SRI RAMACHANDRA

INSTITUTE OF HIGHER EDUCATION AND RESEARCH

(Deemed to be University)
Faculty of Management Sciences

Course Plan
Programme : MBA
Semester :I Academic Year: 2019-20
Course : Marketing Management (PHM 19CT 107) Duration: Aug-Nov.2019
Faculty Member : SelvamJesiah
Course Credits: 3

Introduction
The course focuses on providing students with an understanding of the principles of marketing and
marketing management. It is designed to develop analytical and decision making skills in
marketing. Students will learn the marketing concept and be introduced to frameworks with which
to understand customers, analyse marketing mix, develop rights products, devising pricing
strategies and setting right communication channels and communications.

Learning Objectives
1. Demonstrate knowledge of the fundamental principles, concepts, theories and frameworks of
marketing.
2. Demonstrate the ability to comprehensively analyse marketing phenomena and formulate an
opinion, decision or conclusion.
3. Identify a marketing opportunity or problem, and generate creative solutions.
4. Articulate ideas and decisions related to marketing mix.
5. Develop new products, design pricing strategies and setting right marketing channels and
communication.
Learning Outcomes: On completion of the course, the student will be able to:

CO Index COURSE OUTCOMES RELATED PIs

CO107.1 Apply marketing concepts and understand PI 1.2.2, 1.3.3, 2.1.1, 2.2.1,
customer needs and build and create customer 2.2.2, 7.1.1, 7.1.2,7.2.2,7.2.3
value, engagement and relationship

COP107.2 Assess and Analyse the market information to PI 2.1.1, 2.1.2, 2.1.3,
gain customer behaviour & insights 2.2.1,2.2.2, & 6.2.2

COP107.3 Demonstrate the right mix of marketing and PI 1.3.3, 2.1.3, 2.2.1,2.2.2,
take decisions in complex market environment 4.1.1, 4.1.2, 4.1.3, 4.1.4, 4.2.2,
and analyse customer markets 4.2.3, 6.2.2, 6.2.2,

COP107.4 Understand and capturing customer value PI 2.1.1, 4.1.1, 4.1.3, 7.1.1,
through developing right products and devising 7.1.2,7.1.3, 7.2.1, 7.2.2, 7.2.3
pricing strategies

1
COP107.5 Analyze and make presentations and PI 2.1.1, 2.1.2, 2.2.2, 3.2.1,
communicate his/her perspective and ideas 3.2.2, 3.3.1, 5.1.1, 5.2.2, 5.2.3
clearly and confidently to the audience in the 6.1.1, 6.1.2, 6.1.3, 6.2.1, 6.2.2
market and with marketing channels

Mapping COs with POSs through relevant PIs (POs-COs Relationship)

CO Index RELATED PIs PO1 PO2 PO3 P04 PO5 PO6 PO7 PO8

CO107.1 PI 1.2.2, 1.3.3, L M M M

2.1.1, 2.2.1,
2.2.2, 7.1.1,
7.1.2,7.2.2,7.2.3,
8.3.1, 8.3.2,
8.3.3??

COP107.2 PI 2.1.1, 2.1.2, H L

2.1.3,
2.2.1,2.2.2, &
6.2.2

COP107.3 PI 1.3.3, 2.1.3, L M H

2.2.1,2.2.2,
4.1.1, 4.1.2,
4.1.3, 4.1.4

COP107.4 PI 2.1.1, 4.1.1, L L H

4.1.3, 7.1.1,
7.1.2,7.1.3,
7.2.1, 7.2.2,
7.2.3

COP107.5 PI 2.1.1, 2.1.2, H M M H

2.2.2, 2.1.1,
2.1.2, 2.1.3,
3.2.1, 3.2.2,
3.3.1, 5.1.1,
5.2.2, 5.2.3
6.1.1, 6.1.2,
6.1.3, 6.2.1,
6.2.2
Note: 1-2 PIs=Low Relationship (Level of Relationship 1), 3-4PLs = Moderate Relationship,
5& Above PLs=High/Substantial relationship

2
Mapping the Course with POs (POs and Course Relationship)

Course RELATED PIs PO1 PO2 PO3 P04 PO5 PO6 PO7 PO8
Code

CO107 ? M H M H M H H M

Pedagogical Approach
Pedagogy involves three parts:
(i) Learning through a combination of lectures, class exercises and discussions
(ii) Case studies will be initiated by student groups (each group would have 4-5 students) by
making a presentation of the marketing issues facing the hospital and then taken up for
discussions
(iii) Take home assignments.

Course Evaluation
Students will be evaluated on the following components:

Assessment Tool % of Marks

Assignments, Periodic quizzes 10
Seminars & Case Study 10
Class Participation 10
InternalExams 20
Final Exam 50

Setting Expectations

Expectations of students in several crucial areas like the following to make this course successful:

 Good preparation for each class

 Prompt arrival before each session begins
 Complete attendance throughout the course
 Regular participation in class discussions
 Attentiveness to other students’ comments
 Constructive comments to facilitate other students’ learning

Text Book
Principles of Marketing, 17/e – By Philip Kotler, Gary Armstrong and PrafullaAgnihotri (Pearson)
Reference Books
• Principles of Marketing-2016-Paul Baines et al., Oxford
• Marketing Management 15/e – By Philip Kotler andKeven Lane Keller (Pearson)
• Marketing – By Paul Baines, Chris Fill, Kelly Page and Piyush K. Sinha (Oxford Higher
Education, Asian Edition)
• Marketing, 5e – By Grewal and Levy (McGraw Hill Education, Indian Edition)

3
 • Principles of Marketing – By Lamb, Hair, Sharma and McDaniel (Cengage, A South-Asian
Perspective)

Course Design

Unit I Introduction to Marketing Management

Unit II Marketing Research (Managing marketing information to gain

customer insights)

Unit III Consumer Markets and Buying Behaviour

Unit IV Market Segmentation and Dealing with Competition

Unit V Product, Services and Brands

Unit VI Pricing

Unit VII Marketing Channels and Communication

Session plan:

Focus
Pre-Class Assignment/
Sessio (Knowledge/
Topic Reading Case/Quiz/Class
Uni n Skills/
(Text Book) Tests
t Attitude)
1-2 Introduction to Marketing: Creating Chapter 1 Lecture, Knowledge
Customer Value and Engagement: Activity &
 What is Marketing in a medical care Discussion
organizations?
 Understanding Needs, wants,
demands, products, value, satisfaction
and quality, Exchange Transactions
and Relationships
3 Evolution of Marketing: Relationship Chapter 1 Lecture, Activity Knowledge/
Marketing, Strategic Planning & Setting & Discussion
Marketing Objectives
4-5 Marketing Process: Creating Customer Chapter 1 Lecture, Knowledge/
Value and Engagement: Discussion /
 Designing a Customer Value-Driven Class Exercises
Marketing Strategy and Plan and Assignments
 Managing Customer Relationships and Class Activity:
Capturing Customer Value Winning
 The Changing Marketing Landscape Marketing
 Class Exercises and Assignments Strategy for
Case 1: Chick-Fil-A: Getting Pg. 33-35 Hospitals:
Better before Getting Better What customers?
How can we
serve?
6 Hospitals and marketing Strategy: Chapter 2 Lecture, Activity Knowledge/
Partnering to Build Customer & Discussion Skill/Attitude
Engagement, Value and Relationship:
4
  Company-Wide Strategic Planning:
Defining Marketing’s Role
 Designing the Business Portfolio
 Planning Marketing: Partnering to
Build Customer Relationships
 Marketing Strategy and the Marketing
Mix
7 Case 2: Starbucks-HB Case Presentation and Knowledge/
Discussion Skill/Attitude
8 Marketing Environment: Chapter 3 Lecture, Activity Knowledge/
 The Microenvironment and & Discussion Skill/Attitude
Macroenvironment
 The Natural and Technological
Environment
 The Political-Social and Cultural
Environment
 Resounding to Market Environment
9-10 Market Research (Managing Chapter 4 Lecture, Activity Knowledge/
Marketing Information to Gain & Discussion Skill/Aptitude/
Customer Insights): Aptitude
 Marketing Information and
Customer Insights
II
Assessing Information needs and
Developing Data
11-12 Marketing Research (Managing Chapter 4 Lecture, Activity Knowledge/
Marketing Information to Gain & Discussion Skill/Attitude/
Customer Insights): Aptitude
 Marketing Research
 Analysing and Using Marketing
Information
Other Marketing Information
Considerations
13  Case Study – Campbell Soup Presentations and Knowledge/
Company: Watching What You Eat Discussions Skill/Attitude/
Class Exercises and Assignments Aptitude
14 Consumer Markets and Buyer Chapter 5 Lecture, Activity Knowledge/
Behaviour: & Discussion Skill/Attitude
 Model of Consumer Behaviour
Characteristics Affecting Consumer
Behaviour
15 Consumer Markets and Buyer Chapter 5 Lecture, Activity Knowledge/
III Behaviour: & Discussion Skill/Attitude
 Buying Decision Behaviour and the
Buyer Decision Process
Buyer Decision Process for New
Products
16 Case 3: GoldieBlox: Swimming Chapter 5 Presentations and Knowledge/
Upstream against Consumer Pg 158-160 Discussions Skill/Attitude
Perceptions

17 Market Segmentation and Dealing with Chapter 7 Lecture, Activity Knowledge/Sk

Competition: & Discussion ill/Attitude

5
  Bases for Segmentation
18-19 Market Segmentation and Dealing with Chapter 7 Lecture, Class Knowledge/
Competition: Exercises and Skill/Attitude
 Market Targeting Assignments
 Differentiation and Positioning
20-21 Market Segmentation and Dealing with Chapter 7 Presentations and Knowledge/
Competition: Discussions Skill/Attitude
 Dealing with the Competition
IV  Identifying and Analysing
Competition
 Designing competitive intelligence
system
 Designing competitive strategies
22 Presentation on the Competitive strategies Chapter 7 Live Projects and Knowledge/
of other Hospitals vis-a-vis SRMC Discussion Skill
23 Products, Services and Brands: Chapter 8 Lecture, Class Knowledge/
 What is a Product? Exercises and Skill
 Products and Service Decisions Assignments
24 Products, Services and Brands: Building Chapter 8 Lecture, Class Knowledge/
Customer Value Exercises and Skill
 Services Marketing Assignments
 Branding Strategy: Building Strong
Brands
25-26 Developing New Products and Chapter 9 Lecture, Class Knowledge/
Managing the Product Life Cycle: Exercises and Skill/Attitude
V  New Product Development Strategy Assignments
 The New Product Development
Process
 Presentation on New
Products/Services Offered in Health
care organizations
27 Pricing: Chapter Lecture, Class Knowledge/
 What is Price? 10-11 Exercises and Skill
VI  Major Pricing Strategies Assignments
 Other Internal and External
Considerations Affecting Price
Decisions
28 Pricing Strategies: Understanding and Chapter Lecture, Class Knowledge/
Capturing Customer Value: 10-11 Exercises and Skill
 Additional Considerations Affecting Assignments
Price Decisions
VII 29 Marketing Channels and Chapter Lecture, Class Knowledge/
Communication 12-13 Exercises and Skill
 Marketing Channel Assignments
 Retailing and Wholesaling
 Market Logistics
30 Marketing Channels and Chapter Lecture, Class Knowledge/
Communication 15-16 Exercises and Skill/Attitude
 Sales Promotion Assignments
 Advertising
 Public Relations
 Personal Selling
 Designing & Managing Sales Force
Case 4: SunGard: Building Sustained Chapter 16
pp.487
6
 Growth by selling the SunGard Way
31 Revision

Details of Cases, Class Exercises and Assignments:

1. Title of the case study with the publisher’s details:The text book includes relevant and
interesting case studies at the end of each chapter. Details of all the cases to be covered in this
course have been clearly mentioned in the table above, along with chapter references.
2. Details of Class Exercises: Class exercises and assignments will be based on the exercises
given at the end of each chapter and the references are mentioned in the table above.
3. Note:As the course progresses, based on the student and class requirements, we will be
covering additional cases, exercises and assignments, beyond the text book.

Prepared on: 10/06/2019

Revised on: 01/08/2019

Prepared by:SelvamJesiah Approved by: