Marketing Management

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

Course Objectives:

The objective of this course is to

  1. Acquaint students with the basic concepts of marketing management and marketing strategies
  2. Enable students to learn about competitive environment and different situations affecting marketing choices

 

Course Outcomes (COs):

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Describe fundamental marketing concepts, approaches, scope of market and consumer behaviour
  2. Explain market segmentation, target marketing, and market positioning
  3. Discuss how different situations in the competitive environment will affect choices in marketing
  4. Identify the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix.
  5. 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

 

 

12.00
Unit I: 
Marketing Management:

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 Labelling, 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

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
• 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: 
2020-2021
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