JAIPURIA INSTITUTE OF MANAGEMENT

1. Course Information
Post Graduate Diploma in Management

Course Code and Title MKT-10101; Marketing Management -1

Credits 3
Term and Year Term-I; AY 2021-22
Course Pre-requisite(s) NA
Course Requirement(s) NA
Course Schedule (Day and time of class) As Scheduled by PMC
Classroom # (Location) 220
Course Instructor Dr. Shalini Nath Tripathi
Email Shalini.tripathi@jaipuria.ac.in
Office Number
Student Consultation Hours As offered by Faculty
Office location Designated Cabin

2. Course Overview
Marketing lies as central to all business entities. The revenues and profits stream in from market
place and hence every member of a firm needs to understand its market place activities. MKT
101 has been designed to provide an introduction to the basic concepts of marketing to students
as applied to any organization of which they may be part of the course focuses on the
fundamental concepts of Marketing as a domain of study. It also addresses the significance of
Marketing as a field of practice and its salience for business entities, social institutions as well as
community at large.
During the course of studying MKT 10101, students will learn the concepts of marketing and its
function in society. They will acquire skill in identifying marketing opportunity out of happening
in the economy, society, government, technology and competition. They will understand the
‘consumer’ decision-making process and the major effects influencing consumer buying
behaviour.
The major objective of the course is to highlight the core marketing activities that interface
between the consumers and producers. Student should be able to define and explain marketing’s
role in creating value for a customer. The course focuses on equipping the students with the
knowledge of marketing mix related decisions along with focus on benefits of segmentation and
targeting and positioning.

Course Learning Outcomes

CLO1: Illustrate core concepts in a given marketing situation (Understanding).
CLO2: Apply knowledge of integrated marketing concepts for decision-making (Apply)
CLO3: Analyze a given market situation (Analyze)

3. Mapping of CLOs with POs*** and GAs*

List of PLOs***
1. PO1: Communicate effectively
2. PO2: Demonstrate ability to work in teams to achieve desired goals
3. PO3: Reflect on business situations applying relevant conceptual frameworks
4. PO4: Evaluate different ethical perspectives
5. PO5: Comprehend sustainability issues
6. PO 6: Exhibit innovative and creative thinking
 
PO-1 PO-2 PO-3 PO-4 PO-5 PO- 6

CLO1
CLO2 I
CLO3 I
** I: Introduced; R: Reinforced; E: Emphasized

List of GAs*
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving 
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8
CLO1
CLO2

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 CLO3

* POs, CLOs & GAs stand for Programme Outcomes; Course Level Outcomes & Graduate Attributes,
respectively.
** The highlighted cells indicate the key differentiators.

4. Books and References

Kotler, P., Armstrong, G., Agnihotri, P.Y., (2018). Principles of Marketing, 17/E. Pearson
Education India. (KAA) – Text Book
Ramaswamy, V S, Namakumari, S, Marketing Management – Global Perspective, the Indian
Context, 5th edition, New Delhi, Macmillan Publications. (RN)
Bains, P., Fill, C., Page, K., Sinha, PK, (2013), Marketing – Asian Edition, New Delhi, Oxford
University Press. (BFPS)
Marketing Management, An Indian Perspective by Prof Vijay Prakash Anand, 2nd Edition,
Biztantra Publisher, Distributed by Wiley Internation (VPA)
Lamb, C.W., Hair, J.F., Sharma, D., McDaniel, C., MKTG-A South Asian Perspective, 2012,
New Delhi, Cengage Learning Pvt. Ltd. (LHSM)

Internet Resources
http://study.com/academy/topic/marketing-philosophies-and-ethics.html: This website offers an
introduction to marketing terminology and the types of market orientation. Lessons also explore
cause-related marketing and the social responsibility of corporations.
https://courses.lumenlearning.com/wmopen-introbusiness/chapter/the-role-of-customers-in-
marketing/
http://www.dmnews.com/: This website touts itself as “the go-to resource for innovative
marketers hungry for insight on results-driven strategies and trends to propel their multichannel
marketing forward.
http://study.com/academy/topic/managing-a-product-and-retailing.html: This website discusses
new product categories and their developmental stages along with product life cycles and classes
of product adopters.
http://marketingland.com/: This site offers internet marketing news, strategies, and tips on
analytics, email marketing, content marketing, mobile marketing, and social media marketing.
http://study.com/academy/topic/selling-and-pricing-strategy.html: This website explains such
terms as pricing cost, price selection and price elasticity.
https://www.coursera.org/lecture/uva-darden-advanced-business-strategy/creating-value-for-
stakeholders-9Ulfc

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https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-
value-of-value-creation
https://www.tcs.com/finance-creating-stakeholder-value-lessons-from-leaders-blog
https://www.iveycases.com/ProductView.aspx?id=107189

Flip Videos

https://www.youtube.com/watch?v=mA9XSgV9te0- Branded products with unique

sustainability packaging

https://www.youtube.com/watch?v=-ZNXVaj5LJY- Coca Cola sustainability update

https://www.youtube.com/watch?v=FaK3koLyChE- Patagonia paradox of an eco-conscious

company

5. Assessment

Assessment Description Weight CLO

ag
Component
e
Assessment 1: Consumer Decision Making: The purpose of this 20 CLO2
exercise is to broaden the understanding of
Group
students regarding consumer behavior by bringing
them face-to-face with customers. The first step is
to find a person who is not a member of this
course, and who has recently bought a product or
service. The task is to conduct in depth interview
of about 30-60 minutes in length with each
customer. The goal of the interview is to
understand the decision process that governed the
purchase of the product or service in terms that
can be useful to a marketing manager. The list of
questions will be given as a broad guide for
structuring your in depth interviews. Try to
stimulate a lively and open discussion around
these key question areas from which you can: (a)
develop a deep understanding of the purchase
decision process; and (b) surface the factors, in
the environment and in the customer’s psyche, that

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 really determined why the customer acted the way
she/he did.
Prepare a report briefly (5-6 pages) concisely for
interview for submission. You can be called upon
in the class for your key insights.
Assessment 2: Reflective notes/ Viva Voce 20 CLO1
Individual Reflective notes: Reflecting on the marketing
concepts that students have read and linking
theory with practice/reality/ Mind mapping
(*Reflective notes template shared)
Viva Voce. This will focus on evaluating the core
concepts of marketing and their application
covered in the course.
Assessment 3: STP Term Project: Students would select the firm 20 CLO2
for analyzing STP of that firm and suggest
Group
strategies for existing/ new product/ service.

Assessment 4: End Term: Application and Case based questions. 40 CLO3

Individual

6. CLO mapping with Assessments

Assessments CLO 1 CLO 2 CLO3
Consumer Decision Making – Experiential exercise Embedded
Reflective Notes Embedded
STP Term Project Embedded
End Term Embedded Embedded

7. Session Plan

Session Topic/ Sub Topic Reading Pedagogy Session Learning CLO

Outcomes
Reference
Curtain Raiser Activities:

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A. A Two-hour Mini-Conclave (CXOs) – Online for all campuses: Marketing as a Business Function in
a Firm- The Changing View -
B. Hall of Fame: Alumni Interaction- Online for all campuses: The Marketing Jobs- Existing &
Evolving -

Module I: MARKETING & THE FIRM

1. Discussion on course Video 1: Class At the end of session, 1

outline, https://www.marketin Discussion the student will be able
gteacher.com/what- to familiarize
Overview of Marketing,
is-marketing-2/ themselves with the
the Marketing Process.
meaning and
significance of
Refer chapter no.1 marketing
Function for a firm.
2. Who are the Refer chapter no. 1. Class At the end of session, 1
Customers: What do Discussion the student will be able
they Need & Want? to understand the
process, various
● Needs, Wants and
constituents of
Demands
marketing and basics
● Market offering – of need, wants and
Product, services, demands.
and experiences
● Customer
satisfaction &
Delight
3. Providing Customer Reading: Class At the end of session, 1,2
Value: Discussion the student will be able
Fundamentals of
to understand the basic
Creating , customer value by
elements of marketing
Communicating and Kellogg’s School
mix that a company
delivering Value
uses to promote its
Pre Reads: Byju’s- brand or product in
The Learning App, the market.
Giving Value &
Capturing Value.

Refer chapter no.1.

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4. Marketing as a Flipped video: Class At the end of session, 1
philosophy & https://www.youtube. Discussion the student will be able
marketing orientations com/watch? to understand different
v=Wbtc1BOGhkQ marketing orientations
● Production concept
and clearly
● Product concept differentiate between
Refer chapter no. 1. marketing and selling.
● Selling concept
● Marketing concept
● Societal Marketing
Concept
5. Marketing & Emerging Flip videos (Ikea, Guest Talk 1 At the end of session, 1
Trends: Role of Tesco, M&S, HUL, the student will be able
sustainability as PepsiCo) to understand the
marketing value and challenges faced by
linkages of marketing firms during
department with other implementation of
departments sustainable marketing
strategies.
6. Analyzing the Refer chapter no.3 Class At the end of session, 2
Marketing Environment: Discussion the student will be able
Company’s to identify factors in
Microenvironment the company’s micro
and macro
environmental forces
and their effect on
organizations. Student
will be able to
internalize and apply
the knowledge of
environmental factors.
7. Analyzing the Environmental forces Class activity At the end of session, 2
Marketing Environment: analysis worksheet the student will be able
Company’s Macro to identify factors in
environment the company’s micro
Refer chapter no.3 and macro
environmental forces
and their effect on
organizations. Student
will be able to

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 internalize and apply
the knowledge of
environmental factors

8. Managing Marketing Refer chapter no.4 Class After the session the 2
Information to gain Discussion student shall be able to
consumer Insights appreciate the
importance of
gathering customer
insights and decoding
insights for effective
decision making
Module II: Consumer Markets and Buyer Behaviour
9. How do customers buy: Class At the end of session, 1,2
Major effects Discussion the student will be able
Refer chapter no.5
influencing consumer to understand how
buying behaviour customers buy through
buyer decision
process.
10. Buying Decision Experiential Class Activity At the end of session, 1,2
Behaviour and Buying Exercise: Purchase the student will be able
Decision Process decision Stages – will to identify the
be shared different factors
influencing consumer
decision process.
Refer chapter no.5
11. Business Buyer Refer chapter no.6 Debate & At the end of session, 1,2
Decision Process Discussion the student will be able
to familiarize with
stages of
organizational buying
behavior process and
understand how they
are different from
consumer buying
process.
Module III: The Marketing Imperatives
12. Competition Analysis – Refer chapter no.18 Class At the end of session, 2,3

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 Identifying, assessing Discussion the student will be able
and selecting to understand
competitors, Ethical competitors as well as
competition Case1: Volkswagen customers through
case competitor analysis.
13. Competitive Position & Refer chapter no.18 Case Discussion After the session the 2,3
Strategy Formulation student shall be able to
Video
https://youtu.be/ analyze the strategies
A3PDXmYoF5 that organizations
U (Competitive formulate in the first
place and also as a
positioning
through Product response to
competition
Features)
Video
https://youtu.be/
OknBv5QSpg0
(Competitive
Positioning
through
Performance)
14. Determine which Refer chapter no.7. Class At the end of session, 2,3
Markets to address: Discussion the student will be able
Market Segmentation to understand
competitors as well as
customers through
competitor analysis.
15. Determine which Refer chapter no.7 Class At the end of session, 2,3
Markets to address: Discussion the student will be able
Requirements for to identify major
effective segmentation segmentation
variables.
16. Market Targeting Refer chapter no.7 Class At the end of session, 2,3
Approaches Discussion the student will be able
to understand market-
targeting concept and
apply them in
selecting target market
segments.
17. Choosing a Consumer Profiling Class Activity At the end of session, 2,3

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 differentiation and Matrix the student will be able
positioning strategy to explain clearly the
relationship between
Refer chapter no.7 market segments and
positioning and
explain how critically
important it is for
differentiation.
18. Design the Market https:// Case Discussion At the end of session, 1,2
Offer: Managing opentextbc.ca/ the student will be able
Marketing Mix – businessopenstax/ to understand the basic
Product, Price chapter/developing-a- elements of marketing
marketing-mix/ mix that a company
uses to promote its
brand or product in
the market.
Case 2: Any
Integrated case
e.g Marketing Mix
of Lays – The 4 P’s

https://iide.co/
case-studies/
marketing-mix-
of-lays/
#:~:text=Mix
%20of
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ting%20Mix
%20of%20Lays
%20%E2%80%93
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19. Design the Market
Offer: Managing
Marketing Mix –Place,
Promotion
https://hbr.org/ Case Discussion At the end of session, 1,2
1985/09/ the student will be able
rejuvenating-the- to understand the basic
marketing-mix elements of marketing
mix that a company
uses to promote its
https:// brand or product in
blog.globalwebindex. the market.
com/marketing/
marketing-mix/

20. Creating competitive
advantage using
Technologies-
MARTECH – , AI,
Augmented reality
Case: Any
Integrated case
e.g Marketing Mix
of Lays – The 4 P’s
Video/Reading Guest Talk -2 At the end of session, 2
the student will be able
to know about the
technologies that
companies are using to
gain competitive
advantage.

8. Rubrics for Assessment Component

A. RUBRICS FOR EXPERIENTIAL WRITTEN ASSIGNMENT

CRITERIA Below Expectations Meets Expectations Exceeds Expectations
Coverage and quality of content The content covers very The content covers a few The content covers many aspects
(Clarity of Inf.) limited aspects of topic aspects of topic chosen and affecting the topic chosen but misses on
chosen and misses on misses on many other, the few critical factors. The clarity of
8 Marks
many crucial aspects. clarity of content is OK content is quite good
The clarity of content is
also not up to mark.

Structure and flow of written
presentation (Organization/
logical flow)
6 Marks
The content is The content is presented The content is presented in a logical
inadequate and not but the flow and sequence manner but fails to establish
presented logically as is not up to mark. A little comparison with competitors. Efforts
well. of effort is made in have been made on comparison part
comparison with and data seems to be adequate.
competitors and data is
inadequate.

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Quality of critical review and Neither critical review
suggestions (Content/ Subject nor analysis is done
matter) using relevant concepts.
In addition, suggestions
6 Marks
are very limited.
B. RUBRICS FOR REFLECTIVE NOTES/VIVA-VOCE
Criteria Below Expectations
Conceptual Clarity And Lacks clarity in
Analysis understanding of marketing
10 Marks concepts asked. Is not able to
analyze and answer even half
of the questions asked
satisfactorily.
Confidence in Student exhibits lacks of
Communication communication and struggles
to express his thoughts
5 Marks
effectively.
Quality of contemporary The student fails to relate the
content concepts with current
scenario or companies and
5 Marks
fails to cite relevant
examples.
C. RUBRICS FOR STP TERM PROJECT
CRITERIA Below Expectations
Gathers Quality Information The content covers very
limited aspects of topic
10 Marks
chosen and misses on
many crucial aspects.
The relevance and
quality of information is
also not up to mark.
Selects & Uses relevant Neither critical review
concepts for analysing nor analysis is done
using relevant concepts.
10 Marks
In addition, suggestions
are very limited.
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Little effort is made on
critical analysis and review
using relevant concepts
and a few suggestions are
provided.
Meets Expectations
Demonstrates some clarity in
marketing concepts asked
and is able to analyze and
explain at least half of the
questions and could relate
them with contemporary
examples.
Student is able to express
effectively although on
occasions exhibits lacks of
confidence and fails to pick
the right words to express the
content
On some occasion students
cites some relevant examples
suited for the context or
content.
Meets Expectations
The content covers a few
aspects of topic chosen and
misses on many other, the
relevance and quality of
information is OK
Little effort is made on
critical analysis and review
using relevant concepts
and a few suggestions are
provided.
Critical analysis and review is done
using relevant concepts. The
suggestions are quite relevant to
analysis conducted.
Exceeds Expectations
Demonstrates superior level of clarity of
marketing concepts asked and student is
able to analyze and explain most of them
through contemporary examples.
Student expresses his thoughts with full
confidence and makes use of right words.
The communication is perfect.
Student is able to cite relevant examples
and contemporary information with his
answers on most occasions reflecting his
awareness about happening in corporate
world.
Exceeds Expectations
The content covers many aspects
affecting the topic chosen but misses on
few critical factors. The relevance and
quality of information is quite good
Critical analysis and review is done
using relevant concepts. The suggestions
are quite relevant to analysis conducted.
 D. RUBRICS FOR END TERM
CRITERIA Below Expectations Meets Expectations Exceeds Expectation
Able to offer response by Fails to demonstrate Demonstrates a fair Demonstrates completeness of
gathering relevant completeness of level of completeness information, ability to synthesize
information demonstrating information, ability to of information, ability ability to synthesize learning to apply
conceptual clarity. synthesize learning to to synthesize learning knowledge of marketing management.
apply knowledge of to apply knowledge of Demonstrates a sophisticated
marketing marketing understanding of what information is
20 Marks management. management. needed.

Selects and Uses Has limited Selects and uses relevant Selects and uses relevant concepts and
Relevant Concepts and knowledge on concepts and frameworks.
Frameworks for case selecting and using frameworks.
analysis relevant concepts and
frameworks.

20 Marks

9. Institute’s Policy Statements

It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact.  The learning tasks in this
course may include classes (lectures or seminars), required readings, flipped-videos, preparation
of answers to set questions, exercises and problems, and self-study. In addition, students may be
required to complete an assignment, test or examination.

LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can download
lecture, additional reading materials, and tutorial notes to support class participation.

Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be not
be accepted. Requests for extension of time must be made with the faculty member concerned
and based on Special Consideration guidelines. 

Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person as
though it is one's own without properly acknowledging that person.

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Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is
advisable that students should read student handbook for detailed guidelines. It is also advisable
that students must not allow other students to copy their work and must take care to safeguard
against this happening. In cases of copying, normally all students involved will be penalized
equally; an exception will be if the student can demonstrate the work is their own and they took
reasonable care to safeguard against copying.

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