course plan bba-llb

8/2/2019 Course Plan BBA-LLB

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Format No. QSP/7.1/01.F01

\Issue No.04 Rev. No 3 Dated: Jan 25, 2010

UNIVERSITY OF PETROLEUM & ENERGY STUDIESCollege of Legal Studies

Dehradun

COURSE PLAN

Program : INT. BBA + LLB

Course : CORPORATE LAW

Semester : IV

Session : January 2012 to May 2012

Batch :

Subject Code :

No. of credits :

Subject : MARKETING MANAGEMENT

Prepared by: Dr. Vipul jain

Email: [email protected]

Approved By

_________________________ _______________________HOD Dean

UPES Campus Tel : +91-135-2261090/91Energy Acres Fax : +91 135- 2694204P.O. Bidholi, Via Prem Nagar Web : www.upes.ac.inDehradun -248 007 (U K)


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COURSE PLAN

A. LEVEL OF KNOWLEDGE REQUIRED

Graduate from any discipline with a will to learn.

B. OBJECTIVES

a) Understand marketing & its application

b) To be able to assess the Marketing planning & its process

c) To be able to understand the concept of Idea generation, its delivery & fulfillment.

C. COURSE OUTLINE

Module 1: The concepts of Marketing.

Module 2: Market segmentation & Consumer behavior.

Module 3: Product policy.

Module 4: Pricing.

Module 5: Channels of Distribution.

Module 6: Promotional mix

PEDAGOGY

Interactive approach during the study. Students shall be directed in advance to preparethe topics for discussion in the class)

Important Note (For a case session) Students who have not prepared the case willNOT be allowed to enter the class, and will be marked Absent.

Work in small groups and personalized teaching(Student counseling, tutoring, and individual projects/ assignments, exercises)

Pedagogical Tools:

y Lectures

y Presentations (Individual/Group)

y Case StudyVideo cases

y Critical Thinking Exercises (CTEs)

y Role Play.


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D. COURSE COMPLETION PLAN

Lectures: 3x 1 = 3 hrs per week.

Total Mandatory Contact Hrs = 36

E. EVALUATION & GRADING

Description Marks Schedule

1. Internal Examination 30 Detailed Below

2. Mid term Exam 20 Academic Calendar

3. End term Exam 50 Academic Calendar

Internal Assessment: Marks 100 (shall be done based on the following):i) Home Assignment : With in 1st weekii) First Component : Individual Assignment (Written/

presentation) 3rd week from the start of thecourse

20% weightage

iii) Second Component : Group Project on specific topic(Case presentation /Viva- voce)two week before mid semesterExam

40% weightage

iv) Third Component :

CaseAnalysis/GD/RolePlay/ManagementGame/ Presentation/Simulation/ResearchPaperTwo weeks before end semester Exam

20% weightage

v) Written Test : Two tests20% weightage

Class Tests : Class Tests containing short theory questions to ascertain that whether thestudents could understand the basic concepts or not. (15 to 30 Minutes)

Syndicate Sessions & Assignments: Syndicates will be held dividing the class intonumber of batches for conducting case studies/Role Plays etc. Cooperation among thestudents is encouraged and the students must try the home work/assignments individually.


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And the individual effort is necessary for an effective communication strategy, which isessential to good exam performance and to successful professional practice later on.Solutions must be neat and well written.(Marks will be deducted for messyassignments/tests/exam. (Unreadable work will not be graded). Late assignments will notbe accepted (mark of zero). The selected topics from the Units/ Chapters from the textbooks and the other reference books will be given for assignments.

Important Note All the assignments will be submitted through Moodle only.

Mid-Sem Examination: Marks 20Mid- Sem examination shall be of two hour duration and shall be a combination of Objective,short questions and CTEs. Mid semester examination will be theory:practical::20:80

End-Sem Examination: Marks 50End-Sem examination shall be of three hours duration. The examination paper shall haveobjective & theory questions, short and long numerical problems.

As regards to Class tests, Mid-Term, and End Sem Examinations, UPES Examination Rules

and Regulations as mentioned in Student Bulletin apply.

AttendanceStudents are required to have minimum attendance of 75% as per the norms mentioned inthe Student Bulletin.

UPES attendance norms apply as to attendance.

Cell Phones and other Electronic Communication Devices: Cell phones and otherelectronic communication devices are not permitted in classes, Tests or the Mid/FinalExamination. Such devices MUST be turned off in the class room.

E-Mail and LMS: Each student in the class should have an e-mail id and a pass word toaccess the LMS system regularly.

Important instructions for usage of LMS (My Moodle)

1. Date of conducting class tests, guest lectures, syndicate sessions etc. to the class willbe transmitted via LMS. All the teaching resources will be strictly shared on moodleonly.

2. No hard copy of the assignment will be given. Assignment submission, and evaluationwill be strictly through moodle. The system will automatically close the assignmentafter the last date/time and will accept no further assignment. This is redundant of


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human input, so the student may not reach the Professor withrequests/applications/recommendations for acceptance of assignment after the duedate

3. All off the class Academic communication between the Professor, and thestudent will be strictly through Moodle only. Only in genuine emergencies the

student can call up The Professor on his cell number.

4. WARNING A moodle id of student not accessing LMS for more than 14 days willautomatically be deactivated, and the student will have to reenroll for the virtualclass again after having a permission from the Professor.

5. Usage of moodle is not a factor that will be awarded marks in internal assessment, asusage of LMS is a basic requirement to be a student of this class.

6. The Professor will provide basic training to the students on usage of LMS.

F. DETAILED SESSION PLAN

DETAILED SESSION PLANOUT


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Sessions Topic References Pedagogy

1

Concepts of marketing

Scope of marketing

Kotler, Armstrong, Principlesof Marketing, p 6-15

y Power Point

Presentationy Discussion

2.

marketing environment

Internal & External

Kotler, Armstrong, Principles

of Marketing, p 68-71

Case 1: The case of the

cell phone Industry

3. Demographic, political, legal,Kotler, Armstrong, Principlesof Marketing, p 72-79

Powerpoint Slides

Discussion

4. Economic, Cultural, Social, NaturalKotler, Armstrong, Principles


Powerpoint Slides

Discussion

5

Segmentation

Tapan K Panda, Marketing

management, p 232-248

Class discussions

Slides

Critical Thinking Exerc

1(discussed in class by The Prof

Assignment Null (Critical Thinking Exercise 1)


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6Positioning, concept & Issues

USP



.

Lecture

Classroom Discussion

Critical Thinking Exerc

2.

Case 2: The case of Tita

watches

Assignment 1 (Critical Thinking Exercise 2)

(Refer moodle for dates/credits)

7Consumer behavior


management, p 181-188Group presentation

Case 3: Fremco Corpora

8.

Product policy

Layers & features


management, p 273-275Slides

Class exercises

9

Classification of products Tapan K Panda, Marketing


Slides

Role Play

10 Product mix decisions



Slides

Class discussion Group

Case 4: Product

Management- A case ofAmul

11

Product life cycle



Slides

Class Discussion

Role Play


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12

Strategies of PLC



Slides

Class Discussion

Case 5: The case of scis

Assignment 2. (Critical Thinking Exercise 3)(Refer moodle for dates/credits)

13 BLANK Session.

For Revision and Clearing

Doubts, for any student who

has been absent in any

session.

Discussion on Critical

Thinking Exercise 3

14 Brand decisionRajan saxena, marketing


Slides

Discussion

15

Brand awareness

Brand association

Rajan saxena, marketing

management, p 299-302Slides

Class discussions

QUIZ On line quiz on LMS (Check Moodle for deta

16.

Pricing

Significance of pricing

Pricing objectives

Ramaswamy, Namakumari,

Marketing management, p

511-513

Slides

17

Pricing methods

Competition oriented pricing

Cost based pricing



515-518

Discussion


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18. Pricing to value

Product line pricingRamaswamy, Namakumari,


519-520

Power Point Slides

Video case

MID TERM EXAM

19.

Tender pricing

Affordability based pricing



521-523Powerpoint Presentation

20New product pricing strategies



Presentation by Student

Groups

Case 6: Developing a

Pricing Strategy for Clin

All Clear

21

Price changes

Initiating price changes


of Marketing, p 381-383D

iscussion

22.

Distribution channel

functions



Classroom discussion.

Case 7 : The case of As

paints

23 Channel design decisionsKotler, Armstrong, Principles


Powerpoint Presentation

Discussion

Lecture


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24.

Selecting channel members

Motivating


of Marketing, p 411-412Presentation by student groups

25 Physical distribution



26

27

Warehousing & Inventory

Placing products

Store retailing

Kotler, Armstrong,

Principles of Marketing, p

415-419





28

29

Non store retailing

Types of wholesalers




11/16

30

31

32

33

34

35

36

Promotion mix

Advertising

Types of advertising

Sales promotion

Demonstrations

Trade fairs

Sales management

Sales force

Publicity









563-571



574-576



579-589



Case 8: Airtel-The storytell through a tale

Total Lectures 36 (One Hour each.)

Total Contact Hrs 36 x 1 = 36

Note: All the cases mentioned above are provided in Appendix A of this course pack.All the Assignments mentioned above are provided in Appendix B of this course pack


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G. SUGGESTED READINGS:

H :1 (a) TEXT BOOKS: (APA Style)

y Kotler, Armstrong, Principles of marketing, New Delhi, PHI [Prime Text]

y Ramaswamy, Namakumari, Marketing management, New Delhi, Macmillan-2007

(b) RESOURCE BOOKS

y Tapan K Panda, Marketing management, New Delhi, Excel Books-2008

y Rajan saxena, Marketing management, New Delhi, McGraw-Hill-2009

H :2 REFERENCE BOOKS: (APA Style)

George E. Belch & Michael A. Belch, Advertising and promotion, New Delhi,McGraw-Hill

H.3 CASE STUDIES (Title, Module No. and Session No. may be mentioned)

Case No. Module No. Session Title

1. Module 1 Session 2 The case of the cell phone Industry

2. Module 1 Session 6 The case of Titan watches

3. Module 2 Session 7 Fremco Corporation4. Module 3 Session 10 Product Management- A case of Amul

5. Module 3 Session 12 The case of scissors6. Module 4 Session 20 Developing a Pricing Strategy for Clinic All Clear

7. Module 5 Session 22 The case of Asian paints8. Module 6 Session 32 Airtel-The story to tell through a tale

Note :All the cases are provided in Appendix A.


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All the video cases will be given on physical storage media, as they are too

voluminous to be posted on LMS

H.4 WEB SOURCES:

Students will be informed as the course progresses upon specific topics available on theworldwide web

H. 5 further readings

1. The Economic times (News paper) - It is mandatory for every student to read itregularly as it contains all the vital information regarding market. Students areparticularly advised to read The economic times of Wednesday (Brand Equity

Supplement).

Instructions

a) Students need to submit individual assignment and then make a presentation (max. 7minutes)(Details are given along with assignment topics)

b) All students will be divided in groups comprising of 5 students in each group and begiven a relevant topic. Each group will prepare the case, and present it in relevantsessions.

c) Viva-voce would be conducted for those groups for case analysis, if adequate time forpresentations is not there.

d) Students are expected to read the concerned sessions contents in advance beforecoming to the class.

e) The session will be made interactive through active participation from students. Theentire session will be conducted through question-answer, discussion, current practices,examples, problem solving, Brain storming activities, role plays, group discussions andpresentations etc.

f) The case would be given to selected groups (Presenting and Critiquing Groups) whomay be asked to analyze the case/present their views and defend the queries. But theentire class is expected to be prepared for the same and participate in case discussion.

g) Students are expected to refer to books on marketing other than the text book. They

need to go through the websites mentioned in the course plan and may be asked forBook Reviews or Abstract presentation on selected relevant topics from referred

journals/ business magazines HBR/Vikalpa/Indian Management/ Business India/Business World etc.

h) All schedules/announcements must be strictly adhered to.


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Appendix - A.Index of Cases.

CaseNo.

Title

1. The case of the cell phone Industry

2. The case of Titan watches

3. Fremco Corporation

4. Product Management- A case of Amul5. The case of scissors

6. Developing a Pricing Strategy for Clinic All Clear

7. The case of Asian paints

8. Airtel-The story to tell through a tale


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Appendix BIndex of Assignments.

Assignment No. Name

Null Assignment (To be solved in class) Critical Thinking Exercise # 1

Assignment 1 Critical Thinking Exercise # 2



Assignment 1 Students (in group) will present a video case in class related to theTopic of their subject

Assignment 2 Each student will be given a company/brand, the student will berequired to prepare a case on the same

Assignment 3 Keep a track of the story/article on a particular company/brand in

The Economic Times (or any other business newspaper). Preparea detailed note on the evolvement & development of the same.

Note:1. Assignment submission and evaluation will be strictly on LMS only. No

student will submit hard copy of assignment.


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