FUNDAMENTALS OF MARKETING / LIBA FT 2024

LOYOLA INSTITUTE OF BUSINESS ADMINISTRATION (LIBA)

PGDM (FULL TIME) F 24
FUNDAMENTALS OF MARKETING
COURSE OUTLINE

BATCH: 2024 FACULTY: Prof. Shanthi Venkatesh

TERM: I SESSIONS: 20

I. COURSE OVERVIEW:

In this fundamental course on marketing management, students improve their ability

to make effective marketing decisions, including assessing marketing opportunities and
developing marketing strategies and implementing basic level marketing plans. Course topics
include business environment analysis, market-oriented strategic planning, marketing
research, buyer behaviour, target market selection, branding and competitive positioning.
Through a combination of interactive discussions, cases, practical examples, individual
assignments, and a group projects, the course aims to link marketing topics to real-life
marketing decision situations.
II. COURSE OBJECTIVES:
1. To foster critical thinking and problem-solving skills by engaging them in live
projects and case discussion
2. To instill entrepreneurial thinking by making them to develop marketing
strategy for a new product in their final project.
3. To enable to analyse marketing issues and to apply concepts learnt to solve
real-life marketing situations

III. COURSE OUTCOMES:

At the end of the course the students will be able to:

CO1: Identify Marketing issues and prepare plan of action (K2)
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CO2: Apply Marketing strategies and marketing plans to real-life marketing situations (K3)
CO3: Analyse marketing situations and provide solutions (K4)

IV. MAPPING COURSE OUTCOMES (COs) & PROGRAM OUTCOMES

(POs)

PO1 (K3) PO2 (K4) PO3 (K4) PO4(K4)

CO1 (K2) M L - -

CO2 (K3) H M M M

CO3 (K4) M H H H

V. COURSE CONTENT:
• INTRODUCTION TO MARKETING
• UNDERSTANDING CONSUMER & BUSINESS MARKETS
• MARKETING INSIGHTS
• MARKETING STRATEGIES AND PLANS
• COMPETITION AND GROWTH
• SEGMENTING, TARGETING AND POSITIONING

VI. TLA PLAN WITH SESSION DETAILS

SESSION TOPIC AND SUB-TOPICS PEDAGOGY

NUMBER
1. CHAPTER 1: INTRODUCTION LECTURE & CLASS DISCUSSION
TO MARKETING
 Meaning and scope of
Marketing
 Core Marketing concepts
 Emerging paradigms in
Marketing
 Sales vs Marketing
(Group Assignment)
 Creating,
Communicating and
Delivering Value
 Ethics and Marketing

2. Case Study 1 + One Minute Presentation

3. CHAPTER 2: UNDERSTANDING LECTURE & CLASS DISCUSSION
CONSUMER & BUSINESS
MARKETS (1 Session)
 Factors Influencing

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Consumer Behaviour
 Buying Decision Process
 Analyzing Business
Markets

4. Case Study 2 – Consumer Markets Analysis & Discussion

(1 Session) + One Minute
Presentation

5. Project 1 – Understanding Marketing Mix (GTM Project)

6 &7. CHAPTER 3: MARKETING LECTURE & CLASS DISCUSSION
INSIGHTS
 Analysis of Business
Environment
Lecture will be delivered by LIBA
Alumnus
 Marketing Research
Process
 Marketing Metrics

8. Case Study 3 + One Minute Presentation

9 & 10 Project 2: Analysis of Business Environment - Presentation
11. CHAPTER 4: MARKETING LECTURE & CLASS DISCUSSION
STRATEGIES AND PLANS
•The Value Chain
•Corporate level Strategic Planning
•Business Unit level Strategic
Planning
•SWOT Analysis
•Marketing Plan
12. Case Study 4 + One Minute Presentation

13. CHAPTER 5: COMPETITION LECTURE & CLASS DISCUSSION

AND GROWTH (2 Sessions)
•Growth Strategies
•Strategies for Market Leaders
•Market Challenger and Market
Follower Strategies

Collaborative Teaching: Lecture

will be delivered by an Internal
Expert

14. Case Study 5 (1 Session) + One Minute Presentation

15 &16. CHAPTER 6: SEGMENTING, LECTURE & CLASS DISCUSSION
TARGETING AND
POSITIONING (2 Sessions)
•Bases for Segmentation
•Market Targeting
•Developing Brand Positioning
•Creating Brand Equity
17. Case Study 6 – Segmenting + One Minute Presentation
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18. Case Study 7 - Positioning

19 & 20 Final Project Presentation – Presentation of Marketing Plan

Coursera course: Marketing Plan. Duration: 10 Hours

Link: https://www.coursera.org/learn/marketingplan?specialization=marketing-strategy

VII. ASSESSMENT TOOLS & PROCESS:

Total Marks: 100 (Option: 20 Marks)

1-min presentation: 20 Marks
Assignment (based on course-era): 10 Marks
Case Analysis: 20 Marks
Projects: 30 Marks
Project Report: 10 Marks
Summative Written Exam: 30 Marks

ASSESSMENT PROCESS & RUBRICS:

Students will be evaluated at 2 Levels – Team and Individual. Relative grading system
will be followed for all the components, with the following grading scheme which will be
applied on the cumulative scores obtained by the students at the end of the course. The
final grading will be done for 100 marks
Grading Scheme: O, A+, A, B+, B, C+, C, D+, D & F
 Team Level: In this, the students will be evaluated on the basis of their
contribution / participation within the team. I intend to follow “rotation method”
to ensure participation of all members.
 Individual Level: In this, the students will be evaluated on the basis of their
relative strengths /merits, with respect to the task / role undertaken by them

i. TEAM ACTIVITIES
 CASE DISCUSSION
 TEAM ASSIGNMENT
 PROJECTS
 FINAL PROJECT

The following rubric will be used for evaluating all team components. All criteria carry equal
weightage:
 Conceptual Clarity
 Depth of analysis
 Team Participation
 Organization and coherence
 Distinct value addition

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ii. INDIVIDUAL COMPONENTS

 ONE-MINUTE PRESENTATION: A total of 6 one-minute presentations will
be conducted. Each presentation will be evaluated for 10 marks will be
converted to 30.

The following rubric will be used for evaluating one-minute presentations. All criteria carry
equal weightage:

CRITERIA EXCEED MET NOT MET

EXPECTATIONS EXPECTATIONS EXECTATIONS
(25-30) (20-24) (BELOW 20)
Relevance (30%) The content is fully The content is partly The content is not
relevant to the relevant to the relevant to the
context context context
Contemporariness The content is The content has old The content has
(30%) contemporary and data, but is found wrong data
takes into right
consideration the
current scenario
Uniqueness (40%) The content is The content is more The content is
unique in style and similarity to other poorly structured
structure presentations and unimpressive

Topics for one-minute presentation

1. Market size, Market Growth and 5-top players for any industry / category of your
choice
2. PESTLE Analysis for any industry of your choice
3. Identify a break-through Market Research, that changed the way Marketing is done
4. SWOT Analysis for any company / brand of your choice
5. Understanding target segment from promotions
6. Perceptual map for any industry / category of your choice

 Coursera Course: A course on Marketing Plan for 10 hours duration is

identified for the course. Students should complete this. A written assignment
will be given post completion of the course for 10 Marks.
 SUMMATIVE EXAM: Class test will be conducted at the end of the course,
via Moodle. The test will be for 50 marks

The following will be the rubric for evaluating class test, based on the actual score
obtained by the student

VIII. MAPPING ASSESSMENT TOOLS TO COS

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Course Oral Assessment Written Group Project and others Summative

Outcomes (20) Assessment (20) Assessment (20) (30) Assessment
(30)

CO1 1- min Assignment (10) 10

presentations (20)

CO2 Case Analysis (20) Project 1 & 2 (20) 10

CO3 Project Report Final Project (10) 10

(10)

IX. INSTRUCTIONS TO THE STUDENTS:

 Text book will not be provided for the course.
 Apart from the set of reference material prescribed for study, students are
advised to do extensive reference and read newspapers on a regular basis for
updates.
 Course hand-outs will be uploaded on Moodle. However, students are advised
not to rely on hand-outs alone as they may contain only bullet points.
Attention and Participation in the class in extremely important for better
understanding of the concepts taught. Students are expected to access Moodle
for course inputs and announcements that will be posted on a regular basis.
 The students are expected to actively participate in classroom discussions,
which will be initiated and moderated during all the sessions.
 Apart from this the students will be required to do group activity
within/outside the class on Case Studies / Projects provided by the faculty
member from time to time (Details will be discussed in the class).
 The class should be divided into teams to work on cases, presentations and
final project. The class representatives to provide the team list on or before
25/07/2024
 No request for extension of deadline will be entertained for submission of
Assignments. Plagiarism check will be done for Assignments
 For all presentations the dress code is: Formal Outfit
 If there are any specifics that the students would like to clarify with the faculty
member, they are most welcome to do so, but ensure you don’t take much of
the class time. You may meet the faculty member after the class hours with
prior information.

X. TEXT BOOK & CASE BOOK:

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Text Book: Philip Kotler and Kevin Lane Keller “Marketing Management”,
Pearson Publication, 14th Edition (ebook)
Case Book:
1. Case Studies in Marketing Management by Ramesh Kumar, Pearson
Publication, 2017
2. Case Studies in Marketing Management, Coauthored by Dr. Shanthi
Venkatesh, Pearson Publication, 2018

XI. REFERENCES:
1. Baines et.al. – Marketing Management- South Asian Perspective – Oxford
Publications
2. Chandrasekar KS - Marketing Management-Text and Cases, Tata McGrawHill
3. Lamb et.al. Marketing – South Asian Perspective – Cengage Learning
4. McCarthy, E.J., Basic Marketing: A managerial approach, Irwin, New York.
5. Rajan Saxena – Marketing Management-Tata McGraw Hill
6. Ramaswamy & Namakumary-Marketing Management-Global Perspective-
Indian Context-Macmillan India Ltd
7. Roger Best, Market Based Management, Pearson Education,
8. Stanton, Etzel, Walker, Fundamentals of Marketing, Tata-McGraw Hill, New
Delhi.

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