Marketing Management – I

Program: BBA (2015-18) Academic Year: 2016-17

Semester-I Credits: 3 (48 sessions of 50 minutes each)

Area: MARKETING
Sub-Area: MARKETING MANAGEMENT
Course Code: SL MM 101 Course Title: MARKETING MANAGEMENT-1
Course Objectives Learning Outcomes
1  To make students understand the core concepts of marketing -  Students will be able to appreciate how
encompassing the importance of the customers, competitors and the the central theories, practices, processes
macro-environment of the firm. and frameworks support effective and
efficient market and business growth.
 To make students appreciate contemporary issues by considering the  Students will be able to demonstrate an
changes in market place. ability to investigate and evaluate a range
of marketing issues and problems and
 To make students understand the concept of entry strategies in global construct appropriate solutions.
market place.  Students will be able to demonstrate an
ability to use a wide range of marketing
 To make student learn about marketing research and how to conduct resources in addressing marketing issues.
marketing research surveys. Students will be able to demonstrate an
ability to effectively communicate
 To make student learn about consumer decision making process and their marketing proposals and solutions both in
buying behavior. writing and orally

S.No Topics Teaching Objective Learning Outcome Current Cases Proposed Remar
Changes ks
1.  Define the term Students will learn : No case study NA NA
An overview marketing  Defining marketing-
of Marketing  4 P’s of marketing. understanding marketing
(Total 4  Describe four marketing practices
sessions) (1 management  How to adapt to the new
to 4) philosophies economy, scope of
 Discuss the differences marketing
between sales and  4Ps of Marketing Mix
market orientations  Production, product,
 Describe several selling, marketing,
reasons for studying customer, and societal
marketing marketing concept

2. Strategic  Discuss the importance The students will learn: No case study NA NA
planning for of strategic planning
competitive  What is marketing plan?  Understand the importance
advantage  List the various of marketing plan
(Total 5 marketing plan  SWOT Analysis
sessions) (5 elements.  Identify sources of
to 9)  How to write a competitive advantage.
marketing plan  How to make strategic
 Define and describe planning effective
competitive advantage.
 Effective strategic
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 planning.

3. The  Define the external The students will learn: No case study NA NA
Marketing environment of
Environment marketing and how it  Understand why
(Total 4 affects a firm. environmental scanning is
sessions) (10  Discuss the social and important.
to 13) demographic factors
that affect marketing.  Understand how marketing
 Discuss the political and policy is affected by
legal environment of external factors.
marketing.
 Discuss the economic
factor and technological  Understand how social and
factor that affects demographic factors shape
marketing. marketing programs.
 Discuss how external
environmental affects
the firm.
 Explain the basic of
domestic and foreign
competition.
4. Developing a  Discuss global The students will learn: No case study NA NA
Global Vision marketing and its  Understanding of global
(Total 4 importance in today’s marketing.
sessions) scenario.
(14 to 17)  Describe the external  The influence of internet
environment faced by on global market.
global marketers.
 Discuss the various way  Understanding of entering
of entering the global the global market.
market.
 Discus global marketing
mix and how internet is
affecting the global
marketing
5. Consumer  Explain why marketing The students will learn: No case study NA NA
Decision managers should
Making understand consumer  Understanding of
(Total behavior & decision- Individual buying Decision
4sessions + 1 making process process and its
Test)  Describe consumer components.
(18 t0 22) decision making  Understand how cultural
process. and social and
 Identify the types of psychological factor
consumer buying shapes the consumer
decisions and discuss behavior.
the significance of
consumer involvement

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6. Understandin  Describe The students will learn: No case study NA NA
g business marketing
the basic  Describe the  Differences in buying
differences role of the Internet in decision making in B2C &
between B2C business marketing B2B Markets
and B2B  Discuss the role of  Marketing functions
marketing relationship marketing performed in B2B
(Total 5 and strategic alliance in transactions
sessions) business marketing.
(23 to 27)  Difference between
business and consumer
markets.
 Aspects of business
buying behavior

7 Segmenting,  Explain the importance The students will learn: No case study NA NA
Targeting & of market segmentation
Positioning & criteria for market  Identifying market
(Total 5 segmentation. segments, levels & bases
session)  Describe the bases of market segmentation,
(28 to 32) commonly used to
segment consumer &  Market targeting;
business markets Positioning and
 Discuss strategies for repositioning
selecting target market.
 Define positioning and
its importance.
8. Decision  Explain the concept and The students will learn: No case study NA NA
Support purpose of marketing
Systems and decision support  Understand the concept
Marketing system. and importance of
Research  Define marketing marketing decision support
(Total 4 research and its system.
session) importance.  Overview of marketing
(33 to 36)  Discuss the steps research and how to
involved in marketing conduct a marketing
research project. research projects.
 Discuss when marketing
research should be
conducted.
 Impact of internet in
marketing research.

9 Customer  Define customer The students will learn: No case study NA NA

Relationship relationship
Management management.  Understanding of customer
(4 sessions)  How to identify relationship management.
(37 to 40) customer relationship
with organization.  Understand of how to
 Outline the process of identify and retain the
capturing customer profitable customers.
data.
 .Describe how to

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 identify the best
customers
 Explain the process to
leverage customer
information throughout
the organization.

10. Social Media  Discuss the importance The students will learn: No case study NA NA
and of social media in
Marketing (4 marketing  Understand the importance
session) communication. of social media in
(41 to 44)  Discuss about the way marketing communication.
of social media  Will understand the impact
campaigning. of technology in marketing
 Consumer behavior on communications.
social media
 Impact of mobile
technology on social
media

11. 4 sessions Project Presentations & The students will learn:

(45 to 48) recap of important topics  Presentation skills
 Revision of key concepts

Prescribed Text Book: MKTG: A South Asian

Perspective by Lamb, Hair,
Sharma & McDaniel, Cengage
Learning (Latest Reprint/
Edition)
Reference Readings: Marketing Management-A south Asian Perspective (14e), Pearson by Kotler,
Keller, Koshy and Jha