Fundamentals of Marketing Course Outline

Teaching Plan
Semester II
Batch: 2015-20
FUNDAMENTALS OF MARKETING
By
DR. PRAGEETHA G RAJU
Symbiosis Law School, Hyderabad Campus
December 2015- April 2016
1
1. INTRODUCTION
A course in marketing management is a type of business understanding that focuses on

getting a product from the conceptual stage into the hands of the consumer. Learners in
marketing will be taught about product management, its promotion and its research. There are
several key benefits to having studied a marketing course such as in-depth understanding of
the consumer psyche, how to make him understand the importance of having that product in
their lives and also the various tools which will enable the learner to understand the various
requirements of the consumer.
2. LEARNING OBJECTIVES (Knowledge, Skills and Outcomes)
A. Knowledge of Consumer Psychology
After successfully completing this course, the candidate shall be able to effectively perform
TAC – Think, Articulate and Convey. Thinking will be facilitated by the various discussions
and activities undertaken during the course of lectures, Articulation will be possible due to
the various exercises that you would have done followed by due feedback by the professor
and Conveying would be done with the help of multiple tools for which training would have
been given to you.
Another benefit will be that the learners will be typically well-versed in consumer
psychology. Marketing learners will be required to take courses in various verticals such as
consumer behaviour, which will teach them about the thought processes of consumers--what
motivates them or how to predict buying behaviour based on the consumer's responses.
Consequently, the learners will be a step ahead of most people in knowing about the most
important aspect of business--the customer.
The specific objective would be to take all the candidates a notch above competition as in this
elite, urban and educated India, the content of what individuals are about to sell is as
important as the way he/she delivers it. Hence, the institute thinks it to be very imperative for
the student to be able to understand the importance and use the knowledge to further his/her
career.
B. Skills
The overall objective of this undergraduate course is to inculcate you with the following set
of skills: experience in communication and analysis & decision making skills.
Experience in Marketing Communication
A marketing learner is highly communication oriented, which is one of the most important
skills that businesses seek in employees. Most marketing courses require students to write
papers on various topics. Additionally, courses in marketing strategy and marketing
management entail certain case studies for which students analyze and prepare group
presentations. Advertising courses are highly geared toward communication.
2
Brand Building and Marketing Research
It is very much important in creating brand recognition and loyalty.Marketing is related to

four life-blood areas of business which are Product, Price, Place and Promotion.
Marketing management learners will be taught how to research for what type of products are
demanded, needed to be designed and their scope in market. They will also be able to decide
the price at which the product would be attractive to consumers and profitable to organization
along with at which location the product is needed to be available for effective sales and
which channels of transportation are to be used for effective availability.
Learning marketing managementwill create awareness of product among public, and develop
brand recognition and loyalty through effective marketing strategies.
Analysis and Decision-Making Skills
Learners would have spent time studying about research and analysis and applying decision-
making skills in discussions and case studies. Companies are always looking for employees
who know how to identify and solve problems.
3. LECTURES
A. Times and Attendance
Three lecture times have been set aside for this course for each division. Verify it from the
time table assigned for each division. Lecture outlines, principally in the form of PowerPoint
slides, will be made available in advance on the Symbiosis Law School Online/Offline
(LAN) system. To facilitate your understanding of these lectures, you should always read at
least the relevant pages of suggested readings in advance of each lecture.
As per Symbiosis International (Deemed University) Regulations, please note that

“Students are expected to attend minimum 75% of all scheduled sessions and other
forms of instruction as defined by the programme of study.”
The student will not be eligible to appear for the examination if he / she fail to put in required
attendance.
B. Scheme and Structure
Topic 1: Introduction (05)
A. Nature, scope and importance of marketing

B. Basic concepts of marketing and marketing environment
C. Introduction of Green Marketing
Topic 2: Types of Marketing (05)
3
A. Features & importance of Tele Marketing, E-Marketing, Service Marketing, Rural
Marketing
B. Suggestions for improvement of Rural Marketing
Topic 3: Product (06)
A. Product strategy
B. Product innovation and diffusion
C. Product development
D. Product lifecycle and product mix
Topic 4: Price (06)
A. Meaning, Importance and Objective

B. Factors affecting pricing, pricing policies
Topic 5: Place (07)
A. Marketing channels: retailing, wholesaling, warehousing and physical distribution.

B. Conceptual introduction to supply chain management & customer relationship
marketing
Topic 6: Promotion Mix (08)
A. Various forms of verbal communication & do's and don'ts of verbal communication
B. Importance of oral communication & activity
Topic 7: Market Segmentation & Marketing Research

(08)
A. Meaning and different ways to Segmentation

B. Essential of effective Market Segmentation
C. Difference between Differential Marketing & Concentrated Marketing
D. Meaning & scope of marketing research procedure
E. Types & Techniques of Marketing Research
C. Lecture Outline
Week 1 Lecture Topic 1: Introduction

21/Dec/2015 No.
1 A. Nature, scope and importance of marketing
B. Basic concepts of marketing and marketing
environment
2 Topic 1: Introduction
4
environment
3 Topic 1: Introduction

environment
Week 2 4 Topic 1: Introduction

(28/Dec/15
environment
5 SKILL BASED ACTIVITY
Week 3 6 Topic 2: Types of Marketing

(05/Jan/16)
A. Features & importance of Tele Marketing, E-
Marketing, Service Marketing, Rural Marketing
7 B. Suggestions for improvement of Rural Marketing
Topic 2: Types of Marketing

8 B. Suggestions for improvement of Rural Marketing
5
Week 4 9 Topic 2: Types of Marketing
(04/05/15)
B. Suggestions for improvement of Rural Marketing
SKILL BASED ACTIVITY
10
Week 5 11
(11/Jan/16) Topic 3: Product
A. Product strategy
12 Topic 3: Product
A. Product strategy
13 Topic 3: Product
A. Product strategy
Week 6 14 Topic 3: Product

(18/Jan/16)
A. Product strategy
15 Topic 3: Product
A. Product strategy
6
Week 7 16 SKILL BASED ACTIVITY
(25/Jan/16)
Topic 4: Price
17
Topic 4: Price
18
Week 8 19 Topic 4: Price

(01/Feb/16)
20 Topic 4: Price

21 SKILL BASED ACTIVITY
Week 9 22 Topic 5: Place

(08/Feb/16)
A. Marketing channels: retailing, wholesaling,
warehousing and physical distribution.
B. Conceptual introduction to supply chain
management & customer relationship marketing
23 Topic 5: Place

24 Topic 5: Place

Week 10 25 Topic 5: Place

(15/Feb/15)
7
26 Topic 5: Place

27 Topic 5: Place

Week 11 28 Topic 6: Promotion Mix

(22/Feb/15)
A. Various forms of verbal communication & do's and
don'ts of verbal communication
29 Topic 6: Promotion Mix


Week 12 31 Topic 6: Promotion Mix

(29/Feb/15)

8
Week 13 33 CASE STUDY
(01/Mar/16)
34 CASE STUDY
CASE STUDY
35
Week 14 36 Topic 7: Market Segmentation & Marketing

(08/Mar/16) Research

C. Difference between Differential Marketing &
Concentrated Marketing
37
Topic 7: Market Segmentation & Marketing
Research

38 E. Types & Techniques of Marketing Research

Research



40
9
Research


Research



43
Research

Week 17 45 Evaluations & Projects,

(28/Mar/15) 46 REVISION
47
48
4. READING AND MATERIALS

A. Textbook
Suggested Readings:
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 Kotler, Philip and Gary Armstrong, Principles of Marketing, Prentice Hall, New Delhi
(2008)
 Majumdar, Ramanuj, Product Management in India, Prentice Hall, New Delhi (2009)
 P. K. Saxena, Principles of management: A Modern Approach, Global India Publications
(2009)
 Philip Kotler and Kevin Keller, Marketing Management, Pearson Education, 14th Edition
(2012)
 Ramaswamy, V.S. and Namakumari S., Marketing Management, Macmillan India, New
Delhi (2010)
 Santon, William J., and Charles Futrell, Fundamentals of Marketing, Mc Graw Hill
Publishing Co., New York
Note:
1. The above list is indicative and not exhaustive.
2. Earlier editions of a number of the above texts might also be available and can be
consulted.
These texts are selected because they provide in one volume a combination of text, cases and
materials, designed to be read as a whole i.e., a “one-stop shop”. Nevertheless, the text
provides the basic reading for the course only. Once you start reading about the course and
the relevant books, there is a multiplier effect of each subsequent text that you read on the
subject.
Apart from reading, this subject requires a lot of ‘doing’. This implies that your learning does
not and should not stop at just reading about the subject, but also should culminate into
practical exercises, such as writing e-mails, involving yourself in moots, etc.
You can also involve yourself in some kind of research. This research could be either primary
or secondary in nature and can be used to build your knowledge base on. For example,
surveys are very useful. Internet is a useful tool when it comes to research on this subject.
You can become members of various relevant blogs and participate in them. The reading will
help your cause of increasing your vocabulary and introduce you to various writing styles,
apart from feeding you with food-for-thought. In case you have an opinion and there is a
facility to voice your opinion, do it! It shall provide you with the platform and exposure in
writing.
5. ASSESSMENT: COURSEWORK = 100%
You will be examined in this course by Internal (40%) and External Assessment (60%)
format.
Internal examination will be conducted for 40 marks. It will include two tutorials (10 marks
each) and a Group Research Project (20 marks). The Symbiosis International University will
conduct external written examination at the end of semester for 60 marks. It consists of ten
objectives, 2 mark each (20 marks) and 4 subjective questions 10 Marks each with an
alternative (40marks).
11
6. PROJECT/TUTORIAL/
A. Project/Tutorial Timetable
The project will be in the form of a Seminar Presentation given by the learners and will be
evaluated by the Faculty-In charge out of 20 marks which will include the soft-copy
submission, hard-copy submission, and presentation. In addition, there will be two tutorials.
Both tutorials will be in the form of written examination. Each tutorial will carry 10 marks
each (Total=20 marks). Each student will attempt it on all the occasions. Timetable of the
tutorials is as follows:
Tutorial Date Mode

Test Result
One 5 Feb, 2016 12 Feb, 2016 Written Examination
Two 5 Mar, 2015 12 Mar 2016 Written Examination
Project:
Assignment Interim Submission Final Submission Result

Jan 2, 2016 Feb 18, 2016 Mar 18, 2016 Mar 25 2016
In addition to this, the students shall be having extempore, surprise quizzes and other activity
based exercises. The student is expected to participate in all such activities, as all these
activities have a strong bearing not just on your internal assessment marks, but also on your
over-all growth and development as an effective marketer.
B. Project/Tutorial Skills
Seminar Presentations:
Making and delivering presentations helps in exchanging ideas and disseminating knowledge.
Students come together to exchange their views on topics of relevance. Interscholastic
discussions are a common phenomenon witnessed frequently in the educational circuits. The
presentations could happen in the form of cultivating and delivering creative ideas also so as
to stimulate the learning and justifying powers of the learners.
In marketing parlance, presentations would refer to a creative representation of a product

converting it into a brand of relevance. A presentation would then be conducted to test the
knowledge of the theoretical concepts acquired by the students. It would serve as an
opportunity for the course in charge to judge the level of knowledge acquisition by the
students thereby testing their creative marketing skills.
12
Outcomes
The intention behind getting the tutorials conducted are many and are listed as follows:
a. Brain storming and effective tem-work along with creative prowess are the skills
required to clear the tutorials with good marks.
b. Tutorials will give the learner an opportunity to test his/her marketing skills as a part
of a team, thereby judging their team-work capabilities.
c. The Faculty In-charge would come to know the strong and weak points of the learner.
The idea is to make the strong points even stronger and work on the weak points so
that the learner understands the weak areas to work on explicitly.
d. Lack of preparation and a fortiori non-attendance – will mean that you will fail to
make the most of the learning opportunities provided by these tutorials.
Project MS-Powerpoint[TM] Preparation
The learner is supposed to follow the guidelines provided w.r.t. the variables in a PowerPoint
preparations such as the font size, font style, etc. Refer to Appendix A, Appendix B and
Appendix C for Guidelines, Front Page Format and Certificate format respectively. The
hygiene of the project needs to be mandatorily maintained as without it the readability factor
goes down drastically. Also, the viewer becomes uninterested in the content, which might be
fantastic otherwise. Due respect is supposed to be shown to logical breakage of content on the
slide. Also, the content has to be in the form of an aiding-apparatus rather than an explanatory
one.
Tutorial Preparation & Presentation
First and foremost, the learner is expected to attend all the classes taken by the instructor as
every class would mean a new learning for the student, an opportunity for the leaner to add
another dimension to his/her learning curve. Thereafter, since this paper is on marketing, the
learner is expected to read both prescribed text-books and from other materials available in
public domain such as the daily news papers, published magazines, etc. This will require
study, IN ADVANCE OF THE TUTORIAL, of the relevant sections of suggested readings
and the course content. The further break-up of the weightage for the marking would be
announced in the class. Each student is expected to ask for what was covered in the class in
case s/he misses any class sue to any reason.
7. ADMINISTRATIVE ARRANGEMENTS
The course chief faculty (tutor) for Marketing is Dr. Prageetha G Raju. Should you have any
problems with your work, please see your tutor in the first instance. Notices relating to the
course will be posted online (http://slshyd.curiositylive.com/).
13
Appendix A
Guidelines for Projects
The Maximum Marks for the project are 20.
The final copy of the project should be presented (PPT) in accordance with the following
specifications:
1. Use the horizontal format (landscape).

2. Limit the information on each slide to a single topic or idea.
3. Use action words and short phrases rather than sentences.
4. Keep visuals clear and simple. Do not go overboard with special effects and images
(this can slow down the presentation and distract your audience).
5. Use the same colors consistently throughout the project document. Avoid the overuse
of too many colors, patterns and graphics.
6. Use a title for every topic.
7. Select a readable type size: minimum 12 point for titles, 11 point for body text.
8. Keep text to a standard style. Times New Roman typefaces are easier to read.
9. Upper and lower case lettering is more legible than all capitals.
10. Contrast colors to put emphasis on or highlight a point (please avoid small red text).
11. Important statements or words may also be emphasized by using bold, italic, larger
size or different fonts.
12. Use solid colors when needed and also charts and graphs.
13. The title of the project, name of the candidate, degree, faculty, university, month and
year of submission, and the name of the research guide with his/her designation and
full official address shall be printed on the first page and on the front cover slide.
14. A certificate affirming that the research work of the candidate is original, and that the
material, if any, borrowed from other sources and incorporated in the project has been
duly acknowledged should be signed by the candidate. It should also state that the
candidate himself/herself will be held responsible and accountable for plagiarism, if
any, detected later.
15. Bibliography should be incorporated as a part of the document created by the student
and should be in the accepted format. Every report should be coupled with a solid
bibliography, else, marks shall be deducted as per the discretion of the evaluator.
14
Appendix B
Front Page and Cover
Title of the project (centered on two or more lines)
----------------------------------------------------------------------------------------
-----------------------------------------------------------------------------
------------------------------------------------------------
Submitted by
Name of the candidate
--------------------------------------------
Division... Roll No… Class…of
Symbiosis Law School, Hyderabad
Symbiosis International University, Pune.
In
Month, year
Under the guidance of
Name of the Guide
--------------------------------
Designation and official address of research guide
15
Appendix C
Certificate Format
CERTIFICATE
The project entitled “ --------------------------------------------------------------------------------------

----------------------------------------------------------------------------------------------------------------
--“ submitted to Symbiosis LawSchool, Hyderabad for Marketing Management as part of
Internal Assessment is based on myoriginal work carried out under the guidance of ----------
from--- to---- . TheResearch work has not been submitted elsewhere for award of any degree.
The material borrowed from other sources and incorporated in the researchpaper has been
duly acknowledged.I understand that I myself would be held responsible and accountable
forplagiarism, if any, detected later on.
Signature of the Candidate
Date:
16
APPENDIX D
FINAL REPORT FORMAT
1. First page comprising title of the project/question of the project, names of the group
members, and Section
2. Second page comprising the table of contents with page numbers
3. Introduction to study
4. Objective of study
5. Methodology used
a. Scope of study
b. Data collection sources
c. Method of analysis
6. Data Analysis
7. Interpretation
8. References
INTERIM REPORT FORMAT
1. INTRODUCTION
2. NEED FOR THE STUDY
3. OBJECTIVE AND METHODOLOGY
17

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Teaching Plan

Symbiosis Law School, Hyderabad Campus

December 2015- April 2016

A course in marketing management is a type of business understanding that focuses on

2. LEARNING OBJECTIVES (Knowledge, Skills and Outcomes)

A. Knowledge of Consumer Psychology

Experience in Marketing Communication

It is very much important in creating brand recognition and loyalty.Marketing is related to

Analysis and Decision-Making Skills

A. Times and Attendance

As per Symbiosis International (Deemed University) Regulations, please note that

B. Scheme and Structure

Topic 1: Introduction (05)

A. Nature, scope and importance of marketing

Topic 2: Types of Marketing (05)

Topic 3: Product (06)

Topic 4: Price (06)

A. Meaning, Importance and Objective

Topic 5: Place (07)

A. Marketing channels: retailing, wholesaling, warehousing and physical distribution.

Topic 6: Promotion Mix (08)

Topic 7: Market Segmentation & Marketing Research

A. Meaning and different ways to Segmentation

Week 1 Lecture Topic 1: Introduction

A. Nature, scope and importance of marketing

Week 2 4 Topic 1: Introduction

5 SKILL BASED ACTIVITY

Week 3 6 Topic 2: Types of Marketing

A. Features & importance of Tele Marketing, E-

SKILL BASED ACTIVITY

Week 6 14 Topic 3: Product

Week 8 19 Topic 4: Price

A. Meaning, Importance and Objective

21 SKILL BASED ACTIVITY

Week 9 22 Topic 5: Place

A. Marketing channels: retailing, wholesaling,

A. Marketing channels: retailing, wholesaling,

Week 10 25 Topic 5: Place

A. Marketing channels: retailing, wholesaling,

A. Marketing channels: retailing, wholesaling,

Week 11 28 Topic 6: Promotion Mix

29 Topic 6: Promotion Mix

A. Various forms of verbal communication & do's and

30 Topic 6: Promotion Mix

A. Various forms of verbal communication & do's and

Week 12 31 Topic 6: Promotion Mix

32 Topic 6: Promotion Mix

A. Various forms of verbal communication & do's and

Week 14 36 Topic 7: Market Segmentation & Marketing

A. Meaning and different ways to Segmentation

A. Meaning and different ways to Segmentation

Topic 7: Market Segmentation & Marketing

A. Meaning and different ways to Segmentation

Week 15 39 Topic 7: Market Segmentation & Marketing

A. Meaning and different ways to Segmentation

A. Meaning and different ways to Segmentation

Topic 7: Market Segmentation & Marketing

A. Meaning and different ways to Segmentation

Week 16 42 Topic 7: Market Segmentation & Marketing

A. Meaning and different ways to Segmentation

A. Meaning and different ways to Segmentation

Week 17 45 Evaluations & Projects,

4. READING AND MATERIALS