2. LTP and credit details
• L-T-P: 4-0-0
• 4 Lectures 0 Tutorials and 0 Practical /Week
• Credits: 4
3. Course Outcomes
CO1 :: apply the knowledge, concepts, tools necessary to overcome challenges and issues of
marketing in a changing technological landscape.
CO2 :: formulate a marketing plan that will meet the needs or goals of a business or
organization.
CO3 :: develop an integrated marketing communication plan for a product or service based on
an identified market need for the new realities, developing marketing strategies and plans,
creating long-term loyalty relationships.
CO4 :: formulate and measure effective brand strategies to build, manage and measure brand
equity.
CO5 :: develop strategies for efficient and effective distribution of products and/or services
that respond to evolving markets.
4. Program Outcomes covered in the course
Programme Outcomes
•PO1 : Discipline knowledge : Understand the discipline concepts and demonstrate its effective application in real
world to solve business problems.
•PO2 : Decision Making Skills : Develop research, critical and analytical thinking abilities to analyse and solve
critical issues using qualitative and quantitative data.
•PO3 : Professional Skills : Demonstrate professional management skills and interpersonal skills to manage work
and people using scientific reasoning and reflective thinking.
•PO4 : Communication Skills : Ability to communicate effectively using oral and written communication skills.
•PO5 : Information & Communication Technology usage : Select and apply appropriate techniques, resources,
and modern IT tools to complex management activities.
•PO6 : Leadership : Demonstrate effective leadership skills and team work in professional and community life.
•PO7 : Ethics and sustainability : Ability to approach decisions in ethically, legally, socially, culturally and
environmentally responsible manner.
•PO8 : Self Directed & Life-Long Learning : Recognize the need for and an ability to engage in self-directed and
life-long learning.
5. Course Code Course Title Lectures Tutorials Practicals Credits
Course Planner
MKT501 MARKETING MANAGEMENT 4 0 0 4
18688::Dr. Shamily Jaggi
Course Weightage ATT: 5 CA: 45 ETT: 50
Exam Category: X3: Mid Term Exam: Not Applicable
End Term Exam: MCQ + Subjective
6. Course content
Unit I
Understanding Marketing Management : defining marketing for the new realities, developing
marketing strategies and plans, creating long-term loyalty relationships
Unit II
Capturing Marketing Insights : collecting information and forecasting demand, conducting
marketing research
Connecting with Customers : analyzing consumer markets, analyzing business markets, tapping
into global markets
Unit III
Building Strong Brands : identifying market segments and targets, crafting the brand
positioning, creating brand equity, addressing competition and driving growth
Unit IV
Creating Value : setting product strategy, designing and managing services, introducing new
market offerings, developing pricing strategies and programs
Unit V
Communicating Value : designing and managing integrated marketing communications,
managing mass communications: advertising, sales promotions, events, experiences and
public relations, managing digital communications: online, social media and mobile, managing
personal communications: direct marketing, database marketing, personal selling
7. Course content
Unit VI
Delivering Value : designing and managing integrated marketing channels, managing retailing,
wholesaling and logistics
Marketing Responsibility for Long Term Success : managing a holistic marketing organization for
the long run, digital marketing, neuro marketing, sports marketing, role of AI in marketing
Text Books: 1. MARKETING MANAGEMENT by PHILIP KOTLER AND KEVIN LANE KELLER,
PEARSON
References: 1. MARKETING MANAGEMENT by RAJAN SAXENA, MCGRAW HILL EDUCATION
8. 1. Case Studies
2. Video Cases
3. On-Spot Presentation
List of Activities
9.
10. Details of Academic Task
Assignment 1: The course instructor will identify those companies which are adopting co-creation strategy to bring
product innovation and build better customer connect. The course instructor will allocate the company to the students.
The students will assess the importance of co-creation strategy and answer the questions asked by the course instructor.
For example: Threadless is an online retailer that sells t-shirts (as well as other types of clothing and accessories) with
unique designs. All of its designs are submitted and selected by the crowd. The winners of their weekly design contests
obtain the satisfaction of having their design (and their name) featured on the Threadless website and they also get a
monetary reward.
1. Is Threadless a success or a failure? (5 marks)
2. How does today's digital world impact (positively and negatively) Threadless co-creation strategy? (10 marks)
3. How could Threadless improve its co-creation strategy? (5 marks)
4. What tactics or tools they will use to enhance their success. (10 marks)
Note: Visit the company website for more information.
11. Assignment 2: Sebamed is a German brand and it was developed by a German dermatologist, but the brand can be used for
all skin types. Sebamed has been a Super brand in Germany, Malaysia, Thailand, Taiwan and Hongkong. As a marketing
manager of the company in India, you have to create a marketing plan to make Sebamed as a customer most preferred
brand. For this, you have to identify target audiences, objectives and desired outcomes of the marketing as well as
communication plan.
Evaluation Parameters: Identification of target audience: 5 marks
Targeting and Positioning strategies: 5 marks
Marketing Plan: 10 marks
Communication plan: 10 marks
12. Assignment – Case based: Students in group of 3 to 5 will be given a case. They will analyse and find a solution to the same.
Then students in a group will do the group discussion on the give case and will be evaluate as per the rubrics. The group discussion
will be in the tutorials on the date allocated to that group.
13. Practical Applications of the Subject
1. Marketing management has the direct responsibility to find out areas where the
company’s products and services fail to fulfill consumer needs and expectations
and to initiate vigorously marketing programs to provide desired satisfactions
explicitly demanded by consumerism.
2. Marketing management’s nature and objectives have become vastly more
consumer-oriented and much less product and/or corporation-oriented for the
maximum long-range benefits of the corporation itself.
3. Marketing management is of importance as it helps to stand competent in highly
thriving competition in the market.
4. Marketing management also helps to develop strategies to improve profits and
reduce the cost of products.
14. Title: MARKETING MANAGEMENT
Author: PHILIP KOTLER AND KEVIN LANE KELLER
Publisher: PEARSON
Text Book
Title: MARKETING MANAGEMENT
Author: RAJAN SAXENA
Publisher: MCGRAW HILL EDUCATION
Reference Book
