BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI

WORK INTEGRATED LEARNING PROGRAMMES

Digital
Part A: Content Design
Course Title Marketing
Course No(s) MBA ZC411
Credit Units 4
Credit Model
Content Authors ANJANI SRIKANTH KOKA

Course Objectives
No

CO1 To understand the fundamental marketing concepts and the processes that influence the market
orientation of a firm

CO2 To understand the role of marketing within the organization

CO3 To recognize the importance of marketing in the competitive world

CO4 To analyze critically the marketing process and its relationship with the environment within
which it operates.

Text Book
T1 Marketing Management 16/e; Pearson Education, by Philip Kotler, Kevin Lane Keller,
Alexander Chernev, Jagdish N. Sheth, and G. Shaineesh, 2022.

Reference Book(s) & other resources

R1 Ramaswamy, V.K. & Namakumari; “Marketing Management: Indian Context, MacMillan,
1995, 2nd Ed..
R2 The Economic Times: Brand Equity section
R3 Marketing campaigns in print and Electronic media of various companies

Experiential Learning

This course will feature experiential learning components in the form of projects/assignments that are
designed to enable the participants to learn by doing. This will also form part of the Evaluation
Components for the course.
Content Structure
1. Fundamentals of Marketing Management
1.1. Defining Marketing for the New Realities
1.2. Marketing Planning and Management
Learning Outcomes:
No Learning Outcomes

LO1 Why is marketing important? What is the scope of marketing?

LO2 What are some fundamental marketing concepts? And How has marketing management
changed?

LO3 What are the tasks necessary for successful marketing management?

LO4 How does marketing affect customer value?

LO5 How strategic planning is carried out at different levels of the organization?

LO6 What does a marketing plan include?

2. Understanding the Market

2.1. Analyzing Consumer Markets
2.2. Analyzing Business Markets
2.3. Conducting Marketing Research
Learning Outcomes:
No Learning Outcomes

LO1 Understanding the Model of Consumer Behavior

LO2 How to conduct Market Research?

LO3 How can companies attract and retain customers and cultivate strong customer relationships?

LO4 How do consumer characteristics influence buying behavior?

LO5 In what ways do consumers stray from a deliberate rational decision process?

3. Developing a Viable Market Strategy

3.1. Identifying Market Segments and Target Customers
3.2. Crafting a CVP and Positioning
Learning Outcomes:
No Learning Outcomes

LO1 What are the requirements for effective segmentation?

LO2 How should a company choose the most attractive target markets?

LO3 How can a firm develop and establish an effective positioning in the market?
 4. Designing Value
4.1. Designing and Managing Products
4.2. Designing and Managing Services
4.3. Developing Pricing strategies and Programs
Learning Outcomes:
No Learning Outcomes

LO1 How can companies differentiate products?

LO2 What are the new services realities?

LO3 How can we improve service quality?

LO4 How can goods marketers improve customer support services?

LO5 How should a company set prices initially for products or services?

LO6 How should a company respond to a competitor’s price challenge?

5. Communicating Value
5.1. Managing Marketing Communications
5.2. Personal Selling and Direct Marketing
Learning Outcomes:
No Learning Outcomes

LO1 What is the role and major steps of marketing communications?

LO2 What is the communications mix and how should it be set?

LO3 What decisions do companies face in designing and managing a sales force?

LO4 How to apply the range of marketing communication tools for successful marketing plan

6. Delivering Value
6.1. Designing and Managing Distribution Channels
6.2. Managing Retailing
Learning Outcomes:
No Learning Outcomes

LO1 What is a marketing channel system and value network?

LO2 How should channels be designed?

LO3 What are the key issues with e-commerce and m-commerce?

LO4 What are the major trends with marketing intermediaries?

LO5 What does the future hold for private label brands?
 7. Managing Growth
7.1. Driving Growth in Competitive Markets

Learning Outcomes:
No Learning Outcomes

LO1 Understand how a company assesses its growth opportunities.

LO2 Explain how a company gains and defends market position.

LO3 Discuss the key PLC marketing strategies

Part B: Learning Plan

Academic Term Second Semester 2023-2024

Course Title Marketing
Course No MBA ZC411
Lead Instructor VICTOR SAHA

Contact Hours 1and 2

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 1 Videos 1.1.1 to 1.1.9 (Chapter 1)

During TB Chapter-1 Defining Marketing for 21st

CH Century

Post CH TB Chapter-1

Contact Hours 3 and 4

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 2 Videos 1.2.1 to 1.2.16 (Chapter 2)

During TB Chapter-2 Developing Marketing Strategies

CH and Plans

Post CH TB Chapter-2

Contact Hours 5 and 6

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 3 Videos 2.1.1 to 2.1.12 (Chapter 3)

During TB Chapter 3 Analyzing consumer markets

CH

Post CH TB Chapter 3
Contact Hours 7 and 8
Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 4 Chapter 4

During TB Chapter 4 Analyzing Business markets Videos 2.2.1 to 2.2.5 (Chapter 4)

CH

Post CH TB Chapter 4

Contact Hours 9 and 10

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 5 Videos 2.3.1 to 2.3.10 (Chapter 5)

During TB Chapter 5 Conducting Marketing Research

CH and Forecasting Demand

Post CH TB Chapter 5

Contact Hours 11 and 12

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 6 Videos 3.1.1 to 3.1.10 (Chapter 6)

During TB Chapter-6 Identifying Market Segments and

CH Targets

Post CH TB Chapter-6

Contact Hour 13 and 14

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 7 Videos 3.2.1 to 3.2.12 (Chapter 7)

During TB Chapter-7 Positioning

CH

Post CH TB Chapter-7

Contact Hour 15 and 16: Midterm review

Contact Hours 17 and 18

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 8 Videos 4.1.1 to 4.1.5 (Chapter 8)

During TB Chapter-8 Setting Product Strategy

CH

Post CH TB Chapter-8
Contact Hours 19 and 20
Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 9 Videos 4.2.1 to 4.2.13 (Chapter 9)

During TB Chapter-9 Designing and managing services

CH

Post CH TB Chapter-9

Contact Hour 21 and 22

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 11 Videos 4.3.1 to 4.3.15 (Chapter 11)

During TB Chapter-11 Developing Pricing strategies and

CH programs

Post CH TB Chapter-11

Contact Hours 23 and 24

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 12 Videos 5.1.1 to 5.1.9 (Chapter 12)

During TB Chapter-12 Managing marketing

CH communications

Post CH TB Chapter-12

Contact Hours 25 and 26

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 14 Videos 5.2.1 to 5.2.4 (Chapter 14)

During TB Chapter-14 Personal selling and direct

CH marketing

Post CH

Contact Hours 27 and 28

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 15 Videos 6.1.1 to 6.1.4 (Chapter 15)

During TB Chapter-15 Managing Distribution Channels

CH

Post CH TB Chapter-15
 Contact Hours 29 and 30
Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 16 Videos 6.2.1 to 6.2.4 (Chapter 16)

During TB Chapter-16 Managing Retailing

CH

Post CH TB Chapter-16

Contact Hours 31 and 32

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 17 Videos 7.1.1 to 7.1.6 (Chapter 17)

During TB Chapter-17 Addressing Competition and

CH Driving Growth

Post CH All Chapters

discussed

Evaluation Scheme:
Legend: EC = Evaluation Component; AN = After Noon Session; FN = Fore Noon Session
No Name Type Duration Weight Day, Date, Session, Time
EC-1 Quiz –I Online - 5% February 19-28, 2024
EC-1 Quiz-II Online - 5% March 19-28, 2024
EC- 1 Experiential Online - 15%
Learning (EL) submission April 19-28, 2024
component
EC-2 Mid-Semester Test Closed Book 2 hours 35% Sunday, 17/03/2024 (AN)
EC-3 Comprehensive Open Book 2.5 40%
Sunday, 19/05/2024 (AN)
Exam hours

Syllabus for Mid-Semester Test (Closed Book): Topics in Contact hours 1 to 16

Syllabus for Comprehensive Exam (Open Book): All topics

Important links and information:

Elearn portal: https://elearn.bits-pilani.ac.in
Students are expected to visit the Elearn portal on a regular basis and stay up to date with the latest
announcements and deadlines.
Contact sessions: Students should attend the online lectures as per the schedule provided on the Elearn
portal.
Evaluation Guidelines:
1. EC-1 consists of Quiz. Students will attempt them through the course pages on the Elearn portal.
Announcements will be made on the portal, in a timely manner.
2. EL (which is a part of EC-1) is the experiential leaning component on the project assigned to
you. You will have presentation/ submission at the mid-term and towards the end of the course.
Dates will be announced on the portal well in advance.
3. For Closed Book tests: No books or reference material of any kind will be permitted.
4. For Open Book exams: Use of books and any printed / written reference material (filed or
bound) is permitted. However, loose sheets of paper will not be allowed. Use of calculators is
permitted in all exams. Laptops/Mobiles of any kind are not allowed. Exchange of any material
is not allowed.
5. If a student is unable to appear for the Regular Test/Exam due to genuine exigencies, the student
should follow the procedure to apply for the Make-Up Test/Exam which will be made available
 on the Elearn portal. The Make-Up Test/Exam will be conducted only at selected exam centres
on the dates to be announced later.

It shall be the responsibility of the individual student to be regular in maintaining the self study schedule
as given in the course handout, attend the online lectures, and take all the prescribed evaluation
components such as Assignment/Quiz, Mid-Semester Test and Comprehensive Exam according to the
evaluation scheme provided in the handout.