Post-Graduate Diploma in Management (2023-25) Batch

Area: Marketing
Course Title: Marketing Management I

Course Faculty:

Prof. Abhigyan Sarkar

Prof. Harvinder Singh
Prof. Imran Khan
Prof. Juhi Gahlot Sarkar
Prof. Neha Srivastava
Prof. Subhojit Sengupta
Prof. Tripti Ghosh Sharma

Faculty Contact Hours (for students): To be shared by individual Faculty in the

respective sections
Course Description

A firm’s proficiency in creating, capturing, and sustaining value greatly impacts its ability to
achieve desirable financial outcomes. As a firm’s value generation activity directly impacts
topline revenues, it is essential that managers understand the process of developing and
managing marketing strategy that identifies and deliver customer value. AMA (American
Marketing Association, July 2013 definition) states that:

“Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.”

Marketing Management I introduces you to the essentials of marketing (key concepts,

methods of analysis, strategies and tactics) critical to managing profitable customer
relationships in today’s dynamic and connected environment. The overarching objective is to
provide participants with not only an introduction to marketing strategy, but also an
opportunity to apply that understanding. This course is designed to build a strong foundation
for you to pursue advanced courses in marketing.

Learning Objectives
This course endeavors to develop an understanding of marketing management in students
with the following specific learning objectives -

(a) Demonstrate informed capabilities relating to marketing domain through application of

conceptual knowledge with applied orientation in both local and global contexts.
(b) Develop ability to skill forward thinking through innovation while taking marketing
decisions.
(c) Demonstrate ethical orientation while taking business decisions (Outcome 2.2).

*AACSB AOL-Sub Goal (2.2) to be assessed in the course: “Demonstrate ethical orientation
while taking business decisions”.

Pedagogy

An array of pedagogical methods is utilized, including: case studies, in-class presentations,

lecture, demonstrations & team projects.

Evaluation

Students will be evaluated on the basis of situation analysis, group projects, class participation,
and end-term exam. The weightage given to each of these units is listed below:
 • Class Participation 10%
• Assignments/Quizzes 10%
• Group Project submission 20%
• Group Project presentation 10%
• End Term Exam 40%
• AOL exam (Situation Analysis) 10%

Learning outcome to be assessed

Specific Assessment Method Weightage a b c*

Group Assessment Methods

Group Project Submission 20% √ √

Group Project Presentation 10% √ √

Individual Assessment Methods

Class Participation 10% √ √

Assignments/Quizzes 10% √ √

End-term Exam 40% √ √

AOL exam (Situation Analysis) 10% √

*AACSB AOL sub goal 2.2 (Demonstrate ethical orientation while taking business
decisions) to be assessed in the course. (To be conducted after 16th session)

Recommended Textbook

 Marketing Management: Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish
N. Sheth and G. Shainesh. Pearson, 16th edition

Other Reference Books

• Managing Marketing,
Noel Capon and Siddharth Shekhar Singh,
Wiley India.

• Principles of Contemporary Marketing David L Kurtz

Cengage Learning
• Marketing Management: Indian Context Global Perspective Ramaswamy,
Namakumari

McGraw Hill Education (India)

• Marketing Management
Rajan Saxena
McGraw Hill Education (India)
In addition to above mentioned journals, please keep track of other journals, websites,
published articles and papers on Marketing theory and practice.

Course Outline: Session/Topic/Reading Material/Reference

Session Topic Reading Material/Case Reference

1 Marketing as a Chapter 1
process of
Text Book
Role of Marketing
Ethical dimensions
of
Marketing
2 Core Marketing Reading Material: Chapter 1
Concepts & 19 of
https://www.mckinsey.com/businessfunctions/marketing-
Text-book
(Consumerism and and-sales/ourinsights/setting-value-not-price#
the concept of value
creation)

3 Forecasting and Chapter 5

demand of
Guest session 1
measurement Text Book
(Market potential
analysis/Demand
estimation)
4 Environmental
Scanning
(Marketing
environment,
PESTEL Analysis)

5 Developing Reading Material: Chapter 2

Marketing strategies of Text-
and plans: “Marketing Myopia”, by Theodore Levitt, Harvard
Business Review (July-August), 1960, 45-56. book
Marketing and
customer value
Corporate and
Division strategic
planning
6 Developing Chapter 2
Marketing strategies
of
and plans:
Textbook
Business unit
strategic planning

7 Consumer Chapter 3
Behaviour of Text
Book
(Buying decision
process)

8 Influencers of Assignment: Chapter 3

Consumer of Text
Behaviour Consumer Behaviour Exercise (C’) Book

9 A discussion on Chapter 4
Understanding Case Study: of Text
Business Markets Book

British Columbia case

10 Marketing Research Chapter 5

of Text
Guest session 2
Book
(Marketing research
process)

11 Extension of Case Study: Chapter 5

discussion on of Text
Zenith HDTV
Marketing Research Book

12 Extension of In- class Exercise:

discussion on
Chapter 5
Marketing Research
of Text
Preparing a research brief
(Applying marketing Book
research process in a
real-life context)

13 Identifying market Chapter 6

segments (An of Text
overview of Book
segmentation
process in consumer
 and business
markets)

14 Identifying and Chapter 6

targeting market of the Text
Case Study:
segments Book
(Applying
segmentation The Fashion Channel
decisions in a real-
life context)

15 Brand Positioning Case Study: Chapter 7

of Text
(Introduction to
Book
branding and brand
Evoe Spring Spa
positioning)

16 Product Reading Material: Chapter

17 of Text
(The concept of ‘Break free from the product life cycle’ by Youngme Book
Product) Moon, HBR

(Product life cycle

framework)
17 Competitor Analysis Chapter 17
of Text
Book

18 Competitor Analysis Case Study:

continued.
(Applying
understanding of Easyjet: The Web’s favorite Airlines
competitive
dynamics in context
of a business
organization)

19&20 Group Presentations