Lovely Professional University,Punjab

Format For Instruction Plan [for Courses with Lectures and Tutorials

Course No MGT203

Cours Title ESSENTIALS OF MARKETING

Course Planner 12453 :: Savita

Lectures Tutorial Practical Credits 4 1 0 5

Text Book:

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

Other Specific Book:

2 Philip Kotler,Kevin keller,Abraham koshey and Mithileshwar Jha.Marketing management:South Asean Perspective,Pearson Education New delhi, 13th edition 3 Principles Of Marketing,Kuntz and Boone,Indian Edition,12th edition, Thomas south western printing 4 Markeing Management, Rajan Saxena,4th edition,Tata Mc Graw Hill 5 Arun Kumar and N.Meenakshi,Marketing Management,Vikas Publication,New Delhi,2007

Other Reading Sr No Jouranls atricles as compulsary readings (specific articles, Complete reference) 6 Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Analysis-Journal of Business & Economics Research; Jan 2010; 8, 1; ABI/INFORM Global 7 The Internet And Gray Marketing-The International Business & Economics Research Journal; Jun 2010; 9, 6 8 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 9 Shopping effort classification: implication for segmentation the college student market-Proceedings of the Academy of Educational Leadership, Volume 15, Number 1 New Orleans, 2010 10 Making sense of market segmentation:a fashion retailing case-European Journal of Marketing vol.41 no.5/6,2007 11 The magic of business-to-business segmentation-Journal of Database Marketing; Apr 2003; 10, 3 12 Transforming strategy one customer at a time, Richard j.haerington,Anthony K, Harvard Business Review, March 2008 page 62

Approved for Autumn Session 2011-12

13 A More Rational Approach To New Product Development, Eric Bonabean, Neil Bodick. Harvard Business Review, March 2008 page-96 14 Article on Marketing Mix: A Product Life Cycle View 15 Case Study-Sind Steel Works,International Marketing Text and Cases,Himalaya Publishing House 16 Case Study-The Mc Donald's Waya , International Marketing Text and Cases,Himalaya Publishing House 17 Case Study-Towel Manufacturing Co,International Marketing Text and Cases,Himalaya Publishing House 18 Case Study-Channel Selection and Product Modification,International Marketing Text and Cases,Himalaya Publishing House 19 Peter F. Drucker: Delivering value to customers,Quality Progress; May 2002; 35, 5 20 Technology adoption by apparel manufactures in tirpur,Louisiana State University Human Ecology, Baton Rouge, Louisiana, USA 21 How Caterpillaruses 6 sigma to execute strategy,STRATEGIC FINANCE I April 2010 22 Positioning of International Air Passenger,Transport journal, 2008 23 Consumer Responses To Christian Religious Symbols in advertising,Journal of Advertising, vol. 39, no. 2 (Summer 2010), pp. 7992. 24 Case Study-Use of the marketing mix in Fashion industry,www.thetimes100.co.uk 25 Case Study-SWOT analysis in Action in Skoda,www.thetimes100.co.uk 26 Case Study-Extending the product life cycle ,www.thetimes100.co.uk 27 Case Study-Marketing strategy for growth, ,www.thetimes100.co.uk 28 Case Study-Market research and consumer protection,www.thetimes100.co.uk 29 Case Study-The use of the marketing mix in product launch,www.thetimes100.co.uk 30 Case Study-Portakabin promoting the brand,www.thetimes100.co.uk 31 Case Study-Ben and jerry's homemade ice cream Inc. 32 Case Study- Coke v/s Pepsi 33 Case Study- American expree-defining market segments 34 Case Study- The Gap,adapting to changing consumer preferences 35 Case Study-Estee Corporation,developing a product for a growing market 36 Case Study- Gatorade versus the Upstarts, outrunning the competition in a maturing market 37 Case Study- Southwest Airline,maintaining price leadership 38 Case Study- Home depot,implementing price strategy 39 Case Study-Kmart corporation,implementing a turnaround strategy 40 Case Study- Fedral Express, seeking an advantage in a maturing industry 41 Case Study- AT&T versus MCI versus SPRINT,Big three competition in long-distance calling 42 Case Study- Walt Disney Co., International expansion of an entertainment company 2 Approved for Autumn Session 2011-12

43 Case Study- Sears,Roebuck & Company. Maintaining mometum after a sucessful repostioning 44 Case Study-Nike v/S Reebok,Intense competition 45 Case Study- Nano-" A dream car for the poor", Book 5 Page 667 46 Case Study-"Sunlik gang of girls":HUL online social networking intiative, Book 5 page 684 47 Case Study-Jago Re !- one billion people, Book 5 Page 699 48 Case Study-Fab india-fabric of india,Book 5 Page 709 49 Case Study-Natural Ice cream, Book 5 page 719 50 Case Study- Western india Ltd, Book 5 Page 724 51 Case Study-HLL Juggeraut-The Dilemma of Growth,Book 5 Page 733 52 Case Study- Servi Standardisation,Book 5 Page 752 53 Case Study- L'Oreal- Building a Global Cosmetic Brand, Book 5 Page 759 54 Case Study- Amway's Indian Networking Marketing Experience Relevant Websites Sr. No. (Web adress) (only if relevant to the courses) 55 http://www.indiaretailing.com 56 http://managementhelp.org/mrktng/mrktng.htm 57 http://www.brandstoday.in/ 58 http://www.medianewsline.com 59 http://www.b2bm.biz/ Salient Features 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 Number Lecture Number Lecture Topic Chapters/Sections of Pedagogical tool Textbook/other Demonstration/case reference study/images/anmatio n ctc. planned

Part 1
Week 1 Lecture 1 Overview and Introduction to Marketing ->Reference :1,chapter1 page 3-10

Approved for Autumn Session 2011-12

Week 1

Lecture 2

Marketing concepts & tasks,Marketing orientations

->Reference :1,chapter1 page 14-21 ->Reference :20,PG-15

Lecture 3

Understanding, Creating and delivering customer value: the value framework

->Reference :1,chapter Case Study- The 3 page 24-37 Gap,adapting to ->Reference :2,PG-162 changing consumer preferences. Ref-34

Lecture 4 Week 2 Lecture 5

Concept of customer value, customer cost and value ->Reference :1,chapter delivery. 4 page38-48 Marketing Mix ->Reference :1,chapter Case Study-The use of 11 page 174-184 the marketing mix in ->Reference :2,Pg-44 product launch. Ref-29 ->Reference Case Study-SWOT :1,chapter5 page 51-64 analysis in Action in ->Reference Skoda.Ref-25 :15,REF-13 ->Reference :1,Book 1chapter 6 and chapter7 page66-110 ->Reference :1,Book 1chapter11 page 169190 ->Reference :1,chapter9 page 134145 ->Reference :1,chapter9 page 145154 Case Study-Kmart corporation,implementin g a turnaround strategy.Ref-39 Case Study-Estee Corporation,developing a product for a growing market.Ref-35 Case Study-Marketing strategy for growth.Ref-27

Lecture 6

The marketing environment

Lecture 7

Global and Indian marketing environment

Lecture 8

Developing Marketing Strategy

Week 3

Lecture 9

Strategic Planning process

Lecture 10

Strategic planning at corporate level

Lecture 11

Marketing planning: Formulating marketing strategy ->Reference :1,chapter11 page156162.chapter11 page170-190 Analyzing Industry and competition.

Lecture 12

->Reference Case Study- Gatorade :1,chapter13 page 204- versus the Upstarts, 216 outrunning the competition in a maturing market.Ref-36 ->Reference :1,chapter Case Study- American 18 page 297-315 expree-defining market segments.Ref-33 Approved for Autumn Session 2011-12

Week 4

Lecture 13

Market segmentation, Bases for segmentation with value orientation

Part 2
Week 4 Lecture 14 Targeting: Selecting target markets ->Reference :1,chapter18 page310315 ->Reference Case Study:1,chapter22 page 419- Sears,Roebuck & 424 Company. Maintaining mometum after a sucessful repostioning.Ref-43 ->Reference :1,chapter 16 page247-257 ->Reference :1,chapter 17 page 267-294 ->Reference :1,chapter 16 page 257-265

Lecture 15

Market positioning, Product positioning, Brand positioning, repositioning

Lecture 16 Week 5 Lecture 17 Lecture 18 Lecture 19

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

Product management: Basic concepts of a product. ->Reference Product Characteristics & product Components :1,chapter21 page 372382 Product mix and product line decisions Packaging and labelling Product Differentiation,tasks Involved in differetiation Brand decisions: Managing Brands and Brand Equity ->Reference :1,chapter 21 page 383-390 ->Reference :1,chapter Graphics and video 21 page 391-393 ->Reference :1,chapter 21 page 393-400 ->Reference :1,pg 400- Case Study- Walt 464 Disney Co., International expansion of an entertainment company.Ref-42 ->Reference :1,chapter Case Study-Ben and 25 page 467-470 jerry's homemade ice ->Reference :2,pg no cream Inc.Ref-31 220 ->Reference video :1,chapter25 page 470478

Lecture 20 Week 6 Lecture 21 Lecture 22 Lecture 23

Lecture 24

Introducing New products

Week 7

Lecture 25

Stages in new product development

Lecture 26

Product life cycle (PLC) Product life cycle (PLC) and ->Reference :1,chapter Case Study-Extending related Strategies 24 page 456-466 the product life cycle.Ref-26

Approved for Autumn Session 2011-12

Week 7

Lecture 27

Product life cycle (PLC) and related Strategies.

->Reference :1,chapter 25 page 478-487 ->Reference :2,pg no 220

Lecture 28

Revision

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, Pricing Methods ->Reference :1,chapter Case Study- Southwest 34 page 632-647 Airline,maintaining price leadership.Ref-37 Real life examples ->Reference Case Study- Home :1,chapter14 page 389- depot,implementing 393 price strategy.Ref-38 ->Reference :1,chapter14 page 389393 chapter 34 page 635-641 ->Reference :1,chapter Dell story, Mumbai 26 page 491-503 dabbalwala design ->Reference :1,chapter 27 page 504-510 ->Reference :1,Book 1chapter 27 page 520523 ->Reference :1,Book 1chapter 28 page 563565 ->Reference :1,Book 1chapter 35 page 649657 ->Reference :1,Book 1chapter 35 page 650657

Lecture 30 Lecture 31

Lecture 32

Distribution decisions: Place mix and components

Week 9

Lecture 33 Lecture 34

Marketing channels, Channel Design Decisions Wholesaling & Retailing: types & functions

Lecture 35

Nature and scope of Retailing: Retailing in India, Functions of Retailers Integrated marketing communications

Lecture 36

Week 10

Lecture 37

Concepts of promotion mix. Elements of promotion

Part 4
Week 10 Lecture 38 Advertising: Nature, Importance, Main Decisions areas in advertising. ->Reference :1,Book 1chapter 36 page 658678 Approved for Autumn Session 2011-12

Week 10

Lecture 39

The advertising agency. Challenges faced by Advertising industry Sales Promotion: Nature, scope & Objectives

->Reference :1,Book Video 1chapter 36 page 678692 ->Reference :1,Book 1chapter 37 page 695698 ->Reference :1,Book 1chapter 37 page 698709 ->Reference :1,Book 1chapter 38 page 711722 ->Reference :1,Book 1chapter 38 page 723735 ->Reference :1,Book 1chapter 41 page 775783 ->Reference :1,Book 1chapter 39 page 743 762 Case Study-Market research and consumer protection.Ref-28

Lecture 40

Week 11

Lecture 41

Organizing sales promotion campaigns.

Lecture 42

Personal Selling & sales Management

Lecture 43

Managing sales force

Lecture 44

Evaluation and control of marketing efforts

Week 12

Lecture 45

Market Research

Lecture 46

Marketing Information System

->Reference :1,Book Case Study- AT&T 1chapter 39 page 738- versus MCI versus 742 SPRINT,Big three competition in longdistance calling.Ref-41 ->Reference :1,Book 1chapter 40 page 765774 ->Reference :1,Book 1chapter 42 page 786799

Lecture 47

Measuring demand and forecasting sales

Lecture 48

Marketing of services

Spill Over
Week 13 Lecture 49 Lecture 50 Lecture 51 Lecture 52 Ethical issues in marketing Internet Marketing Gurella Marketing Challenges faced by retail industry

Approved for Autumn Session 2011-12

Details of homework and case studies

Homework No. Objective Topic of the Homework Nature of homework (group/individuals/field work Group Evaluation Mode Allottment / submission Week 2 / 10

Homework 1

To enhance the Case Study Based Presentation and write up submission presentation skills of the students This will help students to understand the concept of product line and product mix and importance of packaging and labeling in making product a success To judge the conceptual understanding of the students 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

write up-5, presentation-5 product mix strategies and product line-5, packaging and labeling-5

Homework 2

Individual

5/6

Homework 3

Quiz

Individual

10

11 / 11

Scheme for CA:out of 100*

Component Homework Frequency 2 Total :Out Of 3 Each Marks Total Marks 10 10 20 20

* 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

Plan for Tutorial: (Please do not use these time slots for syllabus coverage)
Tutorial No. Lecture Topic Type of pedagogical tool(s) planned (case analysis,problem solving test,role play,business game etc)

Tutorial 1 Tutorial 2 8

Introduction to subject Presentation by students, Case Study from Book 5 Case analysis Approved for Autumn Session 2011-12

Tutorial 3 Tutorial 4 Tutorial 5 Tutorial 6 Tutorial 7

Presentation by students, Case Study from Book 5 Presentation by students, Case Study from Book 5 Presentation by students, Case Study from Book 5 Latest trends in marketing- Discussion based upon newspaper , magazine articles and journals Doubt Clearing Session

Case analysis Case analysis Case analysis

After Mid-Term
Tutorial 8 Discussion on various advertising tools used by marketers-eg- print media, tele marketing, Videos, Kiosks, television commercials, radio, booklets etc Discussion on retail industry in India and opportunities in Retail sector Discussion on Contemporary issues in marketing Role play -companies to be allotted group wise and will Role play solve the given business problem and give the presentation of the same Doubt Clearing Session

Tutorial 9 Tutorial 10 Tutorial 11

Tutorial 12

Approved for Autumn Session 2011-12