PSG Institute of Advanced Studies

Course Plan: BUAD 5500: MARKETING SYSTEMS: Dr.R.Swamynathan

Instructions to the course participants:

All the participants are expected to behave formally in the class hours (this refers
also to the attire, outlook, personal grooming, presentation etc)
Classes are conducted only on the mutual belief that the participants have come
prepared on a particular concept/class topic/case study/assignment. Any violation on
the above code may lead to warning/suspension on that particular hour to the
candidates.
The course facilitators are available for discussion on any academic issues on all
working days between 2:00 PM 5:00 PM with prior appointment.
Surprise tests are not a part of scheduled class plan/course plan
The participants may maintain a separate note-book and perform all class work in
hand-written form only. Computers would never compensate an individuals
creativity in class hours.
Retests/re-submissions/late submission/other excuses are summarily rejected in this
course.
Class presentations may alone be done in power point presentation in the course.
Course Code BUAD 5500 UT Cohort 10
Course Title Marketing Systems
Faculty Dr.Swamynathan.R
Course This course will help students appreciate marketing as a craft and
Description encourage them to explore the various facets of modern marketing
management , especially in view of the changing imperatives of the
markets and technology which challenge traditional marketing concepts.
The course has a greater level of hands-on engagement towards the
practical side of marketing and will attempt to infuse a deeper
understanding of the nuances of marketing in the Indian context and the
need to engage differently and in a "glocal"context.
Course 1. Apply analytical and decision marketing skills (LG1)
outcomes / Identify and prioritize the key market issues
Objectives Determine the factors relevant to the market
Analyze the cause-effect relationships
2. Communicate effectively (LG2)
Express marketable ideas clearly and sequentially
Present written messages with originality and creativity
Make effective presentations

week Chapter Session & Topic Pre-Class Continuous

for assignment Assessment
reading Component
1 Chapter- 1. Introduction Approaches To 10 concepts + Assignment-1
1 The Study Of Marketing Assignment -1 basics of
2. Philosophies Of Marketing Business/Marketing
 Management environment
2 Chapter-1 3. The Marketing Task 10 concepts + Assignment-1
4. Goals Of Marketing Systems Assignment -1 submission
3 Chapter- 5. Gathering Information And 10 concepts + Case Assurance of
3 Scanning The Marketing material study Learning Class
Environment Demographic test-1 / Case
Environment Economic discussion
Environment
6. Ecological Environment
Technological Environment
4 Chapter- 7. Political Environment 10 concepts + Case Assignment-2
3 Cultural discussion submission
Environment
8. Creating Customer Value,
Satisfaction, And Loyalty.
5 Chapter- 9. Consumer Markets And 10 concepts + Case The role of IT in
5 Buying Behavior study marketing
10. Buying Population Buying
Decision
6 Chapter- 11. Buying Participants 10 concepts Class test / Case
6 Buying discussion
Influences
12. Buying Process
7 Chapter- 13. Analyzing Business Markets 10 concepts + case Assignment -3
7 14. Analyzing Business Markets study -Made in Submission
India market
(Kumbmela
Contemporary
marketing)
8 Chapter- 15. Developing Marketing 10 concepts + Case Class test / Case
2 Strategies and Plans study- Sales man discussion
16. Developing Marketing problems
Strategies and Plans
9 Chapter- 17. Market Segmentation 10 concepts+ Case Assurance of
8 Targeting And Positioning, study on Indian Learning Class
Marketing Mix. industries and test- 2 / Case
performance discussion
18. Market Segmentation
Targeting And Positioning,
Marketing Mix.

10 Chapter- 19. Dealing With Competition. 10 Concepts + Class discussion.

9 Students self study
20. Dealing With Competition. material on recent
trends in marketing
Revision Of The Course

Assignment details:

All the assignments are to be submitted on the specified class hours only. Late
submissions would not be considered for continuous assessment.
 All continuous assessment are evaluated on the basis of rubrics for oral and
written presentation. Each participant would have a minimum of two chances to
deliver their preparations in the class. This would be done by random selection
of the candidates in the class hours.

Case-lets would be either loaded as a soft copy file in moodle or issued as hard
copy at the weekends. This information would be available at the LMS and at no
time personal communication would be possible for this purpose.

All assignments and class preparation are to be done meticulously by referring to the
relevant sources as listed below and which are accessible through LRC.

1. Cygnus online
2. Business India magazine
3. Business Today magazine
4. Business Standard news paper
5. Indian retail banking
6. Indian logistics market
7. Industry insight (available for bio-tech, apparel, food, textiles and clothing,
commercial banks, ITES, etc)
8. Indian industry
9. Market forecast and indicators 2002 2014
10. Market forecast and indicators 2010 2020
11. CMIE online
12. EIS online
13. EBSCO-Data Monitor
14. ICFAI database
15. The Marketing Whitebook,2008,2009,2010,2011,2012,2013
16. NCEAR reports

Apart from the listed sources, the participants are encouraged to read a few of magazines
relevant to business and marketing details to enrich their knowledge and application part of
the subject.
Assignment 1.
Business/Marketing environment 29.
30. KFC
1. Ad labs 31. LIC
2. Aditya Birla Cements 32. Metro stores
3. Airtel 33. Microsoft
4. Ambiance Mall, Delhi 34. MUL
5. AVM productions 35. Nomura
6. Bajaj Allianz 36. Parryware Roca India Ltd
7. BHEL 37. Payoda systems
8. Big Bazzar 38. Pegasis
9. Camlin India Ltd 39. Philips India Ltd
10. Chennai City center Mall 40. Quality walls
11. CMIE 41. Reliance foot prints
12. CTS 42. Reliance infocomm
13. e-serve technologies 43. Reliance petro-chem
 14. Essel world 44. Reliance petro-chemicals
15. Ford India Limited 45. Salem steels
16. Grameen Bank 46. Samsung India Ltd
17. Gujarat Ambuja cements 47. SKS micro finance
18. HCL technologies 48. Sofmax solutions
19. IAB 49. St.John freights
20. ICICI solutions 50. Suzuki Motors
21. IDBI Bank 51. TAL
22. Idea mobile services 52. Tata AIG
23. Infosys 53. Tata Steels
24. Intimate fashions 54. TCS
25. Islamic Banks 55. TNPL
26. ITC foods 56. TTK
27. Jindal steels 57. TVS industries
28. JSW 58. Vodaphone
59. Wipro

The participants may register with select titles to the course facilitator.

Assignment -3 Made in India markets

The participants may register with one select title to the course facilitator.

Continuous assessment details:

Class test 30 Marks

Assignment presentation 30 Marks
Case Analysis 40 Marks
Mini project /Bonus assignment
Total 100 Marks

Books for reference:

1. Marketing, Paul Baines, Chris Fill, Kelly Page, Oxford Publications, 2016
2. Principles of marketing, Kotler, Koshy and Jha, Pearson publications, 2015
3. Marketing management, Ramaswamy and Namakumari, Macmillan Publishers,
2009
4. Principles of marketing, Kotler, Agnihotri, Pearson publications, 2014.