Marketing Management

Paper Code: 
MRM 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: 
Marketing Management :

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

12.00
Unit II: 
Marketing Research, Segmentation and Positioning Strategy

Marketing Research, Segmentation and Positioning Strategy
Marketing Research Process, Importance and Application, Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing 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: 
Developing Competitive Marketing Strategy

Developing Competitive Marketing Strategy
Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies
*Case studies related to entire topics are to be taught.

Essential Readings: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007.
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.

References: 

• 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

Academic Year: 
2019-2020
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