Marketing Management

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

This course will enable the students to –

  • Enable students to learn about the emerging concepts in Marketing.
  • Create understanding of competitive marketing strategy.

Course Outcomes (COs):

 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

GBBA 402A

Marketing Management

CO 205: Create a strong conceptual knowledge of fundamentals of Marketing Management

CO 206: Create understanding of the process and the growth of marketing.

CO 207: Understanding competitive marketing strategies.

CO 208: Learning about the concept of Green marketing and environmental concerns in marketing also highlights the ethical issues in marketing.

CO 209: Create the understanding of the emerging concepts of Digital marketing, Social media and multilevel marketing.

CO 210: To create understanding about internet marketing.

Approach in teaching:

Interactive Hours,  Group discussions, problem solving sessions.

 

Learning activities for the students:

Self learning assignments, Effective questions,  Chart preparation.

Class test, Semester end examinations, 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: Ansoff’ Product Market Matrix, Retrenchment Strategy. Control of Marketing Operations: Concept and Techniques, Process.

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
Marketing Ethics: Ethical Issues in Marketing
Green Marketing: Concept, Challenges in Green Marketing
Social Marketing: Concept and Definition, Scope, Problems and: Challenges,
Social Marketing Campaigns. Environmental Concerns 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.

Essential Readings: 

• Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education
• Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill
• Dave Chaffey,Fiona Ellis-Chadwick,Digital Marketing: Strategy, Implementation and Practice, 5/E, Pearson
• Bateson, Hoffmam, Services Marketing, Cengage Learning Ahuja Vandana, Digital Marketing, Oxford Higher Education

References: 

Suggested Readings:
• Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2nd edition, PHI Learning Private Ltd.
• John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill
• Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.

E- Resources:
• iisu@yopmail.com
• iisu@yopmail.com
• https://www.slideshare.net/versatileBschool/marketing-management-45052508

Journals:
• Indian Journal of Marketing, https://journals.sagepub.com/
• Marketing Research, https://journals.sagepub.com/
• Marketing Management, https://journals.sagepub.com/
• Vikalpa (P+O), http:// sagepub.com

Academic Year: 
2022-2023
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