SBM-NMIMS: COURSE TEACHING PLAN

Assurance of Learning AOL Specific

Course
Code
Course Marketing Management
Title
Dr. Amrita Bansal
Dr. Hitesh Kalro
Course
Dr. Neha Sadhotra
Instructor/s Dr. Preeti Nayal
Dr. Rashmi Khatri
Credit 3.0
Value
Programme FT – MBA & Trimester I
&
Trimester
Pre-requisite

CLOs – (in bracket state the PLOs to map)

CLO 1) To understand how different strategies can be created in order to compete with the
market leader, challenger, follower and nicher. (PLO 2A)

CLO 2) To analyze how consumer decision making process, plays a pivotal role in evaluating
Learning marketing mix. (PLO 3A)
Objectives
CLO 3) To develop an understanding of Marketing Research to solve Marketing problems
(PLO 2A)

CLO 4) To apply well established marketing analytical techniques/models/frameworks to

understand business situations. (PLO 2B)

1) Students are able to understand the linkages of marketing with other functional areas of
Learning business.
Outcomes 2) Students are able to apply STP in different scenario and industries.
(Must be
3) Students are able to understand the important role of consumer decision making process
connected to
Learning in the marketing department.
Objectives) 4) Students are able to understand how marketing research plays an important role in
marketer’s decision making.
In this comprehensive and practical introduction to Marketing Management course, you
will be able to improve your ability to make effective marketing decisions from the
perspective of a marketer and not a customer. The course objective is to introduce you to
Course terms such as, market orientation, listening to customers, buying behavior, STP,
Description competitive strategies and product map using a combination of case discussion, group
projects, class activities and practical examples. By the end of the course, you will be
able to gain significant experience in understanding what are the initial challenges faced
by marketers today.

Specific 3 1.5 AOL CLO CLO CLO CLO

Evaluation
assessment Credit Credit Instruments 1 2 3 4
Pattern
methods (*)
Case Discussion 20

1|Page
 Class 10
participation
Group 10 Embedded 05 05
Assignment questions
Group 20 Rubrics 05 05 05 05
Presentation
Final Exam 40 Embedded 10 10 10 10
questions
Total 100 50 15 20 20 15

*AOL Assessment Instruments:

 Embedded Questions: Quiz, Class Test, Midterm Examination, Final Examination

 Rubrics: Case & Article Discussion, Individual Assignment

Group Projects & Viva’s, Case Problem analysis, Oral and written
communication presentations, Role Play,
Group Presentation, Group Project etc.
Pedagogy
adopted for
Topics / Sub -topics class
Chapter detail
Sessions engagement
/ Article Reference / Case Studies
Learning
Outcomes
session wise
Introduction to Essential Reading Lecture &
Marketing – I Kotler and Keller; Marketing management; 15th Article
 Introduce the 5’c’ Edition – Chapter 1 (Page 2 – 23) discussion
framework Article
 Introduce the Marketing Myopia LO: To
difference between Video understand the
types of orientation https://www.youtube.com/watch?v=keCwRdbwNQY
function of
 Core concepts of
marketing and
marketing
discuss the
challenges
1
faced by
marketers
today.

To introduce
the participants
to the basic
terminologies
used in
marketing

Introduction to Essential Reading Lecture &

Marketing – II Article
 Customer Perceived Kotler and Keller; Marketing management 15th
discussion
value Edition – Chapter 03. Creating Long term Loyalty
2  Customer Lifetime relationships. Pg. 67- 80
LO: To
Value understand the
Video
 Customer process of
Relationship https://www.youtube.com/watch?v=keCwRdbwNQY Building
Management
customer
2|Page
 value,
satisfaction &
loyalty and
relationship
strategies for
attracting &
retaining right
customers.

Introduction to Essential Reading Lecture &

Marketing – III Kotler and Keller; Marketing management 15th Article
 Holistic Edition – Chapter 03. Creating Long term Loyalty discussion
marketing relationships. Pg. 82 – 95
 Understanding Article LO:To
the 4 As of https://hbr.org/2021/03/10-truths-about-marketing- understand
marketing after-the-pandemic how the role of
 NPS (Net Article marketing in
Promotor Grow your share of wallet
Score) the firm has
evolved over
3 the years. And
to understand
how marketing
is not just
about
acquisition or
retention but
marketing also
focuses on
increasing
share of wallet.

Introduction to Harvard Case Mircofridge (2002) Case

Marketing – IV Discussion
 To start the class
discussion with a LO: To
brief case on understand
marketing decisions what are the
 Introduce the term objectives of a
4 holistic marketing marketer

To understand
how to build
creative
marketing
organization

Managing a holistic HBR Case Case

marketing discussion
5 organization in a Tata Motors: The Tata Ace (2007)
LO: Tata Ace
case provides a
deeper
3|Page
 long term understanding
perspective into how
different
To discuss how the functions of an
marketing function organization
plays an integral role collaborate in
order to launch
in the firm’s success.
a successful
product.

The case
introduces the
idea that if an
organization
has to be
successful,
then the
marketing
department
plays a central
role in it.

Understanding Essential Reading: Lecture &

consumer behavior Article
–I Kotler, Keller: Marketing Management 15th Edition
discussion
 Focus on the factors Chapter: 6: Analyzing Consumer Markets. Pg. 165 –
influencing 182 LO: To
consumer behavior. understand the
 Focus on how Online Article
external and
studying the https://www.mckinsey.com/business-
consumer behavior internal stimuli
6 functions/marketing-and-sales/our-insights/a-global-
impacts marketers. that have an
view-of-how-consumer-behavior-is-changing-amid- impact on
covid-19 consumer
WARC Article decision
making
What we know about consumer decision-making process.

Understanding Essential Reading: Lecture &

consumer behavior Article
– II Kotler, Keller: Marketing Management 15th Edition.
discussion
 Buying decision Chapter: 6: Analyzing Consumer Markets. Pg. 183 –
process in high 198 LO: To
involvement versus understand the
low involvement Article
steps involved
products
7 Tap consumers’ desire for “Shoulds” in the
 Buying decision
process for new consumer
versus old products decision
making
process.

The small case

discussion will
enable the

4|Page
 students to
understand the
different
people/groups
of people
involved in
making the
buying
decision.

Understanding Harvard Case: Case

consumer behavior discussion
– III Colgate Palmolive: Cleopatra (2003)
LO: To
 How NOT to identify how to
assume consumer
conduct
behavior
 how to customer
conduct consumer research about
behavior research their buying
behavior and
8 how the
decision-
making process
implemented.
Based on this
the case
discussion also
suggests how
to implement a
marketing
strategy.
How to Formulate Essential Reading Lecture &
Marketing Research Article
Questions? Andreason, A.R., Backward market research.
discussion
 Understanding the Harvard Business Review, 63, pp.176-180.
importance of LO: To
defining a understand the
marketing research
basic process
problem
 Formulating well- of marketing
defined market research and
9 identifying the
research questions
market
research
problem and
defining
appropriate
marketing
research
questions

5|Page
 Creating the Reading: Lecture &
Marketing Research Article
Design “Note on Market Research” Stanford
discussion
 Identifying the Video
different research LO: To
designs for different https:// www.youtube.com/ watch? v=yjFkUqAeUq8 understand
market situations how to apply
https:// www.youtube.com/ watch?
 Selection of different
appropriate research v=qbDPUQYjXMg&t =2s
research design
techniques
and techniques
 Designing effective
research tools in different
market
10 situations; and
to discuss
alternate
research
designs for the
market
situation and
selection of the
appropriate
research
technique

Qualitative versus Essential Reading: Lecture &

Quantitative Article
 Nature of marketing Kotler, Keller: Marketing Management 15th Edition
discussion
problems Chapter 5. Conducting marketing Research Pg. 135 –
 Marketing research 159 LO: To
process understand the
Caselet
 Types of qualitative importance of
marketing research
Virgin Atlantic: Uniting qual and quant to let Virgin marketing
Atlantic’s research take wing. research and
discuss the
applications of
the different
11 types of
qualitative
marketing
research.

The small case

discussion will
enable the
students to
understand the
challenges and
benefits of
implementing
different types

6|Page
 of qualitative
marketing
research.

Application of In-class group Activity The class will

Marketing Research be divided into
 Understanding Case study: Fruit Zone (IIM Ahmedabad) groups and
the major circulated a
applications of
case- let that
marketing research
to new product will involve
development, application of
pricing, distribution marketing
and promotion research to
solve a
decision
dilemma.
Exercise
outcome:
12 a. Identifying
Market
Research
Problem
b. deciding on
research design
c. selection of
secondary data
sources
d. Using
appropriate
research
techniques to
solve research
dilemma

Segmentation, Essential Reading: Lecture &

Targeting and Article
Positioning (STP) - Kotler, Keller: Marketing Management 15th Edition discussion
I Chapter 9: Identifying market segments and targets.
 Focus on the Pg. 265 – 295 The
different ways to discussion
segment Video
will be
 Focus on how to https://www.youtube.com/watch?v=M4S7OoO5t20 focused on
select different
13 how
segments to target WARC Article
segmentation
Why segmentation do not always work – and how to is done in
fix it different
industries.

LO: The small

case discussion
would help
demonstrate
7|Page
 how firms
decided to
target different
segments.

Segmentation, Essential Reading: Lecture &

Targeting and Article
Positioning (STP) - Kotler, Keller: Marketing Management 15th Edition
discussion
II Chapter 10: Positioning the market offering. Pg. 297
 Focus on – 320 The discussion
positioning would focus on
strategies Caselet
Nivea STPD the different
 To discuss POP positioning
and POD to
strategies used
understand how
firms position the by firms in the
14
offerings past.

LO: The small

case discussion
will enable the
students to
learn how
positioning
strategies are
implemented.

Segmentation, HBR case Case

Targeting and discussion
Evoe Spring Spa: A positioning dilemma (2014)
Positioning (STP) -
III LO: To
identify the
best possible
positioning
option based
on consumers'
attitudes and
behavior. To
illustrate the
15 importance of
identifying
distinct
consumer
segments
before deciding
on the target
market. To
evaluate the
implementation
of various
positioning
concepts

8|Page
 through the
marketing mix.

Analyzing Business Essential Reading: Lecture &

Markets Article
Kotler, Keller: Marketing Management 15th Edition.
Understanding discussion
Chapter 7: Analyzing Business. Pg. 206 – 220
business markets
Article LO: The
 Participants in discussion will
buying process Business to Business: What’s different about B2B be directed
marketing?
 Stages in buying towards how
process segmentation
and the buying
 B2Bmarketing
decision
programs
16 process is done
in B2B
industries.

The article will

provide an
insight into
understanding
how B2B firms
are different in
comparison to
B2C firms.

Tapping into Global Essential Reading: Lecture &

markets Article
Kotler, Keller: Marketing Management 15th Edition discussion
 Deciding Chapter 08 , Page 235-238, 244-253
which markets LO: Discussion
Online Article
to enter on the Major
https://www.capital-ges.com/the-advantages-and- decisions
17  Modes of disadvantages-of-international-expansion/ involved in a
market entry company’s
international
expansion,
Global product
and
communication
strategies

Understanding Essential Reading: Lecture &

competition and Article
competitive process Kotler, Keller: Marketing Management 15th Edition discussion
 Focus on different Chapter 12. Addressing competition and driving
18
types of defensive growth. Pg. 363 – 375 LO: To
and attacking understand
strategies what different
strategies are
implemented
by the market
9|Page
 leader,
challenger,
follower and
nicher.

19 Final Group
Presentations

Final Group
20
Presentations

Reading List Text book

and Marketing Management 15th Edition, Philip Kotler and Kevin Lane Keller, Pearson
References Education, 2015

(must be
comprehensive In addition, you can utilize the following textbooks to build upon your marketing
and complete principles.
with all 1. Marketing Management, by Rajan Saxena, 5th Edition. Tata McGraw hill,
details.) 2017
2. Marketing Warfare, by Al Ries and Jack Trout, 20th Anniversary Edition, Tata
McGraw-Hill, 2017

References
The following list of database can be referred for additional information.
These database can be accessed from the university library.
1. WARC
2. Frost & Sullivan
3. Statista

Prepared by Faculty Team Area & Program chairpersons

Approved by Associate Deans Approved by Dean SBM

Sticker for date of receipt and attachments rubric and project guidelines

10 | P a g e