Sei sulla pagina 1di 11

Lovely Professional University, Punjab

Course Code MKT501 Course Category Course Title MARKETING MANAGEMENT Courses with conceptual focus Course Planner 12377::Malika Rani Lectures 3.0 Tutorials Practicals Credits 1.0 0.0 4.0

TextBooks Sr No T-1 Title Marketing Management Author Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha Edition 14th Year 2013 Publisher Name Pearson Education

Reference Books Sr No R-1 R-2 Other Reading Sr No OR-1 OR-2 OR-3 OR-4 OR-5 OR-6 OR-7 OR-8 OR-9 OR-10 OR-11 OR-12 OR-13 Journals articles as Compulsary reading (specific articles, complete reference) Case: The Kumbhakarna Syndrome, Principles of Marketig, 13th Edition, Page 69 , Case: RIN Detergent: To Position or Reposition, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=69532&R=M313A-PDFENG&conversationId=3283547 , Case: Nirali Hotels, http://www.scribd.com/doc/80781369/11834-Nirali-Hotels-Resorts , Dainik Bhaskar - The Punjab Launch, Indian Journal of Marketing, Volume 37, Issue 11, November 2007 , Amways Indian Network Marketing Experience, Rajan Saxena, Marketing Management,Tata McGraw Hill, 4th Ediction, New Delhi, pp771 to 778 , Increasing Role of Children In Family Purchase Decisions, Dr. Prashant Trpathi, Indian Journal of Marketing, June 2011, pg 29-35 , Maggi Noodles: Magic of The 2 minute Campaign, Rajni kamboj, Indian Journal of Marketing, April 2012, pg 58-64 , Case: Fab India, Marketing Management, Rajan Saxena, 4th Edition , Caselet: HUL: A Product for every customer, Principles of Marketing, 13th Edition. pp. 173 , Case: Cadbury manages crisis with IMC, Kruti Shah, Advertiisng and promotions, pp 59 , Case: Women on Wheels, http://www.afaqs.com/perl/news/case_studies/download.html?x=lr&cid=NjQ= &uid=MjYwNzkw , Case Dell: Selling Directly, Globally, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=66988&R=HKU069-PDF-ENG&conversationId=3283831 , Case: Orchid Ecotel: Leveraging Green Hoteling as Core Competency, http://cb.hbsp.harvard.edu/cb/web/search_results.seam?Ntt=Orchid +Ecotel&searchButton.x=17&searchButton.y=9&N=0 , Title Marketing Management Marketing Management Author Rajan Sexena Edition 4th Year 2013 2009 Publisher Name Tata McGraw Hill, India Tata McGraw Hill, India Ramaswamy, Namakumari 5th

Relevant Websites Sr No RW-1 RW-2 RW-3 (Web address) (only if relevant to the course) http://economictimes.indiatimes.com/ www.business-standard.com (The "Strategist" supplement) http://en.wikipedia.org/wiki/Green_marketing Salient Features News related to various issues of Marketing News about latest happening in marketing Details about green marketing

Audio Visual Aids Sr No AV-1 AV-2 (AV aids) (only if relevant to the course) Video on Project Shakti, http://www.youtube.com/watch?v=E7Hvp_CCtYY Advertisements of cadury, http://www.afaqs.com/advertising/creative_showcase/browse.html? srch_keyword=Cadbury&media=---&category=---&Search=Search Salient Features Related to Distribution Channels Mass Media

LTP week distribution: (LTP Weeks) Weeks before MTE Weeks After MTE Spill Over 7 7 3

Detailed Plan For Lectures


Week Number Lecture Number Broad Topic(Sub Topic) Chapters/Sections of Text/reference books Other Readings, Lecture Description Relevant Websites, Audio Visual Aids, software and Virtual Labs Nature of marketing, Scope of marketing, Basic concepts of marketing (Need, want, demand) Nature of marketing, Scope of marketing, Basic concepts of marketing (Need, want, demand) Learning Outcomes Pedagogical Tool Demonstration/ Case Study / Images / animation / ppt etc. Planned

Week 1

Lecture 1

Introduction to Marketing and Strategic Marketing Planning (Nature and Scope of Marketing)

T-1:CH 1

Students will be able to Class discussion with learn the basic meaning the help of examples of marketing and scope of marketing Students will be able to Class discussion with learn the basic meaning the help of examples of marketing and scope of marketing

Lecture 2

Introduction to Marketing and Strategic Marketing Planning (Nature and Scope of Marketing)

T-1:CH 1

Week 1

Lecture 3

Introduction to Marketing and Strategic Marketing Planning (Marketing Management Philosophies)

T-1:Ch 1

Philosophies of marketing, difference between selling and marketing

Students will be able learn the evolution stages of marketing. Also they will be able to analyze the difference between selling, marketing and societal marketing. Students will be able learn the evolution stages of marketing. Also they will be able to analyze the difference between selling, marketing and societal marketing.

Class discussion with the help of examples

Week 2

Lecture 4

Introduction to Marketing and Strategic Marketing Planning (Marketing Management Philosophies)

T-1:Ch 1

Philosophies of marketing, difference between selling and marketing

Class discussion with the help of examples

Lecture 5

Introduction to Marketing and Strategic Marketing Planning (Marketing Environment)

T-1:Ch 3

OR-1 RW-1 RW-2

Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses

Lecture 6

Introduction to Marketing and Strategic Marketing Planning (Marketing Environment)

T-1:Ch 3

OR-1 RW-1 RW-2

Week 3

Lecture 7

Introduction to Marketing and Strategic Marketing Planning (Marketing Environment)

T-1:Ch 3

OR-1 RW-1 RW-2

Week 3

Lecture 8

Introduction to Marketing and Strategic Marketing Planning (Marketing Environment)

T-1:Ch 3

OR-1 RW-1 RW-2

Definition of Marketing Students will be able to Article discussion environment, Micro and learn various Macro environment component of micro and macro environment. Also students will be able to analyze the impact of marketing environment on various businesses The strategic Planning, implementation and control process, Business Unit Strategic Planning process, Ansoff Matrix, BCG Matrix The strategic Planning, implementation and control process, Business Unit Strategic Planning process, Ansoff Matrix, BCG Matrix The strategic Planning, implementation and control process, Business Unit Strategic Planning process, Ansoff Matrix, BCG Matrix Students will be able to learn the process of strategic planning. Also students will be able to draw Ansoff Matrix. Students will be able to learn the process of strategic planning. Also students will be able to draw Ansoff Matrix. Students will be able to learn the process of strategic planning. Also students will be able to draw Ansoff Matrix. Activity: One situation will be given to students related to strategy for which they choose one alternative. Activity: One situation will be given to students related to strategy for which they choose one alternative. Activity: One situation will be given to students related to strategy for which they choose one alternative.

Lecture 9

Introduction to Marketing and Strategic Marketing Planning (Strategic Planning)

T-1:Ch 2

Week 4

Lecture 10

Introduction to Marketing and Strategic Marketing Planning (Strategic Planning)

T-1:Ch 2

Lecture 11

Introduction to Marketing and Strategic Marketing Planning (Strategic Planning)

T-1:Ch 2

Lecture 12

Marketing Planning(Meaning of Segmentation)

T-1:CH 7

OR-9

Meaning of Students will be able to Case discussion Segmentation, Bases for analyze on what bases segmentation different companies are segmenting their market Various Targeting strategies: Undifferentiated, Differentiated, Niche Students will be able to analyze targeting strategies of various companies Examples discussion. Activity: Students will be given some companies for which they have to identify targeting strategies

Week 5

Lecture 13

Marketing Planning(Targeting Strategies)

T-1:Ch 7

Lecture 14

Marketing Planning(Positioning)

T-1:Ch 9

OR-2

Developing and establishing a brand positioning, POP, POD, Differentiation strategies Developing and establishing a brand positioning, POP, POD, Differentiation strategies

Students will be able to Case discussion learn about learn how companies can position and differentiate themselves Students will be able to Case discussion learn about learn how companies can position and differentiate themselves

Lecture 15

Marketing Planning(Positioning)

T-1:Ch 9

OR-2

Week 6

Lecture 16

Marketing Planning(Consumer Buying Behaviour)

T-1:CH 5

Definition of Consumer buying behviour, factors affecting buying behaviour

Students will be able to analyze the factors which affect the buying of various product/services Students will be able to analyze the factors which affect the buying of various product/services Students will be able to analyze the factors which affect the buying of various product/services

Activity: Students will be asked to write down the factors that affected their decision of taking admission in LPU Activity: Students will be asked to write down the factors that affected their decision of taking admission in LPU Activity: Students will be asked to write down the factors that affected their decision of taking admission in LPU

Marketing Planning(Factors affecting Consumer Buying Behaviour)

T-1:Ch 5

Definition of Consumer buying behviour, factors affecting buying behaviour

Marketing Planning(Buying Roles)

T-1:CH 5

OR-6

Definition of Consumer buying behviour, factors affecting buying behaviour

Lecture 17

Marketing Planning(Process of Business Buying Behaviour)

T-1:Ch 6

Consumer buying Students will be able to Activity: students will process, business buying analyze various stages be asked to write down process of buying process the process that they followed while buying mobile phone/laptop Identifying direct and indirect competitors, Micheal Porter five force Model Identifying direct and indirect competitors, Micheal Porter five force Model Students will be able to Video apply Micheal Porter`s five force model on various Industries in India Students will be able to Video apply Micheal Porter`s five force model on various Industries in India

Lecture 18

Marketing Planning(Introduction to Competition)

T-1:Ch 9

Marketing Planning(Michael Porter Five Force Model)

T-1:Ch 9

Week 7

Lecture 19

Fundamentals of Product and Brand(Product Mix) Fundamentals of Product and Brand(Product Life Cycle)

T-1:Ch 8

Concepts of product mix, Students will be able to Discussion product life cycle design product mix of strategies various companies OR-7 Concepts of product mix, Students will be able to Case discussion product life cycle design product mix of strategies various companies Product decision,Stages of New product development Students will be able to Class discussion learn about the process of new product development and various product decision

T-1:Ch 8

Lecture 20

Fundamentals of Product and Brand(New Product Development)

T-1:Ch 11 Ch 19

Week 7

Lecture 20

Fundamentals of Product and Brand(Product Decisions)

T-1:Ch 11 Ch 19

Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision

Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies Students will be able to learn about the process of new product development and various product decision. Also students will be able to identify the various branding strategies used by different companies

Activity: Students will be given specify brands for which they have identify the branding strategy

Fundamentals of Product and Brand(Introduction to Branding)

T-1:Ch 11 Ch 19

Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision

Activity: Students will be given specify brands for which they have identify the branding strategy

Fundamentals of Product and Brand(Branding strategies)

T-1:Ch 11 Ch 19

Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision

Activity: Students will be given specify brands for which they have identify the branding strategy

Lecture 21

Fundamentals of Product and Brand(Branding strategies)

T-1:Ch 11 Ch 19

Product decision,Stages of New product development, Branding meaning, branding strategies. Lecture 21 is to be used for revision

Activity: Students will be given specify brands for which they have identify the branding strategy

MID-TERM
Week 8 Lecture 22 Pricing and Channel Decisions (Factor affecting Pricing Decision) T-1:Ch 13 Meaning of pricing, Process of setting, factors affecting pricing Meaning of pricing, Process of setting, factors affecting pricing Students will able to Class discussion analyze various factors which affect the pricing decision Students will able to Class discussion analyze various factors which affect the pricing decision

Pricing and Channel Decisions (Process of setting Price)

T-1:Ch 13

Week 8

Lecture 23

Pricing and Channel Decisions (Pricing Strategies)

T-1:Ch 13

Pricing strategies, Students will be able to Discussion Various Methods of price learn various pricing setting methods and strategies. Also for some companies students will be able to identify their pricing strategies Pricing strategies, Students will be able to Discussion Various Methods of price learn various pricing setting methods and strategies. Also for some companies students will be able to identify their pricing strategies OR-5 Importance of Channels, Multichannel, Channel functions, channel levels, Channel design decisions Students will be able to Case discussion learn various concepts related to channels. Also students will be able to analyze which particular channel should be used according to target audience Students will be able to Case discussion learn various concepts related to channels. Also students will be able to analyze which particular channel should be used according to target audience Students will be able to Discussion analyze the role pf wholesalers in current marketing environment students will be able to Case discussion analyze the types of retailers. Also they will be able to learn the role of retailers Students will be able to Case discussion analyze the role of various tools of IMC Students will be able to Case discussion analyze the role of various tools of IMC

Pricing and Channel Decisions (Methods of setting Price)

T-1:Ch 13

Lecture 24

Pricing and Channel Decisions (Channel Design Decisions)

T-1:Ch 14

Week 9

Lecture 25

Pricing and Channel Decisions (Channel Design Decisions)

T-1:Ch 14

OR-5

Importance of Channels, Multichannel, Channel functions, channel levels, Channel design decisions

Lecture 26

Pricing and Channel Decisions (Wholesaling)

T-1:Ch 15

AV-1

Functions of wholesalers, Market logistics Types of retailers, New retail environment, private labels

Lecture 27

Pricing and Channel Decisions (Retailing)

T-1:Ch 15

OR-8

Week 10

Lecture 28

Managing Integrated Marketing Communication(Introduction to IMC) Managing Integrated Marketing Communication(Tools of IMC)

T-1:Ch 16

OR-4

Role of marketing communication, Communication mix, tools of IMC Role of marketing communication, Communication mix, tools of IMC

T-1:Ch 16

OR-4

Week 10

Lecture 29

Managing Integrated Marketing Communication(Designing effective Marketing Communication) Managing Integrated Marketing Communication(Developing and Managing Advertising Program)

T-1:Ch 16

OR-10

Developing the effective Students will be able to Case discussion marketing design in IMC program communication for various products and services Various steps of Students will be able to TV and print ads can designing and managing design effective be discussed advertising program advertising program for various products and service Various steps of Students will be able to TV and print ads can designing and managing design effective be discussed advertising program advertising program for various products and service Advertising versus sales promotion, types and tools of sales promotion program Advertising versus sales promotion, types and tools of sales promotion program Students will be able to Example discussion decide which sales promotion tool should be used according to product category Students will be able to Example discussion decide which sales promotion tool should be used according to product category Students will be able to Role Play learn the process of designing and managing sales force Students will be able to Example and case analyze the importance discussion of PR in today`s era. Also students will be able to design the direct marketing program. Students will be able to Example and case analyze the importance discussion of PR in today`s era. Also students will be able to design the direct marketing program.

Lecture 30

T-1:Ch 16

AV-2

Week 11

Lecture 31

Managing Integrated Marketing Communication(Developing and Managing Advertising Program)

T-1:Ch 16

AV-2

Lecture 32

Managing Integrated Marketing Communication(Sales Promotion)

T-1:Ch 17

Lecture 33

Managing Integrated Marketing Communication(Sales Promotion)

T-1:Ch 17

Week 12

Lecture 34

Managing Integrated Marketing Communication(Personal Selling)

T-1:Ch 18

OR-11

Designing the sales force, Managing the sales force Marketing public relations, major decisions in marketing PR, Benefits of direct marketing, direct marketing tools Marketing public relations, major decisions in marketing PR, Benefits of direct marketing, direct marketing tools Homework3

Lecture 35

Managing Integrated Marketing Communication(Public Relation)

T-1:Ch 17

OR-12

Managing Integrated Marketing Communication(Direct Marketing)

T-1:Ch 17

OR-12

Lecture 36 Week 13 Lecture 37 Marketing of Services (Characteristics of Services) T-1:Ch 12

Nature of services, Students will be able to Examples discussion Service mix, analyze how services Characteristics of service are different from products

Week 13

Lecture 38

Marketing of Services(Servqual Model)

T-1:Ch 12

Servqual Model, managing customer expectation

Students will be able to Discussion learn the servqual model. Also they will be able to learn the strategies for managing customer service Students will be able to Discussion design the research process for various issues Students will be able to learn the role of technology in marketing Discussion with the help of various examples. Examples of online selling, online media etc can be discussed

Lecture 39

Marketing Research(Marketing Research Process)

T-1:Ch 3

Marketing research process

Week 14

Lecture 40

Current issues in Marketing (Technology Driven Marketing)

Use of technology in Marketing

Lecture 41

Current issues in Marketing(Green Marketing)

T-1:Ch 21

OR-13 RW-3

Cause related marketing, Students will be able to Discussion on various Social marketing, Green learn the concepts of examples and case Marketing cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders Cause related marketing, Social marketing, Green Marketing. Lecture 42 will be a revision lecture Students will be able to Discussion on various learn the concepts of examples and case cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders Students will be able to Discussion on various learn the concepts of examples and case cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders

Current issues in Marketing (Corporate Social Responsibility)

T-1:Ch 21

OR-13 RW-3

Lecture 42

Current issues in Marketing (Corporate Social Responsibility)

T-1:Ch 21

OR-13 RW-3

Cause related marketing, Social marketing, Green Marketing. Lecture 42 will be a revision lecture

Current issues in Marketing(Green Marketing)

T-1:Ch 21

OR-13 RW-3

Cause related marketing, Students will be able to Discussion on various Social marketing, Green learn the concepts of examples and case Marketing cause related marketing analysis and social marketing. Also they will be able to analyze how it adds value to company and its stakeholders

SPILL OVER
Week 15 Lecture 43 Spill Over

Week 15

Lecture 44 Lecture 45

Spill Over Spill Over

Scheme for CA:


Component Homework Frequency 2 Total :Out Of 3 Each Marks Total Marks 10 10 20 20

Details of Academic Task(s)


AT No. Objective Topic of the Academic Task Nature of Academic Task (group/individuals/field work Evaluation Mode Allottment / submission Week 3/7

HW1

To enhance the selling skills of students

The assignments would involve a target based selling project Individual assigned to individual student. The students will have to meet the targets and deadlines to earn an honorable score. The category of the product to be sold may an FMCG product category or any other Group

Sales target: 20 marks, Report: 10 marks

HW2

To enhance the Case studies to be given in sub groups for analysis and its presentation and presentation to be taken in tutorials. analysis skills of the students To check the A test of 30 marks would be conducted in lecture 36. Topics conceptual and covered till lecture 34 will be the syllabus for test. analytical Time allowed: 45 minutes. knowledge of the students and prepare them for examinations

Analysis of case problem: 20 marks, Question Handling: 10 marks 6 Questions of 5 marks each. Marks based on performance

3 / 11

HW3

Individual

10 / 12

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial1 Tutorial2 Tutorial3 Tutorial4

Introduction to Subject Group formation and details about case based presentation Debate-Does marketing creates or satisfies needs Case based presentation

Discussion with the help of examples Case Analysis Debate Case Analysis

Tutorial5 Tutorial6 Tutorial7

Case based presentation Discussion on analytical question Doubt clearing session related to all the topics before MTE

Case Analysis Problem Solving Problem Solving

After Mid-Term
Tutorial8 Tutorial9 Tutorial10 Tutorial11 Tutorial12 Tutorial13 Tutorial14 Analysis of MTE paper Case based presentation Case based presentation Case based presentation Case based presentation Discussion on analytical question related to all the topics covered in class Practice of analytical question and doubt clearing sessions Problem Solving Case Analysis Problem Solving Case Analysis Case Analysis Problem Solving Practice session