PROGRAMME: BBA-MBA Five Years Integrated

Batch: 2017 – 2022 Semester – VII

Course Code & Title BM472, Advanced Course in Marketing Management

Credit Hours 3.0
Faculty Dr. Mayank Bhatia & Dr. Himanshu Chauhan
E-mail ID mayankbhatia@nirmauni.ac.in and
himanshuchauhan@nirmauni.ac.in
Blog https://drmayankbhatia-acmm.blogspot.com/
https://drhimanshuchauhan-acmm.blogspot.com/
Phone No. Dr. Mayank Bhatia Ext- 668 (M) 9099928363
Dr. Himanshu Chauhan Ext-641 (M) 9879399004
Office Hours Monday 3:00 pm to 4:00 pm
Thursday 2:00 pm to 3:00 pm
(Tentative slots, will be adjusted upon the receipt of
time table)
******************************************************************************
I. Course Overview

Marketing is exciting, pervasive, inspiring, fresh, intense, creative, cutting-edge and

challenging. Today’s more empowered customers are giving as much as they get in the form
of two-way relationships, a more active role in providing customer insights, crowdsourcing
and co-creating new products, consumer-generated marketing content, developing or
passing along brand message, interacting in customer communities, and other
developments. This advanced course on Marketing Management is designed to provide
students with an in-depth understanding of the Principles and Practices of Marketing. In
conjunction with learning about and researching up-to-date marketing examples, the
students are inspired to think deeply about marketing strategy. The course helps students
to build on and extend the innovative customer-value framework. The course discusses on
the rapidly changing nature of customer relationships with companies and brands. Today’s
marketers are creating deep consumer involvement and a sense customer community
surrounding their brands—making brands a meaningful part of consumers’ conversations
and lives. The course emphasizes discussion on today’s new relationship-building tools –
from Web sites, blogs, in-person events, and video sharing to online communities and social
networks such as Facebook, YouTube, Twitter, or a company’s own social networking sites.
Expanded discussions are held on the explosive impact of the exciting new marketing
technologies shaping marketing strategy and practice.
II. Course Learning Outcomes (CLO)

At the end of the course, the students shall be able to:

1. Explain the concepts, tools and techniques relevant to advanced marketing
management.
2. Develop an insight into integration of marketing mix issues.
3. Design marketing strategies.

III. Text Book

Kotler, P., Armstrong, G. (2018). Principles of Marketing (17th Edition), New Delhi: Pearson
education.

IV. Assessment Components & Schedule

CLO
Assessment Overall
Weightage % Schedule Number
Component Weightage %

Quiz-1 10 % After 15th session 20 % 1

Quiz-2 10 % After 25th session 1

Individual 20 % Assignment: 20 % 1&2

Assignment Announcement at
11th session and
Submission on 18th
Session

Group 20% Assignment: 20% 2&3

Assignment Announcement: on
25th session
and Report
Submission: on 35th
session
End-Sem. Exam 40% As per schedule 40% 1, 2, & 3
V. Session Plan

Session
Description
No.
Topic Basic concepts on marketing management
1 Pedagogy Discussion
CLO 1
Topic Marketing Myopia
Pedagogy Discussion
2
Case /Exercise -
CLO 1
Topic Marketing Strategy and Mix
Pedagogy Discussion
3
Case /Exercise -
CLO 1
Topic The Changing Marketing Landscape
Pedagogy Discussion
4
Text Book Chapter 1, Pg. 21-30
CLO 1
Topic Co-creating Unique value with customers
Pedagogy Discussion
5
Text Book Chapter 1 Pg. 6-21
CLO 1
Topic Managing Customer Value
Pedagogy Discussion
6
Text Book Chapter 2 Pg. 19-21
CLO 1 and 2
Topic Analyzing the Marketing Environment
Pedagogy Discussion
7
Text Book Chapter 3 Pg. 65-89
CLO 2
Topic Marketing Planning
Pedagogy Discussion
8
Text Book Appendix 1, pg. 605-614
CLO 2
Topic Surviving and Thriving in Competitive Markets
9 Pedagogy Discussion
CLO 2
10 Topic Marketing Research (Qualitative)
 Pedagogy Discussion
Text Book Chapter 4 pg. 95-105
CLO 3
Topic Marketing Research (Quantitative)
Pedagogy Discussion
11
Text Book Chapter 4 pg. 106-121
CLO 3
Topic Managing Market Segments, Targeting and Positioning
Pedagogy Discussion
12
Text Book Chapter 7 pg. 188-213
CLO 3
Topic Managing Market Segments, Targeting and Positioning
Pedagogy Discussion
13
Text Book Chapter 7 pg. 188-213
CLO 3
Topic Consumer Markets and Consumer Buyer Behavior
Pedagogy Discussion
14
Text Book Chapter 5 pg. 129-154
CLO 2
Topic Consumer Markets and Consumer Buyer Behavior
Pedagogy Discussion
15
Text Book Chapter 5 pg. 129-154
CLO 2
Topic Customer Analytics and Marketing Strategy
16 Pedagogy Discussion
CLO 3
Analyzing business markets and business buying
Topic
behavior
17 Pedagogy Discussion
Text Book Chapter 6 pg. 161-177
CLO 3
Topic Products, Services and Brands to build customer value
Pedagogy Discussion
18
Text Book Chapter 8 pg. 219-240
CLO 2
Topic Brand Management
Pedagogy Discussion
19
Text Book Chapter 8 pg. 241-249
CLO 3
 Topic Product life cycle and PLC strategies
Pedagogy Discussion
20
Text Book Chapter 9 pg. 256-275
CLO 3
Topic New Product Development
Pedagogy Discussion
21
Text Book Chapter 9 pg. 257-265
CLO 2
Topic Customer-Driven Marketing Strategy
22 Pedagogy Discussion
CLO 3
23 Topic Guest lecture on Marketing, Learning and Reflection
Pedagogy Discussion
CLO 3
Topic Managing Marketing Channels
Pedagogy Discussion
24
Text Book Chapter 12, pg. 335-351
CLO 3
Topic Managing Marketing Channels
Pedagogy Discussion
25
Text Book Chapter 12, pg. 335-351
CLO 2,3
Topic Channel Design Decision
Pedagogy Discussion
26
Text Book Chapter 12 pg. 348-352
CLO 2,3
Topic Channel Design Decision
Pedagogy Discussion
27
Text Book Chapter 12 pg. 348-352
CLO 2,3
Topic Retailing
Pedagogy Discussion
28
Text Book Chapter 13, pg. 371-391
CLO 1,3
Topic Retailing
Pedagogy Discussion
29
Text Book Chapter 13, pg. 371-391
CLO 3
30 Topic Integrated Marketing Communication Strategy
 Pedagogy Discussion
Text Book Chapter 14, pg. 405-425
CLO 3
Topic Advertising and Media Management
Pedagogy Discussion
31
Text Book Chapter 15, pg. 433-449
CLO 2,3
Topic Media Mix Management and Media Effectiveness
Pedagogy Discussion
32
Text Book Chapter 15, pg. 449-453
CLO 3
Topic Personal Selling
Pedagogy Discussion and role play
33
Text Book Chapter 16, pg. 461-464, and pg. 474-476
CLO 3
Topic Designing and Managing Sales Force
Pedagogy Discussion
34
Text Book Chapter 16, pg. 465-473
CLO 3
Topic Sales Promotion
Pedagogy Discussion
35
Text Book Chapter 16, pg. 477-483
CLO 3
Topic PR and Publicity
Pedagogy Discussion
36
Text Book Chapter 15, pg. 451-453
CLO 2,3
Topic Direct Marketing
Pedagogy Discussion
37
Text Book Chapter 17, pg. 491-512
CLO 3
Topic Online Marketing
Pedagogy Discussion
38
Text Book Chapter 17, 491-512
CLO 3
Topic Creating Competitive Advantage
Pedagogy Discussion
39
Text Book Chapter 18, pg. 521-540
CLO 3
 Topic Global Marketplace
Pedagogy Discussion
40
Text Book Chapter 19, pg. 547-560
CLO 2,3
Topic Developing Global Marketing Strategies
Pedagogy Discussion
41
Text Book Chapter 19, pg. 561-571
CLO 2,3
Topic Sustainable Marketing
Pedagogy Discussion
42
Text Book Chapter 20, pg. 577-600
CLO 3
Topic Sustainable Marketing
Pedagogy Discussion
43
Text Book Chapter 20, pg. 577-600
CLO 3
Topic Contemporary Issues in Marketing
44 Pedagogy Discussion
CLO 3
Topic Review
45 Pedagogy Discussion
CLO 1,2,3

VI. Readings:

R1. Levitt, T. (2004). Marketing Myopia. Harvard Business Review, 82(7/8), 138-149.

R2. Shapiro, B. P. (1985). Rejuvenating the marketing mix. Harvard Business Review,
63(5), 28-34

R3. Reinartz, W., & Kumar, V. (2002). The Mismanagement of Customer Loyalty.
Harvard Business Review, 80(7), 86-94.