Course Outline

MBA 2024-26 Term: I

Course, Code: Marketing-I (MKT-I)
Credits: 2

Introduction to the Course

This course is a foundational module offered in the first year of study, with a primary focus on
marketing concepts. It serves as an introductory course to the field of marketing and emphasizes the
importance of comprehending its principles and applying them through the analysis of case studies
and engaging in discussions. Having a strong understanding of the fundamental marketing framework
is essential for the effective operation of any organization, regardless of the chosen specialization.

Marketing is a vital function within the realm of business, involving the investigation and fulfillment
of customer needs. It plays a crucial role in business development by establishing and managing
relationships with customers, competitors, partners, suppliers, and other stakeholders. Marketing also
exhibits strong connections with various other disciplines such as finance, accounting, operations,
human resources, business communication, and strategic management.

This course acquaints students with both the theoretical and practical aspects of marketing, based on
the principle that marketing generates value for customers in order to capture value in return.
Although prior knowledge of marketing is not presumed, students are expected to be aware of current
events.

The objective of any business is to deliver value to its stakeholders, and this course aims to establish a
framework for accomplishing this through marketing. Marketing operates within dynamic markets
that are influenced by global trends, environmental challenges, and sustainability. The course equips
students with the understanding, ability, and competence to create, manage, and deliver value, with a
specific focus on strategic marketing planning and execution.

The initial step in value creation involves identifying market opportunities. Marketing managers
evaluate customer needs and values, segment the market, and determine target markets and
positioning strategies to provide value and achieve organizational goals. This process necessitates an
analysis of consumer behavior, competition, external trends, demand potential, as well as the
organization's objectives, strengths, and weaknesses.
Once opportunities have been identified, marketing managers forecast and assess demand, making
decisions pertaining to product and service management, pricing, promotion (including personal
selling, consumer promotion, trade promotion, and advertising), and distribution (including physical
distribution and logistics). Marketing managers also address emerging marketing and environmental
issues, utilizing research to evaluate opportunities, test decisions, and formulate marketing strategies
and plans.

In summary, marketing management is considered both an art and a science, involving the selection of
target markets and the acquisition and retention of customers through the development, delivery, and
communication of offerings that deliver superior value to customers while achieving organizational
goals.

1. General Course Information

1.1 Course Details

Course: Marketing-I
Code: MKT-I
Term: Term I
Credits: 2
Contact: Up to 3 hours per week
Pre-requisite: -

1.2 Course Faculty

Module facilitators: Prof U M Amin

1.3 Class and tutorial details:

Classes for this course shall be scheduled twice/ thrice a week.

2. Learning Outcomes
2.1 Module Learning Outcome
The main goal of this course is to enhance the participants' fundamental analytical skills, conceptual
thinking, and practical knowledge to enhance their decision-making abilities in the realm of marketing
management. The course aims to accomplish this objective by engaging participants in meaningful
exercises that simulate real-world marketing scenarios.

Moreover, this course establishes a solid groundwork for individuals who intend to pursue specialized
marketing courses in their second year of study.
By the end of this course, students should be able to:
1. Understand the concept and fundamentals of marketing from the customer value perspective
that are essential for a marketing manager.
2. Define primary and secondary sources of information; give examples of methods used to
collect primary data; give examples of sources for secondary data; compare and contrast the
advantages and disadvantages of both types of data.
3. Describe major bases for segmenting consumer and business markets. Understand how
different situations in the competitive environment will affect choices in target marketing.
4. Describe the major types of consumers buying behavior, the stages in the buyer decision
process, and outline the components of the marketing mix completely. Identify how the firm's
marketing strategy and marketing mix must evolve and adapt to match consumer behavior
and perceptions of the product.

2.2 Course learning outcomes, program learning outcomes and assessments:

Module learning outcomes Program learning outcomes Assessments

MLO1: Understand the concept L1 - An understanding of Quiz (2*10 marks)
and fundamentals of marketing organization and appropriate
techniques to allow investigation
from the customer value
into business issues.
perspective that are essential for a
marketing manager.

MLO 2: Define primary and L2 - The ability to acquire, Case Analysis and Class
secondary sources of analyze and understand data and Assignment (2*10 marks)
information for managerial
information; give examples of (Best of two to be considered)
decisions.
methods used to collect primary
data; give examples of sources
for secondary data; compare and
contrast the advantages and
disadvantages of both types of
data
MLO 3: Describe major bases L4 - Cognitive flexibility which End Term Examination (50
for segmenting consumer and enables adaptability to marks)
business markets. Understand uncertainty in a rapidly changing
how different situations in the business environment
competitive environment will
affect choices in target
marketing.
MLO 4: Describe the major L4 - Cognitive flexibility which Group Presentation (20 marks)
types of consumers buying enables adaptability to
behavior, and the stages in the uncertainty in a rapidly changing
buyer decision process, and business environment
outline the components of the L7 - Be cognizant of the impact
marketing mix completely. of their individual and corporate
actions on society, recognize
Identify how the firm's marketing
responsible and inclusive
strategy and marketing mix must business practices and be
evolve and adapt to match sensitive to the social, economic
and environmental
consumer behavior and
responsibilities of business.
perceptions of the product.

Course Contents:

Unit I Introduction to Marketing Management; Basic Concepts

Introduction to Marketing, Importance, Nature and Scope of Marketing. Core marketing
concepts; needs, wants and demand, Marketing-Mix elements, Marketing philosophies and
their significance, steps in the Marketing process. Capturing customer value, value delivery
process, value chain, holistic marketing orientation and customer value.
Unit II Formulating Marketing Strategies and analysing marketing environment
Assessing growth opportunities, Ansoff Matrix. Gathering information and Analysing the
Marketing Environment: Factors affecting Marketing Environment, Macro and Micro
environment analysis, PESTEL Analysis,
Unit III Conducting Market Research and Forecasting demand
Marketing Research process; steps involved in the process, forecasting demand and demand
measurement, the measures of market demand, estimating current demand. Primary and
Secondary sources of data collection.
Unit IV Understanding Consumers and Organizational Buyers
Consumer Markets and Business Markets, Consumer versus organizational buyers; Consumer
decision making process, factors influencing consumer behaviour, introduction to
Organisational Buying and Business Markets.
Unit VI Market Segmentation, Targeting and Positioning, creating brand equity
Introduction to segmentation, Levels and bases of market segmentation. Market Targeting
strategies, Creating Brand Equity and Developing Brand positioning: Brand equity, role of
brands, building and managing brand equity. Developing and communicating positioning
strategy, Points of parity (POPs), Points of Differences (PODs), differentiation, Product Life-
Cycle and PLC marketing strategies.
2.3 Relationship of this course with other courses:
Same term: NA
Other terms: Marketing II
4
3. Learning Resources
3.1 Required Resources
Marketing Management 17E, Philip Kotler, Kevin Lane Keller (For Reading and Case Studies)
Marketing Management 13E, Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, A
South Asian Perspective.

3.2 Recommended Resources

Marketing, Asian Edition, Paul Baines, Chris Fill, Kelly Page.
Principles and Practice of Marketing. Jobber et al., McGraw Hill.
Marketing Management by Greg W. Marshall Mark W. Johnston, McGraw Hill.

3.3 Online Resources:

https://kerinmarketing.com
Knowledge@Wharton https://knowledge.wharton.upenn.edu/#
MIT Sloan https://sloanreview.mit.edu/topic/marketing/
Economic times
HBR articles
Ramabijapurkar.com
Marketing Whitebook
Additional notes and cases will be distributed through MS Teams

4. Learning and Teaching Activities:

Approach to Learning and Teaching in the Course: This course emphasizes on both the acquisition
and application of knowledge. It is believed that learning occurs most effectively when theory is
taught in conjunction with application. This is reflected in the way we go about in this course by
combining conceptual knowledge about their application in management (decision making). Timely
feedback from you will help us in making learning more centric and interesting. We encourage you to
actively take responsibility for your own learning and to critically evaluate the concepts presented.
Learning Activities and Teaching Strategies: The lecture is designed to convey theoretical and
practical knowledge about marketing. The teaching pedagogy would include the following: flip
learning, case discussions, recent articles and newspaper articles on marketing.

4.1 Attendance Requirements: Students need to maintain a minimum attendance of 75% at all times
in order to be eligible for all assessments held in the paper (failing this she/he will be disallowed from
appearing in assessments)

Module Overview:

Tentative Topic Topics to be covered Readings Learning

Session/s Activities
1-2 An Introduction to Importance, Nature & Chapter 1: Defining Module Discussion
Marketing Scope of Marketing. Marketing for the Discussion of basic
Management Core Marketing New Realities. marketing concepts
Concepts. in class.
Selling vs. Exercise:
Marketing, needs vs. Word Cloud
Wants, Customer vs. “What marketing
consumer means to you?”
Needs, Wants & “What selling
Demand
means to you?”
3-4 Marketing and Different Chapter 1: Defining Exercise:
Customer Value Perspectives of Marketing for the How to develop value
Marketing New Realities. proposition?
Understanding
Marketplace and
Customer needs
Consumer perceived
value and delivered
value, Create,
Communicate and
Deliver Value
5-6 Marketing Mix- Product Chapter 1: Defining Assignment 1:
4P’s Marketing for the Analyze and find
solutions to small
 Price New Realities. marketing cases: (10
marks)
Place Case: Barista
Coffee Company
Promotion Limited. IIMA/
MAR0387 (11
pages)

7-8 Formulating Marketing Planning Chapter 2: Case Study

Marketing Strategies Corporate & Division Developing Discussion and
& Plans Strategic Planning Marketing Discussion on
Business Unit Strategies and components of
Strategic Planning Plans Marketing Plan
Nature and Content
of Marketing Plan Case: Radio Mirchi
– Entry into
Bangalore Market
IIMA
9-10 Gathering Components of a Chapter 4: Quiz 1
information and Modern Marketing Collecting
Analyzing the Information System, Marketing Insights
Marketing Internal records and
Environment Marketing
Intelligence.
PESTEL Analysis,
Competition and
competitors
SWOT framework
Managing Marketing
Information to gain
customer insights.
11-12 Understanding the Analyzing the Chapter 4: Lecture and class
marketing environment, factors Collecting discussion
environment affecting Marketing Marketing Insights
Environment
Macro and Micro
Environment
 Analysis
3 C’s Framework
13-14 Market Research Scope of Market Chapter 5: Group Project:
Research Conducting Complete a simple
Market Research Marketing market research
Process Research activity Group
Define primary and Project : (20 marks)
secondary sources of (To be submitted by
information; give 23rd Session)
examples of methods
used to collect
primary data; give
examples of sources
for secondary data;
compare and contrast
the advantages and
disadvantages of both
types of data.
15-16 Conducting Market Forecasting demand Chapter 5: Lecture and class
Research and and demand Conducting discussion
Forecasting demand measurement Marketing
the measures of Research
market demand
estimating current
demand.

17-18 Understanding What Influences Readings: Assignment 2:

Consumer Buying Consumer Behavior? Analyze and find
Behavior Factors affecting Chapter 6: solutions to small
Buyer Behavior: Analyzing marketing cases: 10
Cultural & Social, Consumer Markets marks
Personal &
Case:
Psychological Factors
Buying habits and Emami’s Fair and
different types of Handsome Fairness
shoppers Cream.
Buying Decision IIMA/MAR0386
 Process
Buyer behavior
models
Buying motives
Perception, Learning,
Attitudes and Beliefs
Buying situations
19 Understanding B2B Marketing Quiz 2
Readings:
Organizational Overview &
Buyers Characteristics
Chapter 7:
Business Buyer
Analyzing Business
Behavior
Markets
Institutional and
Government Markets
20-21 Market What is Chapter 9: Lecture and class
Segmentation and segmentation? Identifying Market discussion
Targeting Why segment the Segments and
market? Targets.
Bases of
segmentation Case Study:

Choosing the target Mayaderm - IIMA

market, Target
Market Strategies.
22-23 Creating Brand What is brand equity, Chapters 10 and 11 Lecture and Class
Equity and role of brands, brand Discussion
developing Brand equity models,
Positioning choosing brand
elements and building
brand equity.
Developing brand
positioning, choosing
POPs and PODs,
differentiation.
Product Life-Cycle
and PLC marketing
strategies.
 24 Group Presentations Group Presentation/
and Viva on Project

5. Assessments:
Assessments for Courses are based on the following four principles:
 Assessment must encourage and reinforce learning.
 Assessment must enable robust and fair judgments about student performance.
 Assessment practices must be fair and equitable to students and give them the opportunity to
demonstrate what they have learned.
 Assessment must maintain academic standards.

5.1 Assessment summary

Assessment Item Due date Weighting Related learning
(marks/Percentage) outcome
2 Quizzes Session 10th 20 Marks L2 to L4
th
Session 20
Individual Case Session 6th and 10 Marks L1 to L2
Assignments Session 18th (Best of two)
Group Assignment Session 14th 20 Marks L1 to L5
nd
Project Submission Submission before 2
along with presentation Last session
End Term Examination As per the dates of 50 marks L2 and L4
exams.
Total Marks 100 Marks

5.2 Assessment Related Details

 If a student is absent on the scheduled date of (internal) assessments, she/he shall be
given one more option to reappear in the same, provided the faculty is convinced that the
reason for absence is genuine. Inability to attend the reappear assessment will result in
the student being awarded zero.
 Group assessments shall not be repeated. In case a student is absent on the day of
presentation of the same, the student will be awarded zero for this component of
assessment. The faculty in such cases shall conduct a separate viva for the concerned
student and grade her/him accordingly.
  End term assessments are compulsory. Absence in end term assessments will be
marked as ‘absent’ and the result will be marked as ‘incomplete’. This is irrespective of
the student’s score in internal assessments.

5.3 Assessment details

Component 1-
Quizzes (2 of 10 marks each). 20 marks
Quiz 1: To be conducted after every 10th Session
Quiz 2: To be conducted after every 20th Session
Component 2
Case Analysis/ Assignment (10 marks; best of 2): Each student will be assessed on his/her class
participation. Class participation includes preparedness for each class, meaningful contributions made
in class discussions on discussion forums, and submission of assignments.
Assignment 1: Analyze and find solutions to small marketing cases: 1 * 5 marks= 10 marks
Assignment 2: Complete a simple market research activity: 1*10 marks each = 10 marks
Component 3
Group Project and Presentations (20 marks): A Group of 5-6 students will be made in the class.
Each group could select a brand and discuss “Consumer Behavior” topics as was discussed in the
course. The group will also practice teamwork, presentation, and communication skills.
Component 3
End Term Examination (120 minutes) - Written Examination (50 marks) based on the theoretical
concepts taught in the class.