Marketing Information Marketing Management : A
System, SOUTH ASIAN
PERSPECTIVE by Philip
Kotler & others, Part
2,Chapter 3
22 Marketing research, Marketing Management : A
marketing research SOUTH ASIAN
process PERSPECTIVE by Philip
Kotler & others, Part
2,Chapter 4
23 Forecasting and Marketing Management : A Group presentation & Submission
measuring demand SOUTH ASIAN
PERSPECTIVE by Philip of B Plan (100% of Market Survey
Kotler & others, Part
2,Chapter 4 and B Plan)
24 Global Business Marketing Management : A Written Assignment Submission
Management Trends in SOUTH ASIAN based on topics from the module
marketing practices, PERSPECTIVE by Philip (1/3rd of Submission ref.
Kotler & others, Part 5.2.5&5.4.5 )
8,Chapter 22
25 Socially Marketing Management : A
responsible SOUTH ASIAN
marketing, PERSPECTIVE by Philip
Kotler & others, Part
Customer
8,Chapter 22
relationship
marketing and
future of
marketing

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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 Marks
A 2*5
B 5*2
C 10*1

End Term Examination Coverage and QP pattern

Pattern (Max -60)

Section Marks
A 2*5
B 5*8
C 10*1

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