Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials ]
Course No. MGT203 Course Title:
ESSENTIALS OF MARKETING

L: 4

T: 1

P: 0

Cr: 5

Course Planner :-

13601 :: Puneet Bawa

TextBook

1. Marketing Management, Ramaswamy, V.S.and Namakumari,S. New Delhi, MacMillian 2009, 4th edition.
Other Specific Books

2. 3. 4. 5.
Other Readings

Marketing Management,Philip Kotler,Kevin Keller,Pearson Prentice Hall. Principles of Marketing, Kotler& Armstrong, Prentice Hall India, New Delhi, 2007 Principles Of Marketing,Kuntz and Boone,Indian Edition,12th edition, Thomas south western printing Markeing Management, Rajan Saxena,4th edition,Tata Mc Graw Hill

Sr. No.

Jouranls atricles as compulsary readings (specific articles, Complete reference)

6 7 8 9 10 11 12 13 14

Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Analysis-Journal of Business & Economics Research; Jan 2010; 8, 1; ABI/INFORM Global The Internet And Gray Marketing-The International Business & Economics Research Journal; Jun 2010; 9, 6 Evaluating the effect of consumer sales promotions on brand loyal and brand switching segments-VISIONThe Journal of Business Perspective Vol.13 No. 4 October-December 2009 Shopping effort classification: implication for segmentation the college student market-Proceedings of the Academy of Educational Leadership, Volume 15, Number 1 New Orleans, 2010 Making sense of market segmentation:a fashion retailing case-European Journal of Marketing vol.41 no.5/6,2007 The magic of business-to-business segmentation-Journal of Database Marketing; Apr 2003; 10, 3 Transforming strategy one customer at a time, Richard j.haerington,Anthony K, Harvard Business Review, March 2008 page 62 A More Rational Approach To New Product Development, Eric Bonabean, Neil Bodick. Harvard Business Review, March 2008 page-96 Marketing distribution channels of emerging peer to peer lending on the internet-journal og IMS Ghaziabad vol.6 no,1,june2009

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15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

Case Study-Sind Steel Works,International Marketing Text and Cases,Himalaya Publishing House Case Study-The Mc Donald's Waya , International Marketing Text and Cases,Himalaya Publishing House Case Study-Towel Manufacturing Co,International Marketing Text and Cases,Himalaya Publishing House Case Study-Channel Selection and Product Modification,International Marketing Text and Cases,Himalaya Publishing House Peter F. Drucker: Delivering value to customers,Quality Progress; May 2002; 35, 5 Technology adoption by apparel manufactures in tirpur,Louisiana State University Human Ecology, Baton Rouge, Louisiana, USA How Caterpillaruses 6 sigma to execute strategy,STRATEGIC FINANCE I April 2010 Positioning of International Air Passenger,Transport journal, 2008 Consumer Responses To Christian Religious Symbols in advertising,Journal of Advertising, vol. 39, no. 2 (Summer 2010), pp. 7992. Case Study-Use of the marketing mix in Fashion industry,www.thetimes100.co.uk Case Study-SWOT analysis in Action in Skoda,www.thetimes100.co.uk Case Study-Extending the product life cycle ,www.thetimes100.co.uk Case Study-Marketing strategy for growth, ,www.thetimes100.co.uk Case Study-Market research and consumer protection,www.thetimes100.co.uk Case Study-The use of the marketing mix in product launch,www.thetimes100.co.uk Case Study-Portakabin promoting the brand,www.thetimes100.co.uk Case Study-Ben and jerry's homemade ice cream Inc. Case Study- Coke v/s Pepsi Case Study- American expree-defining market segments Case Study- The Gap,adapting to changing consumer preferences Case Study-Estee Corporation,developing a product for a growing market

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36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54

Case Study- Gatorade versus the Upstarts, outrunning the competition in a maturing market Case Study- Southwest Airline,maintaining price leadership Case Study- Home depot,implementing price strategy Case Study-Kmart corporation,implementing a turnaround strategy Case Study- Fedral Express, seeking an advantage in a maturing industry Case Study- AT&T versus MCI versus SPRINT,Big three competition in long-distance calling Case Study- Walt Disney Co., International expansion of an entertainment company Case Study- Sears,Roebuck & Company. Maintaining mometum after a sucessful repostioning Case Study-Nike v/S Reebok,Intense competition Case Study- Nano-" A dream car for the poor", Book 5 Page 667 Case Study-"Sunlik gang of girls":HUL online social networking intiative, Book 5 page 684 Case Study-Jago Re !- one billion people, Book 5 Page 699 Case Study-Fab india-fabric of india,Book 5 Page 709 Case Study-Natural Ice cream, Book 5 page 719 Case Study- Western india Ltd, Book 5 Page 724 Case Study-HLL Juggeraut-The Dilemma of Growth,Book 5 Page 733 Case Study- Servi Standardisation,Book 5 Page 752 Case Study- L'Oreal- Building a Global Cosmetic Brand, Book 5 Page 759 Case Study- Amway's Indian Networking Marketing Experience

Relevant Websites

Sr. No.

Web adress

(only if relevant to the courses)

Salient Features

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55

http://www.indiaretailing.com

56 57 58 59

http://managementhelp.org/mrktng/mrktng.htm http://www.brandstoday.in/ http://www.medianewsline.com http://www.b2bm.biz/

Retailing community news nad updates across India and the world, networking through retail brands, individual retailers, retail chain formats, real estate developer General concepts of Marketing Brands Today covers full spectrum of brand marketing , promotion and breaking industry news Latest news regarding brand endorsement, media etc B2B Marketing Online is part of a portfolio of products, including B2B Marketing Magazine, training events, annual conference and the B2B Marketing Awards

Detailed Plan For Lectures

Week No. Lecture No. Topic Chapters/Sections of Textbook/other reference Homework to be Assigned to students Pedagogical tool Demonstration/case study/images/anmation ctc. planned

Part 1
Week 1

Lecture 1 Lecture 2 Lecture 3

Overview and Introduction to Marketing Marketing concepts & tasks,Marketing orientations Understanding, Creating and delivering customer value: the value framework Concept of customer value, customer cost and value delivery. Marketing Mix.

Book :1,chapter1 page 3-10 Book :2,chapter1 page 14-21 Book :20, Book :1,chapter 3 page 24-37 Book :18, Book :1,chapter 4 page38-48 Book :1,chapter 11 page 174-184 Book :6, Book :1,chapter5 page 51-64 Book :15, Book :1,chapter 6 and chapter7 page66-110 Book :19, ->Reference :16,
HomeWork 1 Allocation

Case Study- The Gap,adapting to changing consumer preferences

Lecture 4
Week 2

Lecture 5

Case Study-The use of the marketing mix in product launch Case Study-SWOT analysis in Action in Skoda

Lecture 6

The marketing environment:

Lecture 7

Global and Indian marketing environment

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Part 1
Week 2

Lecture 8

Developing Marketing Strategy

Book :1,chapter11 page 169-190 Book :11, Book :1,chapter9 page 134-145 Book :1,chapter9 page 145-154 Book :20, Book :1,chapter11 page156-162.chapter11 page170-190 Book :1,chapter13 page 204-216 ->Reference :39, ->Reference :43, Book :1,chapter 18 page 297-315 Book :9, ->Reference :32, Book :1,chapter18 page310-315 Book :5, ->Reference :8, Book :1,chapter22 page 419-424 Book :21,

Term Paper 1 Allocation

Case Study-Marketing strategy for growth

Week 3

Lecture 9 Lecture 10

Strategic Planning process. Strategic planning at corporate level, Marketing planning: Formulating marketing strategy.

HomeWork 1 Submission

Case Study-Kmart corporation,implementing a turnaround strategy Case Study-Estee Corporation,developing a product for a growing market Case Study- Gatorade versus the Upstarts, outrunning the competition in a maturing market Case Study- American expree-defining market segments

Lecture 11

Lecture 12

Analyzing Industry and competition.

Week 4

Lecture 13

Market segmentation, Bases for segmentation with value orientation

Part 2
Week 4

Lecture 14

Targeting: Selecting target markets

Lecture 15

Market positioning, Product positioning, Brand positioning, repositioning

Case StudySears,Roebuck & Company. Maintaining mometum after a sucessful repostioning

Lecture 16
Week 5

Understanding consumer behavior: The Indian consumer behavior. Buying decision process, Factors effecting consumer behavior

Book :1,chapter 16 page247-257 Book :1,chapter 17 page 267-294 Book :1,chapter 16 page 257-265

Lecture 17 Lecture 18

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Part 2
Week 5

Lecture 19

Product management: Basic concepts of a product. Product Characteristics & product Components Product mix and product line decisions Packaging and labelling. Product Differentiation, tasks Involved in differetiation Brand decisions: Managing Brands and Brand Equity

Book :1,chapter21 page 372-382

Lecture 20
Week 6

Book :1,chapter 21 page 383-390 Book :1,chapter 21 page 391-393 Book :1,chapter 21 page 393-400 Book :1,chapter 23 page 425-446 Book :20, Book :1,chapter 25 page 467-470 Book :1,chapter25 page 470-478 Book :12, Book :1,chapter 24 page 456-466 Book :1,chapter 25 page 478-487

HomeWork 2 Allocation

Lecture 21 Lecture 22 Lecture 23

Graphics and video

Case Study- Walt Disney Co., International expansion of an entertainment company Case Study-Ben and jerry's homemade ice cream Inc.
HomeWork 2 Submission

Lecture 24

Introducing New products:

Week 7

Lecture 25

Stages in new product development. Product life cycle (PLC) Product life cycle (PLC) and related Strategies. Product life cycle (PLC) and related Strategies. Revision

video

Lecture 26

Case Study-Extending the product life cycle

Quiz 1

Lecture 27 Lecture 28

MID-TERM
Part 3
Week 8

Lecture 29

Pricing Decisions: Meaning and significance of price, Pricing Objectives. Pricing Strategies,Factors influencing pricing. Pricing related strategies: pricing to the customer value..

Book :1,chapter 34 page 632-647 Book :1,chapter 34 page 632-647 Book :2,chapter14 page 389-393
HomeWork 3 Allocation

Case Study- Southwest Airline,maintaining price leadership Real life examples Case Study- Home depot,implementing price strategy

Lecture 30 Lecture 31

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Part 3
Week 8 Week 9

Lecture 32 Lecture 33

Pricing Methods. Distribution decisions: Place mix and components Marketing channels

Book :1,chapter 34 page 635-641 Book :1,chapter 26 page 491-503 Book :13, Book :1,chapter 27 page 504-510 Book :13, Book :1,chapter 27 page 510-527 Book :1,chapter 27 page 553-556 Book :17, Book :1,chapter 27 page 520-523 Book :10, Book :18, Book :1,chapter 28 page 563-565 Book :18, Book :1,chapter 28 565-570
HomeWork 4 Allocation HomeWork 3 Submission

Lecture 34

Dell story

Lecture 35 Lecture 36

Channel Design Decissions Channel Management Decissions

Mumbai dabbalwala design

Week 10

Lecture 37

Wholesaling & Retailing: types & functions

Lecture 38

Nature and scope of Retailing: Retailing in India Functions of Retailers

Lecture 39

Part 4
Week 10

Lecture 40

Integrated marketing communications.

Book :1,chapter 35 page 649-657

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Part 4
Week 11

Lecture 41

Concepts of promotion mix. Elements of promotion

Book :1,chapter 35 page 650-657

Case Study-Portakabin

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Part 4
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Part 4
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Part 4
promoting the brand Lecture 42 Advertising: Nature, Imporatance Main Decisions areas in advertising. The advertising agency. Challenges faced by Advertising industry Sales Promotion: Nature, scope & Objectives. Organizing sales promotion campaigns. Personal Selling & sales Management. Managing sales force. Evaluation and control of marketing efforts Market Research. Book :1,chapter 36 page 658-678 Book :7, Book :1,chapter 36 page 678-692 Book :1,chapter 37 page 695-698 Book :1,chapter 37 page 698-709 Book :1,chapter 38 page 711-722 Book :1,chapter 38 page 723-735 Book :1,chapter 41 page 775-783 Book :1,chapter 39 page 743 762 Book :1,chapter 39 page 738-742 Case Study-Market research and consumer protection Case Study- AT&T versus MCI versus SPRINT,Big three competition in long-distance calling
Term Paper 1 Submission Quiz 2 HomeWork 4 Submission

Lecture 43 Lecture 44
Week 12

Video

Lecture 45 Lecture 46 Lecture 47 Lecture 48

Week 13

Lecture 49

Lecture 50

Marketing Information System

Lecture 51 Lecture 52

Measuring demand and forecasting sales Marketing of services

Book :1,chapter 40 page 765-774 Book :1,chapter 42 page 786-799 Videos

Spill Over
Week 14

Lecture 53 Lecture 54 Lecture 55

Ethical issues in marketing Internet Marketing Challenges faced by retail industry

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Details of homework and case studies plan

Homework No. Topic of the Homework Nature of homework (group/individuals/field work

Homework 1

Each student will be given one company and student have to describe the marketing mix(product, price, place, promtion) strategies of that company. Student also have to find out various pros and cons of such strategies which company had faced in past years. Each student will allocated with a product and they have to explain the Product Line and Product MIx of that product. They also have to focus on packaging and labelling strategies and factors to be consider on brand management decision. Student have to explain Integrated marketing communications tools adopted by a company(allocated to them) and they also have to focus upon Elements and main decisions in areas of advertising and its impact.They Will Be provided with a region and budget for marketing communication and they have to come up with a plan for the same company Case Study Based Presentation

Individual

Homework 2

Individual

Homework 4

Individual

Homework 3

Group

*Normally all the homeworks shall be submitted online but in special courses where homeworks cannot be submited online , the insructor can edit the mode of submission while entering the IP Details

Scheme for CA:out of 100*

Component Frequency Out of (If any) Marks for each Total Marks

Homework Term Paper Quiz

3 1 2

15 25 15
Total :-

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

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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 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Student will be allocated with a company and student have to make a detail report and do analysis upon Tata Motors UNITED BREWERIES LIMITED Cadbury Pizza Hut India tourism: Incredible India Titan Big Bazaar Hindustan Uniliver Levis Maruti Suzuki Bajaj Automobiles Hero Honda Taj hotel Mahindra and Mahindra 1. Marketing Plan of such company 2.Launch of a new range of product. New Product should be of same industry in which they are operating. It should include Product developement,Competition analysis,STP,Pricing, promotion strategies, selection of marketing channels. 3. Product life cycle (PLC)and related Strategies of any product of that company. 4. Pricing and Promotion strategies used by the company.

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Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. 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 Tutorial 6 Tutorial 7

Role play -companies to be allotted group wise and will solve the given business problem and give the presentation of the same. Presentation by students, Case Study from Book 5 Presentation by students, Case Study from Book 5 Presentation by students, Case Study from Book 5 Presentation by students, Case Study from Book 5 Discussion on term paper Latest trends in marketing- Discussion based upon newspaper , magazine articles and journals

Role play Case analysis,

Problem solving Business game

After Mid-Term
Tutorial 8 Tutorial 9 Doubt Clearing Session Discussion on various advertising tools used by marketers-egprint media, tele marketing, Videos, Kiosks, television commercials, radio, booklets etc Discussion on retail industry in India and opportunities in Retail sector Discussion on Term Paper Marketing Game on Visual merchandising Doubt Clearing Session Problem solving

Tutorial 10 Tutorial 11 Tutorial 12 Tutorial 13

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