The document outlines the course plan for a Marketing Management class, including objectives to understand modern marketing concepts and techniques and apply them to business. It details assignments, tests, case studies, topics to be covered in each lecture, classroom format, and evaluation criteria. Presentations will be part of the course where students select a product and develop a marketing program.

1. PUNJAB COLLEGE OF TECHNICAL EDUCATION, LUDHIANA
COURSE PLAN
Name of Teachers: Gautam Bansal Subject Name: Marketing Management
Subject Code: BB-302 Assignments: 4
Total Lectures: 53 Tests: 3
Case studies: 04
Course objective:
Mail objective of this course is to make the students understand the modern concepts and
techniques of Marketing management. Main focus of the course will be on application of these
concepts in the field of business management.
Case pedagogy
Case studies will be given in advance to the students and will be discussed in the class. Apart of
the case study mentioned there will be short case lets also for discussion.
• THE NIRMA STORY
• NIVEA DEO: HOW MARKET RESEARCH SUPPORTS THE NEW
PRODUCT DEVELOPMENT PROCESS.
• ITC CLASSIC STORY
• BARISTA VS CAFÉ COFFEE DAY – A COMPARATIVE STUDY
Assignments/Tests/MSE’s
Assignments / Tests and MSE’s will be evaluated on the basis of Contents, Language and
Presentation
Presentation: Topics:
1. Every group will select one product, study its marketing Programme and present.
2. Develop a Marketing Programme for new product.
The presentations will be delivered by the respective groups formed in the beginning
of semester.
Following rules of presentation must be followed
1. Students will be informed regarding the groups and title of their presentation well in
advance at least 10 days before the day of presentation
2. Students will submit the presentations report at least three days before the day of
presentations for necessary modifications / additions and deletions
3. Rules for report writing

2. • Report must be computerized with 14’ font (Main Heading), 12’ for general
writing, Times New Romen, Justified.
• Title of the report should contain all the details regarding the project title,
submitted by, submitted to, course and class details etc
• At the end of the bibliography/ references must be given in details
Oral presentation
• Only English language is permissible for presentation
• One student from the group will be acting as chairperson who will introduce the
topic to the audience and control the presentation, formally start and finish the
presentation
• Maximum time for one group will be 30 minutes followed by 15 min discussion
• No paper or written material help is allowed during the presentation. Presenters will
prepare the power point presentations for delivering the presentation
• Presenters must be in strict formal while delivering the presentation
CLASS FORMAT:
The class will be conducted in a lecture-discussion format. Very little lecture time will be
devoted to topics that the average student can readily comprehend on the basis of self-study.
Instead, class discussion will focus on areas where comprehension is substantially enhanced by
additional elaboration or illustration. Several mini-case analyses will be assigned by the teacher
in the semester.
ATTENDANCE:
• Minimum 75% attendance is compulsory for every student in the class
• Students can enter the class and get their attendance marked till the teacher is taking
attendance. After that students will be allowed to sit in the class but no attendance will be
given.
• No compensation or extra lectures will be taken at the end of the semester to complete
the attendance
• In case of emergency students must get the leave approved from the instructor before
going on leave. Students must be clear the leave will not be considered as attendance
while calculating the final attendance at the end of semester.
• College leave rules regarding the fine will be applied as such.
Evaluation rules:
• Students must stick to the deadlines regarding the assignments, tests, and case studies. In
case any student is not able to deliver due to Unavoidable circumstances, he/she has to
put the request for re-test or assignments with in three days after the schedule day. After
that no request will be entertained.
• It is compulsory for every student to appear in MSE. Students will not be given second
chance for the MSE. (In case of emergency MSE can be taken again only at the discretion
of the invigilator from total of 10 rather than 15 marks).
Evaluation: Internal: 40Marks
• Case study 05
• MSE 15

3. • Assignment 05
• Tests 05
• Presentation 10
Lecture TOPICS TO BE COVERED
No
.1-3 • Marketing Concept, Basics of Marketing Def of Markets, Distinction
between markets , Marketing and selling, Importance of Marketing
Management, Objectives of marketing, Role of Marketing, Benefits of
Marketing To society Business and Consumer,
4-5 • Evolution of Marketing Concept, Production oriented concept, Product,
Selling and societal Marketing, Integrated marketing, Functions of
Marketing
6-7 • New Waves of thought in Modern Marketing, Marketing Environment-
Social and economic environment
Case lets:
• Pantaloons Retail (India) Limited - The Indian Retailing Giant:
• Hindustan Lever's Foray into Network Marketing
• Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social Networking
Initiative in India
• Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign
Assignment 1.
8-9 • Ethical, Political and Technical, Demographic and legal.
10 External Micro environment- The Markets, Suppliers, Distributors,
Consumer, Competitors and Internal environment of Marketing
.11 Profile of Indian Consumer, Consumer behavior Vs Buying Behavior
.12-14 Consumer decision making process, Buying Process, Buying behavior Modals,
Buyers Roles
Case lets:
• Treading on that Fine Line? - Caselets in Marketing Ethics
• Eureka Forbes - The Direct Marketing Pioneer
Assignment 2.

4. 15-18. • Purchase behavior, Organizational Buying , Participants in business buying
process ,actors affecting the buying Behaviour, Purchasing and procurement
process, Stages in Buying process, Institutional and government Markets
Case lets:
• Zen Tyres Limited
• Marketing Of Milk-Amul
• ABC Cooperation
Test 1.
.19-24 Market Segmentation Concept, benefits and Cost of segmentation, Nature of
segmentation, Basis Of Segmentation, Mass marketing Vs Segmentation,
Requisites of Market Segmentation, Target marketing, undifferentiated,
Differentiated and concentrated marketing, Selecting Viable Marketing strategy,
Positioning Steps and Strategies
.25-28 • Marketing Mix, How it helps the Business firms, Elements of marketing
Mix, Service Mix, factors Affecting the elements of marketing and
services Mix
Case lets:
• Future Bazaar Going Mass: A Case Study in The Making
• Kingfisher Airlines
• Repositioning Dabur
• The Nirma Story
• Makeover of Britannia
Assignment 3:
.29-331 • product planning , Components Of product planning product life Cycle,
Strategies affecting the PLC, Why New products Fail,
.32-34 • New product, Product innovation, Challenges in New product
development, New Product development process-
Case lets:
• Launching iPhone: Apple's Entry into the Mobile Phone Market
• Tata Motors: Serving an 'Ace' for Success
• Glaxosmithkline's Marketing Strategy for Requip: A Case Study in Product
Lifecycle Management
Test 2
35-37 • Branding, Strategies, Role, Brand Equity, Packaging, Essential of good

5. packaging. Packaging as an essential marketing Tool and Strategies and
labeling Decisions
Case lets:
• Rebranding Shopper's S
• UTI To Axis bank
• Nokia Corporation: Reversing the Decline in Brand Value
• The Maggi Brand in India: Brand Extension and Repositioning
• Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector
38-41 • Product price, Role, Objectives and Factors influencing the pricing
Decisions, methods/ techniques of pricing, and Strategies
Case lets:
• Indica Vs Xeta
• LG's Growth Strategies in India
• Market Expansion Strategies of Maruti Udyog
• Marketing the 'Lost' TV Drama Series: ABC's Integrated Marketing Strategy
• Zee Telefilms' Competitive Strategies
Assighnment-4:
• Product promotion- Promotion Mix- Selling methods , Process and
42-45 Strategies of personal Selling, Advertising Role and Types Of
advertising, management Of Advertising sales promotion Its Role and
Tools Of Sales promotion Selection Of best promotion Method
Case lets:
• Tupperware in India
• Till We meet again
• Pears Toilet soaps
46-49 • Distribution, Channels Of Distribution Differentiation between Physical
distribution and Distribution Types Of Channel Factors Governing the
choice Of Channel Physical Distribution Components-Order processing,
warehousing, Inventory , Material Handling and Transportation
Case lets:

6. • Marketing and Communication Strategy of Titan Industries' Watch Division
• Life Insurance Marketing in India (B) The Changing Distribution Norms
• Asian Paints - Adding Colours
• Revamping Rasna - A Marketing Overhaul Saga
Test 3
50-53 Revision
Assignments:
1. List down various Products in each of the steps of evolution of modern
Marketing
2. Study the Marketing Environment of any one brand individually.
3. Segmentation, Targeting and Positioning: List down the Products and its
brands and define Basis of Segmentation, Targeting and positioning.
4. Identify at least two advertisements from any media and explain their
promotional strategy.
Books Recommended:
• MaPhilips Kotler: Principles of Marketing
• Stanton: Fundamentals of Marketing
• J.C. Gandhi: Marketing Management
• Ramaswami & Namakumari: Marketing Management