Marketing Management -2
Program
Course Code
Course Title
Teaching Period
Credit Points
Mode of Delivery
Course Faculty
Phone
Email id
1.
: PGDM 20-22
:
: Marketing Management 2
: Ist Year-Trimester- 2
: 3 Credits
: 33 hours of Lecture & Project
: Prof. Narendra babu B V
:9110661607
: narendra.bbv@iba.ac.in
Course Aim(s):
This course has two distinct but inter-related aims. These are outlined below.
1. To enable the students in understanding the importance of marketing and it’s planning in the
organization. The course seeks to ensure that, students have an understanding of the meaning
of value proposition. The course also offers to inculcate relevance and importance of
marketing in Businesses.
2. To highlight the fundamental concepts and planning of market offerings relevant to market
situations. The course intends to bring out the strategic thinking among students related to
marketing and would provide a basis of evaluating and developing simple Marketing Plans.
2.
General Program Intended Student Learning Outcomes (General Program ISLOs)
IBA prepares students to be able to:
 Demonstrate sufficient understanding of concepts in Marketing management.
 Articulate real-world business situations through conceptual understanding
 Exhibit critical thinking skills that are necessary to integrate different functional areas of
management in evaluating alternate business situations
 Acquire competency in innovative thinking to pursue entrepreneurship and/or
intrapreneurship
 Work in teams as well as acquire leadership qualities in a dynamic business environment
through an active engagement in curricular and co-curricular activities
 Apply appropriate quantitative tools to analyze real world business situations
 Demonstrate necessary oral and written skills to effectively interact with their
stakeholders
 Show sensitivity to ethical issues arising out of society and business interface
 Develop an aptitude towards research and continuous learning
3.
Intended Student Learning Outcomes for Marketing Management II:
After successfully completion of course, students should be able to:
1. Describe the process of new product development, and factors influencing
Diffusion of innovation and branding.
2. Identify the differences and similarities between service and product
3. Explain different pricing objectives, methods and illustrate and rate different
Pricing strategies
4. Examine and compare distribution strategies adopted by different marketers&
appraise the market condition, consumer behavior and design a suitable
Marketing mix
5. Appraise marketing communication strategies and evaluate their effectiveness
6. Marketing applications in rural, national and international marketing;
Consumer and B2B marketing scenarios.
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7. Describe the relevance of Ethics in marketing, Sustainability marketing &
CSR in Marketing
8. Apply Marketing management theory to solve Marketing management
Problems and thus work on marketing planning.
4.
Contribution to the General Program Intended Student Learning Outcomes.
Marketing is a very important activity in the value chain and understanding the fundamentals of
Marketing Management and Marketing planning would enable the students to get better
Internships and placements. In this direction, the course offers an extensive learning experience
that would match the skills and requirements of the industry.
5. Learning Resources:
5.1 Textbooks:
1. Kotler.,Philip, Keller ,Kevin., Marketing Management, 15th Edition, Pearson
Publications, ISBN 978-93-325-5718
2. Baines ,Paul., Fill, Chris., Page, Kelly., Sinha, Piyush., Marketing, Asian Edition,
Oxford University Press, ISBN 0-19-807944-3
5.2 Other Learning Resources (Selected Management Related Journals may be suggested
here)
1.
2.
3.
4.
Harvard Business Review
Marketing White book
Asian Journal of Marketing
Indian Journal of Marketing
5.3 IBA Resources (if applicable)
EBSCO, JGATE, etc
r
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6.
Sessio
n
1
2
Learning and Teaching Activities:
Topic
Contents
New Product
Development
Branding
New product development process, New
product Diffusion process.
Branding process, Branding Models
Learning and Teaching
Activity
Learning
Outcomes
L1
“Boeing Case study” HBS case
Class quiz / test
L1
“ Burberry case study”
HBS Case, Class test 1
3
B2B ,Services
Marketing
Service as an intangible product, Service
Blue prints, Service failures, B2B
marketing, DMU
“American Express cards” Case
study HBS case study
L2,L6
4
Product
strategies and
pricing models
Packing and labelling concepts warranty
and Guarantees. Various Pricing models,
Pricing Thermometer
Articles on pricing and articles
on Marketing Plan.
Class test 2
5
Digital
Marketing
SEM, Video Marketing, Social Media
marketing, Digital Marketing Basics.
6
Rural
Marketing
Concepts in Rural Marketing, Selling to
the bottom of the pyramid
7
International
Marketing
Introduction to International Marketing ,
International Marketing Scenarios.
8
Promotional
Strategies and
Distribution
strategies
Sustainability
and CSR
concepts in
Marketing
Project
evaluation
Project
evaluation
Promotional mix strategies and Media
Planning, Channel strategies, Concepts in
retail management.
L2, L3
L4,
L6
HBR article on “Fortune at the
bottom of the Pyramid”
Class test 3
L6
“ Disney in Hong kong” case
9
10
11
Ethics in marketing, Sustainability
marketing, CSR in marketing.
Project Presentations
Project Presentation
L4,L5,L6
Class test 4
L7
“Sustainable Tea at Unilever”
HBS case
Evaluations
Class test 5
Evaluations
L8
L8
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7. Assessment Plan: Components of evaluation are very crucial pertaining to assessing the learning goals and
objectives of the course. Keeping in mind students’ heterogeneous background, and strategies specified
above, the following components of evaluation have been designed to assess the learning goals and
objectives. Quizzes, Mid-term and End-Term Test will evaluate the conceptual clarity of each student in
terms of their ability to remember and understand these concepts. Case Analysis workshops will assess the
learning outcomes related to application, analysis and evaluation of marketing concepts taught in this course.
Assessment
Class Test
By Session
2
4
Case study and evaluations
Weight
15% of the overall grade( Each
test accounting for 3%of the
overall grade)
Learning
Outcomes
L1,
L2, L3,L6
6
L4,L6
8
L4,L5,L6
10
L7
1
2
3
6
7
9
10% of the overall grade ( each
case accounting for 4% of the
overall grade
L1
L2
L2,L6
L6
L6
L7
Mid Term Exam
Close Book Written
Exam of 3 Hours on
the content covered in
the course by that
time. Question paper
will consist of
concepts and
application based
questions and casestudy.
25% of the overall Grade
L1,L2,L3,L4,
End Term Exam
Close Book Written
Exam of 3 Hours on
the content covered in
the course from
midterm till the end
of trimester. Question
paper will consist of
concepts and
application based
questions and casestudy.
Marketing Plan
30% of the overall grade
L1 TO L8
20% of the overall grade
L8
Project work
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Case Analysis Description: Students will be divided in to learning groups and each student will be required to
come prepared with the assigned reading for the class. Students’ assessment will take place based on their case
analysis and contribution to the discussion. Some cases will require back of the envelope calculations and use of
excel templates and students will be required to come prepared with the possible solutions for same.
The students will be informed about the case analysis and presentations in the first session of this course.
Criteria
Level 1 (Beginning)
(Marks Range 8 – 10 out of
20)
Level 2 (Intermediate)
(Marks Range 12 – 15 out of 20)
Level 3
(Mature)
(Marks Range 16 – 20 out
of 20)
Situation Analysis
The situation is more or less Situation is analyzed, but not in
ignored and the student failed depth. All stakeholders are not
to understand the environment analyzed
and the context of the case
In-depth situation analyses,
and analyses of all take
holders are done
Problem/Issue
identification
Only a few or no real
Some diagnosis was done, but
Properly detailed diagnosis
problems are identified, no
symptoms are highlighted and not was done, all symptoms are
evidence of detailed diagnosis the problems
studied and real
problems/issues are
identified
Analyzing,
Developing options
and selecting the best
option
Analysis is not
Some options are identified, but
comprehensive, very few
the details of risk and rewards of
options are identified. Proper selecting the options are not
justification of selecting a
presented.
particular option not presented
Multiple options are
developed, and detailed risk
analysis of all options are
done, with clear decision
and justification of selection
of the best option
Implementation Plan
and Plan B
No details on implementation A general approach of
and plan B provided
implementation is provided and
Plan B is not fully developed
A detailed action plan for
the implementation is
provided and well–
developed Plan B is
presented
Criteria and Marking: Students will analyse cases and lead and participate in discussions in the classroom. (A
detailed rubric for both participating and leading a discussion is given below for your reference.)
Class tests / Quizzes: are basically tests to evaluate the students for their continuous learning. Class tests are
intended to test the theoretical knowledge. The grading pattern for the tests / Quizzes will be on a scale of 3 (with
lowest being 0 and highest being 3) and the scores will later be added / converted to the equivalent for final grades.
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8. Other Policies and Guidelines
1. Late submission Policy: Normally, Late submissions are not accepted. For all Late Submissions, 30% of the
marks will be deducted.
2. Plagiarism and Copying Policy: Genuine reports and submissions are appreciated. Copying and Plagiarizing
is strictly prohibited and if found, would result in awarding a Zero / Failing grade.
3. Class participation guidelines: Students are expected to come to class fully prepared for the assignments
and class readings. They are also expected to participate in classroom discussions meaningfully. Class
participation should bring about proper Understanding of the topic and should add value to the overall learning
of the class.
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