PUNJAB COLLEGE OF TECHNICAL EDUCATION

Marketing Management
MB 204 MBA 2nd Semester
Dr O P Sahni
Dr P P Singh

The course breakup and few other essential guidelines for the conduct of this course in the current
semester

COURSE OBJECTIVES

We may do hundred and thousands of inventions and discoveries in life, but if it is not communicated
properly it is of not any use. The objective of this course is to understand 5 Ws and I H (what, when,
where, why and by whom and how) of our product/service or idea. It tell us about product, its price and
related decisions, how it is made available to the audience/consumer and how it is communicated and
also how related process, physical evidence and people are involved.

CLASS REQUIREMENTS AND ASSESSMENT

• Attendance Criteria – 75%

• You are expected to be class on/before scheduled time.
• Do not remain absent for presentations, case studies and tests, there will be no
compromise later.
• Submit the assignments on or before the day of submission. You will be well informed
about the assignments and their submission dates in advance.

Internal Assessment
Ist Hourly : 05 marks
nd
II Hourly : 05 marks
MSE : 15 marks
Presentation : 05 marks
Term Paper : 10 mark

TEXTBOOKS
 Course of Lectures
Total Lectures: 45

Lecture Topics
Number
Week 1 Marketing and the Job of the Marketing Manager
The Marketing Concept
Different Organizational Philosophies about Marketing
The Importance of being Customer focused
The Job of the Marketing Manager
Typical Marketing Organizational Forms
How is Marketing Changing
Week 2 A Strategic Marketing Framework
The Elements of a Complete Marketing Strategy
Developing a Value Proposition
Developing a Competitive Advantage
Positioning Products and Services
The Product Life Cycle and How it Affects Marketing Strategies
Week 3 Marketing Research
Major Functions of Marketing Research
The Research Process
Primary and Secondary Data Sources
Qualitative and Quantitative Research
Applications of Marketing Research
Impact of the Internet on Marketing Research
Week 4 Analyzing Consumer Behavior
Market Segmentation
Influences that Impact Customer Buying Behavior
Influences that Impact Adoption of Technological
Where and When Customers Purchase
Implications for Global and Technology-Based Markets
Week 5 Organizational Buying Behavior
Fundamental Questions that an Analysis of Organizational Buying Behavior
Answers
Who are the Customers?
Why Do Customers Buy?
How Do Customers Make Purchase Decisions?
Where Do Customers Buy?
When Do Customers Buy?
Differences between Industrial and Consumer Buying Behavior
Influences that Impact Industrial Buying Behavior
Week 6 Market Structure and Competitor Analysis
Analysis of Current and Potential Competition-Development of Marketing Plan-
Expanding the Definition of Competitors
The Importance of Knowing Critical Competitors Marketing Plan
 Game Theory
Discussion of the same topic
Week 7 Product Decisions
Why Branding is Important
What Important Branding Issues are to be considered?
Product Positioning Decisions, Resource Allocation and Differentiation -
Stages in PLC
Mass Customization
Packaging and Product Design Decisions
Week 8 New Product Development
The Importance of New Product Development
How New Product Success is measured
Different Approaches to New Product Development
Steps Involved in New Product Development
Factors that Influence the Effectiveness of New Product Development
Week 9 Strategies for Service Markets
Differences in Strategy for Service Industries Compared with Manufacturing
Organizations
The Service Quality Model
Measuring the Quality of Services
Developing Marketing Strategies for Services
Marketing-Mix Decision Making for Service Businesses
How Information Technology affects the Marketing of Services
Week 10 Pricing
Perceived Customer Value
Competition and Pricing
The Role of Cost in Pricing
Specific Pricing Tactics
Internet Pricing
Global Pricing Issues
Week 11 Communications and Advertising Strategy
Communication Theory
Integrated Marketing Communication
Important Elements in Managing Advertising
The Role of the Internet in Advertising

Week 12 Sales Promotion

Types of Sales Promotions
Factors to Consider When Determining Strategy, Objectives and Evaluations of
Promotions
Determining Use of Promotion vs. Advertising Methods
Technology and Its Roles in Sales Promotion
Week 13 Channels of Distribution
Channels of Distribution as a Value Added Chain
The Dynamic Nature of Channel Distributions
Multiple Functions of Channel Distributions
 Factors that Influence Channel Distributions
Different Types of Channel Distributions
Power and Channel Management
Global Channel Issues
High-Tech Changing Channel Distribution
Week 14 Direct Channels of Distribution: Personal Selling and Direct Marketing
Different Types of Sales Organizations
The Role of the Salesperson
The Role of the Marketing Manager toward the Sales Force and Sales Territories
Technology’s Role in The Sales Force
Direct Marketing

Term Paper:
The term paper has to be made and presented throughout the semester. These will be considered as the
assignments for the whole semester.

Term paper for marketing management (Wtg: 15 for MBA course)

It is group based term paper. A group of 3 students have to form a group. They have to prepare a term
paper and present the same to the class as a group. The broad outlines for the same are as follows:

1. Each group has to identify a product/service. You have to have a rationale for the same.

2. Provide detailed introduction of the related industry. The introduction can be collected
form any kind of secondary resource. It should have both global as well as national
perspective into it.

3. A comprehensive SWOT analysis is expected of the industry as well as the product. This
can be done through any other technique explained in the class. This should include the
comparative analysis of various product/services competing against each other. Here is
the first evaluation. The date and other deadlines will be as per discussed in the class and
instructed to you all thereof. ( Wtg 2.5)

4. Then you have to discuss the segmentation, targeting and positioning strategy of all the
players you have chosen for your group. It should bring out insights into analysis of
product on various parameters like design, technology, usefulness, convenience,
value, quality, packaging, labeling, branding, etc.
5. Next you have to compare the players you have chosen on the basis of their price. It must
have approach comparison like skimming vs penetration and also the method of pricing
like psychological, loss leader, cost plus. It may be possible that you find it hard to have
comprehensive. Here comes the second evaluation of your term paper. The date and other
deadlines will be as per discussed in the class and instructed to you all thereof. ( Wtg 5)
 6. After the second evaluation it is time for you to follow your product/service on the basis
of place. It must include all the factors that effect and affect the decision of channel. All
the platforms available including Cn’F, distributor, wholesaler, retailer, etc have to be
analyzed.

7. Further do the respective analysis on the basis of promotion. It must carry analysis of
promotion mix, namely advertisement, publicity, sales promotion, personal selling, direct
marketing. Insights into endorsements, user trails, special offer, direct mailers, etc can be
and must be brought if are there.

8. For a service you have to do a further analysis on people (employee, management,

culture, customer service, etc) , physical evidence (facilities, comforts, interface, etc) and
process( facilitators, and how service is consumed, etc) This is the time for 3 rd evaluation.
The date and other deadlines will be as per discussed in the class and instructed to you all
thereof. (Wtg 2.5)

9. Now prepare a good power point presentation, etc to present this to the class along with a
detailed report on your term paper. Mention each and everything that needs to be
mentioned in it. Presentation on the same has to be given in class. (Wtg 5)

Case Studies: ALL CASES WILL BE VIDEO CASES

Note: KEEP ALL THE ASSIGNMENTS AND TESTS RECORD WITH YOU IN A FILE SO
THAT NO DISCREPENCY IS THERE IN YOUR INTERNAL MARKS CALCULATIONS.

You are free to discuss any modifications/suggestions within 1st week of start of semester. This
may be academic or non academic issue related to this subject

All indecency within the limit of decency are acceptable

Description

Internal / external
Swot analysis

Comparative analysis of various products in same segment

Segmentation, targeting, positioning
Analysis of various parameters
Comparing of players on basis of prices
Skimming and penetration
Method of pricing

himalaya , loreal , clinic plus , garnier, sunsilk, clininc all clear , dove shampoo,
Written below are the main points of nokia case study. Main appe hi jot down kitte c.. bas ik page da hi
likhna hai..

Phone for every segment

$40 billion sales worldwide with 51000 employees
Products cater to different needs of different customers
It’s core strategy – segmentation
Nokia pioneered segmentation – it segments on basis of price, usage, lifestyle

Various segments identified by nokia

A) Basic: - having basic features.
B) Expressions :- having various funky features like mp3 players, different colored back cover,
ringtones etc
C) Active :- suitable for outdoors, rough in character, features like push to talk, GPS etc
D) Classic:- average business phone, high end customers, medium price, just like a PDA.
E) Fashion:- focused on design, style
F) Premium:- these phones have high quality material like titanium.
G) Gaming :- nokia engage

Pricing Methods

To set the specific price level that achieves their pricing objectives, managers may make use of several
pricing methods. These methods include:

• Cost-plus pricing - set the price at the production cost plus a certain profit margin.
• Target return pricing - set the price to achieve a target return-on-investment.
• Value-based pricing - base the price on the effective value to the customer relative to alternative
products.
• Psychological pricing - base the price on factors such as signals of product quality, popular
price points, and what the consumer perceives to be fair.

In addition to setting the price level, managers have the opportunity to design innovative pricing models
that better meet the needs of both the firm and its customers. For example, software traditionally was
purchased as a product in which customers made a one-time payment and then owned a perpetual
license to the software. Many software suppliers have changed their pricing to a subscription model in
which the customer subscribes for a set period of time, such as one year. Afterwards, the subscription
must be renewed or the software no longer will function. This model offers stability to both the supplier
and the customer since it reduces the large swings in software investment cycles.

http://www.slideshare.net/november2nd.1984/head-shoulders
http://entrepreneurs.about.com/od/salesmarketing/a/pricingstrategy.htm

http://tutor2u.net/business/presentations/marketing/skimmingvpenetration/default.html