SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

POST GRADUATE DIPLOMA IN MANAGEMENT
Program: PGDM Trimester: II
Course: Marketing Management-II Code:
Teaching Scheme Evaluation Scheme

Classroom Practical/ Tutorials Credit Continuous Term End Examination

Session Group work Evaluation (TEE)
20 3 50% 50%
Course Rationale:
The Marketing management-2 course focuses on understanding the 4Ps of marketing and developing
programme suitable for chosen target markets. With the understanding of integrated marketing mix the student
is expected to be at a position to design a marketing plan incorporating all the components of the marketing
mix.

Course Objectives:
As Marketing is a critical organizational function for all types of organizations the objective of the course is;
1. To impart an understanding of the concept of marketing program consisting of the Marketing Mix.
2. To demonstrate the application of the elements of the marketing mix based on the marketing strategy.
3. To impart an understanding of the PLC framework & the adaptation of the Marketing Mix based on the
PLC
4. To impart and understanding of how to formulate a marketing plan for a chosen product/ service.

Learning Outcomes:
After completion of the course, students would be able to;
1. Should be able to discuss the concept and elements of the Marketing Mix.
2. Demonstrate the application of the elements of the marketing mix for a chosen P/S
3. Explore the linkages between the Marketing Mix and the Marketing Strategy comprising of S-T-P.
(Segmentation, targeting and positioning)
4. Discuss the framework of Product Life Cycle (PLC) and its implication for the Marketing Mix.
5. Formulate a Marketing Plan for a chosen product or service.

Prerequisite(s):
MM1

Pedagogy:
Case discussion, Simulations and Field work

Textbook:
 Marketing Management, 5e, Rajan Saxena, McGraw Hill, 2016

Reference Books:
 Principles of Marketing, 14e, Philip Kotler and Gary M. Amstrong, Prentice Hall, 2012
 Fundamentals of Marketing, 8e, William J. Stanton, Charles M. Futrell, McGraw-Hill, 2009
 Services Marketing, 7e, Lovelock, Pearson Publishing, 2016

Journals:
 Journal of Marketing
 Journal of Retailing
 Journal of Interactive Marketing
Links to websites:
 https://www.ama.org/
 http://www.msi.org/
Evaluation Scheme:
 Quizzes/Case Analysis 15%
 Group Assignment 15%
 Mid-Term Exam 20%
 Term-End Exam 50%
Total 100%
Session Plan:
Session Topic (including subtopics)
1-2 Product Decisions
 Classification of
Products
 Product mix and
product line decisions
 Packaging
3-4 Product Decisions
 New product
Development, Product
Life Cycle
management
 New product options
 Challenges in New
Product Development
 Organizational
arrangement for new
products
 Diffusion of
innovation
5-6 Designing and Managing
Services
 Nature of services
 Categories of the
services
 Distinctive
Characteristics of
Services
 Service Blueprint
7-8 Pricing Decisions
 Consumer psychology
and pricing
 Reference Pricing
Selecting the pricing
objective Determining
demand
Learning Outcomes Pedagogical Tool1 Textbook Chapters
& Readings
 Understand Product Case: Chapter 10
characteristics and P&G (A)
classifications #584047-PDF-ENG
 Evaluate a product Published 1983
lines and develop Revised 1990
strategies for HBS
managing product
lines.
 Understand process Case: Chapter 11
of Developing and P&G (B)
marketing of new #584048-PDF-ENG
products. Published 1983
 Describe strategies Revised, 1990
relevant across HBS
product life cycle
 Distinguish services Chapter 13&27
marketing from Case:
product marketing Lovelock, C. (2016).
 To understand the Sullivan Ford Auto
nature of Services World, Services
 To develop Marketing
strategies needed to (pp. 482-487).
market the services Pearson Publishing
(7th ed.)
 To understand the Case: Chapter 14
Pricing policies Atlantic Computers
 To understand the #2078-PDF- ENG
need for various Published, 2007
strategies of pricing HBS
 To develop
strategies for
  Selecting the pricing reaching the product
method to the customer.
 Adapting the price
 Promotional Pricing
 Differentiated pricing
 Initiating price cuts
 Initiating price
increases
9-10 Place Decisions  To understand the Case: Chapter 19
 Distribution channels Channel strategies Goodyear: The
 Integrating Multi- of a company Aquatred launch
Channel Marketing  To understand the #594106-PDF-ENG,
Systems need for various Published 1993
 Value Networks types of channels. Revised, 1994
 Channel Functions and  To develop HBS
Flows strategies for
 Identifying Channel reaching the product
alternatives to the customer.
 Evaluating Channel
Alternatives
11-12 Place Decisions  Describe types of Case: Chapter 20
 Retailing and Online retailing operations Flipkart
Distribution  Distinguish the # 516017-PDF-ENG
nature of online Published 2015
retailing Revised 2016
HBS
13-14 Integrated Marketing  To understand the Case: Chapter 15
Communication IMC Cunard Lines
 Marketing  To understand the # 594046-PDF-ENG
Communications Mix Communication Published June 1994
 The Communications Strategies Revised August 1994
Process Model  To develop HBS
 Developing Effective strategies for
Communications Reaching the
 Setting customer and
Communications making them aware
Objectives of the product to buy
 Designing the them
Communications
 Establishing the
Budget
 Selecting the
Communications Mix
15-16 Digital Marketing  To understand Case: Chapter 16
 Search Engine fundamentals of Digital Marketing in
Optimisation/ digital marketing the Music Industry
 Social Media  To understand #510055-PDF-ENG
 Digital Media digital marketing Published 2009
Advertising Strategies Revised 2012
HBS
17 Managing Personal  Describe Personal Case: Chapter 18
Communications/Selling Selling process Cooper
 Direct Marketing  Develop strategies Pharmaceuticals
 Customer Databases to reach the #590111-PDF-ENG
and Database consumer. Published 1990
Marketing Revised 1993
 Personal Selling, HBS
 Designing the Sales
Force
 Principles of Personal
Selling
18-20 Course Integration  Summarize Marketing
integrated learning Simulation*
of Marketing (* Simulation offered
Management by Marketplace/
 Analyse complex Markstrat/Capstone/
marketing data Cesim)
 Develop short and
medium term
marketing plans