COURSE PLAN

ACADEMIC YEAR: 2021-2023

Subject Name: Marketing Management Subject Code: 21MBA1C4L

Credits: 4 Total Teaching Hours: 56 Hours Duration of Exam: 2 Hours
Exam Marks: 70 Marks IA Marks: 30 Marks
Lesson Plan Author: Mr. Diwakar B Date:
Checked By: Dr. [Link], Professor & Director Date:

Faculty PGP Coordinator Director

Signature Signature Signature

AKIM - MBA Page 1

 COURSE OUTLINE
Programme Outcomes (PO’s):

PO1: Apply knowledge of management theories and practices to solve business problems.
PO2: Foster Analytical and critical thinking abilities for data-based decision making.
PO3: Ability to develop Value based Leadership ability.
PO4: Ability to understand, analyze and communicate global, economic, legal, and ethical
aspects of business.
PO5: Ability to lead themselves and others in the achievement of organizational goals,
Contributing effectively to a team environment.

Pre Requisites:

Students must be fluent in English

Students taking this course must be proficient in
o Internet Browsing
o Internet Research
o Internet test taking
o MS Word
o MS Excel
o MS PowerPoint

Course Objectives:

The student will be able to:

1. Recognize the importance of marketing in an organization, how marketing relates to other
business functions, and the role of marketing in society at large.
2. Do basic secondary research relative to marketing in an organization (e.g., by using Internet
search engines, such as Yahoo, Google, etc.)
3. Select, analyse and define a target market for a selected product or service.
4. Develop a marketing plan or strategy for a product or service (e.g., company objectives,
marketing objectives, target market(s), advertising, pricing, distribution, product/ service
development, evaluation of competitors, contingency plans, budget, etc.)
5. Evaluate/analyse the marketing strategy for an existing product and/or services. Know the
basic marketing concepts and theories.

AKIM - MBA Page 2

Course Outcomes (COs):

At the End of the Course the Students will be able to:

CO1: Recognize the impact of changing global, Political, Economic, Competitive,
Environmental, Cultural and Social Systems on marketing strategy development.
CO2: Examine the role of consumers as purchasers and users of goods and services using
various theories and models of consumer behavior
CO3: Develop comprehensive strategic and tactical plans in the marketing mix.
CO4: Apply creative, critical and reflective thinking to address marketing opportunities and
challenge.
CO5: Employ the management techniques of planning, organizing, directing, and
controlling of marketing functions and activities in response to the business needs of the
organization

Course Outcome Assessment Matrix:

Course Program Outcomes
Outcomes PO1 PO2 PO3 PO4 PO5
CO1
CO2
CO3
CO4
CO5
Degree of compliance: L: Low M: Medium H: High

SYLLABUS CONTENT
Subject Code: 21MBA1C4L L-T-P: 3-0-1
Subject Name: Marketing Management IA-30
Teaching Hours: 56+10=66 Exam Marks: 70
Module 1: Introduction to Marketing: 12 Hours
Definition & Functions of Marketing- Scope of Marketing, Evolution of
Marketing, Core concepts of marketing – Need, Want, Demand, Marketing
Mix, Customer Value, Exchange, Customer Satisfaction, Customer Delight,
Customer loyalty, Concepts of Markets, Marketing V/S Market Competition,
Key customer markets, market places, market spaces, Meta-markets, Digital
Markets, Brick & Click Model, Impact of Globalization, Technology and
Social Responsibility on Marketing, New Consumer Capabilities, New
Company Capabilities, Functions of Marketing Manager, Linkage of
Marketing functions with all functions in the organization. Company
orientation towards market place: Product – Production - Sales – Marketing –

AKIM - MBA Page 3

Societal – Relational, Holistic Marketing Orientation. Selling versus
marketing, Concept of Marketing Myopia. Marketing Process, Understanding
Marketing as Creating, Communicating, and Delivering Value
Module 2: Marketing Environment
Techniques used in environment analysis, Characteristics (Micro and Macro),
Marketing to the 21st century customer. Concept of Market Segmentation,
Benefits, Requisites of Effective Segmentation, Bases for Segmenting 12 Hours
Consumer Markets, Market Segmentation Strategies. Targeting - Bases for
identifying target Customer target Marketing strategies, Positioning - Meaning,
Product Differentiation Strategies, Tasks involved in Positioning.
Module 3: Branding
Concept of Branding, Types, Brand Equity, Branding strategies. Product
Concept, product hierarchy, product line, product mix, product mix strategies, 12 Hours
Product life cycle and its strategies, New Product Development, packing as a
marketing tool, Role of labeling in packing,
Module 4: Distribution Channels and Physical Distribution Decisions
Nature, functions, and types of distribution channels; Distribution channel
intermediaries; Channel management decisions; Retailing and wholesaling.
Promotion Decisions: Communication Process; Promotion mix – advertising, 10 Hours
personal selling, sales promotion, publicity and public relations; Determining
advertising budget; Copy designing and testing; Media selection; Advertising
effectiveness; Sales promotion – tools and techniques.
Module 5: Basic concepts of E-Marketing
E-commerce, E-marketing, M-Commerce, M-marketing, E-networking, CRM,
MKIS. Meaning, Steps involved in Marketing planning. Marketing Audit-
10 Hours
Meaning, components of Marketing Audit. Marketing Strategic Planning
Process, AIDA model, Traditional Vs Modern Media- Online and Mobile
Advertising, Social Media for Advertising.
Practical Components:
 Analyze marketing Strategies; prepare a report on Brand awareness, prepare
a marketing plan, convincing skills, case studies and presentations.
10 Hours
 Case Studies should be dealt from each unit of the syllabus, Case writing
Exercise.
 Situational Analysis of any two companies.

TEACHING PEDAGOGY
Methods Tick the appropriate box
Lectures-cum-discussions
Assignment (Practical Problems)
Power-Point Presentation
Case study / Role play
Group Discussion / Class Room Activities
Any other specify

AKIM - MBA Page 4

 Internal Assessment Evaluation Scheme
Weightage
Assessment Calculations
in Marks
Internal Assessment Test 1 20 Average of two will be taken and
marks will be reduced to 20 for
Internal Assessment Test 2 20
awarding IA marks.
Assignments 2.5 2.5 Marks awarded for assignments.
Seminars, Presentations, Viva-Voce
2.5 2.5 Marks awarded for the activities.
examination
Criteria given by university will be
Attendance 5
followed to award marks.

Subject Unitization for IA Exams and Semester Examination

No. of Questions in No. of
Teaching
Module Chapter Questions in
Hours IA Exam I IA Exam II the Exam
1 Introduction to Marketing 12
VSKU Exam

VSKU Exam

VSKU Exam
2 Marketing Environment 12
Pattern

Pattern

Pattern
3 Branding 12
Distribution Channels and Physical
4 10
Distribution Decisions
5 Basic concepts of E-Marketing 10

TEACHING / LEARNING PLAN

Clas Planned Conducte
Topics to be covered Remarks
s No Date d Date

MODULE-1 Introduction to Marketing Allotted Hours: 12

Introduction to Marketing: Definition &
1
Functions of Marketing- Scope of Marketing
Evolution of Marketing, Core concepts of
2 marketing – Need, Want, Demand,
Marketing Mix,
Customer Value, Exchange, Customer
3 Satisfaction, Customer Delight, Customer
loyalty
Concepts of Markets, Marketing V/S Market
4
Competition, Key customer markets
5 market places, market spaces, Meta-markets,

AKIM - MBA Page 5

 Digital Markets, Brick & Click Model
Impact of Globalization, Technology and
6
Social Responsibility on Marketing,
New Consumer Capabilities, New Company
7 Capabilities, Functions of Marketing
Manager,
Linkage of Marketing functions with all
8
functions in the organization
Company orientation towards market place:
9 Product – Production - Sales – Marketing –
Societal – Relational
Holistic Marketing Orientation. Selling
10
versus marketing
Concept of Marketing Myopia. Marketing
11
Process,
Understanding Marketing as Creating,
12
Communicating, and Delivering Value

MODULE-2 Marketing Environment Allotted Hours: 12

Marketing Environment Meaning &
1
Introduction
Techniques Used In Environment
2
Analysis
Techniques Used In Environment
3
Analysis
Characteristics (Micro And Macro
4
Environment)
5 Marketing To The 21st Century Customer.
6 Concept Of Market Segmentation,
Benefits, Requisites Of Effective
7
Segmentation,
8 Bases For Segmenting Consumer Markets
9 Market Segmentation Strategies
Targeting - Bases For Identifying Target
10
Customer
Target Marketing Strategies, Positioning -
11
Meaning,
Product Differentiation Strategies, Tasks
12
Involved In Positioning.

MODULE-3 Branding Allotted Hours: 12

1 Branding Meaning & Introduction

AKIM - MBA Page 6

 2 Concept Of Branding & Its Types
3 Brand Equity, Branding Strategies.
4 Product Concept
5 Product Hierarchy
6 Product Line,
7 Product Mix
8 Product Mix Strategies
9 Product Life Cycle
10 Product Life Cycle Strategies
11 New Product Development
Packing As A Marketing Tool, Role of
12
labelling in packing,

MODULE-4 Distribution Channels and Physical Distribution Decisions Allotted Hours: 10

Distribution Channels Meaning &
1
Introduction
Nature, functions, and types of
2
distribution channels
3 Distribution channel intermediaries
4 Channel management decisions
Retailing and wholesaling, Promotion
5
Decisions
6 Communication Process; Promotion mix
Advertising, personal selling, sales
7
promotion,
8 Publicity and public relations;
Determining advertising budget; Copy
9
designing and testing;
Media selection; Advertising
10 effectiveness; Sales promotion – tools and
techniques

MODULE -5 E- Marketing & E-Commerce Allotted Hours: 10

1 Basic concepts of e-commerce,
2 E-Marketing, M-Commerce
3 M-marketing, E-networking,
4 CRM, MKIS
Meaning, Steps involved in Marketing
5
planning
6 Marketing Audit- Meaning, components

AKIM - MBA Page 7

 of Marketing Audit
7 Marketing Strategic Planning Process
AIDA model, Traditional Vs Modern
8
Media
9 Online and Mobile Advertising
10 Social Media for Advertising

Prepared by Checked and approved by

Signature
Mr. Diwakar B Dr. K.T. Gopi
Name
Assistant Professor Professor and Director

AKIM - MBA Page 8