COURSE TITLE MARKETING THEORY & PRACTICE CREDITS 4

COURSE
COURSE CODE MGT 3091 CORE L-T-P 3-0-1
CATEGORY
LEARNING
Version 1.0 Approval Details ACM BTL-4
LEVEL
This Subject is an introduction to marketing: the study or practice of providing goods
or services that satisfy human desires. The Subject reflects on the understanding of
the "4 Ps" - product, price, promotion and place and developing analysis, research and
Course strategy skills. It emphasizes on the decision-making role of the marketing manager
who is responsible for formulating the strategic marketing plan. The theory of
Description
selecting market target(s) for the firm's product and/or services and the development
of the marketing mix (product, price, promotion, distribution) with the aid of market
research is covered. Above all, the Subject provides a foundation in marketing as well
as insights into contemporary marketing applications.
• Understand the basic marketing concepts and fundamental marketing practices
• Analyze varied real life issues of marketing and dilemmas faced in practice.
• Examine the marketing mix variables while developing an effective marketing strategy
Course
• Understand the behavior of consumer as well as business markets
Objectives
• Evaluate the framework of product/service and branding decision strategy
• Understand marketing in the digital age and decide on the global marketing program

After going through the Subject, the students shall be able:

1. To understand the basic marketing concepts and fundamental marketing practices
2. To expose the students to the varied real life issues of marketing and dilemmas faced
Course in practice.
Outcome 3. To examine marketing mix variables while developing an effective marketing strategy
4. To understand the behaviour of consumer as well as business markets
5. To evaluate the framework of product/service and branding decision strategy
6. To solve real life problems by learning from case discussion and/or projects.
Prerequisites: LVP Module
CO, PO AND PSO MAPPING
PO PO PO PO PO PO PO PO PO PO PO- PO- PSO- PSO- PSO-
CO
-1 -2 -3 -4 -5 -6 -7 -8 -9 -10 11 12 1 2 3
CO-1 2 - - - - - - - - - - - - - -
CO-2 - 3 - - - - - - - - - - - - -
CO-3 - - - 2 - - 3 - - - - - - - -
CO-4 - - - 2 - 2 - - - - - - - - -
CO-5 - 3 - - - - - - - - - - - - -
CO-6 - - - - 2 - - - - - - - - - -
1: Weakly related, 2: Moderately related and 3: Strongly related
 MODULE 1: INTRODUCTION TO MARKETING (4.5 Hour)
Defining Marketing for the 21st Century – Importance, Scope. Core Marketing concepts.
Company orientation towards market place - Production concept, Product concept, Selling
concept, Marketing concept, Holistic Marketing concept.
Gathering Information and Scanning the Environment: Components of modern marketing
information system, Internal Records and Marketing Intelligence; Analyzing the macro
environment; Demographic environment, Other major macro environments - Economic,
Socio-cultural, Natural, Technological, Political-Legal Environment
MODULE 2: UNDERSTANDING VALUE AND MARKET RESEARCH (6 Hours)
Creating Customer Value, Satisfaction and Loyalty: Building customer value; Customer
satisfaction and loyalty, Maximizing Customer lifetime Value, Cultivating customer
relationships;
Conducting Marketing Research and Forecasting Demand: Marketing Research System,
Marketing Research Process - Defining the problem, developing the research plan,
Collecting information, Analyzing the information and present findings - Forecasting and
demand measurement.
MODULE 3: ANALYZING CONSUMER AND BUSINESS MARKETS. (4.5 Hours)
Analyzing Consumer Markets: Factors Influencing Consumer behavior - Cultural Factors –
Social Factors – Personal Factors. Consumer Psychology - Motivation, Perception,
Learning; Buying Decision Process: The five-stage model.
Analyzing business market: Characteristics of business markets – Types of buying
decisions - Buying center - Stages in buying process.
MODULE 4: SEGMENTATING, TARGETING AND POSITIONING (4.5 Hours)
Identifying Market Segments and Targets: Levels of market segmentation, Bases of
segmentation; Bases for segmenting business markets, Market Targeting. Crafting Brand
Positioning: Developing and communicating a positioning strategy, Differentiation
strategies.
MODULE 4: NEW PRODUCT DEVELOPMENT AND MANAGING PRODUCTS AND SERVICES (4.5 Hours)
Introducing New Market Offerings – New Product Development Decision process – Ideas,
Concept to strategy, Development to Commercialization. Consumer Adoption Process.
Setting Product Strategy – Product Hierarchy, Product differentiation – Product portfolio –
Length, width, Depth, consistency. Packaging, Labelling, Warranties and Guarantees.
Product Life cycle.
Distinguishing Characteristics of services, 7P’s of services, SERVQUAL Model.
MODULE 5: BRANDING (4.5 Hours)
Brand – Definition, Brand Equity, Customer Based Brand Equity, Building brand equity -
Brand Resonance Model, Managing Brand equity.

MODULE 6: PRICING (6 Hours)

Developing Pricing Strategies and Programs – Steps in Setting the price – Mark-up (cost-
plus) - Target rate return - Economic Value to Customer pricing methods - Pricing Methods
- Product Mix Pricing.
MODULE 7: OPERATING MARKETING CHANNELS (6 Hours)
Designing and Managing Integrated Marketing Channels: Role of Distribution channels and
flows, Customer & Industrial Marketing channels, Core Distribution strategies – Selective,
Intensive, Selective distribution. Channel Partnerships – Conventional and Vertical &
Horizontal Marketing Systems.
Managing Retailing: New retail environment, Key concepts – Omni channel retailing –
Brick and Mortar and Online retailing – Private labels.
Wholesaling: Types of wholesalers, Key functions performed by wholesalers.

MODULE 8: DESIGNING MARCOM (4.5 Hours)

Designing and Managing Integrated Marketing Communications – Macro and Micro
models of communication - Developing communication program - Setting the objectives,
Identifying the audience, Crafting the message, Deciding on the media, Developing the
creative approach, measuring performance.
MODULE 9: MARKETING AUTOMATION- DIGITAL TRANSFORMATION IN (3 Hours)
MARKETING
Fundamentals of digital enabled marketing transformation (1 Hour)
• Significance of digital transformation in marketing
• Understanding the impact of digital technologies on marketing strategies
• Key drivers and challenges of digital transformation in marketing
Data-Driven Marketing (1 Hour)
• Importance of data in digital marketing transformation
• Collecting, analyzing, and leveraging customer data
• Using data to personalize marketing efforts and improve targeting.
Marketing Analytics and Performance Measurement (1 Hour)
• Key metrics and KPIs for measuring marketing success.
• Tracking and analyzing marketing campaign performance
• Implementing marketing analytics tools and dashboards
• Using data insights for continuous improvement and optimization

TEXT BOOKS
1. Marketing Management – Kotler, Keller, Publisher: Pearson Education (15th Edition)
REFERENCE BOOKS
1. Marketing Management: Arunkumar & Meenakshi, Vikas Publishin
2. Marketing Management: Rajan Saxena, Tata Mcgraw Hill Publications
Marketing Management: Ramaswamy and Namakumari, Mac Millan Business Books
3.
Publishers.
E BOOKS
1. https://open.umn.edu/opentextbooks/textbooks/principles-of-marketing
MOOC
https://www.mooc-list.com/course/marketing-fundamentals-basic-concepts-tools-
1.
marketing-and-sales-skillshare
https://www.mooc-list.com/course/1-minute-marketing-lessons-30-quick-marketing-
2.
strategies-skillshare
https://www.mooc-list.com/course/social-media-marketing-strategy-objective-setting-and-
3.
strategic-planning-essentials

Assessment Method (Mapped with CO’s)

SL Assessment Description Weightage Course Outcomes to be Assessed
No. method of in Marks
CO1 CO2 CO3 CO4 CO5 Duration
assessment
method

1 DSE During 10 (30 Y Y Y Y

Semester marks test
Exam converted to
10)

2 CP Class
Participation
3 AS Assignment 5+5=10 Y Y Y Y

4 Case Detail case 10 Y Y Y

Analysis-I analysis
Case Detail case 10 Y Y Y
Analysis-II analysis
5 ST Surprise test 5
to check the
basics
6 TC Tutorial
Class
8 AT Attendance 5 Throughout the course

9 SEE Semester 50 Y Y Y Y Y
End Exam

Practical: Case Study Analysis

Task Hours

Identify the problem 4

Analyse the underlying causes of the problem/ issue 5

Linking with course concepts 5

Examine cause-and-effect relations and make recommendations for 6

action

Reporting your findings 5

Presentation 5
 Total 30

Category Instructions Time frame Evaluation

Case Study

Case Study Evaluation and Analysis of Case 20 Hours 10 Marks

- Online submission of report

Presentation of Case Analysis 10 Hours 10 Marks

Total 30 Hours 20 Marks

Case Study Rubric
Excellent Average Below average
Interim Reporting (10 marks)
(Group work) Excellent: 5; Average 3-4; Below Average 0-2
Uniqueness • discusses all important • discusses some • discusses few of the
of Case (5 aspects of the important aspects of the important aspects of
marks) background of the case background of the case the background of the
• demonstrates all • demonstrates some case
unique features of the unique features of the • demonstrates few
case case unique features of the
• identifies all problems • identifies some case
in the case problems in the case • identifies a few
problems in the case
Solution • discusses an in-depth • discusses a somewhat • discusses a sparse
Options (5 and critical assessment thorough assessment assessment of the facts
marks) of the facts of the case of the facts of the case of the case, and some
in relation to available in relation to available are not based on
research research available research
• weighs and assesses a • weighs and assesses a • weighs and assesses
variety of alternative limited variety of only one alternative
actions that address alternative actions that solution for the case
multiple issues in the address multiple issues
case, all of which are in the case, some of
realistic options which are realistic
options
Final Reporting (10 marks)
(A final group presentation) Excellent: 5; Average 3-4; Below Average 0-2
Recommen • proposes a detailed • proposes a limited • proposes a limited
dations (5 action plan of final action plan of final action plan of final
marks) recommendations recommendations recommendations
• justifies final decisions • justifies some final • justifies few decisions
with specific evidence decisions with specific with specific evidence
evidence
Speaking • Team members had • Team members were • Team members were
Skills and clear articulation. mostly audible and/or often inaudible and/or
Participation • Every team member fluent on the topic, but: hesitant and relied
(5 marks) spoke and participated • not all team members heavily on notes.
at a very high and spoke and/or • A high level of
balanced level. participated in a high discomfort with public
• Speakers demonstrated and balanced level; speaking was exuded.
enthusiasm and • speakers demonstrated • did not hold audience
confidence fair level of attention.
• presented in a creative enthusiasm; light • The presentation went
way that held audience discomfort with public over the time allotted.
attention. speaking and/or
• The presentation fit
into the time allotted.