WMP Mmii - Co - 2022-23

Course Outline-- Post Graduate Programme-
POST GRADUATE PROGRAMME-WORKING EXECUTIVES

Term-V, 2022-23,
MARKETING MANAGEMENT-II
Course Code-
INSTRUCTOR AND CONTACT INFORMATION
Faculty SATYABHUSAN DASH

Number of 1
sections
Room No 1305
Telephone 0120-6678486
Mail ID satya@iiml.ac.in
COURSE DESCRIPTION
Marketing Management-II is one and a half credit compulsory course spread over Term V.
The American Marketing Association defines Marketing as an activity, set of institutions, & processes
for creating, communicating, delivering, & exchanging offerings that have value for customers, clients,
partners, & society at large. Marketing Management-II is an advanced course for students where they
are introduced to concepts & frameworks in marketing. Through this course, students are introduced to
two Ps of marketing, namely Place (Distribution) and Promotion, along with Market Research. This
course is predominantly case study and project driven.
COURSE OBJECTIVE
The objective of this course is to

(a) develop the students’ analytical skills, conceptual abilities and substantive knowledge in the
field of marketing management.
(b) In particular, familiarise the participants with
 Some of the well-known concepts used in developing marketing strategy
 Frameworks used in executing marketing plan
(c) help the participants undergo meaningful exercises in decision making in a variety of real life
marketing situations.
COURSE LEARNING OUTCOMES
By the end of this course the student should be able to:

1) Appreciate the philosophy of Marketing Management;
2) Understand advance level Frameworks of Marketing Management;
3) Learn to integrate the conceptual models of Marketing and Marketing Research
4) Apply the learnings to help managers/firms solve their respective marketing problems.
ALIGNMENTS OF INTENDED PROGRAM & COURSE LEARNING OUTCOMES

Sn. Programme Objectives Course Learning (CL)
outcomes
1 To develop an understanding of knowledge and skills in key
functional areas CL 1; CL2
2
To integrate and apply business knowledge CL 2 & 3;
3 To develop a global perspective Case Studies 1, 2, 3, 5 &
10
4 To assimilate diverse knowledge from experienced peer CL4 and Group project
groups
5 To master critical analysis and integrate theory and practice Case Studies 4, 5, 6,7,8 &
9.
6 To focus on general management and leadership skills from Presentations
a senior management perspective
REQUIRED COURSE MATERIALS AND READINGS
TEXTBOOK
1) Marketing Management-A South Asian Perspective, Philip Kotler, Kevin Lane Keller Abraham
Koshy & Mithileshwar Jha, 15th Edition, Pearson Education. (Already purchased and distributed)
2) Marketing Research: An applied orientation. Malhotra, NK & Dash, Satyabhusan, 7 th Edition,
Pearson Education.
EVALUATION
Examinations, projects and class participation will be the major elements used for evaluating a student’s
performance in Marketing Management-II, in addition to a mid-term and an end-term examination.
Examinations might be administered through cases or may include questions for testing conceptual
knowledge. The evaluation will consist of the following components:
GRADING SCHEME
50
End Term Exam
20
Quizzes/
Assignments
20
Group Project
Class Participation 10
100
Total
* Weight: Total of End Term Exam is 50% and the remaining is flexible with a cap of 50%.
Class Participation: Students are responsible for all materials covered and readings assigned.
Be prepared to answer certain questions that had been emphasized in prior classes or from the
reading assignments. Your performance and participation will then be used to determine your
participation mark.
ACADEMIC DISHONESTY Academic dishonesty or misconduct is cheating that relates to an academic
activity. It is violation of trust between the institute and its stakeholders. Plagiarism, fabrication, deception,
cheating and sabotage are examples of unacceptable academic content. Please consult the programme
manual for the section on academic dishonesty.
COURSE SCHEDULE
DISTRIBUTION
Session 1
Topic covered An Overview of Marketing Management – I and
Distribution Channel
Reading Kotler: Chapter 2, pp.31-35
Session 2
Topic covered FMCG Distribution
Case 1 Natureview Farm
Reading Kotler: Chapter 21 and 22
Session 3
Topic covered Physical Distribution and Logistics
Case2 Kalyan Pharma lta(IIMA case)
Reading Kotler: Chapter 21 and 22
Session 4
Topic covered Sales Force Design and Management
Reading Kotler: Chapter 20
Session5
Topic covered Managing Retailing , Wholesaling and Logistics
Reading Kotler. Chapter 22
MARKETING COMMUNICATIONS
Session 6
Topic covered Introduction to Marketing Communication: Objective
Decision
Case3 Mounten Dew
Readings Kotler: Chapter 17
Session 7
Topic covered Message Decision
Reading Kotler: Chapter 17
Session 8
Topic covered Media and Profitability decisions
Readings Kotler: Chapter 18, pp.457-465
Session 9
Topics Integrated Marketing Communication in Practices : Sales
covered Promotion
Case4 Boots Hair-Care Sales Promotion
Reading Kotler : Chapter 18; pp.466-471
Session 10
Topic covered Managing Digital communications :online, social media
and Mobile
Reading Kotler: Ch 19
MARKETING RESEARCH
Session 11
Topic covered Introduction to Marketing Research Process and Problem
Formulation
Case5 -Nike: Associating Athletics , brand and perfermance: page 177
(Malhotra & Dash)
Reading Chapter1&2 (Malhotra & Dash)
Session 12
Topic covered Research Design
Case6 -Nike :Associating Athletics, brand and perfermance(Text Book)
Reading Chapter3 ()
Session 13
Topic covered Measurement and Scaling in Marketing Research : : Data
Collection Approaches
Reading Chapter8 and 9 (Malhotra & Dash)
Case7 IPL A
Session 14
Topic covered Sampling
Reading Chapter 11 (Malhotra & Dash)
Case8 IPL©
Session 15 Data Organization, Analysis and Application

Reading Chapter 15 (Malhotra & Dash)
IPL©
Session 16 Marketing Research in practice

Topic covered Guest Lecture
MARKETING STRATEGY & PLANNING

Session 17
Topic covered Marketing Planning and Organization
Case9 Population service International
Session 18
Topic covered Marketing Strategy – I
Case10 Modi Revlon
Session 19 & 20
Topic covered Course Overview and project presentation

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Course Outline-- Post Graduate Programme-

POST GRADUATE PROGRAMME-WORKING EXECUTIVES

INSTRUCTOR AND CONTACT INFORMATION

Faculty SATYABHUSAN DASH

The objective of this course is to

By the end of this course the student should be able to:

ALIGNMENTS OF INTENDED PROGRAM & COURSE LEARNING OUTCOMES

REQUIRED COURSE MATERIALS AND READINGS

Session 15 Data Organization, Analysis and Application

Session 16 Marketing Research in practice

MARKETING STRATEGY & PLANNING

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