Course Plan: B3108 Marketing Management

Business Research Methods

BSL3311
Institute/School/College Name Chitkara Business School
Department/Centre Name MBA
Program Name Master of Business Administration
Course Name Marketing Management I Session 2020 -2021
Course Code BSL3108 Trimester 1
Lecture/Tutorial 54 Course Credit 3
Course Coordinator Name Dr. Babita Singla

1. Course Relevance & Objectives:

In this comprehensive and practical introduction to marketing management, students will improve their ability to make effective marketing
decisions, including assessing marketing opportunities and developing marketing strategies and implementation plans. Course topics include
market orientation, buyer behaviour, target market selection, competitive positioning, product and service planning and management. Through a
combination discussion, cases, practical examples, and individual assignments, the course applies marketing topics to market places. Students
gain significant experience in communicating and defending their marketing recommendations and building on the ideas of others.
2. Course Learning Outcomes:
CLO 1 - Evaluate marketing competitiveness of firms in an Indian setting.
CLO 2 -Analyse a business situation from different marketing perspectives.
CLO 3 - Understand the role of marketing in business evaluation
CLO 4 - Understand the linkages of marketing with other functional areas of business

3. Recommended Books (Reference Books/Text Books):

 RB01: Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha – 15th Edition.

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
 RB02: Marketing Management by V.S. Ramaswamy and S. Namakumari – Latest Edition
 RB03: Marketing Management by Rajan Saxena - Latest Edition
 RB04: Marketing Research: An applied orientation by Naresh Malhotra - Latest Edition

4. Other readings & Relevant Websites/ News Paper/ Magazines /Journals. If any

S.No. Link of Journals, Magazines, websites and Research Papers

1. Journal of Marketing Management: https://www.tandfonline.com/loi/rjmm20
2. Forbes Magazine on Marketing : https://www.forbes.com/sites/onmarketing/#14dd91b14e23
3. Harvard Business Review – https://hbr.org/topic/marketing
4. Newspaper: Economic Times and Business Standard

5. Course Plan:
a. Academic Delivery Plan
Sr Date Lecture Topic to be Covered Chapter /article reference Video Link/ Activity/ Cases /
No. remarks
No.
1 20, 21 1-4 Introduction to course plan Kotler, Keller: Marketing Class Activity: Differentiating
August
2020 Core Marketing Concepts Management 15th Edition, need, want. and Demand
This session will focus on fundamental Chapter 1: Defining Marketing Watch Video:
https://www.youtube.com/watc
marketing concepts for the new realities. Pg. 25 - 56
h?v=LOkZVqXOgHU
 What is marketed and who markets?
Difference between sales and

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
 Difference between sales and Marketing Marketing
https://www.youtube.com/watc
h?v=iiAlUWAN2G0

2 24, 25 5-8 Marketing Channels Kotler, Keller, Koshy & Jha,  Activity on Personal Selling
August
 Societal Forces, Pearson: Marketing Management
2020  Explore the website of Tata
 Capturing Marketing Insights 15th Edition, Group:
Chapter 1:
http://www.tata.com/products/i
 Designing and managing integrated Defining Marketing for the new
ndex/Products-and-services
marketing channels realities. Pg. 25 – 56
Integrated Marketing
 E-commerce, M-commerce, retailing, Chapter 14 Designing and
Communications (IMC)
Communication mix Managing Integrated Marketing Watch Video:
https://www.youtube.com/watc
 Advertising, sales promotions, events, Channels. Pg. 515 – 548
h?v=dQNRWF1BaTc
experiences, public relations, direct and
interactive marketing, word of mouth,
personal selling, designing sales force
3 26, 27 9-12 Developing Marketing Strategies Kotler, Keller, Koshy & Jha, Watch Video:
August
2020  Value Chain, value delivery process Pearson: Marketing Management
SWOT analysis of Apple Inc.
 Strategic Planning 15th Edition, Chapter 2:  https://www.youtube.com/watch?v=1q
zGB0ZIX8Q
 Defining Corporate Mission Developing marketing strategies
SWOT analysis
 Strategic Business Units, SWOT analysis and plans. Pg. 57 – 87  https://www.youtube.com/watch?v=bJ
VtaFWyr-
Hands-on exercise (Assignment 1): Y&list=PL9ASkdmJnTDb1O_xgnjF
1Xc_fNxBwoZzL&index=23

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
presentations by Students on “Corporate
Mission Statements of any 5 companies”
4 28, 31 13 – 16 Marketing Plan Kotler, Keller, Koshy & Jha, Watch Video:
August
2020  Gathering information and environment Pearson: Marketing Management
PESTEL analysis of Honda
scanning 15th Edition, Chapter 2: https://www.youtube.com/watch?v=U
UY_D-ZJ2jk
 PESTEL Developing marketing strategies
and plans. Pg. 57 – 87
5 1st, 2nd 17 -20 Foundations of Marketing Research Essential Reading: “Note on Marketing
September (MR) Research”, Stanford.
2020 1) Naresh Malhotra(NM); Ch 01,
 Market Research Page01-11; Ch 02, Page 36-37 Harvard Link:
https://hbsp.harvard.edu/product/E
 Market Research Process, 2) Rajan Saxena (RS) -Ch 4, Page 165-PDF-
 Forecasting Demand 89-105 ENG?Ntt=%E2%80%9CNote+on
+Marketing+Research%E2%80%9
D%2C+Stanford.&itemFindingMe
thod=Search
6 3, 4 21 1
Understanding Consumer Behaviour 1) Kotler, Keller, Koshy & Jha, Class discussion: Changing
September
2020  Factors1 influencing consumer behaviour Pearson: Marketing Management behavior of India consumers in
 Cultural and Social factors influencing 15th Edition, Chapter: 6: the age of digitization
consumer decisions. Analysing Consumer Markets.
 Psychological factors influencing Pg. 179 - 210
consumer decisions 2) Rajan Saxena: Marketing
Management 5th Edition

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
Chapter 6 Consumer Behaviour.
Pg. 146 – 162
7 7, 8 and 9 25 – 30 Creating Long-Term Customer Essential Reading: Digital Influence on Consumer
September
2020 Relationships Behaviour:
KK - Ch 3, Page 77-94
1. Building Customer Value, https://www.forbesindia.com/ar
RS - Ch 2, Page 48-55 ticle/brand-
satisfaction and loyalty
connect/facebookbcg-report-
2. Customer Perceived value indicates-a-resilient-cpg-sector-
Kotler, Keller, Koshy & Jha, with-13x-rise-in-the-share-of-
3. Customer Lifetime Value
digitally-influenced-urban-
Pearson: Marketing Management
4. Customer Relationship Management consumers-post-
14th Edition, Case: covid19/61109/1
5. Product Life Cycle Stages
McDonald’s. Pg. 353 (Case -I)
6. Marketing strategies of companies in Watch Video:
https://www.youtube.com/watc
each stage of PLC
h?v=6BOHOzBRGQY
8 10, 11 and 31 – 36 Analysing Consumer Markets Essential Reading: Group Project 1:
14
September  Consumer behaviour 1) Kotler, Keller: Marketing Conceiving an idea and
2020  Motivation, learning, buying decision Management 15th Edition developing a product for a
process Chapter: 6: Analysing Consumer target group by surveying their
 Decision Heuristics Markets. Pg. 179 - 210 needs, defining their wants, and
Analyzing Business Markets Chapter 7. Analysing Business project a product for meeting
 Organizational Buying Markets Pg. 211 – 238 their needs while maintaining
 Participants in business buying process their USPs

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
 Stages in buying process, institutional and
governmental markets.
9 15, 16 37 – 40 Segmenting and Targeting markets Essential Reading: Case : Microfridge (Case -II)
September
2020  Identifying market segments and targets
1) Kotler, Keller: Marketing
 Defining segmentation Management 15th Edition Harvard Case Link:
Chapter 9: Identifying market https://hbsp.harvard.edu/prod
 Levels of market segmentation
segments and targets. Pg. 267 - uct/599049-PDF-
 Evaluation and selection of segments 298 ENG?Ntt=Microfridge&itemFin
 segmentation criterion 2) Rajan Saxena: Marketing dingMethod=Search
Management 5th Edition
Chapter 8 Segmenting and
targeting. Pg. 200 – 223

10 17, 18 41 – 44 Positioning Market Offerings Essential Reading: Discussion on customer POD &
September POPs for building positioning.
2020  Positioning strategies, points of parity and
1) Kotler, Keller: Marketing
points of difference Management 15th Edition Branding
 Branding Chapter 10: Crafting the Brand Watch Video:
Positioning. Pg. 297 – 320 https://www.youtube.com/wat
ch?v=9gkVeDRzRhk
11 21, 22 45 – 48 Segmenting, Targeting & Positioning Tanishq: Harvard Publishing Tanishq: Positioning to
September
2020 markets capture the Indian Woman’s
Objective: To teach the fundamentals of Heart (Case -III)
STP
Harvard Case Link:
https://hbsp.harvard.edu/product/5

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
07025-PDF-
ENG?Ntt=Tanishq%3A+Positioni
ng+to+capture+the+Indian+Woma
n%E2%80%99s+Heart+&itemFin
dingMethod=Search
12 23, 24 49 – 52 Setting Product Strategy Essential Reading: Discussion on role of product
September cues in influencing consumer
2020  Packaging, labelling, warranties, 1) Kotler, Keller: Marketing
behavior
guarantees Management 15th Edition
Marketing mix
 Product systems and mixes Chapter 13. Setting Product
Watch Video:
 Marketing mix Strategy Pg. 389 - 420
https://www.youtube.com/watc
 Product characteristics and classifications 2) Rajan Saxena: Marketing
h?v=fhnIZU1aA40
 Product differentiation Management 5th Edition
Chapter 10 Product Management.
Pg. 239 – 269

13 25, 28 53 – 54 Tapping into New Markets and Global Essential Reading: Discussion on international
September examples of major brand
Markets
2020 KK - Ch 8, Page 233 – 256 expansions
 New Product Development Ch -11, Page: 266
 Global Branding
RS - Ch 26, Page 607 - 615
 strategies to Enter in Global Market
 Deciding whether to go abroad
 Deciding which markets to enter

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311
 Deciding how to enter the market
 Deciding on licensing, joint ventures,
direct investment.

b. Tutorial Plan, if any

Citation Tentative date Actual date of Tut.
Tutori Text Book/Reference Book/Other
Topic(s) (Section/Chapt of Tut.
al No. Reading Material Link
er/Page No.)
N/A

6. Evaluation Scheme:
Evaluation Component Type of Component No. of Weightage of Mode of Assessment
Assessments Component

Component 1 Assignment 1 10 Online

Case Study/Article 1 20 Online

Class Participation
2 20 Online
Presentation/Online Quiz

Component 2 End Exam (100 Marks) 1 50 Online

Total 100%

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 Course Plan: B3108 Marketing Management
Business Research Methods
BSL3311

B. Blueprint of final exam question paper

Part A MCQ (30 questions 1 marks each) 30 Marks
Part B Compulsory question, either case study or application-based question 20 Marks

Details of Evaluation Components:

Evaluation Description Syllabus Timeline of Weightage (%)
Component Covered (%) Examination
Assignment 1 Up to 30
Components Class Participation 40
Online MCQ test 51% - 80% 50%
Case presentation 100%
End Exam 100% 50%
100%

*As per Academic Guidelines minimum 75% attendance is required to become eligible for appearing in the Semester Examination
This Document is approved by:
Designation Name Signature
Course Coordinator Dr. Babita Singla
Dean Dr. Sandhir Sharma
Date (DD/MM/YYYY) 17/08/2020

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