JAIPURIA INSTITUTE OF MANAGEMENT, <CAMPUS NAME>

Course Outline

Program Academic Year Batch Trimester

PGDM (FS) 2024-25 2024-26 I

Name of course Course code (Course ID) Course category Credit

Marketing Management-1 10101 (101) Program Core 03

Pre-requisite(s) for the course, if any Course Requirements

Basic Business Models None

Section Name of course Email Id Contact Office Student

faculty number location Contact
Hours
E Dr. Reeti Agarwal Reeti.agarwal@jaipuria.ac.in 7317422422 207 Tues-Thurs
(3-5pm)

1. Course Overview
Marketing lies as central to all business entities. The revenues and profits stream in from market place and
hence every member of a firm needs to understand its market place activities. This course has been designed
to provide an introduction to the basic concepts of marketing to students as applied to any organization of
which they may be part of the course focuses on the fundamental concepts of Marketing as a domain of
study. It also addresses the significance of Marketing as a field of practice and its salience for business
entities, social institutions as well as community at large.

During the course of studying this course, students will learn the concepts of marketing and its function in
society. They will acquire skill in identifying marketing opportunity out of happening in the economy,
society, government, technology and competition. They will understand the ‘consumer’ decision-making
process and the major effects influencing consumer buying behaviour.

The major objective of the course is to highlight the core marketing activities that interface between the
consumers and producers. Student should be able to define and explain marketing’s role in creating value for
a customer. The course focuses on equipping the students with the knowledge of marketing mix related
decisions along with focus on benefits of segmentation and targeting and positioning.

2. Course Learning Outcomes (CLO)

At the end of the course, the students will be able to:
CLO no. CLO description
CLO 1 Illustrate core concepts in a given marketing situation (Understanding).
CLO 2 Apply knowledge of integrated marketing concepts for decision-making (Apply)
CLO 3 Analyze a given market situation (Analyze)

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3A. Mapping of CLOs with PLOs/POs

CLO1 CLO2 CLO3

PLO1 Communicate effectively I
PLO2 Demonstrate ability to work in teams to achieve desired goals
PLO3 Reflect on business situations applying relevant conceptual I
frameworks
PLO4 Use problem solving skills
PLO5 Evaluate different ethical perspectives
I = Introduced; R = Reinforced; E = Emphasized or Mastered

3B. Mapping of CLO with CGs

CLO CLO CLO

1 2 3
CG1 Communicate effectively I
CG2 Apply relevant conceptual frameworks to a business situation I
CG3 Demonstrate the ability to work in teams to achieve desired goals
CG4 Evaluate different ethical perspectives
CG5 Aware of impact of managerial decisions on issues of social concern
I = Introduced; R = Reinforced; E = Emphasized or Mastered

4A. Text Book

 Kotler, P., Armstrong, G., Agnihotri, P.Y., (2018). Principles of Marketing, 17/E. Pearson Education
India. (KAA)

4B. Additional Resources:

 Ramaswamy, V S, Namakumari, S, Marketing Management – Global Perspective, the Indian Context,

5th edition, New Delhi, Macmillan Publications. (RN)
 Bains, P., Fill, C., Page, K., Sinha, PK, (2013), Marketing – Asian Edition, New Delhi, Oxford
University Press. (BFPS)
 Marketing Management, An Indian Perspective by Prof Vijay Prakash Anand, 2nd Edition, Biztantra
Publisher, Distributed by Wiley Internation (VPA)
 Lamb, C.W., Hair, J.F., Sharma, D., McDaniel, C., MKTG-A South Asian Perspective, 2012, New
Delhi, Cengage Learning Pvt. Ltd. (LHSM)
 https://courses.lumenlearning.com/wmopen-introbusiness/chapter/the-role-of-customers-in-marketing/
 http://www.dmnews.com/: This website touts itself as “the go-to resource for innovative marketers
hungry for insight on results-driven strategies and trends to propel their multichannel marketing
forward.
 http://study.com/academy/topic/managing-a-product-and-retailing.html: This website discusses new
product categories and their developmental stages along with product life cycles and classes of product
adopters.
 http://marketingland.com/: This site offers internet marketing news, strategies, and tips on analytics,
email marketing, content marketing, mobile marketing, and social media marketing.
 http://study.com/academy/topic/selling-and-pricing-strategy.html: This website explains such terms as
pricing cost, price selection and price elasticity.
 https://www.coursera.org/lecture/uva-darden-advanced-business-strategy/creating-value-for-
stakeholders-9Ulfc
 https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/the-value-
of-value-creation
 https://www.tcs.com/finance-creating-stakeholder-value-lessons-from-leaders-blog
 https://www.iveycases.com/ProductView.aspx?id=107189

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5A. Assessment Tasks
Assessment Task Weightage (%) CLO assessed
Consumer Decision Making Report 20 CLO 2
Quiz/Reflective Notes/Viva Voce 20 CLO 1
Project on Segmentation, Targeting & positioning (STP) 20 CLO 2
End Term 40 CLO3

5B. Description of assessment tasks

Assessment task Description
Consumer Decision The purpose of this exercise is to broaden the understanding of students regarding
Making Report consumer behavior by bringing them face-to-face with customers. The first step is to
(Group) find a person who is not a member of this course, and who has recently bought a
product or service. The task is to conduct in depth interview of about 30-60 minutes in
length with each customer. The goal of the interview is to understand the decision
process that governed the purchase of the product or service in terms that can be useful
to a marketing manager. The list of questions will be given as a broad guide for
structuring your in depth interviews. Try to stimulate a lively and open discussion
around these key question areas from which you can: (a) develop a deep understanding
of the purchase decision process; and (b) surface the factors, in the environment and in
the customer’s psyche, that really determined why the customer acted the way she/he
did.

 Prepare a report briefly (5-6 pages) concisely for interview for submission.
You can be called upon in the class for your key insights.

The students has to write 1-2 paragraph related to the size of market, growth of market,
factors affecting growth of the product/service chosen for study. The same may be
explore from various working/research paper/articles/report of top most research
organizations like Deloitte/PWC/EY etc. Market size by volume/value should be
necessarily mentioned.

 Students are also required to submit a small video of either the major
findings or interview done with consumers

Quiz/Reflective Reflecting on the marketing concepts that students have read and linking theory with
Notes/ Viva Voce practice/reality/ Mind mapping.
(Individual)
Project on Students would select the firm for analyzing STP of that firm and suggest strategies for
Segmentation, existing/ new product/ service and list down major competitors of firm.
Targeting &
positioning (STP) It is mandated to go through the Annual Report of Company and extract and present
(Group) following information in max 2 pages

 Key officials of Company

 Financial information like Revenues/Profit etc for last 3 years
 Size of Market value/volume and CAGR.
 Major brands and their sales (if available)
 New initiatives taken by organization.
 Best practices of company
 CSR/sustainability measures taken by organization

End Term Application and Case based questions.

(Individual)

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6. Session Plan

Module/ Topic/ Sub Topic Reading Pedagogy Session Learning CLO

Session Reference Outcomes
Module I: Marketing & The Firm

1. Discussion on course Video 1: Class At the end of 1

outline https://www.mark Discussion session, the student
etingteacher.com/ will be able to
 Overview of what-is- familiarize
Marketing, marketing-2/ themselves with the
 Marketing Process. meaning and
Refer chapter significance of
no.1 marketing function
for a firm.

2. Who are the Customers: Refer chapter no. Class At the end of 1
Comprehending: 1. Discussion session, the student
will be able to
● Needs, Wants and understand the
Demands process, various
● Market offering – constituents of
Product, services, and marketing and basics
experiences of need, wants and
● Customer satisfaction demands.
& Delight
3. Providing Customer Value: Reading: Class At the end of 1, 2
Discussion session, the student
 Creating, Fundamentals of will be able to
Communicating and customer value by understand the basic
Delivering Value Kellogg’s School elements of
marketing mix that a
Pre Reads:
company uses to
Byju’s- The
promote its brand or
Learning App,
product in
Giving Value &
the market.
Capturing Value.

Refer chapter
no.1.

4. Marketing as a philosophy Flipped video: Class At the end of 1

& marketing orientations https://www.youtu Discussion session, the student
be.com/watch? will be able to
● Production concept v=Wbtc1BOGhk understand different
● Product concept Q marketing
● Selling concept orientations and
● Marketing concept Refer chapter clearly differentiate
● Societal Marketing no.1. between marketing
Concept and selling.

5. Marketing & Emerging Flip videos (Ikea, Guest Talk At the end of 1
Trends: Tesco, M&S, 1 session, the student
HUL, PepsiCo) will be able to
 Role of sustainability understand the
as marketing value and challenges faced by
linkages of marketing firms during
department with other
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Module/ Topic/ Sub Topic Reading Pedagogy Session Learning CLO
Session Reference Outcomes
departments implementation of
sustainable
marketing strategies.

6. Analyzing the Marketing Refer chapter Class At the end of 2

Environment: no.3 Discussion session, the student
will be able to
 Company’s identify factors in
Microenvironment the company’s micro
and macro
environmental forces
and their effect on
organizations.
Student will be able
to internalize and
apply the knowledge
of environmental
factors.

7. Analyzing the Marketing Environmental Class At the end of 2

Environment: forces analysis activity session, the student
worksheet will be able to
 Company’s Macro identify factors in
environment Refer chapter the company’s micro
no.3 and macro
environmental forces
and their effect on
organizations.
Student will be able
to internalize and
apply the knowledge
of environmental
factors

8. Managing Marketing Refer chapter Class After the session the 2

Information to gain no.4 Discussion student shall be able
consumer Insights to appreciate the
importance of
gathering customer
insights and
decoding insights for
effective decision
making

Module II: Consumer Markets and Buyer Behavior

9. How do customers buy: Class At the end of 1,2

Discussion session, the student
 Major effects Refer chapter will be able to
influencing consumer no.5 understand how
buying behaviour customers buy
through buyer
decision process.

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Module/ Topic/ Sub Topic Reading Pedagogy Session Learning CLO
Session Reference Outcomes
10. Buying Decision Behaviour Experiential Class At the end of 1,2
and Buying Decision Exercise: Activity session, the student
Process Purchase decision will be able to
Stages – will be identify the different
shared factors influencing
consumer decision
Refer chapter process.
no.5

11. Business Buyer Decision Refer chapter Debate & At the end of 1,2
Process no.6 Discussion session, the student
will be able to
familiarize with
stages of
organizational
buying behavior
process and
understand how they
are different from
consumer buying
process.

Module III: The Marketing Imperatives

12. Competition Analysis – Refer chapter Class At the end of 2,3

no.18 Discussion session, the student
 Identifying, assessing will be able to
and selecting understand
competitors, competitors as well
 Ethical competition Case1:
as customers
Volkswagen case
through competitor
analysis.

13. Competitive Position & Refer chapter Case After the session the 2,3
Strategy Formulation no.18 Discussion student shall be able
to analyze the
Video strategies that
https://yout organizations
u.be/A3PD formulate in the first
XmYoF5U place and also as a
(Competitiv response to
e competition
positioning
through
Product
Features)

Video
https://yout
u.be/OknBv
5QSpg0
(Competitiv
e
Positioning
through
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Module/ Topic/ Sub Topic Reading Pedagogy Session Learning CLO
Session Reference Outcomes
Performanc
e)

14. Determine which Markets Refer chapter Class At the end of 2,3
to address: no.7. Discussion session, the student
will be able to
 Market Segmentation understand
competitors as well
as customers
through competitor
analysis.

15. Determine which Markets Refer chapter Class At the end of 2,3
to address: no.7 Discussion session, the student
will be able to
 Requirements for identify major
effective segmentation segmentation
variables.

16. Market Targeting Refer chapter Class At the end of 2,3

Approaches no.7 Discussion session, the student
will be able to
understand market-
targeting concept
and apply them in
selecting target
market segments.

17. Choosing a differentiation Consumer Class At the end of 2,3

and positioning strategy Profiling Matrix Activity session, the student
will be able to
Refer chapter explain clearly the
no.7 relationship between
market segments and
positioning and
explain how
critically important
it is for
differentiation.
18. Design the Market Offer: https:// Case At the end of 1,2
opentextbc.ca/ Discussion session, the student
 Managing Marketing businessopenstax/ will be able to
Mix – Product, Price chapter/ understand the basic
developing-a- elements of
marketing-mix/ marketing mix that a
company uses to
Case 2: Any promote its brand or
Integrated case product in
the market.
e.g Marketing
Mix of Lays – The
4 P’s

https://iide.co/
case-studies/
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Module/ Topic/ Sub Topic Reading Pedagogy Session Learning CLO
Session Reference Outcomes
marketing-mix-of-
lays/#:~:text=Mix
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19. Design the Market Offer: https://hbr.org/ Case At the end of 1,2
1985/09/ Discussion session, the student
 Managing Marketing rejuvenating-the- will be able to
Mix –Place, Promotion marketing-mix understand the basic
elements of
https:// marketing mix that a
blog.globalwebind company uses to
ex.com/ promote its brand or
marketing/ product in
marketing-mix/ the market.

Case: Any
Integrated case
e.g Marketing
Mix of Lays – The
4 P’s
20. Creating competitive Video/Reading Guest Talk At the end of 2
advantage using -2 session, the student
Technologies- will be able to know
about the
 MARTECH technologies that
 AI, AR, VR, companies are using
Metaverse to gain competitive
advantage.

7. Guidelines on AI usage by students:

i. The primary aim of written assignments, group project and other assessment tasks is to enhance your
learning and critical thinking skills. Your submissions (written assignments, group project reports, etc.)
should reflect your own understanding and effort. AI can be used as a supplementary tool to generate
and/or refine ideas but should not be the sole source of content.
ii. While AI tools can help with language and structure, avoid submitting assignments that are principally
a product of automated text generation. Your unique insights and analysis should be the focal point of
your work.
iii. Double-check any facts or information provided by AI tools to ensure accuracy and reliability.
Information should not be accepted blindly without validation.
iv. If you use information or ideas generated by AI tools in your written assignments, group projects, etc.,
always cite the source and mention the references. Failure to do so constitutes plagiarism and is breach
of academic integrity.

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 v. When working on group projects, ensure that all members are aware of the use of AI tools and agree on
its ethical usage within the group. Partnership among the group members should always be transparent
and respectful of academic integrity.
vi. Do not use AI tools to generate content that infringes upon copyright or intellectual property rights.
vii. If you have questions about the ethical use of AI tools or any concerns about a specific assignment,
reach out to the course faculty for further guidance.

Keeping the above points in mind, in this course, the overall web and AI-based content in all the written
submissions/assignments is permissible to the tune of 20%, anything over and above the allowed limit will lead
to rejection of the submission and a new submission will be required, failing which, the students will be
awarded zero in the respective component.

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