This paper describes authors' experiences of designing a case based compulsory marketing course for Post Graduate Programme (PGP) in Management (equivalent to MBA) at Indian Institute of Management, Ahmedabad (IIMA). Given the course objectives, set in context of the programme objectives, the participants profile, and the overall learning culture at IIMA; the paper discusses the experiences of design of (I) overall course structure, (ii) different types of modules in the course, and (iii) learning climate in the course. Approaches used for improving the design of each of these over the last 20 years along with assessments of the approaches as well as the currently unresolved issues are presented. The paper concludes with some remarks useful for improving the design of the course and its modules as well as learning climate. Implications for improved design of case based functional area courses as well as other compulsory course offered in PG Programmes are also presented in the end.