Course Handout-MM

ICFAI Business School

The ICFAI University Jaipur
THE ICFAI UNIVERSITY, JAIPUR
ICFAI Business School
Course Handout
MBA (Class of 2026)
First Semester: 2024-2025

Course Code/No. Course title L P U

SL MM 501 Marketing Management 3 0 3

1. Instructor-in-charge
: Dr. Prateek Khanna / Dr. Rani Sharma / Ms. Amrita Jaiswal
Email Id: pkhanna@iujaipur.edu.in
ranisharma@iujaipur.edu.in
amritajaiswal@iujaipur.edu.in
Mobile: 9565051072/9461802500/8874535245

2. Scope & Objective of the course:

To provide students with basic concepts and practices of modern marketing and provide a framework to
help them to understand advanced topics and specialized electives in marketing.
At the end of the course, the student will be able to:
• Understand customer-centric approach to Marketing Management
• Appreciate the dynamic nature of Marketing environment and its impact on Marketing strategy
• Examine components of Marketing strategy and their inter-relationships
• Develop Positioning strategy around elements of the Marketing Mix
• Examine and evaluate Marketing decisions to relate them to real-life corporate context
3. (a) Textbook(s):

T1 Marketing Management - A South Asian Perspective, 14 th Edition,2013. Philip

Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha, Pearson Prentice
Hall

(b) Reference book(s):

R1 Marketing Management – 4 th Edition, V Ramasamy & Namkumari, Himalaya

Publishing
R2 Marketing – Asian Edition, 2013, Paul Baines, Chris Fill, Kelly Page, Piyush K Sinha,
Oxford University Press
R3 IBS Cases, Case Research Centre, www.ibscase.org

(c) Other readings:

Marketing Myopia, Levitt, T., Harvard Business Review, 1960, available here
https://canvas.harvard.edu/courses/8491/files/1478568/download?verifier=U9bk8g6mgUQX6lDUcA7SChz
40bDMdrRXKVMoFubU&wrap=1
Brand Equity magazine section of The Economic Times, available here
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THE ICFAI UNIVERSITY, JAIPUR
https://economictimes.indiatimes.com/magazines/brand-equity
Vikalpa, Journal of the Indian Institute of Management, Ahmedabad
Target the Right Market, Avery, J., Sleenburgh, T., Harvard Business Review, Oct 2012, Vol. 90 Issue 10,
p119-123. 5p.
Video Lecture are available here https://drive.google.com/drive/folders/117YvcxdzGvSp-
qBzrmYdNRyp96D94WHH?usp=sharing

Lecture-wise plan

Reference
Lecture/
Learning (Chapter/Sec./ Page
Session Topics to be covered
Objectives Nos.
Nos.
(Of Text/ Ref. Books)
Defining Marketing, decisions in T1, Ch 1
Marketing, Concepts – Needs, Wants Customer Survey
and Demands; Marketing Myopia; https://archive.nptel.a
To understand the importance, Planning - Markets, Segments and c.in/courses/110/104/
2 (1,2) scope and concepts of Positioning; Customer relationships - 110104068/
Marketing Brands, Channels and Media; Value https://archive.nptel.a
and Satisfaction; Supply chains; c.in/courses/110/107/
Challenges – Competition, 110107147/
Technology, Globalization and Social
Responsibility
T1, Ch 3
Presentation
https://archive.nptel.a
c.in/courses/110/104/
To examine the Marketing Micro and Macro Environment; 110104068/
2 (3.4) Environment; identifying major Demographics; Global environment https://archive.nptel.a
forces, needs and trends forces; Methods of gathering
c.in/courses/110/107/
information, Research ethics
110107147/

Case Study BSTR519 Reliance Jio – Disrupting the

1 (5) R3
Indian Mobile Industry
To formulate strategy, Corporate Strategy derived Marketing T1, Ch
3 (6,7,8) responding to the environment, Strategy; Marketing Mix Elements; Product Strategy
tuning the Marketing Mix Integrated Mix Bootcamp
To identify factors influencing Types of buyer behavior; influencers, T1 Ch 6
2(9,10) Consumer Behavior; Buying psychology, cognitive processes and Research survey
decision process decision processing; decision theory
presentation
and behavioral economics
1(11) Pre-Mid Term Quiz Sessions 1-10
3 To identify market segments, Bases of market segmentation, T1 Ch 7
(12,13,14) develop positioning appeals and effective segmentation criteria and Campaign Huddle
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THE ICFAI UNIVERSITY, JAIPUR
effective targeting; evaluation; positioning and targeting, https://archive.nptel.a
differentiation, mass customization c.in/courses/110/104/
110104068/
https://archive.nptel.a
c.in/courses/110/107/
110107147/

Distinctions between products and

To develop product offerings, services; product life cycle, strategies;
3 product-service bundles, brand new product development, strategies T1 Ch 9-12, 19
(15,16,17) building, PLC and process; co-creation and
leapfrogging
1 (18) Case Study MKTG274 Axe Detailer R3
Pricing as a concept, factors; setting T1 Ch 13
To examine the dynamics of prices for new products; product-mix https://archive.nptel.a
2(19,20) pricing in a competitive pricing; price adjustment; challenges c.in/courses/110/107/
environment in pricing due to technology; yield 110107147/
pricing
Channel types and categories; nature
3 To employ channels to reach and importance; value creation
target markets through channels; design, T1 Ch 14,15
(21,22,23)
organization and management; role in
digital era, e-tailing
T1 Ch 17
To examine the inter- Integrated marketing communication, https://archive.nptel.a
3 relationships between elements process, stages of development, c.in/courses/110/107/
(24,25,26) of promotion-mix media, and budgets; advertising, sales
110107147/
promotion and public relations

Case Study MM0064 P&G’s Tremor – Reinventing

1 (27) R3
Marketing by Word of Mouth
To distinguish personal sales
and sales-force management as Personal selling process, situations, T1 Ch18
2 (28,29) distinct element of promotion- roles and management Interaction with
mix Corporate Speaker

1(30) Post Mid-Term Quiz Sessions 20-29

2(31,32) Student Presentations

1(33) Wrapping up and debriefing

5. Evaluation Scheme:

COMPON EVALUATION OVERALL TO BE

QP PATTERN DURATION
ENT TYPE WEIGHTAGE CO0NDUCTED
1. Application Oriented At the end of
1 Written 1 Hour 10%
Short Questions - 3 6-8 Sessions
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THE ICFAI UNIVERSITY, JAIPUR
2. Application Oriented
Subjective Questions-2
3. Case-Let - 1
At the end of
Project Project Presentation-cum-
2 1 Hour 10% 12-16
Presentation Viva
Sessions
Mid Semester
1. Application Oriented
At the end of
Short Questions - 6
3 Open Book 2 Hours 20% 16-18
2. Application Oriented
Sessions
Subjective Questions-2
3. Case-Let - 1
1. Application Oriented
Short Questions - 3 At the end of
4 Written 2. Application Oriented 1 Hour 10% 21-23
Subjective Questions-2 Sessions
3. Case-Let - 1
At the end of
5 Project Viva Project Viva 1 Hour 10% 26-28
Sessions
End Semester After
1. Application Oriented completing
Short Questions – 6 the whole
2. Application Oriented syllabus
6 Written Subjective Questions-3 3 Hours 40% (28th
September
2024 to 06th
3. Case-Let – 2 October
2024)
Total Weightage 100%

6. Chamber Consultation Hours: 4 to 5 pm on weekdays or by appointment

7. Make-up Policy: Make up tests will be allowed to the students only in case of genuine circumstances.
However, there has to be a prior and proper intimation to the Program Coordinator

8. General:
a. Assignments topic will cover the given syllabus but it should be aligned with the current business scenario
b. Pre mid- term Test and Post Mid-term test shall be of problem and conceptual theories.
Dr. Prateek Khanna
Dr. Rani Sharma
Ms. Amrita Jaiswal
Date: 30 May 2024 Name & Signature of I/C
Form: GT/2

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