Marketing Management

Paper Code: 
GBBA 402A
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

• Create a strong conceptual knowledge of fundamentals of Marketing Management.

• Create understanding of the nature and characteristics of marketing of Services.

• Understanding strategy in a marketing context.

• Create understanding of competitive marketing strategy.

• Create the understanding of the emerging concepts in Marketing.

Course Outcomes (COs):

 

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

CO 302:  Create a strong conceptual knowledge of fundamentals of Marketing Management

CO 303: Create understanding of the nature and characteristics of marketing of Services.

CO 304: Understanding strategy in a marketing context.

CO 305: Developing Competitive Marketing Strategy.

CO 306: Create the understanding of the emerging concepts in Marketing.

Approach in teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration

 

Learning activities for the students:

Self-learning assignments, Effective questions, Seminar presentation, Group tasks

 

Class test, Semester end examinations, Case Studies Quiz, Assignments, Presentation, Individual and group projects

  

 

12.00
Unit I: 
Marketing of Services

Marketing of Services – Concept of Services , , Difference between Goods and Services, Unique Characteristics of Services, 7Ps of Expanded Marketing Mix, Service Marketing Triangle

12.00
Unit II: 
Strategic Marketing

Strategic Marketing: Developing Marketing Strategies and Plans for Growth and Downsizing, The Marketing Plan: Strategies and Processes, Marketing Organization; Concept and Structure, Marketing Control: Concept and Techniques

12.00
Unit III: 
Developing Competitive Marketing Strategy

Developing Competitive Marketing Strategy
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Followers and Nichers; Offensive and Defensive strategies

12.00
Unit IV: 
Emerging Concepts of Marketing-I

Emerging Concepts of Marketing-I
Green Marketing: Concept, Problems and Challenges in Green Marketing
Social Marketing: Concept and Definition, Scope, Problems and: Challenges, Social Marketing Campaigns. Environmental Concerns in Marketing.
Marketing Ethics: Ethical Issues in Marketing

12.00
Unit V: 
Emerging Concepts of Marketing-II

Emerging Concepts of Marketing-II
Introduction to Internet Marketing, Digital Marketing: Digital Marketing Process, Digital Marketing & Traditional Marketing, Digital Marketing Strategies
Social Media Marketing: Social Media Mix,
Viral and Buzz Marketing: Elements of a Viral Marketing Strategy
Concept of Multi level Marketing,

Essential Readings: 

1. Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha : Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education
2. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
3. Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd edition, PHI Learning Private Ltd.
4. John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
5. Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.
6. Dave Chaffey,Fiona Ellis-Chadwick,Digital Marketing: Strategy, Implementation and Practice, 5/E, Pearson
7. Bateson, Hoffmam, Services Marketing, Cengage Learning
8. Ahuja Vandana, Digital Marketing, Oxford Higher Education

Academic Year: 
2020-2021
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