Course Title: Marketing

Management – I
Subject Code: MM – I
PGDM 2021-2022 | Term I | Credits 3

Course Introduction
Dr. S. Saibaba
Assistant Professor Marketing is more than just advertising and selling. Marketing is a
SDM Institute for philosophy, a perspective, an attitude, a management orientation, and
Management Development an organizational function. Marketing involves a range of activities to be
(SDMIMD), Mysore performed together by various functional areas or departments of an
www.sdmimd.ac.in organization. As rightly quoted by David Packard, co-founder of Hewlett-
Packard, “Marketing is too important to be left only to the marketing
8248051063/9985424930 department.” The success of marketing depends on understanding and
satisfying customers’ needs and wants and building long-term profitable
relationships with them. According to Peter Drucker (a leading
Management Guru), "Marketing is the only distinguishing and unique
[email protected]
function of business. If we want to know what a business is, we have to
start with its purpose. And its purpose must lie outside the business
itself. In fact, it must lie in society since a business enterprise is an organ
https://www.sdmimd.ac.in of society. There is only one valid definition of business purpose that is
/Saibaba to create a customer". Marketing, as an organizational philosophy,
entails many critical decisions, and their success would enable an
organization to build sustainable competitive advantage. In today’s
highly dynamic and competitive marketplace, the significance of
managing marketing function and its scope has substantially increased.
There is an increased responsibility and accountability on part of
marketing professionals, for planning successful marketing activities to
boost return on their investment. Grewal and Levy stated that “good
marketing is not a random activity; it requires thoughtful planning with
an emphasis on the ethical implications of any of those decisions on
society in general”. A clear-cut knowledge of the marketing principles
and the practicalities in managing various marketing activities, are the
fundamental objectives of this course. This course develops an
understanding for the complexities of establishing and implementing
marketing strategies in the marketplace. It places particular emphasis on
important areas of study which includes marketing strategic planning,
consumer behavior, marketing research, ethical marketing practices,
 product decisions, branding strategies, pricing decisions, distribution
strategies, and promotional strategies.
Institute Mission Objectives
• Business Leadership
• Organizational excellence
• Social responsibility
• Dealing with change
• Value creation.

Program Educational Objectives [PEOs]

PEO 1. To become a leader and a manager with a blend of generalist
knowledge and specialized skills with an eye on social responsibility
PEO 2. To understand current trends, practices, opportunities, and
challenges in the area of chosen specialization
PEO 3. To acquire the ability to readily understand the practical aspects
in the domain area.
PEO 4. To develop a personal value system which balances the social side
as well as the corporate value-creation process.
PEO 5. To become a well-rounded professional grounded in
management concepts, well versed with contemporary topics from the
industry, society, and technology.

Intended Course Learning Outcomes (ICLOs)

ICLO 1 – Understand the role of marketing function and the need for
holistic approach to achieve marketing excellence in any modern
organization .
ICLO 2 - Demonstrate an understanding of marketing theories, concepts,
and methods in analyzing complex marketing issues.
ICLO 3 – Develop abilities for designing and executing marketing strategy
and marketing program based on informed decisions.
ICLO 4 – Describe the marketing implications of issues related to ethics,
social responsibility, and sustainability.
ICLO 5 – Demonstrate the skills and competencies required in planning
and implementing the marketing strategies successfully in diverse
market situations.

PEO -1 PEO – 2 PEO- 3 PEO- 4 PEO- 5

ICLO 1 High High High High Medium
ICLO-PEO Matrix
ICLO 2 High Medium Medium Medium Medium
ICLO 3 High High High Medium Medium
ICLO 4 High High High High Medium
ICLO 5 High High High Medium Medium
Overall ICLO* High High High Medium Medium
 Evaluation Group Case Analysis Term Quiz
Component/ Project and class Examinations
Assessment Rubrics Vision & Mission exercises
(Course & its Evaluation Element
Components with the Chosen Business Yes Yes Yes Yes
Mission objective Elements. Leadership
Faculty may change the Organizational Yes Yes Yes No
component head for the Excellence
rubrics as relevant) Social Yes Yes No No
responsibility
Dealing with Yes Yes No No
Change
Value Creation Yes Yes Yes No

Business Leadership: Marketing has become organizational philosophy, to

achieve success in modern business landscape. Marketing is no more a cost
center but is a revenue driver. The knowledge and skills of marketing can help
business professionals to strive towards excellence in the marketplace.
Mission Objectives Marketing managers think like CEOs, as they are expected to interact with
addressed by the Course different departments and coordinate their efforts for achieving market
success and growth.
Organizational Excellence: Marketing’s value is derived from its ability to
develop knowledge and skills that define market opportunities and design
and implement the strategy that connects customers with products. Highly
functional Marketing organizations leverage distinctive capabilities and
processes to improve efficiencies and effectiveness. Firms with highly
functional Marketing organizations experience more innovation, market
share growth and profit.
Social Responsibility: Firms that innovate solutions and values in a socially
responsible way are the most likely to succeed. Being socially responsible
means an organization shows concern for the people and environment in
which it transacts business. Organizations that consistently exhibit socially
responsible tendencies may eventually gain a strong reputation that could
pay dividends as increased customer loyalty.
Dealing with Change: Marketing has been viewed as an ongoing or dynamic
process involving a set of interacting and interrelated activities to reach
customer. It receives inputs from the environment as valuable information.
Using this valuable information, organization supply the desired products and
services to satisfy customers and societal needs profitably. The unified view
of marketing requires organizations to be agile in today’s business world.
Value Creation: The key step in achieving an organization-wide focus on value
creation is understanding the sources and drivers of value creation within the
industry, company, and marketplace. Understanding what creates value will
 help managers focus capital and talent on the most profitable opportunities
for growth. Outstanding marketing companies see marketing as intrinsically
involved in value creation.

Case analysis, discussion, exercises, and group project work will be used as
Pedagogy Description
major learning methods in this course. Cases, readings, and exercises will be
assigned for each session. There is a prescribed textbook for the course. For
each session, the relevant chapter of the text is mentioned in the session wise
plan given. This would require pre-reading for the session.
Classroom lectures would help students to reinforce the readings,
clarify misconceptions, improve their understanding through illustrations and
related concepts drawn from other sources.
The classroom is a forum of discussion. Discussions can enable
students to discover new ideas and provide in-depth insights about the
specific marketing concept.
Exercises used in this course will help students looking business
conditions through marketing lens i.e., the impact of business decisions on
markets and society at large. This will help students in enhancing their critical
thinking abilities.
Various articles and reports derived from a variety of sources such as
Harvard Business Review, Forbes, PWC will also supplement the course
delivery., as given in the session plan. These conceptual articles and market
reports will help students to have a deeper understanding of concepts and
their applications.
Case study discussions and analysis are meant for understanding the
complex issues in dealing with diverse market situations. There is no one-size-
fits-all approach to solving marketing problems. Through case study analysis,
students can sense the intricacies of dynamic and competitive market
situations and be able to apply their learnings. This can provide the realistic
experience of being a marketing professional handling a variety of marketing
issues.
Group project will help students understand how they can work
effectively in teams and resolve conflicts within the team. This will reinforce
the need for having holistic marketing approach, with proper coordination
among the various functional areas in any organization. Students will have to
submit different phases of the project during the course, within pre-defined
deadlines.
Project presentations will help students to determine how (a) they
can communicate effectively among team members to develop a team-
prepared written project and (b) they can make a persuasive, effective
presentation of their project. Students working in teams will have to provide
their contributions during the course, relating to different topics of
discussion.
Session Plan
Session 1 Introduction to Marketing Management
What is Marketing? – Scope of Marketing – Core Marketing Concepts
– Company Orientation toward the Marketplace – Marketing
Management Tasks – Importance of Marketing in Global Economy
Reading Material:
Chapter 1 of Textbook
Additional Reading:
Marketing myopia. Harvard business review (1960).
Rethinking marketing. Harvard business review (2010).
Is Your Marketing Organization Ready for What’s Next? – Harvard
Business Review (2020)
Marketing in a machine world, The Economic Times May 7th, 2020.
Marketing in the era of digital revolution, The Economic Times
February 22nd, 2020.
The New Age of Marketing and Digital Transformation, Forbes,
December 22nd, 2017.
Session 2 Developing Marketing Strategies and a Marketing Plan
The Value Chain – Core Competencies – The Strategic Planning
Process – Developing Corporate and Business Unit Strategies –
Implementing and Evaluating Marketing Strategies – Creating the
Marketing Plan
Reading Material:
Chapter 2 of Textbook
Case Study Discussion - Reinventing Adobe
Additional Reading:
When marketing is strategy? Harvard business review (2013).
Is your marketing strategy based on the right data? Harvard business
review (2020).
Marketing Matters Now More Than Ever, Forbes, January 8th, 2019.
The New Era of Marketing Strategy, Forbes, May 14th, 2019.
Session 3 The Marketing Environment
Environmental Scanning and Analysis – Responding to Environmental
Forces – The Immediate Environment – Macro Environment Factors –
Demographic – Economic – Sociocultural – Natural – Technological –
Political-Legal
Reading Material:
Chapter 3 of Textbook
Case Study Discussion - India's Amul: Keeping Up with the Times
Additional Reading
Marketing Analysis Toolkit: Situation Analysis – Harvard Business
School (2010)
Marketing in the Age of Alexa. Harvard business review (2018).
India and the elusive demographic dividend, The Economic Times,
May 10th, 2021.
Marketing Trends Observed During the Pandemic — And Why It's
Time to Act, Forbes, April 21st, 2021.
Session 4 Social Responsibility and Ethics in Marketing
The Dimensions of Social Responsibility – Social Responsibility Issues
Marketing Ethics – Ethics Issues in Marketing – Incorporating Social
Responsibility and Ethics into Strategic Planning
Reading Material:
Handouts will be provided.
Additional Reading:
How to Use Ethical Marketing to Attract the Right Audience, Forbes,
August 30th, 2019.
Unethical Marketing Destroys Customer Experience and Brand
Reputation, Forbes, August 11th, 2019.
How Leading Global Companies are using Sustainability as a Market
Differentiator, Forbes, July 24th, 2020.
A Brave New Marketer: Rising to The Challenge of Sustainability
Communications, Forbes, April 13th, 2021.
Session 5 Marketing Information Systems and Marketing Research
Components of Modern Marketing Information System – Internal
Records – Marketing Intelligence – The Marketing Research Process
(Define the problem; Develop the research plan; Collect relevant
information; Develop Findings; Take marketing actions) – Sales
Forecasting Techniques
Reading Material:
Chapter 4 of Textbook
Case Study Discussion - TruEarth Healthy Foods: Market Research for
a New Product Introduction
Additional Reading:
Building an Insights Engine – Harvard Business Review (2016)
The Power of Positive Surveying - Harvard Business Review (2017)
Session 6 Case Study Discussion - Hindustan Unilever's "Pureit"
Water Purifier
Session 7 Creating Long-Term Loyalty Relationships
Building Customer Value, Satisfaction, and Loyalty – Customer
Lifetime Value (CLTV) – Customer Relationship Management
Reading Material:
Chapter 5 of Textbook
Additional Reading:
The One number You need to Grow – Harvard Business Review (2003)
Why Customer Loyalty Programs Can Backfire – Harvard Business
Review (2021)
The Loyalty Economy - Harvard Business Review (2020)
Session 8 Understanding Consumer Behavior
Factors Influencing the Consumer Decision Process – Cultural – Social
– Individual – Psychological – Consumer Buying Decision Process –
Involvement and Consumer Buying Decisions – Consumer
Misbehavior
Reading Material:
Chapter 6 of Textbook
Case Study Discussion - L'Oreal: Global Brand, Local Knowledge
Additional Reading:
The New Science of Customer Emotions – Harvard Business Review
(2015)
Neuromarketing: What You Need to Know - Harvard Business Review
(2019)
The Elusive Green Consumer – Harvard Business Review (2020)
Marketing Meets Mission - Harvard Business Review (2020)
The Female Economy - Harvard Business Review (2009).
Luxury branding below the radar – Harvard Business Review (2015).
The Future of Consumer Markets – PWC report (2021).
Session 9 Business-to-Business Marketing
Business Markets – Characteristics of Organizational Buying – The
Buying Center – Stages in Buying Process – Building B2B Relationships
Reading Material:
Chapter 7 of Textbook
Case Study Discussion - British Columbia Box Limited
Additional Reading:
The B2B Elements of Value - Harvard Business Review (2018)
Selling Solutions isn't Enough – MIT Sloan Management Review (2018)
Customer Value Propositions in Business Markets – Harvard Business
Review (2006)
The New B2B Value Chain – PWC Report (2021)
Session 10 Market Segmentation, Targeting and Positioning
Markets and Market Segments – Bases for Segmenting Consumer
Markets and Business Markets – Market Targeting – Criteria for
Successful Segmentation
Reading Material:
Chapter 9 of Textbook
Case Study Discussion – The Fashion Channel
Additional Reading:
Segmenting the Base of the Pyramid. Harvard Business Review (2011)
Session 11 Market Segmentation, Targeting and Positioning
(contd.)
Identify and Develop Positioning Strategy – Positioning Methods –
Perceptual Mapping – Repositioning
Reading Material:
Chapter 10 of Textbook
Case Study Discussion - Evoe Spring Spa: A Positioning Dilemma
Tanishq: Positioning to Capture the Indian Woman's Heart
Additional Reading:
Marketing Reading: Brand Positioning – Harvard Business Publishing
Session 12 Competitive Strategies
Growth Strategies – Competitive Strategies for Market Leaders –
Market-Challenger Strategies – Market-Follower Strategies – Market-
Nicher Strategies – Marketing in a Slow Growth Economy
Reading Material:
Chapter 12 of Textbook
Case Study Discussion - Brighter Smiles for the Masses--Colgate vs.
P&G
Additional Reading:
What Is Disruptive Innovation? - Harvard Business Review (2015)
Session 13 Product, Branding, and Packaging Decisions
Product Characteristics and Classification – Product Mix and Product
Line Decisions – Role of Brands – Branding Strategies – Packaging and
Labeling Products
Reading Material:
Chapters 11 & 13 of Textbook
Case Study Discussion - Crescent Pure
Additional Reading:
Branding in the Digital Age – Harvard Business Review (2010).
The Brand Report Card – Harvard Business Review (2000).
Getting Brand Communities Rights – Harvard Business Review (2009)

Session 14 Case Study Discussion - Understanding the Brand

Equity of Nestlé Crunch Bar: A Market Research Case
Session 15 Developing and Managing Products
New Product Development Process – Product Life Cycles and
Marketing Strategies – Diffusion of Innovation
Reading Material:
Chapter 7 of Textbook
Additional Reading:
Marketing Reading: Product Policy – Harvard Business School
Publishing.
Exploit the Product Life Cycle – Harvard Business Review (1965).
Forget the Product Life Cycle Concept – Harvard Business Review
(1976).
Marketing Malpractice - Harvard Business Review (2005).
Session 16 Case Study Discussion - Hot Wheels at Mattel:
Reinventing the Wheel – Harvard Business School
Session 17 Marketing of Services
Growth and Importance of Services – Characteristics of Services –
Achieving Excellence in Services Marketing – Managing Service
Quality – Managing Product-Support Services
Reading Material:
Chapter 14 of Textbook
Additional Reading:
A Conceptual Model of Service Quality and Its Implications for Future
Research – Journal of Marketing (1985)
Session 18 Pricing Decision
Understanding Pricing – Setting the Price – Adapting the Price –
Initiating and Responding to Price Changes
Reading Material:
Chapter 16 of Textbook
Case Study Discussion - Pricing at Netflix; Gillette: Cutting Prices to
Regain Share
Additional Reading:
Marketing Reading: Pricing Strategy – Harvard Business School
Publishing (2015)
How to Stop Customers from Fixating on Price - Harvard Business
Review (2010)
Managing Price, Gaining Profit – Harvard Business Review (1992)
Capture More Value - Harvard Business Review (2014)
Session 19 Distribution Decisions
Marketing Channels and Value Networks – The Role of Marketing
Channels – Channel Management Decisions – Channel Integration and
Systems – Conflicts, Cooperation and Competition
Reading Material:
Chapter 17 of Textbook
Additional Reading:
Marketing Reading: Developing and Managing Channels of
Distribution – Harvard Business School Publishing (2015)
Session 20 Distribution Decisions (contd.)
Retailing – Types of Retailers – Strategic Issues in Retailing –
Wholesaling – Market Logistics
Reading Material:
Chapter 18 of Textbook
Additional Reading:
Marketing Reading: Developing and Managing Channels of
Distribution – Harvard Business School Publishing (2015)
Session 21 Promotion Decisions
Integrated Marketing Communications – Role and Objectives of
Promotion – The Promotion Mix – Selecting Promotion Mix Factors –
Managing the IMC Process – Developing and Managing an Advertising
Program – Public Relations – Sales Promotion
Reading Material:
Chapters 19 & 20 of Textbook
Case Study Discussion - Facelift at Olay (A) & (B); Dove and Real
Beauty: Building a Brand with Purpose
Fair & Lovely vs. Dark is Beautiful
Additional Reading:
Marketing Reading: Marketing Communications - Harvard Business
Publishing (2019).
Session 22 Promotion Decisions (contd.)
Direct and Database Marketing – Personal Selling and Sales
Management – Online Marketing – Social Media Marketing – Mobile
Marketing
Case Study Discussion - Marketing Transformation at Mastercard
Reading Material:
Chapters 20 & 21 of Textbook
Additional Reading:
Marketing Reading: Sales Force Design and Management – Harvard
 Business Publishing (2019).
Ending the war between Sales and Marketing - Harvard Business
Review (2006).
Session 23 Group Project Presentations
Session 24 Group Project Presentations

• The instructor will be maintaining a detailed record of what each student is

contributing to each session with respect to Class Participation, individual and
Brief note on the group Presentations.
Evaluation Scheme • The instructor has 7 letter gradings viz., A, B+, B, C+, C, D & U under which the
attainment levels of Exceptional, Excellent, Accomplished and Unacceptable
will be accommodated. This is done based on the norms as per the
normalization such that not more 20% of the class and not more than 65% of
A, B+ and B in total in the class.

Component % marks Remarks

Case Analysis & Class 15 Team-based learning as it would provide
Component wise Exercises them with opportunities to explore diverse
Evaluation Scheme perspectives for a marketing problem.
Quiz 15 A set of multiple-choice questions to
constantly evaluate the conceptual
understanding and clarity
Group Project – 20 Demonstrate the ability to integrate the
Presentation and information and the skills accumulated in this
Written Report course with the applied research in the
respective areas of study. This also gives
students a chance to show their skills in oral
and written communication.
Midterm Exam 25 Descriptive examination - required to check
and evaluate the students’ understanding of
End term Exam 25 concepts and application of appropriate tools
and techniques.
Total 100

Component wise assessment rubrics

Case Analysis and Class Exercises

Attributes Exceptional Excellent Accomplished Unacceptable

Business Student has Student displays Student has Student does not
Leadership excellent good partial understand
understanding of understanding of understanding of relationship
 relationship relationship relationship between
between between between marketing and
marketing and marketing and marketing and business
business business business leadership. Unable
leadership. leadership. leadership. Able to identify and
Able to identify Able to identify to identify and analyze case
and analyze all and analyze most analyze few case issues from a
case issues and of the case issues issues from a holistic
offer solutions and provide most holistic perspective.
from a holistic solutions from a perspective.
perspective. holistic
perspective.
Organizational Student has Student has good Student has Student has no
Excellence excellent outlook outlook towards partial outlook outlook towards
towards achieving achieving towards achieving achieving
organizational organizational organizational organizational
excellence excellence excellence excellence
through through through through
innovative and innovative and innovative and innovative and
effective effective effective effective
marketing efforts. marketing efforts. marketing efforts. marketing efforts.
Able to Able to Able to partially Unable to
completely comprehend the comprehend the comprehend the
comprehend the case issues and case issues and case issues and
case issues and their impact on their impact on their impact on
their impact on organization’s organization’s organization’s
organization’s performance. performance. performance.
performance.
Social Perfect Good Partial Absolute absence
Responsibility understanding on understanding of understanding of understanding
social impact of marketing about the impact about the
marketing implications on of marketing consequences of
decisions and society and decisions on commercial
focus on considerable society and marketing
responsible amount of related activities on the
marketing attention to social consequences. society. No
strategies. Place issues. Give Give less emphasis on
high emphasis on emphasis on emphasis on societal aspect of
societal aspect of societal aspect of societal aspect of marketing
marketing marketing marketing decisions in the
decisions in the decisions in the decisions in the case study.
case study. case study. case study.

Dealing with Student displays Student displays Student displays Student does not
 Change excellent good partial have
understanding of understanding of understanding of understanding of
marketing as one marketing as one marketing as one marketing as one
of the key drivers of the key drivers of the key drivers of the key drivers
of organizational of organizational of organizational of organizational
change and change and change and change and
development. development. development. development. Not
Able to critically Able to analyze Able to identify able to
analyze the the dynamic the dynamic comprehend
dynamic aspects aspects of aspects of dynamic aspects
of marketing marketing issues marketing issues of marketing
issues in the case in the case study. in the case study. issues in the case
study. study.
Value Creation Various Various value Few alternatives Few alternatives
alternatives and creation of value creation of value creation
scenarios of value alternatives and discussed, but discussed, without
creation with scenarios are without any reasoning.
appropriate discussed, but not convincing No proper
reasoning all of them are reasoning. conclusion.
discussed. with appropriate Some conclusions Recommendations
Draws highly reasoning. are made, but are superficial
logical conclusion, Good conclusions, they are not
and makes apt mostly logical and logical, and
and appropriate recommendations recommendations
recommendations are convincing. are not
convincing.

Group Project

Attributes Exceptional Excellent Accomplished Unacceptable

Business Excellent Good Partial Does not
Leadership understanding of understanding of understanding of understand
holistic marketing holistic holistic marketing holistic marketing
concept and marketing concept and concept and fail
demonstrates the concept and demonstrates the to demonstrate
integration of demonstrates integration of the integration of
concepts into the integration concepts into concepts into
practice in of concepts into practice in practice in
analyzing an practice in analyzing an analyzing an
organization’s analyzing an organization’s organization’s
market position. organization’s market position. market position.
market position.
Organizational Application of Application of Application of very No application of
Excellence many theories few theories and few theories and theories and tools
and tools in tools in analyzing tools in analyzing in analyzing
analyzing various various various marketing various marketing
marketing marketing strategies and strategies and
strategies and strategies and their impact on their impact on
their impact on their impact on overall overall
overall overall organization’s organization’s
organization’s organization’s performance and performance and
performance and performance and growth. growth.
growth. growth.
Social Excellent Good Partial Lack of
Responsibility understanding understanding understanding understanding
about the about the about the about the
integration of integration of integration of integration of
marketing and marketing and marketing and marketing and
social social social social
responsibility and responsibility responsibility. responsibility.
underlying and underlying
challenges. challenges.
Dealing with Clear analysis and Analyze and Demonstrate the Fail to analyze
Change demonstration of demonstrate the marketing and show the
marketing marketing excellence relationship
excellence excellence achieved with between
achieved with achieved with organizational marketing
organizational organizational agility, with few excellence and
agility, through agility, to a major illustrations and organizational
multiple highly extent with examples. agility.
appropriate appropriate
illustrations and illustrations and
examples. examples.
Value creation Very good Good knowledge Knowledge of Poor knowledge
knowledge and and application tools and of tools and
application of of tools and techniques in techniques in
tools and techniques in evaluating the evaluating the
techniques in evaluating the value drivers of value drivers of
critically value drivers of marketing process marketing
evaluating the marketing in an organization. process in an
value drivers of process in an organization.
marketing organization.
process in an
organization.
Term Examination

Attributes Exceptional Excellent Accomplished Unacceptable

Business Answers all the parts All parts except Few parts are Incomplete
Leadership and the responses one or two are attempted but answer to all
are complete; Always answered and not completely parts of the
uses appropriate key the answers are answered; question. Most
terms, concepts, and complete; Infrequent usage parts are missed
models. Able to Mostly uses of appropriate out; Does not
comment on appropriate key key terms, use appropriate
strategic decisions. terms, concepts, concepts, and key terms,
and models. models. concepts, and
models.
Organizational Properly structured Mostly Minimal Disorderly and
Excellence with proper logical structured and structure and lacks clarity.
flow of information. mostly logical very low level of Many errors and
Almost nil errors and flow of logical flow of the contents are
well written. information is information. totally affected
maintained. Few Some errors and
errors but the contents are
acceptable affected.
content.
Value Creation Always illustrates Mostly provides Few examples/ No examples/
with right examples/ right examples/ applications are applications at
applications and can applications and there; though all all.
relate the examples can relate the examples are not
to concepts. examples to appropriate and
concepts. does not always
relate to
concepts.

Quiz

Attributes Exceptional Excellent Accomplished Unacceptable

Business Correctly answers all Correctly Correctly Answers for
Leadership questions, answers most answers few most questions
demonstrating the questions, questions, are wrong,
in-depth showing a clear showing low showing lack of
understanding of understanding level of understanding of
concepts of concepts knowledge of concepts
concepts
 All activities, including case study analysis, exercises, project presentations and
report are team-based learning activities.
Course specific instructions
All students should actively involve and take part in class discussions to achieve
to students
the course learning objectives. A group may be picked up randomly to present
the key points of the case analysis in the class, ensuring equal opportunity for
all students.
All groups are expected to analyze the case after going through the specified
reading (s) for each session. Effective learning through the case method
requires individual preparation, small group discussion before the class, in class
discussion, and in and out-of-class reflection.
Each group is required to submit a two/three-page case analysis note for
specified cases. You should ensure that your analysis addresses the assignment
questions. The first page of the case analysis note should include:
• Major decision issues in the case
• Recommendation/inferences on the major issues.
• Summary of Analysis (quantitative and qualitative) supporting the
recommendation.
Remaining one / two pages should be used to present detailed analysis /
calculations to support your recommendations. The submission should include
a cover page mentioning name and roll no. and follow the format as follows:
12 font size, Times New Roman, 1 inch margin on all sides. Groups must make
their submissions at least one hour before the scheduled session. Non
submission / late submission would affect your grades adversely.
Quizzes are an important component of the course. There will be both
announced and surprise quizzes. Surprise quizzes will be based on the
prescribed readings of that session.
The group project activities are to be carried out by all members working along
with each other. A member’s contribution to the group efforts and
accomplishments will be reflected in a peer assessment/group evaluation that
will be conducted for each group activity. Each member is also expected to
manage his/her group activities effectively and efficiently. Every group should
choose a specific product or service in a particular market and perform various
analyses and finally submit the findings as a report. Students should collect
information about the industry, specific companies, and products & services from
a variety of sources, including articles, newspapers, magazines, company, and
other websites. Each group should submit the following phases of project due at
different points of time, as mentioned below:
Phase – I – Company/Industry Analysis – Session -4
Phase – II – Market Analysis/Environmental Audit – Session – 8
Phase – III – Consumer Analysis – Session – 12
Phase – IV – Competitor Analysis – Session – 15
Phase – V – Marketing Mix Analysis – Session 23
Group Project Presentations – Session 23 & 24
 All students are expected to commit to the highest level of academic honesty
and personal integrity. All submitted work will be checked for plagiarism. Using
information from the Internet or any other source without attribution and
handing it in as one’s own work is plagiarism. All assignments submitted by the
students, like case study notes, exercises, project report, will be screened in
anti-plagiarism software. All submissions with over 30% of plagiarism by a
student or group of students will not be accepted under any circumstances.

Recommended Text: Kotler, P., & Keller, K. L. (2016). Marketing

References Management 15th edition. Pearson Education.
Reference Books:
Kotler, P., & Armstrong, G. (2020). Principles of Marketing 18th edition.
Pearson Education.
Grewal, D., & Levy, M. (2021). Marketing 8th edition. McGraw-Hill Education.
Kerin, R., Hartley, S., & Rudelius, W. (2020). Marketing 15th edition. McGraw-
Hill Education.
Saxena, R. (2019). Marketing Management 6th edition. McGraw-Hill
Education.
Lamb, C.W., Hair, J.F., & McDaniel, C. (2021). MKTG, 13th edition. Cengage
Learning.
Pride, W.M., & Ferrell, O.C. (2020). Marketing 20th edition. Cengage Learning.
Boone, L.E., & Kurtz, D.L. (20019). Contemporary Marketing 18th edition.
Cengage Learning.

Journals and Magazines

Harvard Business Review
Journal of Marketing
Journal of Marketing Research
MIT Sloan Management Review
Journal of Consumer Research

Websites
Forbes
PWC
McKinsey
AC Nielsen
Economic Times