ANNEXURE - I

HINDUSTAN INSTITUTE OF MANAGEMENT & COMPUTER STUDIES

Teaching Plan - 2009
Subject Title : Marketing Management Faculty : Ms Riju Agarwal Singh
Subject Code: MBA 016 Program - Semester : MBA-I
Course Objective : To understand the basics of Marketing Management.
To discuss the emerging trends & issues in marketing.
Number
Lecture

Date

Unit Topic ( Content of the Lecture) Reference to text

1 14-Sep Introduction, Definition of Marketing Management T1:ch1&T2:ch1,2

Elements of Marketing - Needs, Wants, Demands, Customer,
2 T1:ch1&T2:ch1,2
Consumer, Markets & Marketers
3 17-Sep Importance & Scope of Marketing Management T1:ch1&T2:ch1,2
4 18-Sep Philosophies of Marketing Management T1:ch 1
5 Marketing vs Selling and Qualities of a Marketing Manager Classnotes
I T1:ch-6;
6 23-Sep Consumer markets & Industrial Markets
T2:ch-4,17&18
7 24-Sep Marketing Mix T2:ch3
8 Marketing Organisations 25&26 4-8
T1:ch 5&T2:ch
9,10 25-Sep Marketing Environment & factors affecting it
11 28-Sep Marketing Information system T1:ch 3
12 30-Sep Marketing Research & Stategic Marketing Planning T1:ch 4&T2:ch 43
1 1-Oct Market Segmentation – Procedure, Benefits & Limitation
2,3 9-Oct Basis for Consumer/ Industrial Market Segmentation T1:ch8 & T2:ch19
4 12-Oct II Market Targeting - Introduction & Procedure
5,6 14-Oct Product Positioning- Introduction, Objectives, Usefulness, Strategies T1:ch 10 & T2:ch 22
7,8 15-Oct Consumer Behavior - Introduction, Importance & Process
1 22-Oct Product decisions
New Product development- Concept & Necessity for Development,
2 23-Oct
Failure of New Products T1:ch 12&T2:ch 24
3 III New Product Planning and Development Process
4 26-Oct Product Mix
5,6 28-Oct Branding & Packaging Decisions T1: ch 16&T2:ch 21, 23
7,8 29-Oct Product Life Cycle- Stages and Strategies for Different Stages of PLC T1:ch 13&T2:ch 25,26
Pricing decisions-objectives, determination, Method of setting prices,
1,2 09&11/11 T1: ch 14,18&T2:ch 37
Pricing Stategies
Channels of Distribution for Consumer/ Industrial Products, Factors
3,4 12&13/11 T1: ch 19
affecting Channel Distribution, Management of Channels
Current Trends in Wholesaling & Retailing ; Retail Distribution System T1:ch 20, 23& T2: ch
5 16-Nov
in India 30,31
6,7 18&19/11 IV Promotion Mix T1:ch18 &T2:ch 39,40
8 20-Nov Services Marketing T1:ch13,T2:ch46
9 23-Nov Rural Marketing T2:ch 48
9 25-Nov CRM T1:ch5 & R1:ch22
10 26-Nov Electronic Marketing, Internet Marketing Classnotes
11 27-Nov B2C, B2B and C2C Marketing T2: ch 36
12 30-Nov International Marketing T1:ch21

1.Marketing Management- P Kotler & K Keller (12e) Class Tests : 30

Internal Evaluation

Prescribed Text 2.Marketing Management- Ramaswamy & Namakumari Attendance : 10

Books 3.Basic Marketing:A Global Approach- McCarthy & Perreault Assignments : 5
Quizzes : 5
1.Marketing Management- Ranjan Saxena Seminars :
2.Marketing concept & Cases- Etzel, Walker & Stanton Total : 50
Other References

Planned Deviation = S |N/M - Ni| =0

Where
N = Number of Lectures Planned for the Semester
M = Number of Units
Ni = Number of Lectures Planned in Unit i