Applications in Marketing Management

1. Course Profile
Course Code and Title Applications in Marketing Management
Credits 03
Session Duration 1.5 Hours
Total No. of Sessions 20
Term and Academic Year Term II, AY 2024-25
Course Pre-requisite(s) Successful Completion of MM
Course Requirement(s) -
Course Schedule (Day and time of class) As per timetable
Classroom # (Location) As per timetable
Course Facilitator Dr. Nitin Kr Saxena, Dr Sahil K Gupta
Email [email protected]
[email protected]
Telephone Number (for office appointments) 9759232323/ 9034187048
Student Consultation Hours 4 PM- 5 PM
Office location IQAC Block/Faculty Block II

Applications of Marketing Management aims to impart an understanding of marketing planning

and implementation aspects. The primary objective of this course is to help the students develop
skills and gain experience in analyzing a business situation in a given marketing environment to
formulate, implement, and monitor marketing strategies. The course provides a hands-on
approach to developing a comprehensive marketing plan and develops the key capabilities
required to construct and enforce marketing objectives.

The course has been conceptualized as supplementary to the fundamental marketing

management course. It intends to apply the concepts learned in MM in a fieldwork setting.
Therefore, the focus here is to expose the students to marketing as it happens in the field, which
may include field visits to the point of sale, interviews with practicing marketing managers,
observation and recording of consumer behavior in an actual field setting, and conducting
research into various aspects of the marketing function. This information is then synthesized to
determine the company’s marketing objectives. This understanding will help students in the
advanced marketing courses and in dealing with practical scenarios in the field of marketing.

1
Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 2. Course Objectives:
 To understand the contemporary trends in marketing.
 To understand the marketing situations for decision-making.
 To explore what are the elements of a marketing plan
 To apply the concepts in designing a marketing plan

3. Course Outcomes

After the successful completion of the course, students will be able to

CO1: Demonstrate an understanding of the Marketing Mix concepts

CO2: Appraise the importance of Marketing Plan and it elements
CO3: Evaluate real-life marketing situations for decision-making.
CO4: Design a Marketing Plan for a Company.

Mapping of COs with POs**

List of POs
PO1: Apply management theories and practices in business decision-making.
PO2: Demonstrate analytical and critical thinking abilities for data-driven business solutions.
PO3: Demonstrate leadership skills with innovation, creativity, and futuristic perspective.
PO4: Integrate ethics, entrepreneurial and global mindset in decision-making for achieving
organizational goals.
PO5: Develop value-based practices for societal transformation and sustainable development.

Mapping of COs with POs**

PO 1 PO 2 PO 3 PO 4 PO 5
CO1 R
CO2 R
CO3 R
CO4 R
** M: Mastered; R: Reinforced; I: Introduced

4. Books and References

Year/Edition/ Internet
Book/ Journal Title Author Publisher
Volume Resources

2
Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 Marketing Kotler, Phillip & Pearson
16th ed., 2022
Management Keller, Kevin Education
Marketing Ramaswamy &
6e, 2018 Sage India
Management Namakumari
Kotler, P,
Principles of Pearson
Armstrong G., & 17th ed., 2018
Marketing Education
Agnihotri P.,
Marketing Kotler, Phillip & Pearson
16th ed., 2022
Management Keller, Kevin Education
* Notes will be provided to the students (subject to approval)

5. Flipped Videos:

Video 1. https://www.coursera.org/lecture/forecasting-budgeting-territories-evaluation/market-
potential-sales-potential-9x8MH?
utm_source=link&utm_medium=page_share&utm_content=vlp&utm_campaign=top_button
(Market and Sales Potential)
Video 2. https://youtu.be/OknBv5QSpg0 (Competitive Positioning)
Video 3. https://youtu.be/Rpa29LXJjyI (Pricing and Quotations)
Video 4. https://www.youtube.com/watch?v=ALoo4vrKKUw (What are Distribution channels)
Video 5. https://youtu.be/O4ZWk1LJEz4 (Preparing a Marketing Budget)

6. CO mapping with Assessments

Assessments CO 1 CO 2 CO 3 CO4
1. Quiz (2) ✓
2. Assignment (FV and Report) ✓
3. Project Presentation ✓
4. End Term ✓

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Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 7. Assessment & Marks Distribution
Assessment Item Description Weightage CLO
Quiz  M Description: Quiz with multiple choice questions. 20% CO1

 Pre/In/beyond class: Quiz

 Feedback: Absolute score
Feedback: Through rubrics and absolute score CQ based 2
quizzes will be taken on OLT
Assessment 2 Each learning team will submit a report on the marketing 20% CO 3
plan. The marketing plan report will be based on the
Marketing Plan
selected firm.
Report and Field
Visit Group Assessment: Detailed study of the Marketing Mix
based upon the a field visit to the selected stores or firms.
The development of the marketing plan will involve a
combination of desk research and field visits.
 Submission details: Soft copy, once it is approved,
spiral copy to be submitted
 After 13th session
Feedback on marketing plan: Feedback will be given
immediately after assessment.
 Pre/In/beyond class: Beyond class
Assessment 2 The Marketing plan has to be presented before a panel 20% CO3
comprising one faculty and an industry expert.
Marketing Plan
Presentation &  Individual Contribution to be assessed (PPT & Viva)
Viva  Type: Group Assignment
End Term Exam  Description: Case-based and application-based 40% CO2
questions.
As per schedule of End Term Examinations
* Support from Business Communication, Analytics, QT area faculty will be required for field visit and
report monitoring

4
Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 8. Session Plan

Session Topic Pedagogy Learning outcomes CO

Discussion on Course To set the expectations of students
0 Outline, Course Outcomes, Discussion and to make them understand the
& Expectation Setting intended course outcomes
Recap of Marketing
1 Management. Connecting Discussion To recap the learnings of MM CO1
MM
Product Levels: The
Presentation To classify products and
Customer Value hierarchy
2 and build/manage product mix and CO1
The Product Life cycle
Discussion product lines
concept
New Product Development
To identify and evaluate the
stages- Idea screening;
challenges a company faces in
Significance of Concept Presentation
developing new products
3 Development and Testing; and CO1
Develop an understanding of the
Product Development and Discussion
main stages in developing new
Testing
products
Role of Marketing
Communication,
To understand the marketing
Developing Effective
communication mix
Communication, Selecting
Presentation To learn and demonstrate the
4 the Market Communication CO1
& Discussion major steps in developing effective
Mix, Managing the
communications
Integrated Marketing
Communications

Advertising, Creative
Strategy and Tactics,
Appeals and Execution
Style,
To conceptualize on how
Public Relations
companies carries effective
Management Stages-
communication campaigns
Practices, Benefits &
Presentation
5 Effectiveness CO1
& Discussion To apply the learning on how
The Scope and Role of
should sales promotion decisions
Sales Promotion, Customer
be made
Oriented Sales Promotion,
Trade Oriented Sales
Promotion, Advantages
and Disadvantages

5
Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 To comprehend and classify how
Factors affecting Pricing
Presentation consumers process and evaluate
6 decisions. Steps involved CO1
& Discussion Prices
in pricing procedure.
To develop an understanding on
Importance of pricing
Presentation how should a company set prices
7 methods, objectives of CO
& Discussion initially for products and services
pricing setting
Concept of ‘Place’ mix:
To understand the various
Delivering Value and
Case Study functions performed by marketing
Value Networks;
8 Discussion & intermediaries and the marketing CO1
Importance of Channels;
Role Play channel dynamics
Types of Channels

To develop, manage and modify

Presentation the alternatives for delivering
Role, functions, flows, & Discussion value and explore the emerging
9 importance, and levels of trends in retailing CO1
marketing intermediaries. Case
Discussion

Presentation
Brand Concepts, Strategic To develop conceptual framework
10-11 and CO1
Brand Building Process on the Brand Management Process
Discussion
Presentation To develop Marketing plan and to
Introduction to Marketing
12 and understand its elements to help CO2
Plan & its elements
Discussion students to create marketing plan
13-14 Field Visit CO2
15 De-Briefing of Field visit Classroom Discussion CO3
Desk Research – Pricing &
16 CO3
Communication
Student Project
17-19 CO4
Presentation
20 Practitioner Session CO4

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Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 9. Rubrics for Assessment Component

A. RUBRICS FOR QUIZ

CRITERIA Below Expectations Meets Expectations Exceeds Expectations
Coverage and The content covers The content covers more The content covers
quality of many aspects than half aspects of topic approximately all
content affecting the topic chosen and misses on aspects of topic chosen
chosen but misses few others. the relevance with integration to the
(10 Marks)
on few critical and quality of content is relevant organizational
factors. The good scenario.
relevance and
The relevance and
quality of content
quality of content is
OK
also very good
Structure and The presentation file The presentation file and The presentation file
flow of the and the process are the process are presented and the process are
presentation not presented in a in a logical manner. The presented in a logical
logical manner. The student is able to express manner. The student is
(10 marks)
student exhibits lack effectively although on able to express
of communication occasions exhibits lack of effectively with the use
and struggles to confidence and fails to of the right words for
express his thoughts pick the right words to respective concepts
effectively. express the content
Q & A as Critical analysis Little effort is made on Critical analysis and
audience. lacking. critical analysis. examples in the
practical context.
(10 Marks)

B. RUBRICS FOR MARKETING PLAN REPORT (20%)

Criteria Below Expectations Meets Expectations Exceeds Expectation

(Max.: 25)
Gather Relevant Struggles to pinpoint the Identifies the information Demonstrates a sophisticated
Information information needed. required. Gathers understanding of what
Max. 9 Gathers information from information from multiple information is needed.
one source. Minimal valid and reliable sources. Gathers extensive information
evidence of Evidence of from various valid and reliable
search/selection criteria. search/selection criteria. sources, including journals,
texts, etc., specific to the
subject. Clear evidence of
search/selection criteria.

7
Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
 Develop viable and Unviable and run of the Viable and innovative plan. Insightful, viable and
innovative plan mill plan. innovative plan.

Max. 10

Collaborative approach Teammates did not share A few among team Teammates worked upon
Max. 6 ideas and only a few members worked upon shared ideas and every
members contributed. shared ideas and not all member contributed equally.
members contributed
equally.

C. RUBRICS FOR MARKETING PLAN PRESENTATION (20%)

CRITERIA Below Expectations Meets Expectations Exceeds Expectations
(Max. 25)
Structure Presentation Presentation lacked Basic suggested Good use of IT interface and
with the gathered clarity of structure based structure was followed. marketing concepts in
information on the upon gathered making a well-structured
marketing situation information. presentation.
Max. 8
Marketing Strategy (STP) Demonstrates some Indicates original Demonstrates synthesis of
demonstration selecting thinking and reasoning thinking and develops ideas, and in-depth analysis.
relevant concepts to back but ideas are largely ideas with sufficient
stakeholder prospective underdeveloped. evidences.
Max. 9
Marketing Mix Analysis Presentation offered no Presentation offered Presentation was supported
using relevant framework viable and innovative limited viable and by an appreciable viable and
for innovative approach suggestions are innovative suggestions innovative suggestion.
Max. 8 provided. are provided.

D. RUBRICS FOR END TERM (40%)

CRITERIA Below Expectations Meets Expectations Exceeds Expectation
Quality or Response Fails to demonstrate Demonstrates a fair level Demonstrates completeness,
to Questions completeness, ability to of completeness, ability to ability to synthesize
synthesize literature, synthesize literature, literature, demonstrates
20 Marks demonstrates knowledge demonstrates knowledge knowledge of subject area of
of subject area of study of subject area of study study and expertise in the
and expertise in the area and expertise in the area. area Demonstrates a
sophisticated understanding
of what information is
needed.

Select and Use Has limited knowledge on Selects and uses relevant Selects and uses relevant
Relevant selecting and using concepts and frameworks. concepts and frameworks.
Concepts and relevant concepts and Requires minimal assistance Needs no assistance in
Frameworks frameworks. Requires in choosing relevant selecting relevant concepts
20 Marks extensive assistance in concepts and frameworks. and frameworks.
selecting relevant concepts
and
frameworks.

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Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/
Institute’s Policy Statements
It is the responsibility of every student to be aware of the requirements for this course, and
understand the specific details included in this document. It is emphasized that this course
requires a significant commitment outside of formal class contact. The learning tasks in this
course may include classes (lectures or seminars), required readings, flipped videos, preparation
of answers to set questions, exercises and problems, and self-study. In addition, students may be
required to complete an assignment, test or examination.

LMS
OLT is used to host course resources for all courses. Students can download lecture, additional
reading materials, and tutorial notes to support class participation.

9
Block – B, Shakti Khand IV, Indirapuram, Ghaziabad 201 014(U.P.)
Tel: 0120-4881100 Toll Free No.: 1800 1033 488 E-mail: [email protected] Website: jsb.jaipuria.edu.in/