Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials

Course No MGT514

Cours Title MARKETING MANAGEMENT

Course Planner 13643 :: Prince Vohra

Lectures Tutorial Practical Credits 3 1 0 4

Text Book:

1 Kotler, Keller, Koshy & Jha, Marketing Management, 13th edition, Pearson Education Asia

Other Specific Book:

2 Mc Daniel, Lamb, Hair, Introduction to Marketing, Indian Edition, Cengage learning 3 Kleith Blois, Textbook of Marketing, Indian Edition, Oxford University Press 4 Pride, Ferrell, Marketing Concept and Strategies, 12th Edition, Biztantra 5 William Dperreault, Jr E Jerome Mc carthy, Basic Marketing, 15th Edition, Mcgraw- Hill 6 Rajan Saxena, Marketing Management, 4th edition,Macgraw hill publication 7 M. Govindaraja "Marketing Management"Second Edition,PHI publications 8 Ramaswamy & Namakumari, Marketing Management, 4th edition, McMillan Publication

Other Reading Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference) 9 "The case of Cool Breeze ", M. Govindaraja "Marketing Management"Second Edition,page 65-67 10 Case: "Danone Focuses on health nutrition, "Pride, Ferrell, Marketing Planning, Implementation & Control", India Edition, Page 44-45 11 Marketing is every thing by Regis Mckenna HBR 12 The Changing face of marketing cover story aug 2009 Market Mastermind 1 Approved for Spring Session 2010-11

13 Case " Apollo Tyres : Learning from enviornmental scanning" 14 International Marketing Research: A global Project management Perspective by Robert Young Kelley School of bsiness 15 Case " Rockwell Automation : Reseraching Customer Perception" 16 Case " Colors Cahnnel new Product development and promotions " 17 Defensive Marketing By H Robert HBR 1991 18 Case" Zee Telefilms Ltd. Breaking the Jinx" 19 Rethinking Marketing HBR, South Asia Jan-Feb 2010 20 Case "industry analysis : indian air conditioner industry" 21 Case " Norelco's advantage razor introduction" 22 Case:"Nano-A drean car for the poor"Rajan Saxena, Marketing Management, 4th edition,Macgraw hill publication page667-684 23 Case " Cadbury Dairy milk chocolate evolving positioning over the time" 24 How to fight a price war by Akshay R Rao, Mark Bergen HBR 2008 25 Case Low Cost Aviation in india: Changing Realities 26 Case " Large Format Rural Retail Stores: Mera Gaon Mera Desh 27 Case " Asian Paints going Where the consumer is " 28 Social Marketing and celebrity endorsement Marketing Mastermind aug 2009 29 Event Sponsorship and ambush Marketing Lessons from the Beijing olympics by M.P KSOB 30 Customer Service Orientation: The role of Human Resource Practices MM OCT 2009 31 Case " Medical Tourism : First World Treatment at Third World Prices" 32 Is your company Ready for one to one marketing by Don Peppers, HBR Jan Feb 2009 33 Customer Profiling A better way to understand customers MM Nov 2009 Relevant Websites Sr. No. (Web adress) (only if relevant to the courses) 34 www.icmrindia.org/casestudies/ 35 www.proquest.com 36 http://www.cashcow.in/ 37 http://mitsloan.mit.edu/ 38 www.salesandmarketing.com 39 http://www.careers-in-marketing.com/ Salient Features Case studies on different marketing issues research articles Current trends in marketing of financial services Contains different service marketing research articles Contains articles on different marketing issues provides useful information regarding carrers in marketing.

Approved for Spring Session 2010-11

Detailed Plan For Lectures

Week Number Lecture Number Lecture Topic Chapters/Sections of Homework to be Assigned Pedagogical tool Textbook/other to students Demonstration/case reference study/images/anmatio n ctc. planned

Part 1
Week 1 Lecture 1 Lecture 2 Introduction to Subject, Scope Marketing Management Philosophies: Production Concept, Product Concept,Selling Concept & Societal Marketing Concept Marketing Environment Micro and Macro Factors. Marketing Research System (Research Process) Demand Forecasting and measurement Developing Marketing Strategies, Corporate an Division strategic planning(establishing SBU and assigning resources to SBU) Business Unit Strategic Planning, SWOT Analysis and Product planning ->Reference :1,Book 1 HomeWork 1 Allocation Chapter 2 Book :1,Chapter 1 ->Reference :1,Book Chapter1

Lecture 3 Week 2 Lecture 4 Lecture 5 Lecture 6

->Reference :1,Book 1 Chapter 3 ->Reference :1,Book 1 Chapter 4

case study: the case of cool breeze

Week 3

Lecture 7

->Reference :1,Book 1 Term Paper 1 Allocation chapter 2

Case: Danone Focuses on health nutrition

Lecture 8

Competitive Forces, Analyzing Competitors Competitive Strategies for Market Leaders, follower and challenger and Niche Levels of Market Segmentation, Bases for Segmenting Markets

->Reference :1,Book 1 Chapter 9

Lecture 9 Week 4 Lecture 10

Book :1,Chapter 5 & 6 ->Reference :1, Book 1 Chapter 8

Case: Viva las Vegas

Approved for Spring Session 2010-11

Part 2
Week 4 Lecture 11 Lecture 12 Targeting. Factors Influencing Consumer Behaviour, Key psychological processes Buying Decision Process,Consumer Decision Making, Creating & Maximizing Customer Value. Customer Databases. ->Reference :1, Book 1 Chapter 8 ->Reference :1, Book 1 Chapter 6 Case: Ready to eat

Week 5

Lecture 13

->Reference :1, Book 1 HomeWork 2 Allocation Chapter 6

article no.14

Lecture 14 Lecture 15

Business Marketing and Participants in BBP Product Characteristics and Classification, Product Differentiation. Product and Brand Relationships, Packaging, labelling, Warranties and Guarantees Branding Concepts( Scope and models of brand equity) How to measure brand equity Developing the communication strategy (POP and POD) Differentiation strategies Product Life-Cycle Marketing Strategies Managing Product Development Process

->Reference :1, Book 1 chapter 7 ->Reference :1, Book 1 chapter 12 ->Reference :1, Book 1 Quiz 1 chapter 12

Week 6

Lecture 16

Lecture 17

->Reference :1, Book 1 HomeWork 2 Submission Article sr. no. 11, Case chapter 10 study: omega textiles Article sr. no. 11, Case study: omega textiles ->Reference :1, Book 1 Chapter 11 Quiz 1

Lecture 18 Week 7 Lecture 19

Lecture 20

Case: Dell Goes back to its Pc roots ->Reference :1, Book 1 Chapter 20 Case: Indian Hotchips

Lecture 21

Approved for Spring Session 2010-11

MID-TERM Part 3
Week 8 Lecture 22 Understanding Price Setting the Price ->Reference :1, Book 1 chapter 14 ->Reference :1,Book 1 HomeWork 3 Allocation Chapter 14 Case: Star Products Limited Case: Star Products Limited Case: Star Products Limited ->Reference :1,Book Chapter 15 ->Reference :1, Book 1 HomeWork 3 Submission Chapter 15 ->Reference :1,Book 1 Chapter 16 Case: Low prices and lots of surprises at costco. Case: Driving car buyers to the internet

Lecture 23 Lecture 24 Week 9 Lecture 25

Adapting the price Initiating and Responding to Price changes Marketing channels, Channel-Design Decisions Channel Management & Integration systems Managing Retailing and Private Labels

Lecture 26 Lecture 27

Week 10

Lecture 28 Lecture 29

Wholesaling and Market Logistics Intergrated Marketing Communication-Role of Marketing Communications ->Reference :1,Book 1 HomeWork 4 Allocation Chapter 17 Article sr. no. 9

Part 4
Week 10 Lecture 30 Intergrated Marketing Communication-Developing & ->Reference :1,Book 1 Deciding Chapter 17 Effective Communications Developing and Managing Advertising Program, Deciding Media Article sr. no. 9

Week 11

Lecture 31

->Reference :1, Book 1 Term Paper 1 Submission Case: Restylane wants Chapter 18 to reach the "hottest mom in America"Article sr. no,12,13 HomeWork 4 Submission Case: Fraud Forces Sub Club Closing,Article sr. no. 18 ->Reference :1,Book1 Chapter 19 HomeWork 1 Submission article no.15

Lecture 32

Sales Promotion, Events & Public Relations

Lecture 33

Direct and Interactive Marketing

Approved for Spring Session 2010-11

Week 12

Lecture 34 Lecture 35 Lecture 36

Designing and Managing Sales force, Principles of Personal Selling Marketing of services: Nature & characteristics Marketing of services: Nature & characteristics Building Customer Value Maximizing CLTV Relationship management calculation of CLTV Carrers in marketing

->Reference :1,Book 1 Chapter 19 Book :1,Chapter 13 Quiz 2

Video on selling Case: We are all in good hands Article sr. no. 16 Case: We are all in good hands Article sr. no. 16

Week 13

Lecture 37 Lecture 38 Lecture 39

->Reference :1,Book 1 Chapter 3 ->Reference :1,Book 1 Chapter 5 ->Reference :3,Appendix A page-36 -49 ->Reference :23,provides information regarding carrers in marketing. Article sr. no. 10

Spill Over
Week 14 Lecture 40 Lecture 41 Lecture 42 Rural Marketing Green Marketing Global Marketing Book :7,Chapter 29 Book :7,Chapter 30 Book :7,Chapter 26 Video:ITC e-choupal

Details of homework and case studies

Homework No. Homework 1 Topic of the Homework Case studies to be given in sub groups for analysis and its presentation to be taken in tutorials. Break up of marks Write up=05 marks Presentation =10marks divided as follows: Presentation skills=04 Group coordination=3 Questioning round=3 Based on 3 targeting strategies i.e Undifferentiated,Concentrated & Differentiated. Choose any product/ service that describes the targeting strategy of a particular organization.Describe the target market & explain the strategy being used to reach the market. Break up of marks 1) Target market definition 5 Marks) 2 Strategies of company to reach target market 10 Marks Nature of homework (group/individuals/field work Group

Homework 2

Individual

Homework 3

Do the industry analysis with repect to assigned industry by using porter's model. students can take Individual reference from the book "Marketing Management by VS Ramaswamy 3rd edition page 162-179" Break up of marks: General features of the industry: 03 marks Industry environment and structure: 03 marks Industry attractive analysis: 04 marks Analyzing competition: 05 marks.

Approved for Spring Session 2010-11

Homework 4

Students will be given a brand in the assigned product category and the students will have to critically analyze the marketing mix strategies adopted by the company for this brand. Break up of marks: Coverage of marketing mix strategies: 05 Critical analysis of strategies: 10 The credentials that will be taken into consideration for evaluation are as follows: 1. Clarity of ideas. 2. Comprehensive coverage of the topic 3. Reasoning given in

Individual

Scheme for CA:out of 100*

Component Homework Term Paper Quiz Frequency 3 1 2 Total :Out Of 4 Each Marks Total Marks 15 25 15 55 45 25 30 100

* In ENG courses wherever the total exceeds 100, consider x best out of y components of CA, as explained in teacher's guide available on the UMS List of suggested topics for term paper[at least 15] (Student to spend about 15 hrs on any one specified term paper) Sr. No. Topic 1 With the help of Business world-Marketing White Book, refer to charts of Rural consumption indicators, rural household size, rural demographics, Part 2 Rural consumer, FMCG and consumer durables chart, media mix table and prepare a marketing plan to launch a product in given state. State: Assam 2 With the help of Business world-Marketing White Book, refer to charts of Rural consumption indicators, rural household size, rural demographics, Part 2 Rural consumer, FMCG and consumer durables chart, media mix table and prepare a marketing plan to launch a product in given state State: Bihar 3 With the help of Business world-Marketing White Book, refer to charts of Rural consumption indicators, rural household size, rural demographics, Part 2 Rural consumer, FMCG and consumer durables chart, media mix table and prepare a marketing plan to launch a product in given state -West Bengal 4 With the help of Business world-Marketing White Book, refer to charts of Rural consumption indicators, rural household size, rural demographics, Part 2 Rural consumer, FMCG and consumer durables chart, media mix table and prepare a marketing plan to launch a product in given state State:Jharkhand 5 Comparative analysis of marketing mix of various fast food joints( e.g Pizza hut, Domino's) 6 Obesity is a major health risk facing many countries. Develop a marketing plan for marketing this idea and promoting a chain of health club. 7 Approved for Spring Session 2010-11

7 Swot analysis of LIC and analyse its market share pattern for last 5 years 8 In advertising services, a company often must use symbols to represent the offered product. Identify three service organizations you seein outdoor, television or magazine advertising. What symbols are used to represent their services?What message do the symbols conveyto potential customers? 9 You have recently been assigned the task of developing promotional techniques to introduce your co. new product.Adv. spending is limited so introduction will include some low budget sales promotion techniques.Write a sales promotion plan that will increase awareness of your new product. 10 To study the perception and satisfaction of customers towards the various issues regarding retail i.e merchandising, pricing ,& convenience of Reliance Trends. 11 A Group of students can be asked to undertake Community development projects like Aids awareness, Education of poor people etc. Students will prepare a plan and then implement that plan on holidays or on non working days. Plan : 10 Marks Implementation: 15 Marks 12 Students can undertake some projects sponsored by industry and approved by faculty member. 13 Choose 5 ads from 4Ps magazine. Write a description of how you think the company has targeted as well as segmented its business market. 14 period of inflation require firms to alter its marketing mix.suppose a recent economic forecast predicts that inflation will be almost 10% during next 18 months.with respect to the assigned co. explain how co. can alter its marketing mix to increase the sales & profits 15 With the help of Business world-Marketing White Book, refer to charts of Rural consumption indicators, rural household size, rural demographics, Part 2 Rural consumer, FMCG and consumer durables chart, media mix table and prepare a marketing plan to launch a product in given state. -Andhra Pradesh

Students can use co. website, magazines, news paper or any other relevant source to search the information. Break up of marks Contents-10 Analysis-10 Refrences-5 Other guidelines 1. Time of submission. 2. Clarity of ideas. 3. Comprehensiveness 4. Reasoning 5. References 16 Faculty can replace the term Paper with simulation Game on Marketing Management

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)

Approved for Spring Session 2010-11

Tutorial No.

Lecture Topic

Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial 1 Tutorial 2 Tutorial 3 Tutorial 4 Tutorial 5

Group formation & introduction to case analysis Case : nano a dream car for the poor Does marketing creates or satisfies needs Term paper discussion Presentation on evaluative case study Indicative case: Nirmal Rayons Ltd

Group formation Case analysis Debate Term paper discussion presentation

Tutorial 6 Tutorial 7

Presentation on evaluative case study Presentation on evaluative case study Indicative Case Study : Dominion Motors & control

presentation Presentation

After Mid-Term
Tutorial 8 Presentation on evaluative case study Indicative Case Study : P&G Tutorial 9 Presentation on evaluative case study Indicative Cse study Seneca Paper Company Tutorial 10 Tutorial 11 Presentation on evaluative case study Presentation on evaluative case study Indicative Case Study Central State Scooters Tutorial 12 Tutorial 13 Term paper discussion and Presentation on evaluative case study Presentation on evaluative case study Presentation and Term paper discussion presentation presentation presentation presentation

Approved for Spring Session 2010-11