Appendix A

MODEL INSTITUTE OF ENGINEERING AND

TECHNOLOGY
School of Management

COURSE HANDOUT
Session/Semester: 2018-19/1st

Course No.: MBA 102 Course Title: Fundamentals of Marketing

Instructor Name: Parul Mahajan L T P /Week

3 2 0

Course Overview: The course will enable students to learn analytical skills required to
develop marketing plans and develop marketing mix elements in the international
environment. The conceptual material developed this course will be implemented through
class exercises and case studies.

Course Outcomes: By the end of the course, students shall be able to:

1. Interpret the special characteristics of an international knowledge-intensive

environment and innovations and their role in marketing decision-making.

2. Learn how to apply different marketing tools and strategies in the context of
technology and knowledge-intensive markets.

3. Develop competencies in analytical skills, intercultural issues and combining

business and technology.

4. Develop skills to analyse and synthesise information and derive insights

related to marketing management, from several perspectives
 5. Enhancement of business communication skills required to work effectively
with a marketing team.

Text Book:
Kotler,Keller,Koshy,Jha, Marketing Management– A South Asian Perspective, Pearson,
13th Edition, 2008.

Reference Books:
Kurtz, Principles of Marketing, Cengage Learning, India, 2008.
S. Neelamegham, Marketing In India, 3rd Edition, Vikas publishing house, 2009
Biplo Bose, Marketing Management, 2008, Himalaya Publishing House.
Paul Baines, Chris Fill, Kelly Page, Marketing, Oxford University Press, 1st Edition 2009
Rajan Saxena, Marketing Management, Tata McGraw-Hill Publishing, 2002

Lecture Plan
S.No Unit 1 Topic Lectures
1 I Marketing 3
1.1 Definition of Marketing
1.2 Importance, Scope of Marketing
1.3 What can be Marketed
1.4 Difference Between sales and Marketing
1.5 Marketing Management Orientations

2. I Holistic Marketing and Marketing Mix 5

2.1 Levels of product
2.2 Channels of Marketing
2.3 Types of Pricing
2.4 Types of promotion
2.5 Case study on marketing mix

3. I Marketing in 21st Century 3

3.1Marketing Challenges
3.2 Paradigm shifts Changing scenario of
Business and Marketing
3.3 Marketing Plan
3.4 Marketing organisation

4 II Customer Value and Satisfaction 4

 4.1 Value Chain
4.2 Value delivery process
4.3A Holistic Marketing Orientation
4.4 Marketing Plan

5 II Strategic Planning 5
5.1 The Strategic Planning, Implementation,
and Control Processes
5.2 Division Strategic Planning
5.3 SBU’s
5.4 The Business Unit Strategic Planning
6. III Identifying with customers 6
6.1 Levels
6.2Segmenting Consumer Markets
6.3 Segmenting Business Markets Market
6.4 Targeting
7 III Customer Satisfaction, loyalty and value 4
7.1 Customer Perceived Value (CPV)
7.2 Customer satisfaction
7.3 Maximizing Customer Lifetime Value
7.4 Framework for CRM
8 IV Capturing Marketing Insights 4
8.1 MIS-components
8.2 Analysis of Macro Environment
8.3 Marketing Research process
8.4 Measuring marketing productivity
9 IV Forecasting and Demand Measurement 3
9.1 Measures of Market Demand
9.2 Estimating current demand
10 V Analysing the Demand 8
10.1 Factors Influencing Consumer behavior
10.2Stages in Buying decision Process
10.3 Post Purchase Behaviour
10.4 Theories of consumer decision making
10.5 Participants in buying process
11 Case studies 5 (Additional
Content Beyond
Curriculum)
Total 45

Additional Resources:
1. Swayam –Marketing Management online course:
https://swayam.gov.in/course/1347-marketing-management-i

2. Diploma in Marketing Management,https://alison.com/course/diploma-in-

marketing-management
 3. Marketing Management, https://www.coursera.org/learn/marketing-management

Assignment Submission Dates

Assignment Due: 03/09/2018

Instructor Consultation Hours: All days (12:30 pm to 1:35 pm)

Email: parulm.mba@mietjammu.in
Google Classroom Link: https://classroom.google.com/c/MTQ5NDE4MjU5Nzha

Parul Mahajan