Course Module

PUNJAB COLLEGE OF TECHNICAL EDUCATION, LUDHIANA

COURSE PLAN

Name of Teachers: Gautam Bansal           Subject Name:   Marketing Management

Subject Code:    BB-302                                  Assignments: 4

Total Lectures: 53                                           Tests: 3

Case studies: 04

Course objective:

 Mail objective of this course is to make the students understand the modern concepts and techniques of Marketing management.  Main focus of the course will be on application of these concepts in the field of business management.

Case pedagogy

 Case studies will be given in advance to the students and will be discussed in the class. Apart of the case study mentioned there will be short case lets also for discussion.

·        THE NIRMA STORY

·        NIVEA DEO: HOW MARKET RESEARCH SUPPORTS THE NEW PRODUCT DEVELOPMENT PROCESS.

·        ITC CLASSIC STORY

• BARISTA VS CAFÉ COFFEE DAY – A COMPARATIVE STUDY

Assignments/Tests/MSE’s

Assignments / Tests and MSE’s will be evaluated on the basis of Contents, Language and Presentation

Presentation:  Topics:

1.      Every group will select   one product, study its marketing Programme and present.

2. Develop a Marketing Programme for new product.

The presentations will be delivered by the respective groups formed in the beginning of semester.

Following rules of presentation must be followed

1. Students will be informed regarding the groups and title of their presentation well in advance at least 10 days before the day of presentation
2. Students will submit the  presentations report at least three days before the day of presentations for necessary modifications / additions and deletions
3.    Rules  for report writing
•  Report must be computerized with 14’ font (Main Heading), 12’ for general writing, Times New Romen, Justified.
•  Title of the report should contain all the details regarding the project title, submitted by, submitted to, course and class details etc
•  At the end of the bibliography/ references must be given in details

                  Oral presentation

·          Only English language is permissible for presentation

·          One student from the group will be acting as chairperson  who will introduce the topic  to the audience and control  the presentation, formally start and finish the presentation

·          Maximum time for one group will be 30 minutes followed by 15 min discussion

·          No paper or written material help is allowed during the presentation. Presenters will prepare the  power point presentations   for delivering the presentation

·          Presenters must be in strict formal while delivering the presentation

CLASS FORMAT:

The class will be conducted in a lecture-discussion format.  Very little lecture time will be devoted to topics that the average student can readily comprehend on the basis of self-study.  Instead, class discussion will focus on areas where comprehension is substantially enhanced by additional elaboration or illustration. Several mini-case analyses will be assigned by the teacher in the semester.

ATTENDANCE:

• Minimum 75% attendance is compulsory for every student in the class
•  Students can enter the class and get their attendance marked till the teacher is taking attendance. After that students will be allowed to sit in the class but no attendance will be given.
•  No compensation or extra lectures will be taken at the end of the semester to complete the attendance
•   In case of emergency students must get the leave approved from the instructor before going on leave. Students must be clear the leave will not be considered as attendance while calculating the final attendance at the end of semester.
•  College leave rules regarding the fine will be applied as such.

Evaluation rules:

• Students must stick to the deadlines regarding the assignments, tests, and case studies. In case any student is not able to deliver due to Unavoidable circumstances, he/she has to put the request for re-test or assignments with in three days after the schedule day. After that no request will be entertained.
•  It is compulsory for every student to appear in MSE.   Students will not be given second chance for the MSE. (In case of emergency MSE can be taken again only at the discretion of the invigilator from total of 10 rather than 15 marks).

Evaluation: Internal: 40Marks

• Case study         05
• MSE                  15
• Assignment       05
• Tests                  05
• Presentation       10                                        

Lecture No	TOPICS TO BE COVERED
.1-3	Marketing Concept, Basics of Marketing Def of Markets, Distinction between markets , Marketing and selling, Importance of Marketing Management, Objectives of marketing, Role of Marketing, Benefits of Marketing To society Business and  Consumer,
4-5	Evolution of Marketing Concept, Production oriented concept, Product, Selling and societal Marketing, Integrated marketing, Functions of Marketing
6-7	New Waves of thought in Modern Marketing, Marketing Environment- Social and economic environment

Case lets:

·        Pantaloons Retail (India) Limited - The Indian Retailing Giant:

·        Hindustan Lever's Foray into Network Marketing

·        Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social Networking Initiative in India

·        Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign

Assignment 1.

8-9	·        Ethical, Political and Technical, Demographic and legal.
10	External  Micro environment- The Markets, Suppliers, Distributors, Consumer,  Competitors and Internal environment of Marketing
.11	Profile of Indian Consumer, Consumer behavior Vs Buying Behavior
.12-14	Consumer decision making process,  Buying Process, Buying  behavior Modals, Buyers Roles

Case lets:

·        Treading on that Fine Line? - Caselets in Marketing Ethics

·        Eureka Forbes - The Direct Marketing Pioneer

Assignment 2.

15-18.

·        Purchase behavior, Organizational Buying , Participants in business buying process ,actors affecting the buying Behaviour, Purchasing and procurement process, Stages in Buying process, Institutional and government Markets

Case lets:

·        Zen Tyres  Limited

·        Marketing Of Milk-Amul

·        ABC Cooperation

Test 1.

.19-24	Market Segmentation Concept, benefits and Cost of segmentation, Nature of segmentation, Basis Of Segmentation, Mass marketing Vs Segmentation, Requisites of Market Segmentation,  Target marketing, undifferentiated, Differentiated and concentrated  marketing, Selecting Viable Marketing strategy, Positioning Steps and Strategies
.25-28	Marketing Mix, How it helps the Business firms,  Elements of marketing Mix, Service Mix,  factors Affecting the elements of marketing and services Mix

Case lets:

·        Future Bazaar Going Mass: A Case Study in The Making

·        Kingfisher Airlines

·        Repositioning Dabur

·        The Nirma Story

·        Makeover of Britannia

Assignment 3:

.29-331	product planning , Components Of product planning  product life Cycle, Strategies affecting the PLC, Why New products Fail,
.32-34	New product,  Product innovation,  Challenges in New product development, New Product development process-

 Case lets:

• Launching iPhone: Apple's Entry into the Mobile Phone Market

·        Tata Motors: Serving an 'Ace' for Success

·        Glaxosmithkline's Marketing Strategy for Requip: A Case Study in Product Lifecycle Management

Test 2

35-37

Branding, Strategies, Role, Brand Equity, Packaging, Essential of good packaging. Packaging as an essential marketing Tool and Strategies and labeling Decisions

Case lets:

• Rebranding Shopper's S
• UTI To Axis bank
• Nokia Corporation: Reversing the Decline in Brand Value
• The Maggi Brand in India: Brand Extension and Repositioning
• Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector

38-41

Product price,  Role, Objectives and Factors influencing the  pricing Decisions,  methods/ techniques of pricing, and Strategies

Case lets:

• Indica Vs Xeta

·        LG's Growth Strategies in India

·        Market Expansion Strategies of Maruti Udyog

·        Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing Strategy

·        Zee Telefilms' Competitive Strategies

Assighnment-4:  

42-45

Product promotion-  Promotion Mix- Selling methods , Process and Strategies  of personal  Selling, Advertising Role and Types Of advertising,  management Of Advertising sales promotion Its Role and Tools Of Sales promotion Selection Of best promotion Method

Case lets:

·        Tupperware in India

• Till We meet again
• Pears Toilet soaps

46-49

Distribution, Channels Of Distribution Differentiation between Physical distribution  and Distribution Types Of Channel Factors Governing the choice Of Channel Physical Distribution Components-Order processing, warehousing, Inventory , Material Handling and Transportation

Case lets:

·        Marketing and Communication Strategy of Titan Industries' Watch Division

·        Life Insurance Marketing in India (B) The Changing Distribution Norms

·        Asian Paints - Adding Colours

·         Revamping Rasna - A Marketing Overhaul Saga

Test 3

50-53

Revision

Assignments:

1.       List down various Products in each of the steps of evolution of modern Marketing

2.      Study the Marketing Environment of any one brand individually.

3.      Segmentation, Targeting and Positioning: List down the Products and its brands and define Basis of Segmentation, Targeting and positioning.

4.       Identify at least two advertisements from any media and explain their promotional strategy.

Books Recommended:

·        MaPhilips Kotler: Principles of Marketing

·        Stanton: Fundamentals of Marketing

·        J.C. Gandhi: Marketing Management

·        Ramaswami & Namakumari: Marketing Management