Course Objective
1. 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.
Course Outcomes
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
|
CO 51:Understand fundamental marketing concepts, approaches, scope of market and consumer behavior. CO 52:Understand market segmentation, target marketing, and market positioning CO 53:Understand how different situations in the competitive environment will affect choices in marketing. CO 54:Identify the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix CO 55:Explore the role and importance of digital marketing in today’s rapidly changing business environment. |
Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study
Learning activities for the students: Self-learning assignments, presentations |
Class test, Semester end examinations, Quiz, Assignments, Presentation |
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
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
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
Marketing Communications and Distribution Channels
Introduction to Marketing Communications,Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions
Sustainable Marketing Concepts: Green Marketing, Social Marketing, Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital marketing strategies, Social Media Marketing.
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• Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
• 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, Marketing, Oxford university Press 2008