MM-II-MB16

MM-II-MB16
MBA 2016-18: Term-II

MARKETING MANAGEMENT (MMII)-MBA1 (2016)

Credits	Two
Faculty Name	Dr. Punyaslok Dhall
Program	MBA-1(Sec-A,B,C & D)
Academic Year and Term	2016-17/Term 2

1. Course Description

This course will expand the understanding of marketing function and practice during Term I. While doing so it will make the participants understand the 4P’s paradigm of marketing. It would also capture organizational growth through new product offering. Further it will demonstrate modern day firm’s orientation to holistic marketing whereby transition from transaction approach to relational approach is clearly evident.

2. Student Learning Outcomes

The overall objective of this course is to help the students to understand the various marketing theories and practices. This course will cover the basic marketing concepts and importance of marketing in business environment. One of the objectives of this course is to provide a marketing orientation to all the students irrespective of their specialization in second year and subsequent career.

3. Required Text Books and Reading Material

Text Book

Marketing Management –Kotler & Keller, Pearson, Delhi

Reading List

1. Principles of Marketing - Philip Kotler
2. Marketing Management - W.J.Stanton
3. Basic Marketing – J.McCarthy.
4. Marketing Management - Asian Perspective- Kotler, Ang, Leong & Tan

4. Tentative Session Plan

Sessions
Topic
Chapter

1
Recap of foundational concepts/ Product strategy
Covered in Term1

2
New Product Development/Case Study
12

3
Marketing Services /New Services Development
13

4
Managing Channel
14

5
Managing Channel
Reading material

6
Case study
Case to be provided

7
Integrated Marketing Communication
16

8

Integrated Marketing Communication

17

9
Pricing
18 & 19

10
Case Study
Case to be provided

11
Global Marketing
21

12
Towards holistic value creation
10

13 & 14
Project presentation/ Review and Summary
Discussion/ Presentation

5. Evaluation

Class Participation : 15%

Quiz : 10%

Case presentation : 15%
Assignment : 20%
End Term : 40%
------
Total 100

6. Academic Integrity

Students are encouraged to participate and ask questions in the class. Utmost care is taken as to maintain class decorum, follow the exact evaluation norms, conduct fair examinations, fair and transparent evaluation of examination papers, etc. so as to maintain the highest academic integrity.

Created By: Alora Kar on 09/13/2016 at 12:18 PM
Category: BM-I 2016-18 T-II Doctype: Document

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Sessions	Topic	Chapter
1	Recap of foundational concepts/ Product strategy	Covered in Term1
2	New Product Development/Case Study	12
3	Marketing Services /New Services Development	13
4	Managing Channel	14
5	Managing Channel	Reading material
6	Case study	Case to be provided
7	Integrated Marketing Communication	16
8	Integrated Marketing Communication	17
9	Pricing	18 & 19
10	Case Study	Case to be provided
11	Global Marketing	21
12	Towards holistic value creation	10
13 & 14	Project presentation/ Review and Summary	Discussion/ Presentation