HRCC 203-Marketing Management

Name Semester Programme Email

Aby K Abraham, PhD Second MA HRM abyabraham@rajagiri.edu
About the Course

This is an introductory course in marketing meant to provide basic concepts of marketing. Envisaged to develops an overall understanding of the
subject and to equip students with necessary skills to analyse and integrate marketing situations into organizational goal achievement. Subject and
to equip students with necessary skills to analyse and integrate marketing situations into organizational goal achievement.

Course Outcomes mapped to Programme Outcomes (POs) PO

CO1 Student must aquire a comprehensive and practical knowledge about Marketing management. PO 1 b
CO2 Students to understand and appreciate marketing in theory and practice. PO 1 b
Achieving marketing and customer orientation in approaching and dealing with challenges
CO3 and opportunities in the organization. PO 1 a
Mapped PO
PO 1a: Our graduates will be able to identify problems in an organisational situation.
PO 1b: Our graduates will demonstrate strategic long term orientation.
Session Plan
Session Topic/Assignment Reading Methodology
Module I. Marketing - core concepts and Lecture, Discussion &
1-2 scope B1 Ch 1 & 2; B4. Ch 1 &2 QA

Developing marketing strategies and

plan– strategies for market leaders, Lecture, Discussion &
3-4 challengers, followers and niches B1. Ch 3; B4. Ch 3 QA
Lecture, Discussion &
5-6 Scanning the Marketing Environment B1. Ch 3; B4. Ch 3 QA

Conducting Marketing Research and Lecture, Discussion &

7-8 Forecasting Demand. B1. Ch 3; B4. Ch 3 QA
 Module II. Analyzing consumer
markets-Factors influencing consumer Lecture, Discussion &
9-10 behavior, Buying Decision Process; B1. Ch 5 & B4. Ch 5 QA

Analyzing business markets – Factors

influencing organizational markets, Lecture, Discussion &
11-12 organization buying process B1. Ch 6 & B4. Ch 6 QA

Segmentation strategy – categories of

segmentation; Target Market
Selection/Target Marketing; Positioning
strategy: features of effective
positioning; Customer Relationship Lecture, Discussion &
13-14 Management. B1. Ch 7 & B4. Ch 7 QA

Positioning strategy: features of

effective positioning; Customer Lecture, Discussion &
15-16 Relationship Management. B1. Ch. 4; B4. Ch. 4 QA

Written analyis/
17-18 Case 1 Eco7: Launching a New Motor Oil Presntation/ Discussion

Module III. Threoduct, The basics of

Marketing Mix; Understanding Product Lecture, Discussion &
19-20 life cycle B1. Ch. 2, 9&10; B4. Ch. 8 QA
The basics of Marketing Mix; Lecture, Discussion &
21-22 Understanding Product life cycle B1. Ch.11 ; B4. Ch. 9 QA
Brand equity and Branding decisions,
Setting Product Strategy – classification
of Products, Product Assortment and Lecture, Discussion &
23-24 Product Line Decisions B1. Ch.11 ; B4. Ch. 9 QA
 Developing new products/services;
Basics of Services Marketing Mix; Lecture, Discussion &
25-26 Introduction to Service Quality. B1. Ch 12; B4. Ch 2 QA

Module IV. Setting the Price,

Developing Pricing Objectives,
Strategies and Programs, Price
Adjustments-Adapting the Price,
Initiating and Responding to Price Lecture, Discussion &
27-28 Changes. B1. Ch. 11 & 13; B4. Ch. 10 QA

Adapting the Price, Initiating and Lecture, Discussion &

29-30 Responding to Price Changes. B1. Ch. 11 & 13; B4. Ch. 10 QA
Designing and Managing Integrated
Marketing Channels - Planning the Lecture, Discussion &
31-32 channel of distribution B1. Ch. 14; B4. Ch. 12 QA

Managing Retailing, Wholesaling, and

Logistics - Electronic channels - Vertical Lecture, Discussion &
33-34 Marketing Systems B1. Ch. 15; B4. Ch. 13 QA

Hands on Individual
35-36 Simulation Marketing Simulation: The Positioning Game Assignment

Module V. Designing and Managing

Integrated Marketing Communications -
Managing Digital Communications:
Online, Social Media and Mobile Lecture, Discussion &
37-38 Marketing B1. Ch. 16; B4. Ch. 14 &17 QA
Managing Mass Communications –
Advertising, Sales Promotion, PR and
Publicity, Events and Experiences, Lecture, Discussion &
39-40 Managing Personal Communications B1. Ch. 17; B4. Ch. 15 QA
 Personal Selling, Direct Marketing,
Interactive Marketing and Word of Lecture, Discussion &
41-42 Mouth. B1. Ch. 18; B4. Ch. 16 QA

Sustaining Value - Organizing and

Controlling the Marketing Function; Lecture, Discussion &
43-44 Socially Responsible Marketing. B1. Ch. 21; B4. Ch. 20 QA
References/Books

1. Philip Kotler, Keller, Koshy, Jha, “Marketing Management”, Pearson, New Delhi. 14th Edition, 2013.
2. Ramaswamy and Namakumari, “Marketing Management”, MacMillan, New Delhi. 4th Edition, 2009.
3. Rajan Saxena, Marketing Management, Tata McGraw Hill, New Delhi. 6th Edition, 2019.
4. Garry Armstrong, Philip Kotler. Marketing: An Introduction, Pearson Education, New Delhi, 2019.
5. Michael Etzel, Bruce Walker, William Stanton and Aijay Pandit, Marketing, Tata McGraw Hill, New Delhi, 2004.

Grading Structure
Sl. No. Evaluation tool Marks CO Assessed Tool for Measurement
1 CAE 1 - Class Based 12
2 CAE 2 - Centralised 12
3 End Semester 60
4 Individual Assignment 8 CO 3 Rubrics
5 Case Analysis & Presentation 4 CO 1 Rubrics
6 In-class assignments and Participation 4 CO 2 Rubrics
Learning & Teaching Activities -
Learning & Teaching Activitiy Session Course Outcomes
Case Analysis & Presentation (Group) 17-18 CO1
Individual Assignment (Simulation) 35-36 CO3
Inclass Assignments and class participation Random CO 2
Grading or Evaluation tools other than Examinations
A. Individual Assignment – 8 Marks -Simulation: The Positioning Game
1. Submit an Individual report at the end of the simulation. Submission after completion must work on continuously keeping track of your own
actions. DO NOT wait till the end to make it.
2. Record your perceptual map and learnings. Detail your decisions and the reasons for making them. Report results achieved against decisions, and
learning you gathered.
Must touch upon;
- Role of market structure and product positioning in marketing strategy.
- Recognize consumer segments, underserved segments, and ideal points for targeting opportunities.
- Brand perceptions, similarities, and differences, and perception problems.

3. Do not forget to mention clearly your name, company name, roll number etc.

B. Case Analysis & Presentations (4 marks): Cases will have to be analysed in groups. A written report on the analysis must be submitted
followed by a presentation in class.
C. Class Participation & Class activities (4 marks): Class assignments, will be used to monitor continuous learning.

Course policies

Assignment Schedule
Sl.No. Date / Session Assignment/Presentation Due Date/ Session
1 17-18 Case Analysis & Presentation (Group) Session 17
2 35-36 Individual Assignment (Simulation) Session 35

Course Requirement
Being an introductory course in Marketing no specific pre-rquities are set. However, good understanding of basic concepts of behavioral science
and economics are highly desirable. A good proficeiency in mathematics will also be beneficial.