School of Business and Management

CHRIST (Deemed to be University)

Course Plan

Program Master of Business Administration

MBA 231: ​Marketing Management
Course Code & Name

Trimester Second Trimester; October –January 2021

Hours & Credits (1 Credit
30 hours, 3 Credits
= 10 hours)
Course Anchor Dr.Barkathunissa.A

Course Facilitators at – Dr Sreedhara, Dr Rupesh, Dr Joel G, Dr.Saba

Bangalore, Central fatma, Dr Kerena Anand
Campus

Course Facilitators at –
Dr.KavithaR.Gowda,
Bangalore,Kengeri Dr.Sabafatma,Dr.Rupesh
Campus
Course Facilitators at –
Dr Fezeena
Bangalore, BGR Campus
Course Facilitators at –
Prof.Sanjib Bhattacharjee
Delhi, NCR Campus
Course Facilitators at – Prof. Jobin Jacob
Pune, LavasaCampus
Dr Barkathunissa.A
School of Business and Management
Course Anchor & Faculty Bangalore Central Campus,
Contact information Christ (Deemed to be University)
Hosur Main Road, Bangalore 560029
Faculty Cabin No 284 (Second floor)
Ext No: 4012 9505

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Course Name: Principles of Course Code: MBA 231
Management
Total number of hours: 30 Hrs Credits: 3
Course This ​is a core course offered in the Second trimester to students across all
Description specializations. Students learn various aspects of Marketing in terms of concepts,
strategies, opportunities and challenges. This course attempts to enable students to
apply relevant theories and concepts to various aspects of doing business abroad and
to deal with global firms and competition in domestic market. This course will
provide a general introduction to marketing management and a brief outline
on the basic concepts in marketing.

Course ● To enable the students to understand the macro and micro marketing
Objectives environment.
● To apply the bases of segmentation, targeting and positioning.
● To examine the various factors influencing Consumer and Business
markets
● To determine the strategies for product and price mix.
● To recommend promotional and distribution mix strategies.

Terminology** AACSB NBA

Program Learning Goals (PLGs) Program Outcomes (POs)
Program Learning Objective (PLO)
Course Learning Outcomes (CLO) Course Outcomes (COs)

Course Learning Outcomes:​ On having completed this course student should be able to:
CO CLO Assessment DESCRIPTION REVISED
(NBA) (AACSB) BLOOM’S
TAXONOMY
CO1 CLO1 CIA I Outline the ​Components of Macro and L2
Micro environment ​and show how they
impact various Business sectors.
CO2 CLO2 CIA II Apply ​the Basis of Segmentation, Targeting L3
and Positioning​ for Consumer market and
Business Market.
CO3 CLO3 CIA II Examine the aspect of ​consumer and L4
Business market ​Operatation and the factors
influencing it.
CO4 CLO4 CIA III A Categorise​ ​the ​Product development ​and L4
Pricing​ strategiesand its impact on Business.

CO5 CLO5 CIA III B Recommend ​promotion and distribution​ ​mix L5

strategies.

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Programme Learning Goals –Course outcome Matrix (AACSB)
CLO Corresponding Corresponding
PLO PLG
CLO1: Outline the PLO 2.2
components of micro and Apply Management theories
macro environment and and Evaluate outcomes in
show how they have cross functional setting PLG2
impacted Business. Functional knowledge &
CLO 2: ​Apply the Basis of Application
segmenting consumer and
business market.
PLO 2.3 Appraise business
CLO 3: Examine how environment and scan for
consumer and Business opportunities
market operates which are
the factors influencing it.
CLO4: Determine the
product and pricing PLO 3.3 ​Design appropriate PLG4
strategies and its impact on flow of presentation Critical Thinking
Business.
CLO5 : Recommend PLO 4.1 Apply data-based
promotion and distribution decision making to address PLG3
strategies business problems Communication

Course Vs PLG mapping (Curriculum Mapping) (AACSB)

Module PLG1 PLG2 PLG3 PLG4 PLG5

Social Functional Communication Critical Global
Responsibility Knowledge Thinking awareness
and Ethical and
Sensitivity Application
1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3
UNIT I √

UNIT II √
UNIT III √
UNIT IV √
UNIT V √ √

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Assessment Mapping to Learning Goals and Outcomes (AACSB)

PLG1 PLG2 PLG3 PLG4 PLG5

Communicati Global
Social Functional Critical
on awarenes
Responsibilit Knowledge Thinking
Assessment s
y and and
Ethical Application
Sensitivity
1 2 3 4 1 2 3 4 1 2 3 4 5 1 2 3 4 5 1 2 3
CIA I √
CIA II √
(​Embedded
question)
CIA III √ √
(Marketing
mix Analysis)
√

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MM - Course Mapping
Unit number Unit details Week CLO & Hours Pedagogy (teaching Resource
(starting PLO per week learning methods details
and end used)/ activities
dates) and or class trips/
dates for
assessment
Introduction to CLO 1 1.5 Lecture & Kotler, P
I marketing​: PLO 2.2 discussion Koshy,
Importance and Scope Marketin
of Marketing, Core Chapter-1
marketing concepts;,​;
Week 1
Company Orientations; CLO 1 2.5 Lecture & Article: W
analyzing the PLO 2.2 discussion Marketin
Marketing Chapter-3
Environment
Components of
Environment Macro
Environment and micro
environment
Market Week 2 CLO 2 3 Lecture & Kotler, P
Segmentation, PLO 2.3 discussion Koshy,
Targeting & Marketin
Positioning: Chapter-8
Levels of
Segmentation; Bases
for Segmenting
II

Consumer and Week 3 CLO 2 1.5 Lecture & Case

Business Markets; PLO 2.3 Study discussion

Week 3 CLO 2 1.5 Lecture & Kotler, P

Market Targeting, &4 PLO 2.3 discussion Koshy,
Developing and Marketin
Communicating a Chapter-8
Positioning Strategy. Case stud
mineral w

Consumer & Business CLO3 3 Kotler, P

markets​: PLO 2.3 Lecture & Koshy,
Factors influencing discussion Marketin
Consumer Behavior; Chapter-6
Buying Decision
Process; Theories of
III Week 5
Consumer Decision
Making. &6

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 Organizational Buying; CLO3 3
Participants in the PLO 2.3
Business Buying
Process; Stages in the
Buying Process;
Institutional and
Government Markets;
Managing
Relationships.

Product & Pricing CLO4 1.5 Kotler, P

strategy: PLO 3.3 Koshy,
Product Levels​: Marketin
Classifying products; Chapter-1
Lecture & Case
IV New product Week 7 Article:
development. study discussion

Product Line, Mix; CLO4 1.5

Product Life cycle PLO 3.3
Pricing Environment​: CLO 4
Consumer Psychology PLO 3.3 Lecture &
& Pricing; Pricing Week 8 1.5 discussion ​ otler,
K
methods;
Koshy,
Setting Price; Price CLO 4
Marketin
Adaptations; Initiating PLO 3.3 1.5
Price Changes; Chapter-1
​Case stud
Responding to
of Electric
Competitors’ Price
Changes

Place, Promotion & Lecture &

CSR: CLO 5 discussion
Marketing channels Week 9 PLO 4.1 4 Kotler, P
and Value Networks:
The role of Marketing Koshy,
channels; Channel Marketin
Design Decisions; Chapter-1
Channel Management
V Decisions; Channel
Integration and
Systems.

Marketing CLO 5
Communications Mix​: PLO 4.1 Lecture &
WOM, IMC, Cultural discussion Kotler, P
aspects of Marketing Koshy,
Communication;
Marketin
Advertising, Sales
Promotion, Chapter-1

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Personal Selling, Direct   4 Kotler, P
Marketing; Public CLO 5 Koshy,
Relations. Week 10 PLO 4.1 Marketin
CorporateSocial Chapter-1
Responsibility &
Ethics in Marketing.

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ASSESSMENT OUTLINE-CIA-1

Components of CIA-1 20 Marks

Component 1-​MCQ​ (10 marks)
Component 2-​PESTLE Analysis​ (10 marks)

PESTEL ANALYSIS:

Assignment Description​:
Groups  have  to  collect,  collate  and  analyse  the  information  on  the  following  for  the  companies 
chosen  by  the  group.  ​Students are required to review secondary sources (industry,journals,web
sources) and undertake an environmental analysis using ​PESTLE by surfing the internet for
appropriate information for any one of the following sector. 
1. Consumer foods
2.IT Sector
3.Pharm
4.Automobile,
5.Media & Entertainment
6.Cars & utility services
7.Advertising
8.Digital Education
9.Hotel
10.Commercial vehicles
11.Health care
12.Hospitality sector.

CIA-I  10 Marks 

Assignment Title  PESTEL Analysis report  

Individual or group work:   Group(Contribution by each member to be clearly identified) 

Cut off date for submission:  1/11 /2020 

Assignment submission 
formats if any:  Soft copy through google class room or email . 

Review secondary sources (industry,journals,web sources) and

Other instructions for the  undertake an environmental analysis​ in terms of research, Library 
learners:  reading, brainstorming. 

Discussions in class and interaction with faculty(Flipped class 

Assignment Design  room) based on work load outside class 

Assignment Learning 
Outcome (with code)  CLO 1 

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 This assignment is designed to encourage students to think 
assimilate and work in non linear fashion to enable them 

✔ To understand the entire idea of environmental analysis 

from the industry perspective.​ Identifying of Micro
Environment factors-
 

✔ To understand the political economical, social, 

technological, environmental,Legal factors which is 
impacting the industry. ​Interpretation of Macro
Environment
 
Assignment learning 
objectives are specific,  ✔ To compare all the PESTEL factors and integrate it in the 
measurable, performance  Business sector.
outcome statements that   
describes what the students 
 
will be able to do after 
completing the assignment.   

Components of CIA-II 25 Marks

Mid Term Exam Syllabus: ​Unit I, II, III
Pattern
● Section A - Answer any three of the following (3X10= 30 marks)
● Section B - Case Study from ​Unit III​ -(​Embedded Question​) (1X20= 20 marks)

Components of CIA-III 20 Marks

Marketing mix Analysis​ (Group Assignment)

Assignment Description:
​Students are required to develop a comprehensive ​marketing mix for a ​new product to be
launched​ by taking into consideration the following criteria.
Each group have to submit a report and make a power point presentation.

CIA-III  20 Marks (10 marks Report +10 Marks Presentation) 

Assignment Title  Marketing mix Analysis -Report & Presentation 

Individual or group work:   Group (Contribution by each member to be clearly identified) 

Cut off date for submission:  20 /12 /2020 

Assignment submission  Soft copy through google class or email to be submitted and 
formats if any:  group presentation. 

Other instructions for the  Research with the help of web & Brainstorm among the group
learners:  members. 

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 Discussions in class and interaction with faculty(Flipped class 
Assignment Design  room) based on work load outside class 

Assignment Learning 
Outcome (with code)  CLO 4,CLO 5 
✔ Deliberate upon the ​product​/brand strategies (design,
variety, form, labelling, information) and
Assignment learning  ✔ What ​pricing approach​ would you choose to adopt for
objectives are specific,  this product?
measurable, performance 
✔ Outline the ​distribution channel​ strategies for the
outcome statements that 
describes what the students  new product)
will be able to do after  ✔ Develop an ​integrated marketing communication
completing the assignment.  campaign​ based on the USP of the new product. 

CIA Evaluation Rubrics (AACSB and NBA)

CIA-I Rubrics (Research Based Assignment)

PLG PLG 2 Functional Knowledge and Application

Objective PLO 2.3 Apply Management theories and Evaluate outcomes in cross functional
setting
Total Marks 10 Marks
Criteria / High Above Average Below Low performers
Weightage performers Average Average
Relevant micro Relevant Adequate Micro Poor micro
environment micro micro environment environment factors
Identifying factors are environment environment factors were recognized.
Micro categorized factors are factors captured is Informations collected
Environment systematically captured but captured but not adequate not appropriate (.6)
factors (30%) and not not and
information categorized. categorized. information
gathered from Information Information gathered is
multiple gathered gathered are not
sources.(3) from multiple inadequate satisfactory.
sources.(2.4) (2.8) (1.2)
Interpretatio Students are Students are Students are Inadequate Factors not organized.
n of Macro able to organize able to able to macro Linkages found are
Environment different macro organise organize environment inappropriate (.6)
Factors environment different sufficient factors..
(40%) factors. macro macro Linkages
Linkages environment environment between
between factors. factors. practices are
practices are Linkages Linkages not valid (1.2)
scientifically between between
drawn practices are practices are

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 (3) satisfactory. not logical
(2.4) (2.8)

Students are Students are Students are Students can Students can
able to able to able to understand understand and
demonstrate demonstrate describe and the theories, interpret the theories
and interpret and interpret locate the but fails to
Integration the theories the theories theories but interpret with Did not attempt to
of it in fails to historical explicitly map theories
selected Explicit and Key historical address key literature with historical
Business thorough literature points. evidence.
sector (30%) reference to mapped with Conclusion
key historical theories . Adequate to not drawn No conclusion (.6)
literature and good (1.2)
mapped with Conclusion reference to
theories are supported key historical
Conclusions (2.4) and
strongly theoretical
supported (3) literature.
Conclusion not
appropriate
(2.8)
Citation in text Citation in Citation Mismatch Irrelavant citation and
Citations and references text and missing in text citiations and references. APA not
/References are relavant references and references. followed (.2)
(10%) and complete. are complete. references APA not
APA followed APA followed complete. followed (.4)
thoroughy (1) (.8) APA followed
partially (.6)

CIA II Rubrics – Mid-trimester examination (​Evaluation based on embedded

questions-Case study questions from Unit III​) (AACSB and NBA)

PLG PLG 4-CRITICAL THINKING

Objective PLO 4.1​ Apply data-based decision making to address business problems
Total Marks
10 Marks
Far Exceed Exceed Meets Short Did not meet
Criteria / Expectation Expectation Expectation Expectation Expectation
Weightage* (5) (4) (3) (2) (1)
Analysis Presents an Presents a Presents an Presents a Presents an
insightful and thorough adequate superficial incomplete
thorough analysis of analysis of analysis of analysis of the
analysis of all most issues some of the some of the issues
issues identified in issues issues identified in
identified in the case identified in identified in the case
the case the case the case
Evaluation Supports Supports Supports Supports Vague
diagnosis and diagnosis and diagnosis and diagnosis and diagonises of
opinions with opinions with opinions with opinions with options, lack
strong reasons and limited few reasons of arguments

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 arguments evidence; reasons and and little
and evidence; presents a evidence; evidence;
presents a fairly presents a argument is
balanced and balanced somewhat one-sided and
critical view; view; one-sided not objective
interpretation interpretation argument
is both is both
reasonable reasonable
and objective and objective
Recommendat Presents Presents Presents Presents Recommendat
ions detailed, specific, realistic or realistic or ions are not
realistic, and realistic, and appropriate appropriate realistic and
appropriate appropriate recommendati recommendati not linked to
recommendati recommendati ons supported ons with the concept
ons clearly ons supported by the little, if any, from the
supported by by the information support from reading.
the information presented and the
information presented and concepts from information
presented and concepts from the reading presented and
concepts from the reading concepts from
the reading the reading
Writing Writing Writing is Writing Writing lacks Writing is
mechanics demonstrates accomplished exibits clarity clarity or unfocused,
a in terms of with few conciseness rambling, or
sophisticated clarity and errors and and contains contains
clarity, conciseness mentions few numerous serious errors;
conciseness, and contains details which errors; gives lacks detail
and only a few are relevant in insufficient and relevant
correctness; errors; the present detail and data and
includes includes context. relevant data information;
thorough sufficient and poorly
details and details and information; organized
relevant data relevant data lacks
and and organization
information; information;
extremely well-organize
well-organize d
d
*Weightage (Levels) can vary depending on Embedded Question

CIA III- Evaluation Rubrics (AACSB and NBA)

Rubrics-Report

PLG PLG 4 –Critical Thinking

Objective PLO 4.1-Apply data-based decision making to address business problems
PLG 3-Communication
Total Marks PLO :Design appropriate flow of presentation
(Report -10 Marks & Presentation -10 Marks)

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 Criteria / Very
Excellent Good Average Poor
Weightage good

Proper and Student articulates Student Student Student has Student does not
effective a complex expressiv identifies a minimal understand the concept
product understanding of e in few understandin product strategies (.4)
strategies ​(20%) the many factors understan factors g of the
involved in product ding involved factors
strategies (2) factors in product involved in
involved strategies productstrat
in product (1.2) egies (.8)
strategies
(1.6)
Proper and Student Student has Student does not
effective Student articulates expressiv Student a minimal understand the concept
pricing a complex e in identifies understandin in
strategies ​(20%) understanding of understan few g of the pricing strategies (.4)
the many factors ding factors factors
involved in pricing factors involved involved in
strategies (2) involved in pricing pricing
in pricing strategies strategies
strategies (1.2) (.8)
(1.6)
Deliver Student Student Student Student Student not able
usercentered demonstrates describes identifies provides few to indicate the
services and extended extended facts indications knowledge of ​effective
effective knowledge of knowledg effective of programs of channel of
programs of effective programs e of programs knowledge Distribution​.for a new
channel of of channel of effective of of ​effective product to launch (.6)
Distribution Distribution​.for a programs channel programs of
(30%) new product to of of channel of
launch (3) channel Distributi Distribution​.f
of on​.for a or a new
Distributi new product to
on​.for a product launch .
new to launch (1.2)
product . (1.8)
to launch
(2.4)

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Utilizes a broad Student thoroughly Student Student Student Student managed
range of applies mediums to applies proposes identifies to identify medium but
medium to communicate and approach more only a single unsuitable.
communicate deliver information es, to than one approach Delivery of
about the new (3) communi approach, system or information
product (30%) cate and system, technology is not proper (.6)
deliver and to manage
the technolog and deliver
informati y to information
on (2.4) communi (1.2)
cate and
deliver
informati
on (1.8)

Evaluation Rubrics-Presentation ​(AACSB and NBA)

Rubrics-Presentation

PLG PLG 3 Communication

Objective PLO 3.1 Articulate presentation with clear goals and objectives
PLG 4 –Critical Thinking
PLO 4.1-Apply data-based decision making to address business problems
Total 10 Marks
Marks
Criteria / High performers Average Below Average Low performers
Weightage

Evidence of Organized Good No flow in Very strong

preparation Presentation; No Presentation with presentation; Some indication that there
confusion on facts inconsistencies evidence of was no preparation
and strong in preparation homework (1.5) (1)
evidence of and presentation
preparedness (2.5) (2)
Content Presentation of Information Information is Neither information
accurate and isaccurate and inaccurate and is accurate nor
relevant relevant. irrelevant. Solutions relevant.(1)
information; Solutions presented.(1.5)
Offered strategies presented are not
and rationale for supported by any
solutions of rationale (2)
identified problems
(2.5)

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Analysis Organizing Information has No logical No logical
information is been organized organization of organization of
logical and logically. Team information. information nor
meaningful has not been able Insights deduced meaningful insights
insights have been to deduce though not relevant deduced (1)
deduced using meaningful (1.5)
theoretical insights (2)
concepts (2.5)
Delivery Effective Acceptable Lacks a strong Lacks a strong
introduction and introduction and introduction and introduction and
conclusion; conclusion; conclusion. conclusion. No
Seamless transition Transition Transition between smooth transition
between topics; between topics topics and oral between topics and
Good oral and communication oral communication
Ccommunication communication needs is weak(1)
(2.5) (2) improvement(1.5)

Overall Assessment Description

Weightage
 Test & Exam Max Marks Total

CIA-I (10+10) 20 20 % 20
CIA-II 25 25 % 25

20 %
CIA-III (10 + 10) 20 (10%+10%) 20
CIA I, II, III 65 65 % 65

End – Term 30 30 % 30
Attendance 5 5% 5

Total 100 100

CIA ASSESSMENT DETAILS

Sl Unit(s)
CIA Component CO RBT Level
No Covered

CIA I-PESTEL Analysis

1 I CO1 L2

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 CIA II - Mid Trimester
2 I, II,III CO1, CO2, CO3 L2, L3
Examination

CIA IIIA – Marketing mix

3 IV, V CO4, CO5 L4,L5
Analysis
CO1, CO2, CO3, L2, L3, L4,
4 End Trimester Examination I, II, III, IV, V
CO4, CO5 L5
 

Prepared by     
Dr Barkathunissa   Reviewed by    Approved by 
(Faculty in-charge)   HoD 

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