PES INSTITUTE OF TECHNOLOGY – BANGALORE SOUTH CAMPUS

Dept. of MBA

Lesson Plan

Semester – I

Subject Code : 16MBA15 Total no of Lectures: 56

Subject Title : MARKETING MANAGEMENT IA Marks: 20

Type : Core Credits: 4

Faculty Name : Dr.S.Naveen Prasath Exam Hours: 03

No of Lecture Hours / Week: 03 Exam Marks: 80

Practical Component Hour : 02 Ratio of theory to problems: 100 : 0

Pre-Requisite: Course Delivery
As the subject is of theoretical and significance, the course would be conducted in an interactive manner. To stimulate the thought process the participants are requested to read any business newspaper daily and present/seek views on the subject/article of their interest. Conceptual framework of the subject shall be covered adequately through lectures/power point presentations.
Course Objectives:
1.  To provide an insight to basic concepts of marketing management.
2.  To understand various marketing models for solving marketing problems.
3.  To understand fundamental premise underlying market driven strategies
Course Outcomes: At the end of the course students are able to:
1. Acquire knowledge regarding basic concepts and functions of Marketing Management.
2. Apply various marketing concepts to solve day-to-day corporate problems.
3. Learn various strategies which enable decision making process.
4. Study ever-changing environment and use of appropriate models and techniques of Marketing.
5. Synthesize ideas into a viable marketing plan.

Table - 1

Session Plan

Module No / Session No. / Contents / Pedagogical Tools / Presentation / Assignments / additional work / Student
Learning
Evaluation Technique / Cumulative Coverage
I / 1 / Course Outline:
Introduction to Marketing Management.
Course Objective:
To explain meaning and objectives of business marketing Concepts.
Course Outcome:
Students should be able to understand the meaning of Marketing Concepts. / DLP / Refer the
Table 2 / Refer the
Table 3 / # Class Discussion
# Test I
# Case Presentation / 07%
18%
2 / Course Outline:
Definitions of market and marketing
Course Objective:
To make students learn the definitions of market and marketing.
Course Outcome:
Students should be able to understand the definitions of market and marketing. / ” / ” / ” / ”
3 / Course Outline:
The Exchange Process.
Course Objective:
To explain the Exchange Process.
Course Outcome:The
Students should be able to understand the Exchange Process. / ” / ” / ” / ”
4 / Course Outline:
Elements of Marketing Concept, Functions of Marketing.
Course Objective:
To explain the Elements of Marketing Concept and Functions of Marketing
Course Outcome:
Students should be able to understand the Elements of Marketing Concept and Functions of Marketing. / ” / ” / ” / ”
5 / Course Outline:
Old Concept or Product- oriented Concept.
Course Objective:
To know the Old Concept or Product- oriented Concept.
Course Outcome:
Students should be able to understand Old Concept or Product- oriented Concept. / ” / ” / ” / ”
6 / Course Outline:
New or Modern or Customer- oriented Concept.
Course Objective:
To know how to handle New or Modern or Customer- oriented Concept.
Course Outcome:
Students should be able to understand how to manage New or Modern or Customer- oriented Concept. / ” / ” / ” / ”
7 / Course Outline: Marketing Environment.
Course Objective:
To know Marketing Environment
Course Outcome:
Students should be able to understand Marketing Environment. / ” / ” / ” / ”
8 / Course Outline:
Techniques used in environment analysis.
Course Objective:
To understand Techniques used in environment analysis.
Course Outcome:
Students should be able to understand Techniques used in environment analysis. / ” / ” / ” / ”
9 / Course Outline:
Characteristics (Micro and Macro).
Course Objective:
To explain Characteristics (Micro and Macro).
Course Outcome:
Students should be able to understand Characteristics (Micro and Macro). / ” / ” / ” / ”
10 / Course Outline:
Marketing to the 21st century customer.
Course Objective:
To learn Marketing to the 21st century customer.
Course Outcome:
Students should be able to understand the Marketing concepts to the 21st century customer. / ” / ” / ” / ”
II / 11 / Course Outline:
Meaning and Characteristics of Consumer Behaviour Analysis.
Course Objective:
To get clarity on the Meaning and Characteristics of Consumer Behaviour Analysis.
Course Outcome:
Students should be able to understand the Meaning and Characteristics of Consumer Behaviour Analysis. / ” / ” / ” / ”
12 / Course Outline:
Importance of Consumer Behaviour Analysis.
Course Objective:
To explain the importance of Consumer Behaviour Analysis.
Course Outcome:
Students should be able to understand the importance of Consumer Behaviour Analysis. / ” / ” / ” / ”
13 / Course Outline:
Factors Influencing Consumer Behaviour.
Course Objective:
To explain Factors Influencing Consumer Behaviour.
Course Outcome:
Students should be able to understand the Factors Influencing Consumer Behaviour. / ” / ” / ” / ”
14 / Course Outline:
Consumer Purchase Decision Process Course Objective:
To explain the Consumer Purchase Decision Process.
Course Outcome:
Students should be able to understand the Consumer Purchase Decision Process. / ” / ” / ” / ”
15 / Course Outline:
Buying Roles.
Course Objective:
To explain the Buying Roles.
Course Outcome:
Students should be able to understand Buying Roles. / ” / ” / ” / ”
16 / Course Outline:
Buying Motives.
Course Objective:
To explain the Buying Motives.
Course Outcome:
Students should be able to comprehend the Buying Motives. / ” / ” / ” / ”
17 / Course Outline:
Buyer Behaviour Models
Course Objective:
To know the Buyer Behaviour Models.
Course Outcome:
Students should be able to get clear ideas on Buyer Behaviour Models. / ” / ” / ” / ”
18 / Course Outline:
Buyer Behaviour Models
Course Objective:
To know the Buyer Behaviour Models.
Course Outcome:
Students should be able to understand the Buyer Behaviour Models. / ” / ” / ” / ” / 36%
III / 19 / Course Outline:
Concept of Market Segmentation.
Course Objective:
To explain the Concept of Market Segmentation.
Course Outcome:
Students should be able to understand the Concept of Market Segmentation. / ” / ” / ” / ”
20 / Course Outline:
Benefits, Requisites of Effective Segmentation.
Course Objective:
To determine the Benefits and Requisites of Effective Segmentation.
Course Outcome:
Students should be able to understand the Benefits and Requisites of Effective Segmentation. / ” / ” / ” / ”
21 / Course Outline:
Bases for Segmenting Consumer Markets.
Course Objective:
To know Bases for Segmenting Consumer Markets.
Course Outcome:
Students should be able to understand about Bases for Segmenting Consumer Markets. / ” / ” / ” / ” / 50%
22 / Course Outline:
Market Segmentation Strategies.
Course Objective:
To know the Market Segmentation Strategies.
Course Outcome:
Students should be able to understand about Market Segmentation Strategies.
/ ” / ” / ” / ”
23 / Course Outline:
Targeting - Bases for identifying target Customer target Marketing strategies.
Course Objective:
To understand the Targeting - Bases for identifying target Customer target Marketing strategies.
Course Outcome:
Students should be able to understand Targeting - Bases for identifying target Customer target Marketing strategies. / ” / ” / ” / ”
24 / Course Outline:
Positioning - Meaning, Product Differentiation Strategies.
Course Objective:
To know Positioning - Meaning, Product Differentiation Strategies.
Course Outcome:
Students should be able to understand Positioning - Meaning, Product Differentiation Strategies. / ” / ” / ” / ”
25 - 26 / Students related activity
Students are asked to analyze various Product Life Cycles / Students participation
Laptop and DLP / Analyzing Product Life Cycle. / Activity
Grades will be given based on analyzing factors.
27 / Course Outline:
Tasks involved in Positioning. Branding - Concept of Branding.
Course Objective:
To learn the Tasks involved in Positioning. Branding - Concept of Branding.
Course Outcome:
Students should be able to understand Tasks involved in Positioning. Branding - Concept of Branding. / 1 hr. strategic approaches. / Refer – case study
Group – C / Refer – Table 3 / Class Discussion
Case presentation
Assignments
28 / Course Outline:
Types of branding
Course Objective:
To learn about Types of branding.
Course Outcome:
Students should be able to understand Types of branding
. / 1 hr. strategic approaches. / Refer – case study
Group – C / Refer – Table 3 / Class Discussion
Case presentation
Assignments
29 / Course Outline:
Brand Equity.
Course Objective:
To understand the Brand Equity
Course Outcome:
Students should be able to understand Brand Equity. / .5 hr lecture
.5 hr case study solving / Refer – case study / Refer the
Table 3 / Class Discussion
Case presentation
Assignments / 68%
30 / Course Outline:
Branding strategies.
Course Objective:
To explain the Branding strategies.
Course Outcome:
Students should be able to understand Branding strategies. / DLP / Refer the
Table 2 / Refer the
Table 3 / # Class Discussion
# Test II
# Case Presentation
31 / Course Outline:
Branding strategies.
Course Objective:
To explain the Branding strategies.
Course Outcome:
Students should be able to understand Branding strategies. / ” / ” / ” / ”
IV / 32 / Course Outline:
Product Concept,
Course Objective:
To know how to Manage Product Concept.
Course Outcome:
Students should be able to understand the Managing concepts of Product. / ” / ” / ” / ”
33 / Course Outline:
Product hierarchy and Product line.
Course Objective:
To know the Product hierarchy and Product line.
Course Outcome:
Students should be able to understand Product hierarchy and product line. / ” / ” / ” / ”
34 / Course Outline:
Product mix
Course Objective:
To describe the Product mix
Course Outcome:
Students should be able to understand Product mix. / ” / ” / ” / ”
35 / Course Outline:
Product mix strategies.
Course Objective:
To describe the Product mix.
Course Outcome:
Students should be able to understand Product mix strategies. / DLP / Refer the
Table 2 / Refer the
Table 3 / # Class Discussion
# Test III
16# Case Presentation
36 / Course Outline:
Product life cycle and its strategies.
Course Objective:
To describe the Product life cycle and its strategies.
Course Outcome:
Students should be able to understand Product life cycle and its strategies. / ” / ” / ” / ”
37 / Students related activity
The students are asked to Study Packaging strategies used by FMCG companies. / Laptop & DLP / Students will Study Packaging strategies used by FMCG companies. / Refer – Table 3 / Activity
Grades will be given based on problem identification and resolving methods.
38 / Course Outline:
New Product Development.
Course Objective:
To describe the New Product Development.
Course Outcome:
Students should be able to understand New Product Development. / ” / ” / ” / ”
39 / Course Outline:
Packing as a marketing tool
Course Objective:
To describe the Packing as a marketing tool
Course Outcome:
Students should be able to understand Packing as a marketing tool. / ” / ” / ” / ”
40 / Course Outline:
Role of labelling in packing.
Course Objective:
To explain the Role of labelling in packing.
Course Outcome:
Students should be able to understand the Role of labelling in packing.
41 / Course Outline:
Role of labelling in packing
Course Objective:
To explain Role of labelling in packing.
Course Outcome:
Students should be able to understand Role of labelling in packing. / ” / ” / ” / ” / 78%
V / 42 / Course Outline:
Significance of pricing, factor influencing pricing (Internal factor and External factor).
Course Objective:
To learn the Significance of pricing, factor influencing pricing (Internal factor and External factor).
Course Outcome:
Students should be able to understand the Significance of pricing, factor influencing pricing (Internal factor and External factor). / ” / ” / ” / ”
43 / Course Outline:
Pricing objectives
Course Objective:
To explain the Pricing objectives.
Course Outcome:
Students should be able to understand the Pricing objectives / ” / ” / ” / ”
44 / Course Outline:
Pricing Strategies-Value based, Cost based.
Course Objective:
To determine the Pricing Strategies-Value based and Cost based
Course Outcome:
Students should be able to understand Pricing Strategies-Value based and Cost based. / ” / ” / ” / ”
45 -46 / Course Outline:
Market based, Competitor based Pricing Procedure.
Course Objective:
To learn the Market based, Competitor based Pricing Procedure. Course Outcome:
Students should be able to understand Market based, Competitor based Pricing Procedure. / ” / ” / ” / ”
47 / Students related activity
Students are asked to learn Marketing plans used by automobile industry. / Laptop and DLP
1 hr. presentation / Refer – Table 3 / Activity
Grades will be given based on their observations
.
48 / Course Outline:
Marketing Channels: Meaning, Purpose .
Course Objective:
To know the Marketing Channels: Meaning and Purpose.
Course Outcome:
Students should be able to understand the Marketing Channels: Meaning, Purpose. / ” / ” / ” / ” / 92%
49 / Course Outline:
Factors Affecting Channel Choice.
Course Objective:
To describe the Factors Affecting Channel ChoiceCourse Outcome:
Students should be able to understand Factors Affecting Channel Choice. / ” / ” / ” / ”
50 / Course Outline:
Factors Affecting Channel Choice.
Course Objective:
To describe the Factors Affecting Channel Choice.
Course Outcome:
Students should be able to understand the Factors Affecting Channel Choice. / . ” / ” / ” / ”
52 / Course Outline:
Channel Design and Channel Management Decision
Course Objective:
To explain the Channel Design, Channel Management Decision.
Course Outcome:
Students should be able to understand how to Manage Channel Design and Channel Management Decision. / 1 hr lecture / Refer case study / Refer –Table 3 / Class Discussion
Case presentation
Assignments
53 / Course Outline:
Channel Conflict, Designing a physical Distribution System, Network Marketing.
Course Objective: To learn Channel Conflict, Designing a physical Distribution System, Network Marketing
Course Outcome: Students should be able to understand about
Channel Conflict, Designing a physical Distribution System, Network Marketing. / . ” / . ” / . ” / . ”
VI / 54 / Course Outline:
Marketing Planning: Meaning, Concepts.
Course Objective:
To explain the Marketing Planning: Meaning, Concepts.
Course Outcome:
Students should be able to understand Marketing Planning: Meaning, Concepts. / ” / ” / Refer – Table 3 / Class Discussions
Assignments
55 / Course Outline:
Marketing Planning: Meaning, Concepts.
Course Objective:
To explain the Marketing Planning: Meaning, Concepts of Markets.
Course Outcome:
Students should be able to understand Marketing Planning: Meaning and Concepts.
56 / Course Outline:
Steps involved in Marketing planning, Marketing Audit- Meaning and Feature and Various components of Marketing Audit Marketing Strategy-Analysis of Industry and Competition, Strategic Planning Process.
Course Objective:
To learn the Steps involved in Marketing planning, Marketing Audit- Meaning, features and Various components of Marketing Audit Marketing Strategy-Analysis of Industry and Competition, Strategic Planning Process.
Course Outcome:
Students should be able to understand Steps involved in Marketing planning and Marketing Audit- Meaning, Feature and Various components of Marketing Audit Marketing Strategy-Analysis of Industry and Competition, Strategic Planning Process. / . ” / . ” / . ” / . ”
Lab Sessions / Every fifth hour will be handled lab sessions which will focus the practical aspect of the syllabus content. A complete revision through the presentation by the students based on the presentation topics will be covered during this slot.

Table – 2