MM-1 Course Outline 2020 (Tentative)
PROGRAMME:
MBA [FT]
Batch: 2020 – 2022 Term- I
|
Course Code & Title |
MFT4CCMM01
Marketing Management 1 |
|
Credit Hours |
3.0 |
|
Faculty |
Dr. Ashwini
Awasthi Dr. Himanshu
Chauhan Dr. Jayesh P
Aagja Dr. Prabhat Kumar
Yadav |
|
E-mail ID |
|
|
Blog |
http://marketingprofaswhini.blogspot.in/ https://drhimanshuchauhan-mm-1.blogspot.com/
http://jayeshaagjaonmarketing.blogspot.com/ http://pkyadavonmarketing.blogspot.in
|
|
Phone No. |
Dr. Ashwini
Awasthi (O)+917971652623 (M)7984232127 Dr. Himanshu
Chauhan (O) +917971652641
(M)9879399004 Dr. Jayesh P
Aagja (O) +917971652630
Dr. Prabhat Kumar
Yadav (O) +917971652637 |
|
Office Hours |
Monday 3:00 pm to 4:00 pm Thursday 2:00 pm to 3:00 pm (Tentative slots) |
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I. Course Overview
This course aims to develop an insight
into basic marketing issues, related concepts, tools and techniques and
relevant marketing practices. It provides a platform to understand buyer
behavior, marketing environment, segmentation, targeting, and positioning,
product life cycle, and pricing strategies. This course also develops
understanding of marketing in the new economy. This understanding helps
developing competitive strategies in fast paced networked economy. The design
of the course provides strategic orientation, cross-functional perspective and
collaborative learning in the fast changing marketing environment.
II. Course Learning Outcomes (CLO)
At the end of the course, the students shall
be able to:
1.
Explain the concepts,
tools/ techniques relevant to marketing management.
2.
Explain the
complexities of buying behavior.
3.
Solve the strategic marketing
problems faced by marketing managers.
4.
Develop an insight
into marketing mix issues, specifically product and price related issues.
III.
Text Book
Kotler, P and Keller, K. L,.
(2015). Marketing Management (15th Edition), New Delhi: Pearson education. (E-book)
IV.
Assessment Components & Schedule
|
Sr No. |
Components with No. of Assessments |
Weightage of each Assessment (%) |
Schedule |
Overall Weightage |
CLO Number |
|
1. |
Quiz – 1 Quiz – 2 Quiz - 3 |
10 10 10 |
After 8
sessions After 16
sessions After 22
sessions |
30 |
1,2, 4 |
|
2. |
Assignment -1 Assignment – 2 |
15 15 |
To be given in 3rd session. Submission
in 7th session To be given in 14th session.
Submission up to 21st session |
30 |
2, 3, 4 2, 3, 4 |
|
3. |
End-Term Exam |
40 |
As per
schedule |
40 |
1, 2, 3, 4 |
V. Session Plan
|
Session No. |
Description |
|
|
1 |
Topic |
Course introduction,
scope and broad view of marketing management |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 1, pg. 3-17 |
|
|
CLO |
1 |
|
|
2 |
Topic |
Marketing management:
Basic concepts |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 1, pg. 17-30 |
|
|
CLO |
1 |
|
|
3 |
Topic |
Understanding marketing
management, marketing Mix |
|
Pedagogy |
Discussion |
|
|
CLO |
4 |
|
|
4 |
Topic |
Adopting marketing to
the new economy |
|
Pedagogy |
Case Discussion |
|
|
Case /Exercise |
A blogger in their midst |
|
|
CLO |
4 |
|
|
5 |
Topic |
Customer satisfaction
and value |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 2, pg. 32-34 and
Chapter 3, pg. 67-98 |
|
|
CLO |
1 and 2 |
|
|
6 |
Topic |
Customer satisfaction
and value |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 2, pg. 32-34 and
Chapter 3, pg. 67-98 |
|
|
CLO |
1 and 2 |
|
|
7 |
Topic |
Gathering information
and scanning the environment |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 4, pg. 101-128 |
|
|
CLO |
1 and 2 |
|
|
8 |
Topic |
Marketing intelligence
system and scanning the environment |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 5, pg. 135-157 |
|
|
CLO |
1 and 2 |
|
|
9 |
Topic |
Analyzing consumer
markets and buying behavior |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 6, pg.165-194 |
|
|
CLO |
2 |
|
|
10 |
Topic |
Analyzing consumer
markets and buying behavior |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 6, pg.165-194 |
|
|
CLO |
2 |
|
|
11 |
Topic |
Analyzing business
markets and buying behavior |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 7 , pg. 201-227 |
|
|
CLO |
2 |
|
|
12 |
Topic |
Analyzing business
markets and buying behavior |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter 7 , pg. 201-227 |
|
|
Case /Exercise |
Verticalnet.com |
|
|
CLO |
2 |
|
|
13 |
Topic |
Analyzing competitors,
designing competitive strategies |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 12, pg. 363-373 |
|
|
CLO |
3 |
|
|
14 |
Topic |
Analyzing competitors,
designing competitive strategies |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 12, pg. 363-373 |
|
|
CLO |
3 |
|
|
15 |
Topic |
Strategic Marketing
Planning |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 2, pg. 37-57 |
|
|
CLO |
3 |
|
|
16 |
Topic |
Segmentation, targeting
and positioning |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 9, pg. 265-292 |
|
|
CLO |
1 and 3 |
|
|
17 |
Topic |
Segmentation, targeting
and positioning |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 10, pg. 297-318 |
|
|
CLO |
1 and 3 |
|
|
18 |
Guest Session |
Guest Session |
|
19 |
Topic |
Product life cycle and
PLC strategies |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 12, pg. 377 -388 |
|
|
CLO |
1 and 3 |
|
|
20 |
Topic |
Product life cycle and
PLC strategies |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter 12, pg. 377 -388 |
|
|
Case /Exercise |
Snapple |
|
|
CLO |
1 and 3 |
|
|
21 |
Topic |
New product development |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 15, pg. 463-494 |
|
|
CLO |
1 and 4 |
|
|
22 |
Topic |
Setting product
strategies – Managing Product Mix |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 13, pg. 395-424 |
|
|
CLO |
3 and 4 |
|
|
23 |
Topic |
Marketing learning &
reflections |
|
Pedagogy |
Students presentations |
|
|
Presentation and
Discussion |
||
|
CLO |
1, 2, 3 |
|
|
24 |
Topic |
Marketing learning &
reflections |
|
Pedagogy |
Students presentations |
|
|
Presentation and
Discussion |
||
|
CLO |
1, 2, 3 |
|
|
25 |
Topic |
Marketing learning &
reflections |
|
Pedagogy |
Students presentations |
|
|
Presentation and
Discussion |
||
|
CLO |
1, 2, 3 |
|
|
26 |
Topic |
Setting product
strategies – Managing Brands |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 13, pg. 395-424 |
|
|
Case /Exercise |
Red (A) |
|
|
CLO |
3 and 4 |
|
|
27 |
Topic |
Setting product
strategies – Managing Brands |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter 13, pg. 395-424 |
|
|
Case /Exercise |
Dove: Evolution of a
brand |
|
|
CLO |
3 and 4 |
|
|
28 |
Topic |
Designing pricing
strategies and tactics |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 16, pg. 499-529 |
|
|
CLO |
3 and 4 |
|
|
29 |
Topic |
Designing pricing
strategies and tactics |
|
Pedagogy |
Discussion |
|
|
Text Book |
Chapter 16, pg. 499-529 |
|
|
CLO |
3 and 4 |
|
|
30 |
Topic |
Designing pricing
strategies and tactics |
|
Pedagogy |
Case Discussion |
|
|
Text Book |
Chapter 16, pg. 499-529 |
|
|
Case /Exercise |
Atlantic computer: A
bundle of pricing option |
|
|
CLO |
3 and 4 |
|
VI. Readings:
Shapiro, B. P. (1985). Rejuvenating the marketing mix. Harvard
Business Review, 63(5), 28–34
Levitt, T. (2004). Marketing Myopia. Harvard
Business Review, 82(7/8), 138–149.
Jones, T. O., & Sasser Jr., W. E. (1995). Why Satisfied
Customers Defect. Harvard Business Review, 73(6),
88–91.
Reinartz, W., & Kumar, V. (2002). The Mismanagement of
Customer Loyalty. Harvard Business Review, 80(7),
86–94.
Reichheld, F. F., & Schefter, P. (2000).
E-Loyalty. Harvard Business Review, 78(4), 105–113.
BARNETT, F. W. (1988). Four steps to forecast total market demand. Harvard
Business Review, 66(4), 28–38.
Anderson, J. C., & Narus, J. A. (1998). Business
Marketing: Understand What Customers Value. Harvard Business Review, 76(6),
53–65.
MacMillan, I. C., & McGrath, R. G. (1997). Discovering
New Points of Differentiation. Harvard Business Review, 75(4),
133–145.
Balson, J. B. (1994). The Logic of Product-Line
Extensions. Harvard Business Review, 72(6), 60–62.
Quelch, J. A., & Kenny, D. (1994). Extend Profits, Not
Product Lines. Harvard Business Review, 72(5), 153–160.
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