Marketing Management

Paper Code: 
MFM 222
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

To introduce students to the elements of marketing management: marketing environment analysis, customer analysis and competitor analysis, generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.

12.00
Unit I: 
Introduction

Marketing Management : An Introduction
Conceptual framework, Nature and Scope of Marketing, Approaches to Marketing. Marketing-Mix, Developing Marketing Strategies and Plans
Consumer behavior
Consumer Behaviour concepts, Buying Decision Process and factors influencing consumer behaviour

12.00
Unit II: 
Segmentation and Positioning Strategy

Segmentation and Positioning Strategy
Levels and Basis of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing Strategies
Developing Competitive Marketing Strategy
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies

12.00
Unit III: 
Product Planning and Pricing Policies

Product Planning and Pricing Policies
Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods,Factors, Policies and Strategies, Product Life-Cycle

12.00
Unit IV: 
Marketing Communications and Distribution Channels

Marketing Communications and Distribution Channels
Introduction to Marketing Communications,Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions

12.00
Unit V: 
Sustainable Marketing Concepts: Green Marketing, Social Marketing Digital Marketing

Sustainable Marketing Concepts: Green Marketing, Social Marketing
Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital marketing strategies, Social Media Marketing.

Essential Readings: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson ,2013.
• Ahuja Vandana, Digital Marketing, Oxford Higher Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010

References: 

• Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
• Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008

Academic Year: 
2019-2020
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