Marketing-I

MBA 2023-25
Course Code: MKT
Term: I
Credit: 3

Introduction to the Course

This course is a foundational module offered in the first year of study, with a primary focus on
marketing concepts. It serves as an introductory course to the field of marketing and emphasizes the
importance of comprehending its principles and applying them through the analysis of case studies
and engaging in discussions. Having a strong understanding of the fundamental marketing framework
is essential for the effective operation of any organization, regardless of the chosen specialization.

Marketing is a vital function within the realm of business, involving the investigation and fulfillment
of customer needs. It plays a crucial role in business development by establishing and managing
relationships with customers, competitors, partners, suppliers, and other stakeholders. Marketing also
exhibits strong connections with various other disciplines such as finance, accounting, operations,
human resources, business communication, and strategic management.

This course acquaints students with both the theoretical and practical aspects of marketing, based on
the principle that marketing generates value for customers in order to capture value in return.
Although prior knowledge of marketing is not presumed, students are expected to be aware of current
events.

The objective of any business is to deliver value to its stakeholders, and this course aims to establish a
framework for accomplishing this through marketing. Marketing operates within dynamic markets
that are influenced by global trends, environmental challenges, and sustainability. The course equips
students with the understanding, ability, and competence to create, manage, and deliver value, with a
specific focus on strategic marketing planning and execution.

The initial step in value creation involves identifying market opportunities. Marketing managers
evaluate customer needs and values, segment the market, and determine target markets and
positioning strategies to provide value and achieve organizational goals. This process necessitates an
analysis of consumer behavior, competition, external trends, demand potential, as well as the
organization's objectives, strengths, and weaknesses.

Once opportunities have been identified, marketing managers forecast and assess demand, making
decisions pertaining to product and service management, pricing, promotion (including personal
selling, consumer promotion, trade promotion, and advertising), and distribution (including physical
distribution and logistics). Marketing managers also address emerging marketing and environmental
issues, utilizing research to evaluate opportunities, test decisions, and formulate marketing strategies
and plans.

In summary, marketing management is considered both an art and a science, involving the selection of
target markets and the acquisition and retention of customers through the development, delivery, and
communication of offerings that deliver superior value to customers while achieving organizational
goals.

1. General Course Information

1.1 Course Details

Course: Marketing-I
Code: MKT-I
Term: Term I
Credits: 3
Contact: Up to 3 hours per week
Pre-requisite: Basic understanding of marketing concepts

1.2 Course Faculty

Module Leader: Dr Sabina Nair, email id: sabina.nair@iilm.edu, Contact No: #

1.3 Class and tutorial details:

Classes for this course shall be scheduled twice/ thrice a week.

2.  Learning Outcomes 

2.1 Module Learning Outcome 
The main goal of this course is to enhance the participants' fundamental analytical skills, conceptual
thinking, and practical knowledge to enhance their decision-making abilities in the realm of marketing
management. The course aims to accomplish this objective by engaging participants in meaningful
exercises that simulate real-world marketing scenarios.
Moreover, this course establishes a solid groundwork for individuals who intend to pursue specialized
marketing courses in their second year of study.
 
By the end of this course, you/students should be able to:  
1. Understand the concept and fundamentals of marketing from the customer value perspective
that are essential for a marketing manager.
2. Define primary and secondary sources of information; give examples of methods used to
collect primary data; give examples of sources for secondary data; compare and contrast the
advantages and disadvantages of both types of data.
3. Describe major bases for segmenting consumer and business markets. Understand how
different situations in the competitive environment will affect choices in target marketing.
4. Describe the major types of consumers buying behavior, the stages in the buyer decision
process, and outline the components of the marketing mix completely. Identify how the firm's
marketing strategy and marketing mix must evolve and adapt to match consumer behavior
and perceptions of the product.
5. Develop an understanding of marketing as a central and strategic function in a firm's business
strategy.

2.2 Course learning outcomes, program learning outcomes and assessments: 

Module learning outcomes  Program learning outcomes   Assessments 

MLO1, MLO2, MLO5  PLO1, PLO2  Online Quiz 
MLO2, MLO3  PLO2, PLO3, PLO4  Project Presentation 
MLO2, MLO3, MLO4  PLO2 & PLO4  Written End-Term Examination 

Course Contents:

Unit I Introduction to Marketing Management; Basic Concepts

Introduction to Marketing, Importance, Nature and Scope of Marketing. Core marketing
concepts; needs, wants and demand, Concept of Exchange, Value and Satisfaction,
Marketing-Mix elements, Marketing Channels, Competition, Marketing philosophies and
their significance, steps in the Marketing process. Capturing customer value, value delivery
process, value chain, holistic marketing orientation and customer value.
Unit II Formulating Marketing Strategies and Plans
Central role of strategic planning, strategic business units, assigning resources, assessing
growth opportunities, Ansoff Matrix.
Unit III Gathering information and Analysing the Marketing Environment
Components of a Modern Marketing Information system, internal records and marketing
intelligence. Analysing the environment, factors affecting Marketing Environment, Macro
and Micro environment analysis, PESTEL Analysis, Competition and competitors, SWOT
framework, Managing Marketing Information to gain customer insights.
Unit IV Conducting Market Research and Forecasting demand
Marketing Research process; steps involved in the process, forecasting demand and demand
measurement, the measures of market demand, estimating current demand. Primary and
Secondary sources of data collection.
Unit V Understanding Consumers and Organizational Buyers
Consumer Markets and Business Markets, Consumer versus organizational buyers; Consumer
decision making process, factors influencing consumer behaviour, introduction to
Organisational Buying and Business Markets.
Unit VI Market Segmentation, Targeting and Positioning
Introduction to segmentation, Bases for segmentation, Market Targeting strategies,
introduction to Differentiation, Differentiation parameters, developing and communicating
Positioning Strategy, Perceptual mapping and alternative approaches to positioning.

2.3 Relationship of this course with other courses:

Same term: NA
Other terms: Marketing II

3. Learning Resources 
3.1 Required Resources
Marketing Management 17E, Philip Kotler, Kevin Lane Keller (For Reading and Case Studies) 
Marketing Management 13E, Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, A
South Asian Perspective.
 
3.2 Recommended Resources
Marketing, Asian Edition, Paul Baines, Chris Fill, Kelly Page. 
Principles and Practice of Marketing. Jobber et al., McGraw Hill. 
Marketing Management by Greg W. Marshall Mark W. Johnston, McGraw Hill. 
 
3.3 Online Resources:
https://kerinmarketing.com
Knowledge@Wharton https://knowledge.wharton.upenn.edu/#
MIT Sloan https://sloanreview.mit.edu/topic/marketing/
Economic times
HBR articles
Ramabijapurkar.com
Marketing Whitebook
Additional notes and cases will be distributed through MS Teams
 
4. Learning and Teaching Activities:
Approach to Learning and Teaching in the Course: This course emphasizes on both the acquisition
and application of knowledge. It is believed that learning occurs most effectively when theory is
taught in conjunction with application. This is reflected in the way we go about in this course by
combining conceptual knowledge about their application in management (decision making). Timely
feedback from you will help us in making learning more centric and interesting. We encourage you to
actively take responsibility for your own learning and to critically evaluate the concepts presented.

Learning Activities and Teaching Strategies: The lecture is designed to convey theoretical and
practical knowledge about marketing. The teaching pedagogy would include the following: flip
learning, case discussions, recent articles and newspaper articles on marketing.

4.1 Attendance Requirements: Students need to maintain a minimum attendance of 75% at all times
in order to be eligible for all assessments held in the paper (failing this she/he will be disallowed from
appearing in assessments)

Module Overview:

Session Topic Topics to be covered Readings Learning

Activities
1-2 An Introduction to Importance, Nature & Chapter 1: Defining Module Discussion
Marketing Scope of Marketing. Marketing for the Discussion of basic
Management Core Marketing New Realities. marketing concepts
Concepts. in class.
Selling vs. Exercise:
Marketing, needs vs. Word Cloud
Wants, Customer vs. “What marketing
consumer means to you?”
Needs, Wants & “What selling
Demand
means to you?”
3-4 Marketing and Different Chapter 1: Defining Exercise:
Customer Value  Perspectives of Marketing for the How to develop value
Marketing proposition?
 Understanding New Realities.
Marketplace and
Customer needs
Consumer perceived
value and delivered
value, Create ,
Communicate and
Deliver Value
5-6 Marketing Mix- Product Chapter 1: Defining Quiz 1
4P’s Marketing for the Assignment 1:
Price New Realities. Analyze and find
solutions to small
Place Case: Barista marketing cases: (5
Coffee Company marks)
Promotion
Limited. IIMA/
MAR0387 (11
pages)

7-8 Formulating Marketing Planning Chapter 2: Components of

Marketing Strategies Corporate & Division Developing Marketing Plan
& Plans Strategic Planning Marketing
Business Unit Strategies and
Strategic Planning Plans
Nature and Content
of Marketing Plan Case: Radio Mirchi
– Entry into
Bangalore Market
IIMA
9-10 Gathering Components of a Chapter 4:
information and Modern Marketing Collecting
Analysing the Information System, Marketing Insights
Marketing Internal records and
Environment Marketing
Intelligence.
PESTEL Analysis,
Competition and
competitors
 SWOT framework
Managing Marketing
Information to gain
customer insights.
11-12 Understanding the Analyzing the Chapter 4: Quiz 2
marketing environment, factors Collecting
environment  affecting Marketing Marketing Insights
Environment
Macro and Micro
Environment
Analysis
3 C’s Framework
13-14 Market Research Scope of Market Chapter 5: Assignment 2:
Research Conducting Complete a simple
Market Research Marketing market research
Process Research activity: (10 marks)
Define primary and
secondary sources of
information; give
examples of methods
used to collect
primary data; give
examples of sources
for secondary data;
compare and contrast
the advantages and
disadvantages of both
types of data.
15-16 Conducting Market Forecasting demand Chapter 5: Quiz 3
Research and and demand Conducting
Forecasting demand measurement Marketing
the measures of Research
market demand
estimating current
demand.

17-18 Understanding What Influences Readings: Assignment 1:

 Consumer Buying Consumer Behavior? Analyze and find
Behaviour Factors affecting Chapter 6: solutions to small
Buyer Behavior: Analyzing marketing cases: 10
Cultural & Social, Consumer Markets marks
Personal &
Case:
Psychological Factors
Buying habits and Emami’s Fair and
different types of Handsome Fairness
shoppers Cream.
Buying Decision IIMA/MAR0386
Process
Buyer behavior
models
Buying motives
Perception, Learning,
Attitudes and Beliefs
Buying situations
19-20 Understanding B2B Marketing Quiz 4
Readings:
Organizational Overview &
Buyers Characteristics
Chapter 7:
Business Buyer
Analyzing Business
Behavior
Markets
Institutional and
Government Markets
21-24 Market What is  Chapter 9:
Segmentation, segmentation? Identifying Market
Targeting and Why segment the Segments and
Positioning market? Targets
Bases of
segmentation Chapter 10:

Choosing the target Crafting the Brand

market Positioning

Target Market
Case Study :
Strategies
Mayaderm - IIMA
Product Positioning
Perceptual Map
5. Assessments:
Assessments for Courses are based on the following four principles:
 Assessment must encourage and reinforce learning.
 Assessment must enable robust and fair judgments about student performance.
 Assessment practices must be fair and equitable to students and give them the opportunity to
demonstrate what they have learned.
 Assessment must maintain academic standards.
 
 5.1 Assessment summary
Assessment Item Due date Weighting Related learning
(marks/Percentage) outcome
Active class 20 Marks L1 to L2 
participation,
Assignments
Quizzes (4 nos.) 20 Marks L2 to L4 
End Term 60 marks L2 and L4 
Examination
Total Marks 100 Marks

5.2 Assessment Related Details 

 If a student is absent on the scheduled date of (internal) assessments, she/he shall be
given one more option to reappear in the same, provided the faculty is convinced that the
reason for absence is genuine. Inability to attend the reappear assessment will result in
the student being awarded zero. 
 Group assessments shall not be repeated. In case a student is absent on the day of
presentation of the same, the student will be awarded zero for this component of
assessment. The faculty in such cases shall conduct a separate viva for the concerned
student and grade her/him accordingly. 
 End term assessments are compulsory. Absence in end term assessments will be
marked as ‘absent’ and the result will be marked as ‘incomplete’. This is irrespective of
the student’s score in internal assessments. 
 
5.3 Assessment details
Component 1-
Active class participation, Assignments (20 marks): Each student will be assessed on his/her class
participation. Class participation includes preparedness for each class, meaningful contribution made
in class discussions on discussion forums, online quizzes, and submission of assignments. Scanned
and posted on MS Teams or emailed to faculty as instructed.
Assignment 1: Analyze and find solutions to small marketing cases: 5 marks each
Assignment 2: Complete a simple market research activity: 10 marks
Class Participation: 5 marks

Component 2
Quizzes (4no.s) (20 marks):
Quiz 1: To be conducted after every 5th session of teaching and learning in class.
(Session 1-5)
Quiz 2: (Session 6-10)
Quiz 3: (Session 11-15)
Quiz 4: (Session 16-20)

Component 3
End Term Examination (120 minutes) - Written Examination (60 marks) based on the theoretical
concepts taught in the class.