BIRLA INSTITUTE OF TECHNOLOGY & SCIENCE, PILANI

WORK INTEGRATED LEARNING PROGRAMMES

Digital
Part A: Content Design
Course Title Marketing
Course No(s) BA ZC411 / MBA ZC411
Credit Units 4
Credit Model
Content Authors ANJANI SRIKANTH KOKA

Course Objectives
No

CO1 To understand the fundamental marketing concepts and the processes that influence the market
orientation of a firm

CO2 To understand the role of marketing within the organization

CO3 To recognize the importance of marketing in the competitive world

CO4 To analyze critically the marketing process and its relationship with the environment within
which it operates.

Text Book
T1 Marketing Management 15/e; Pearson Education, by Phillips Kotler & Kevin Keller

Reference Book(s) & other resources

R1 Ramaswamy, V.K. & Namakumari; “Marketing Management: Indian Context, MacMillan,
1995, 2nd Ed..
R2 The Economic Times: Brand Equity section
R3 Marketing campaigns in print and Electronic media of various companies

Experiential Learning

Project based approach

Each student and/or group of 3 students will select a fictional product or service that they would like to
bring to market. The student/group then become the class experts on the product, the company, and the
industry in which it operates. Students are encouraged to look up articles about that industry in Business
Magazines, Business Journals, and Business News articles in newspapers, company press releases, Media
and Advertisement and communication websites. The students should use the textbook as guide for the
project and will work through the course work to formulate the full marketing plan.
Content Structure
1. Understanding Marketing Management
1.1. Defining Marketing for the New Realities
1.2. Developing Marketing Strategies and Plans
Learning Outcomes:
No Learning Outcomes

LO1 Why is marketing important? What is the scope of marketing?

LO2 What are some fundamental marketing concepts? And How has marketing management
changed?

LO3 What are the tasks necessary for successful marketing management?

LO4 How does marketing affect customer value?

LO5 How strategic planning is carried out at different levels of the organization?

LO6 What does a marketing plan include?

2. Capturing Marketing Insights and Connecting with Customers

2.1. Collecting Information and Forecasting Demand
2.2. Conducting Marketing Research
2.3. Analyzing Consumer Markets
2.4. Analyzing Business Markets
Learning Outcomes:
No Learning Outcomes

LO1 What are the components of a modern marketing information system?

LO2 What are some influential macro environment developments? And How can companies
accurately measure and forecast demand?

LO3 What is the lifetime value of customers and how can marketers maximize it?

LO4 How can companies attract and retain customers and cultivate strong customer relationships?

LO5 How do consumer characteristics influence buying behavior?

LO6 In what ways do consumers stray from a deliberate rational decision process?

3. Building Strong Brands

3.1. Identifying Market Segments and Targets
3.2. Crafting the Brand Positioning
3.3. Creating Brand Equity
3.4. Competitive Dynamics
Learning Outcomes:
No Learning Outcomes

LO1 What are the requirements for effective segmentation?

LO2 How should a company choose the most attractive target markets?

LO3 How can a firm develop and establish an effective positioning in the market?

LO4 How brands are successfully differentiated?

LO5 What is brand equity?

LO6 What are the important decisions in developing a branding strategy?

4. Creating Value
4.1. Setting Product strategy
4.2. Designing and Managing Services
4.3. Developing Pricing strategies and Programs
Learning Outcomes:
No Learning Outcomes

LO1 How can companies differentiate products?

LO2 What are the new services realities?

LO3 How can we improve service quality?

LO4 How can goods marketers improve customer support services?

LO5 How should a company set prices initially for products or services?

LO6 How should a company respond to a competitor’s price challenge?

5. Delivering Value
5.1. Designing and Managing Integrated Marketing Channels
5.2. Managing Retailing, Wholesaling and Logistics
Learning Outcomes:
No Learning Outcomes

LO1 What is a marketing channel system and value network?

LO2 How should channels be designed?

LO3 What are the key issues with e-commerce and m-commerce?

LO4 What are the major trends with marketing intermediaries?

LO5 What does the future hold for private label brands?

6. Communicating Value
6.1. Designing and Managing Integrated Marketing Communications
6.2. Managing Mass Communications
6.3. Managing Personal Communications
Learning Outcomes:
No Learning Outcomes

LO1 What is the role and major steps of marketing communications?

LO2 What is the communications mix and how should it be set?

LO3 What steps are required in developing an advertising program?

LO4 What are the guidelines for effective brand-building events and experiences?

LO5 What decisions do companies face in designing and managing a sales force?

LO6 How to apply the range of marketing communication tools for successful marketing plan
 Part B: Learning Plan

Academic Term First Semester 2020-2021

Course Title Marketing
Course No BA ZC411 / MBA ZC411
Lead Instructor ANJANI SRIKANTH KOKA

Contact Hours 1and 2

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 1 Go through the process of marketing

the products/services in your
organization.

During TB Chapter-1 Defining Marketing for 21st

CH Century

Post CH TB Chapter-1 Group Formation and product

identification

Contact Hours 3 and 4

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 2

During TB Chapter-2 Developing Marketing Strategies

CH and Plans using SWOT analysis &
other techniques.

Post CH TB Chapter-2 Strategy formulation Start working on a marketing plan

Contact Hours 5 and 6

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 4 & 5

During TB Chapter-4 Scanning the Environment,

CH &5 Conducting Marketing Research
and Forecasting Demand using
analytical tools:
1. Methodology to determine
the market size.
2. Demand forecasting
techniques

Post CH TB Chapter-4 Apply learnings and analytical Market sizing and demand
&5 techniques for the chosen product. Forecasting

Contact Hours 7 and 8

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 6 & 7

 During TB Chapter-6 Analyzing consumer and Business
CH and 7 markets. Analytical tool:
Expectancy Value Model

Post CH TB Chapter-6 Apply learnings and analytical Collect definitive data on the
and 7 techniques for the chosen product. consumer for the product/ service
including all demographic and other
pertinent information.

Contact Hours 9 and 10

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 9 & 12

During TB Chapter-9 Identifying Market Segments and

CH and 12 Targets, Competitive Dynamics

Post CH TB Chapter-9 Apply learnings to the chosen Determine specific market

and 12 product. segmentation, targeting, and
positioning statements.

Contact Hour 11 and 12

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 10

During TB Chapter-10 Crafting Brand positioning.

CH Analytical tools:
1. Perceptual maps
2. CDI/BDI

Post CH TB Chapter-10 Apply learnings and analytical Create a brand positioning statement
techniques for the chosen product. for the fictional product or service’s
brand.

Contact Hours 13 and 14

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 11

During TB Chapter-11 Creating Brand equity Develop “Branding” strategy.

CH Analytical tools:
1.Brand multiple
2. Approaches to brand valuations.

Post CH All Chapters Apply learnings and analytical

discussed techniques for the chosen product.

Contact Hour 15 and 16: Midterm review

Mid-Term Examination (Syllabus: Topics covered in Contact hours 1 to16)

Contact Hours 17 and 18
Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 13

During TB Chapter-13 Setting Product Strategy.

CH Tool used: Product mapping

Post CH TB Chapter-13 Apply learnings and analytical Set a product or service strategy.
techniques for the chosen product.

Contact Hours 19 and 20

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 14

During TB Chapter-14 Designing and managing services

CH Tool used: Importance
Performance Analysis

Post CH TB Chapter-14 Apply learnings and analytical

techniques for the chosen product.

Contact Hour 21 and 22

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 16

During TB Chapter-16 Developing Pricing strategies and

CH programs
Analytical/ Strategic Tool:
1. Customer Psychology and
pricing (Scenario based)
2. Perceived Value pricing
3. The Economic Value pricing

Post CH TB Chapter-16 Apply learnings and analytical Develop pricing strategy for the
techniques for the chosen product. product/ service.

Contact Hours 23 and 24

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 17

During TB Chapter-17 Designing and managing

CH integrated marketing channels
Analytical tool: Budgeting for
marketing communication

Post CH TB Chapter-17 Apply learnings and analytical Create a budget for channel decisions
techniques for the chosen product. for product/service chosen.
Contact Hours 25 and 26
Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 22

During TB Chapter-22 Managing Retailing, Wholesaling

CH and Logistics

Post CH TB Chapter-22 Apply learnings and analytical Build the retail, wholesale and
techniques for the chosen product. logistics marketing plan for the
product/ service.

Contact Hours 27 and 28

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 21

During TB Chapter-21 Designing and managing

CH Integrated marketing
communications (IMC)

Post CH TB Chapter-21 Apply learnings and analytical Create an integrated marketing

techniques for the chosen product. communication matrix.

Contact Hours 29 and 30

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 18

During TB Chapter-18 Managing mass & personal

CH communications

Post CH TB Chapter-18 Apply learnings and analytical

techniques for the chosen product.

Contact Hours 31 and 32

Type Content Ref. Topic Title Study/HW Resource Reference

Pre CH Prior reading: Chapter 20

During TB Chapter-20 Managing personal

CH communications

Post CH Review Apply learnings and analytical

techniques for the chosen product.
 Evaluation Scheme:
Legend: EC = Evaluation Component; AN = After Noon Session; FN = Fore Noon Session
No Name Type Duration Weight Day, Date, Session, Time
EC-1 Quiz –I Online - 5% September 10-20, 2020
EC-1 Quiz-II Online - 5% October 20-30, 2020
EC- 1 Experiential Online - 15% November 10-20, 2020
Learning Submission
EC-2 Mid-Semester Test Closed Book 2 hours 30% Saturday, 10/10/2020 (AN)
2 PM – 4 PM
EC-3 Comprehensive Open Book 3 hours 45% Saturday, 28/11/2020 (AN)
Exam 2 PM – 5 PM

Syllabus for Mid-Semester Test (Closed Book): Topics in Contact hours 1 to 16

Syllabus for Comprehensive Exam (Open Book): All topics

Important links and information:

Elearn portal: https://elearn.bits-pilani.ac.in
Students are expected to visit the Elearn portal on a regular basis and stay up to date with the latest
announcements and deadlines.
Contact sessions: Students should attend the online lectures as per the schedule provided on the Elearn
portal.
Evaluation Guidelines:
1. EC-1 consists of Quiz. Students will attempt them through the course pages on the Elearn
portal. Announcements will be made on the portal, in a timely manner.
2. EL-1 is the experiential leaning component on the project assigned to you. You will have
presentation/ submission at the mid-term and towards the end of the course. Dates will be
announced on the portal well in advance.
3. For Closed Book tests: No books or reference material of any kind will be permitted.
4. For Open Book exams: Use of books and any printed / written reference material (filed or
bound) is permitted. However, loose sheets of paper will not be allowed. Use of calculators is
permitted in all exams. Laptops/Mobiles of any kind are not allowed. Exchange of any material
is not allowed.
5. If a student is unable to appear for the Regular Test/Exam due to genuine exigencies, the
student should follow the procedure to apply for the Make-Up Test/Exam which will be made
available on the Elearn portal. The Make-Up Test/Exam will be conducted only at selected
exam centres on the dates to be announced later.
It shall be the responsibility of the individual student to be regular in maintaining the self study
schedule as given in the course handout, attend the online lectures, and take all the prescribed
evaluation components such as Assignment/Quiz, Mid-Semester Test and Comprehensive Exam
according to the evaluation scheme provided in the handout.