Session Plan

Program: MBA (G) Div B & C

Semester: II
Course: Marketing Management
Name of Faculty member: Mr. Yogesh Gurav
Number of Credits: 03 (Three)

Programme objectives:

• To provide contemporary Business Education to would be managers.

• To improve business decision making capabilities of upcoming Managers by
enhancing their analytical Skills

Education Outcomes

• Analyze situation/problems in Marketing and come up with effective solutions to

resolve them.
• Learn new technologies with ease and be productive at all times
• Read, write, and contribute to Business literature
• To Develop Team Spirit.
 Session Plan
Program: MBA (G) Div B & C
Semester: II
Course: Marketing Management
Name of Faculty member: Mr. Yogesh Gurav
Number of Credits: 03 (Three)
Lecture Broad Topic to be covered Subtopic to be Covered
Date
No.
1 Introduction : The core concept of Marketing - Need, Wants, Demands,
Products, Value, Cost, Exchange, Transaction, Relationship,
Market, Marketing & Marketers, customer satisfaction and
customer delight, Marketing Vs Selling
2 Marketing Environment: Analyzing Macro Environment -
Political, Economic, Socio-cultural and Technical
Environment (PEST analysis)
3 Marketing Approaches The Production Concept, The Product Concept, The Selling
Concept, The Marketing Concept, The Societal Marketing
Concept
4 Class Test 1
5 Market Segmentation Meaning, need and importance, bases for consumer market
segmentation and bases for industrial market segmentation
6 Target marketing Targeting strategies. Levels of market segmentation: segment
marketing, niche marketing, local marketing, individual
marketing
7 Positioning and Differentiation: concept, meaning product
and service differentiation
Market positioning
8 People and image differentiation, ways to position the
product.
9 Case study of Titan watch
10 Class Test 2
11 Concept, Seven P’s of marketing mix, Product – meaning,
levels of product
12 Product mix- product line, width, length, depth. Product life
Marketing Mix: Product cycle – Concept, stages in PLC
13 characteristics and strategies for each stage of PLC

14 Brand – Concept, Brand Creation

15 Case let on Lifebuoy

16 Price – meaning, objectives of pricing, pricing approaches-

cost based, competition based and market based
17 Marketing Mix: Price Pricing strategies- skimming pricing, penetrative pricing,
psychological or odd pricing, perceived value pricing, loss
leader pricing etc.
18 Case study : Mobile telephony in India
: Hungama
19 Place- Importance of distribution in marketing of products or
Marketing Mix: Place
services, Types of intermediaries, ,
Lecture Broad Topic to be covered Subtopic to be Covered
Date
No.
 20 levels of channels Channel Management Decisions- factors
considered for selection and motivation of dealers and
retailers,
21 Channel conflict- concept, types of channel conflict
22 Ways to resolve channel conflicts

23 Case study : Wonder Drug

24 Elements of promotion mix: Advertising – meaning, types

of advertising,
25 Types of ad appeals – rational , emotional- positive and
negative, musical, humorous etc. Sales promotion: meaning,
objectives
26 Means of sales promotion, target audience of sales
promotional programmes

27 Personal selling: meaning, process – steps involved,

Marketing Mix: Promotion
essentials of successful approaches
28 Personal Selling – steps involved, essentials of successful
approaches
29 Public relations: meaning, types of public relation activities

30 publicity, direct marketing , event marketing and sponsorship

– meaning brief overview
31 Brief Overview- People, Process, Physical Evidence

32 Class test 3

33 Consumer Behavior Concept of Marketing Myopia. Meaning of Consumer,

customer, consumer behaviour and buying motives.
34 Online Test 1

35 Process, nature and contents of a marketing plan.

36 Example of a marketing plan

37 Need of marketing control, Annual plan control, productivity

Marketing Planning & Control
control,
38 efficiency control and strategic control

39 marketing audit and marketing ratios

40 Online Test 2

41 Marketing Research: Need and Importance of Marketing Research, Marketing

Research Process,
42 Types of Marketing Research. Marketing Information
System- overview.
43 Online Test 3

44 Case study : Marketing at McDonald’s

45 Revision

REFERENCE BOOKS
1. Marketing Management: Philip Kotler, Gary Armstron, Prafulla Agnihotri, Ehsan u- Haque – Pearson Education
2. Marketing Management: Dr. Rajan Saxena, Tata McGraw Hill
3. Marketing Management: S. Namkumari, V Radhaswami, McMillan Publications
4. Marketing Management : Tapan Panda
5. Fundamentals of Marketing: Stanton & Stanton

Website: trendswatching.com
2018 Marketing White book (From Business World publications)