CHRIST UNIVERSITY

DEPARTMENT OF MANAGEMENT STUDIES

BANGALORE-560029

COURSE PLAN 2011-12

CLASS: BBM SEMESTER: III SUBJECT: MARKETING MANAGEMENT SUBJECT CODE: BBM 331

--------------------------------------------------------------------------------------------------Main Objectives: The aim of the syllabus is to introduce the basic concepts and practice of Marketing to students. Specific Objectives: To impart knowledge with respect to latest trends in Marketing, Marketing Mix, Social responsibility and ethical issues in Marketing Course Description: The syllabus is organized into 7 modules which has a comprehensive and balanced coverage of the main issues faced in the marketing environment. Course Objective: To develop market-oriented thinking and decision -making skills in the students. Course Text: Philip Kotler & Gary Armstrong Principles of Marketing, Pearson Education

Month/ Week/ Dates

Topics

Methodology Lectures

WEEK1 (June 6 to 11)

Module1.Introduction to Marketing-evolution Marketing process, Core marketing concepts Difference between selling &marketing, Company orientation towards market place,

Presentations

WEEK 2 (June13 to18)

Evolving views of marketing Significance of CRM Determinants of customer delivered values, significance of CRM

Lectures

Case Examples and Discussions

Marketing-oriented strategic planning, Ansoff Matrix, macro environmental forces, Model & types of buying WEEK 3 (June 20 to 25) behavior, Influences on buying behavior Consumer buying process, 4 Ps of marketing, Difference between consumer & industrial market. WEEK 4 (June 27 to July 2) WEEK 5 ( July4 to 9) Participants in the buying process, defense & attack strategies in competition. Case study

Discussions Lectures

Presentations

Discussions Activities

Module 2.Segmentation: steps in STP, basic market preference patterns, Segmentation procedure, criteria of effective segmentation Bases of segmenting, patterns of target market selection Targeting, positioning, Procedure, requirements, product differentiation WEEK 6 (July 5 product levels, classification of consumer goods 11 to 16) Product mix, product line, branding Packaging, labeling, rural marketing Case study WEEK 7 (July Module 3.New product development- why do new 18 to 23) products fail, successful new products Stages of new product development-idea generation, screening, concept development Market analysis, business analysis, product development Test marketing methods, commercialization

Lectures Discussions

Lectures

Activities Discussions Activities

Discussions

Lectures

Presentations

WEEK 8 (July 25 to 30)

Activities

Product life cycle &its strategiesintroductory, growth stages Maturity, decline stages Extended PLC, fad PLCexamples Module 4: Distribution Channels, Types, Criteria for selecting the Channel, functions of a channel, Channel management Decisions Case study
MIDSEMESTER EXAMINATION

Discussions Lectures Discussions

WEEK 9 (Aug 1 to 5)

Activities

WEEK 10 (Aug 6 to 13) WEEK 11 (Aug 15 to 20)

Presentations

Module 5:pricing-objectives, setting pricing policy, Pricing methodsPricing methods-promotional, Psychological, discriminatory pricing Types of costs,3 Cs model,
Assignments Practical Exercises

WEEK 12 (Aug 22 to 27)

Quizzes

Price war vs. non-price war WEEK 13 (Aug 29 to Sept3)

Lectures

Module 6: Promotion: role, setting advertising

Discussions

WEEK14 (Sept 5 to 10)

Setting advertising objectives, deciding on ad message types of advertisements Deciding on ad message Types of advertising budget

Practical Exercises

Discussion Discussion Lectures

WEEK 15 (Sept 12 to 17)

Characteristics of a good ad, advertising stages

Puffery in advertisements, ethics in advertisements Case study WEEK 16(Sept 19 to 24) WEEK 17 (Sept 26 to Oct1) Module 7:Marketing&Society, social responsibility, ethical issues in marketing Global marketing programs Several concepts of global marketing

Lectures Discussions

Discussions Lectures

Examination &Grade: CIA 1(Mid Semester Examination) 50 marks CIA2=20 marks Part-1 Written assignment in the class room (Choose one company, preferably, the company they are working for IRP and explain any two of the marketing orientations such as Product concept, production concept, selling concept, marketing concept and society concept.) Date of submission-June 25 Part-2 Quiz/ New product launch STP. Date of submission July 23 CIA 3= 20 marks Part-1 Micro presentation/ 3 Member group (Maximum time 10 minutes only). Last date August 30 Part-2 Research based assignment/ Article Review Last date September 6

Activities like
1.STP 2.Perceptual mapping 3. Concept development (New products) 4.Test marketing 5. PLC Brands 6.Advertising strategy 7.Print add etc

SUBJECT TEACHERS:

Jacob Joseph K Joggi Mathew Malibika P