PGDM Core Subject
Marketing Management - II
Course Objective
2. Course Description
This course advances the marketing dialogue by focusing on Product Strategy, Integrated Branding, and the Digital Transformation of the marketing mix. Students will move beyond "The 4 Ps" to architect sustainable brand ecosystems and lead product innovation cycles. The course emphasizes Digital Fluency by integrating data-driven insights with persuasive storytelling.
3. Course Objectives (Learning Goals)
- To design and manage Product Portfolios using life-cycle and innovation frameworks.
- To architect Brand Equity and resonance using contemporary positioning strategies.
- To integrate Emerging Technologies (AI, Analytics) into the marketing and branding mix for enhanced operational efficiency.
- To formulate Ethical Marketing strategies that protect consumer data and align with ESG standards.
4. Course Outcomes (COs)
Mapped to Bloom’s Taxonomy and Taxila’s Program Outcomes (POs).
|
CO Code |
Course Outcome Description |
Bloom's Level |
Primary PO Mapping |
|
CO1 |
Explain advanced concepts in Product Management, Branding, and Digital Marketing channels. +2 |
Understand (L2) |
PO1 |
|
CO2 |
Apply Pricing and Channel Management strategies to maximize revenue and market penetration. +1 |
Apply (L3) |
PO1 |
|
CO3 |
Analyze Brand Health and competitive movements using digital consumer insights and analytics. +3 |
Analyze (L4) |
PO2 |
|
CO4 |
Evaluate global marketing strategies for ethical governance and sustainability compliance (ESG). +1 |
Evaluate (L5) |
PO6 |
|
CO5 |
Design an integrated Digital Branding and Innovation plan for a new business venture. +4 |
Create (L6) |
PO5 |
5. CO-PO Articulation Matrix
Correlation: 3 (High), 2 (Medium), 1 (Low).
|
CO Code |
PO1 |
PO2 |
PO3 |
PO4 |
PO5 |
PO6 |
PO7 |
PO8 |
|
CO1 |
3 |
1 |
- |
2 |
2 |
- |
- |
1 |
|
CO2 |
3 |
2 |
- |
1 |
2 |
- |
- |
2 |
|
CO3 |
2 |
3 |
1 |
2 |
1 |
- |
- |
2 |
|
CO4 |
1 |
2 |
2 |
- |
- |
3 |
3 |
- |
|
CO5 |
2 |
2 |
2 |
3 |
3 |
2 |
1 |
3 |
|
AVG |
2.2 |
2.0 |
1.7 |
2.0 |
2.0 |
2.5 |
2.0 |
2.0 |
6. Assessment Scheme (Taxila Standard)
|
Component |
Marks |
Description |
Mapped CO |
|
Simulation |
20 |
Taxila Lab Simulations: • Sim 1 (10 Marks): The Brand Launch (Product Design). • Sim 2 (10 Marks): The Digital Ad Bidding War (Channel Optimization). |
CO2, CO3, CO5 |
|
Case Study |
10 |
"The Brand Pivot": Analyzing a legacy brand's digital transformation using AI-driven insights. |
CO3 |
|
Presentation |
10 |
"Innovation Pitch": Defending a new product-market entry strategy. |
CO5 |
|
Mid Term |
10 |
Written exam covering Modules 1 & 2 (Product & Pricing). |
CO1, CO2 |
|
Project |
10 |
"Digital Brand Audit": Forensic analysis of a brand’s digital footprint and ethical compliance. |
CO4 |
|
Class Participation |
10 |
Participation in war-gaming and real-time dashboard analysis. |
All |
|
End Term |
30 |
Comprehensive written exam covering all modules. |
All |
7. Detailed Syllabus & Session Plan (20 Sessions)
Each session is 90 minutes of class time plus 60 minutes of pre-class preparation.
Module 1: Product Strategy & Innovation (Sessions 1-5)
- Session 1: Advanced Product Management
Topic: Product Lines, Mix, and the "Whole Product" Concept.
Pre-Class Prep: Read Kotler, Chapter 11 ("Setting Product Strategy").
- Session 2-3: The Innovation Cycle
Topic: Zero-to-One Product Development and Prototyping.
Pre-Class Prep: Read Case: Mountain Man Brewing Co. (HBS).
- Session 4: Lifecycle Strategies
Topic: Managing maturity and revitalizing declining brands.
Pre-Class Prep: Task: Graphing the PLC of a current tech product
- Session 5: Taxila Lab Simulation 1
Topic: "The Brand Launch" – Designing and iterating a product based on live consumer feedback loops.
Module 2: Strategic Branding & Pricing (Sessions 6-11)
- Session 6-7: Brand Architecture & Equity
Topic: Aaker’s Model and Brand Resonance.
Pre-Class Prep: Read Case: Rosewood Hotels & Resorts (HBS).
Session 8-9: Strategic Pricing Models
Topic: Dynamic Pricing, Bundling, and Value-Based Pricing.
Pre-Class Prep: Read Case: Dynamic Pricing at Uber (HBS).
- Session 10: Taxila Lab Simulation 2
Topic: "The Digital Ad Bidding War" – Real-time channel optimization to minimize Customer Acquisition Cost (CAC).
- Session 11: Case Study: "The Brand Pivot"
Topic: Forensic analysis of brand failure and recovery.
Module 3: Integrated Marketing & Channels (Sessions 12-16)
- Session 12-13: Omnichannel Strategy
Topic: Integrating Brick-and-Mortar with Digital Commerce.
Pre-Class Prep: Read Note on "The Seamless Omnichannel Experience."
- Session 14: Digital Marketing Integration
Topic: Search, Social, and the role of Generative AI in content creation.
Pre-Class Prep: Task: Create an AI-assisted Brand Persona for a startup.
- Session 15: Ethical Marketing & Governance
Topic: Data Privacy (DPDP Act), Algorithmic Bias in ads, and Truth in Advertising.
Pre-Class Prep: Read Article: "Dark Patterns in Digital Marketing."
- Session 16: Marketing Analytics Dashboarding
Topic: Visualizing ROI and Brand Sentiment using tools like Power BI/Tableau.
Module 4: Agile Branding & Capstone (Sessions 17-20)
- Session 17: Agile Marketing Methodologies
Topic: Iterative campaign management and cross-functional "Scrum" marketing teams.
Pre-Class Prep: Read The Agile Marketing Manifesto.
- Session 18-19: Capstone Presentation: "Innovation Pitch"
Topic: Defending a complete brand and product expansion strategy.
Pre-Class Prep: Finalize slides and rehearse.
- Session 20: Future of Marketing & Final Review
Topic: Human-centric value strategy and the role of EQ in storytelling.
8. Textbooks & Resources
- Mandatory Textbook: Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy, and Mithileshwar Jha (Pearson - Indian Context Edition).
- Lab Resources:
Taxila Lab Sim 1: The Brand Launch.
Taxila Lab Sim 2: The Digital Ad Bidding War.