School of Management
TEACHING LEARNING EVALUATION PLAN
Course: MBA I Semester Session: 2017-18
Sub code MBE 106 Subject Name L T P C
Marketing Management DE-IA 3 0 0 3
1. Course Objectives:
To equip students with essential marketing management concepts
To help them prepare for practical applicability of the marketing concepts for managerial
jobs
To make students aware about marketing concepts, philosophies, environment and use of
MIS & MR in managerial jobs
To assess market opportunity and appreciate competitive analysis, STP (segmentation,
targeting and positioning) as key marketing tools
To help the students understand marketing mix concepts,. Also clearing the basic branding
and NPD concepts
To Make the students understand the PLC strategies and pricing techniques
To help students understand about marketing channels- functions & types. Also learn the
concept of E-commerce as part of online distribution network
To help students relate Promotion mix & strategies develop a marketing plan with a societal
marketing perspective and understand the challenges in its implementation
2. Course Learning Outcome:
Apply the marketing management concepts practically to fulfill sales and marketing jobs
Connect the theoretical marketing concepts & philosophies with practical jobs/tasks
3Analyze and apply changes and trends of Marketing Environment, MIS and market research
Divide the market into segments and target those segments and further positioning the
products
Explore the marketing mix tools and be able to design a market offering in terms of various
Understand and apply various physical and online advertising strategies
Understand and apply contemporary issues in marketing
Analyze the consumer buying behaviour and apply its models in marketing activities
Apply various market evaluation and control methods and perform market auditing
A. Teaching Learning Plan:
Note: A- Assignment, E-Extempore, Q- Quiz, S- Student Seminar, P- Project
S.N Topic/Module/Unit No. of Pedagog Unit Unit No. of
o Classes y Objectiv Learning
es Outcome
A E Q S P
1 Marketing and its core 2 Lecture+ To know Clarity on 1/S 1/S
Unit concepts; marketing Discussion about marketing
I marketing concepts
tud tud
philosophies, marketing
management process and its core ent ent
concepts
2 Marketing environment- 3 Lecture+ 1
The changing marketing
environment, Market- Discussion
Analysis
3 Marketing information 3 Lecture+
system and marketing Discussion
research.
4 Levels of market 3 Lecture+ 1/S 1
segmentation, Segmenting Discussion tud
consumer markets, Niche
marketing, Segmenting ent
business markets, Targeting
& Positioning
5 Concepts and components 3 Lecture+ To Clarity on 1/s
UNI of marketing mix Discussion understand 4PS
T II about tud
marketing ent
mix
6 Basic concepts of a product, 2 Lecture+ 1/s
Product mix and product Discussion tud
line decisions, Branding ,
brand equity, Packaging – ent
Purpose, Types and New
Trends in packaging
7 New product development 2 Lecture+ 1/s
process, Test Marketing of Discussion tud
a new product, Product life
cycle (PLC) and related ent
strategies
8 Meaning and significance of 3 Lecture+ To know Clarity on 1/s 1/s 1 1
UNI price; factors influencing Discussion about pricing
T III pricing and concepts tud tud
pricing;
methods of ent ent
pricing
9 3 Lecture+ 1/s
General pricing approaches; Discussion
pricing practice and tud
strategies ent
10 Buyers requirements, 1 Lecture+ 1/s 1
unique sales proposition Discussion tud
(USP)
ent
11 Marketing channels and 2 Lecture+ To Better 1/s 1/s
UNI functions; Types of Discussion understand understanding
T IV about on logistics
tud tud
Channel flows, Channel
management decisions; channels of and control of ent ent
Retailing and wholesaling marketing marketing
efforts
12 Evaluation and control of 3 Lecture+ 1/s 1/s 1( 6
marketing efforts; Discussion tud tud gro
Introduction to e-
commerce; retail marketing ent ent ups
of 9
stud
nets
)
13 Promotion mix, Sales
Promotion & Personal
Selling, sales promotion,
public relations
14 Advertising Decision,
advertising objective
advertising campaign -
advertisement
effectiveness; Basics of
Internet Based Advertising,
Digital Media advertising,
Social Media Advertising
15 Contemporary issues in 3 Lecture+ To Clarity on
Unit marketing- consumerism, Discussion understand consumer
V about behaviour
rural marketing, social and
societal marketing, direct contemporar
and online marketing, and y issues in
green marketing marketing
and
consumer
buying
process
16 Event marketing, buzz 3 Lecture+ 1 1
marketing, Viral marketing, Discussion
Global marketing, services
marketing
17 Consumer buying 3 Lecture+
behaviour; consumer Discussion
buying decision process,
Concept of customer
satisfaction, loyalty,
retention and delight
Market Evaluation and 3 Lecture+
18 Controls – Types, Discussion
processes, obstacles to
marketing control –
Marketing Audit –
Marketing Ethics
Text Books:
Marketing Management, P. Kotler, K. Keller, New Jersey. Prentice Hall
References:
Marketing - Bovee and John Thill
2. Marketing Management, Rajan Saxena, Tata McGraw-Hill Publishing Co. Ltd., New Delhi.
Name and signature of the Subject Teacher: Dr. Vinod Negi
B. Evaluation Plan:
Name and signature of the Subject Teacher: Dr. Vinod Negi
Examination Pattern
Component Frequency Marks*
st
1 Term 1 time 40
nd
2 Term 1 time 40
End Term 1 time 80
Continuous Assessment* Throughout the Semester 40
Total 200
2. Scheme for evaluation of Continuous Evaluation*
Component Frequency* Marks*
Assignments 8 Nos. 16
Student Seminar (syndicate) 1/syndicate (8-10 student) 9
Extempore/Presentation 1/student 5
Quiz/surprise test 2 times 5
Project ( Group/Individual) 1 /student or Group 5
Total 40
Note – As per Academic Rules and regulations of the University for the course
