Standardized Outline for Courses

Part A: Basic Details

Name of Course
(Kindly also mention the
Principles Of Marketing (PMKBJ22-1)
course code – e.g., MGCH20-4 –
assigned by the Dean’s Office)

Himadri Roy Chaudhuri & Debasis Pradhan

Course Instructor(s) himadri@xlri.ac.in
(Please provide email id)
debasis@xlri.ac.in

Pooja Roy Chowdhury

poojar@xlri.ac.in
Academic Associate(s)
(Please provide email id)
Shipra Das
shipra@xlri.ac.in

Area Marketing

Program & Year

BM (2022-23)
(e.g., HRM 2020-22)

Term I

Type of Course
Core
(Core/Elective/Workshop)

Number of Credits 3

Number of Classroom Contact

30
Hours
Course pre-requisites
(if any, including cut-off grades Non-Applicable
in specific core courses)

Course Textbook Yes

Course Handout to be Provided

Yes
(Yes/No)
No. of Sessions to be taken by
2 sessions online
Guest Faculty
Name of Guest Faculty
(if identified) TBD
(Please provide email id)
 Standardized Outline for Courses

Part B: About the Course

Course Description The Principles of Marketing course has been

Course Learning Objectives
Who is the course suitable for?
(For electives only)
designed to demonstrate the normative and
the positive roles of marketing in
organizations and beyond. Effective
comprehension of the Principles help explore
the relationship of marketing to other
functions; and show how effective marketing
builds on a thorough understanding of buyer
behavior to create value for customers. This
course will also help the students to devise
new and defend current/planned marketing
decisions in a dynamic, yet an uncertain and
turbulent environment.
1. Examination of the evolution of
marketing and understand the concepts,
framework, and its application.
2. To understand how organizations can
benefit by creating and delivering
superior value to customers and other
stakeholders.
3. To develop analytical skills, learn
frameworks, apply decision-making
tools that will improve one’s approach
to market analysis.
4. To be able to devise and execute
marketing strategies and programmes
with special reference to STP
5. To develop a global mindset and be able
to appreciate the
local-global interplay and the multi-cultural
perspective while taking decisions.
Not applicable
 Standardized Outline for Courses

Part C: AOL - Learning Goals Mapping at the Course Level*

[Kindly note that two Learning goals - ‘Functional Knowledge’ and ‘Communication’ - are assessed
separately as stand-alone tests and hence not included in the list below!]

AOL Learning Goal (PLO) chosen Please put a tick mark

Decision Making
Quest for Excellence
Sustainability
Global Mindset

Ethical Conduct
Please indicate the rationale for choosing the
specific learning goal(s) for this course

*Description appended at the end of the document

 Standardized Outline for Courses

Session Plan*

Chapters from Course Textbook Pedagogy

Session and Reading Material (Case Studies/in-class
Session Topic Course Learning Objectives
No(s) (other than Case Studies) exercise/questionnaire/presentations)

1-2 Introduction: Core Achieves understanding • Chapter 1 (Text) Lecture and Discussion, Introduction
Concepts of Marketing; of Marketing Basics & • Marketing Myopia to the case-based Assignment
Understanding Marketing philosophy • The Elements of Values-
Measuring, Delivering Assignment Cases: Pureit /
what Chotakool
Consumers Really Want
Case: Rana Plaza

3-4 Adapting Marketing to Highlights Chapter 4 Lecture and Discussion

New Economy-The Importance of • Marketing strategy: How Case: Mahindra Electric Vehicle
Analysis of Marketing situation analysis it fits with business
Environment strategy

5-6 Creating competitive Highlights the • How Smart Connected • Submission of Interim Module of
advantage-A Discussion Porter Products are Transforming Pureit /Chotakool Assignment
on Porter approach Competition Discussion and Clarification

7 Market Intelligence Achieves understanding Chapter 4-5 Lecture and Discussion

of Use of Marketing
Information
8-9 Understanding Achieves understanding Chapter 6 Lecture and Discussion
Buyer of the key Marketing Case: Unilever in Brazil
Behaviour Issue; linking the
consumer to the market
 Standardized Outline for Courses

10-11 Industry structure, To understand the role Addressing competition Lecture, Case discussion, & Role
Dealing with of industry structure in and driving growth. Play
competition dealing with Chapter 12 (Text book)
competition Case: Cola war continues (HBSP
case)

12-13 Competitive positions To understand the Addressing competition

competition between a and driving growth. Case discussion
market leader and niche Chapter 12 (Text book)
player; role of Case: Barco Projection Systems
technology, research (HBSP case)
and consumer insights Caselet: Amazon’s new forays
14 Market segmentation To understand and • Identifying Market
analysis apply the concept of Segments and Targets.
market segmentation Chapter 9 (Text book)
Lecture and classroom discussion
• Benefit segmentation
• Rediscovering market
segmentation
15-16 Market segmentation To know the • Identifying Market
analysis and target market importance of varying Segments and Targets.
selection in B2C market value propositions for Chapter 9 (Textbook)
different customers in a Lecture, Role play, & Case
• Analysing business discussion
Market segmentation segmentation exercise.
and target market markets
selection in a B2B Chapter 7 (Textbook) Case: Aqualisa Quartz (HBSP case)
market
 Standardized Outline for Courses

17-18 Recapitulation of • Crafting the

Marketing Strategy Brand
(Integration of Positioning, Lecture & Case discussion
Segmentation,
Chapter 10 (Textbook)
Targeting
and Positioning of a • Perceptual map
Brand for the target • Understanding
market) buyer behavior
(Chapter-6)
To understand the Case: Mortein/ BMW Films
relationship between
consumer decision-
making, culture,
motivation, and
positioning decisions.
Digital Marketing To expose students to
industry insights
19-20 & Guest Speakers from Industry
The learn the art and
Related Topic science of digital
marketing, Outbound
marketing, inbound
marketing, social
media and mobile
technology
Note: - The course instructor may modify the sequence of topics or coverage based on initial experience and the mid-course review.
 Standardized Outline for Courses

Note: - The course instructor may modify the sequence of topics or coverage based on initial experience and the mid-course review.*

For Attendance Norms, please refer to section 10 of the Student’s Manual.

For Evaluation and Grading Norms, refer to sections 20, 21 and 22 of the Student’s Manual.

For Disciplinary Action, refer to sections 26 and 27 of the Student’s Manual.

 Standardized Outline for Courses

Details of Evaluation Components

Evaluation Module Yes/No Weightage for the PLO sub-dimension Average Number of Hours of
Evaluation Component1 measured Work Outside the Classroom2

Non-Exam Oriented Study

Mid-Term Yes 1 20 % (Part I) 10

End-Term Yes 1 30 % (Part II) 20

Quizzes Yes 2 20 % (Part I & II) 15

Assignment Yes 2 20 % (Part I & II) 10

In-class Exercise Yes 1 10 % (Part II) 15