Marketing Management

Paper Code:

24CDMK 202

Credits:

Contact Hours:

4.00

Max. Marks:

100.00

Objective:

This course will enable the students to understand of marketing strategies and develop innovative marketing strategies that integrate elements of social marketing and competitive marketing to create a comprehensive approach.

Course Outcomes:

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course

Title

24CDMK 202

Marketing Management

(Theory)

CO 51: Examine various viewpoints on the marketing of services, dissecting their underlying principles and exploring how they interact to shape marketing mix.

CO 52: Analyze the effectiveness of various strategies in marketing, evaluating their impact on the development of marketing plans for growth and downsizing.

CO 53: Evaluate the effectiveness of various competitive strategies employed by market participants, critically assessing their impact on market positioning and competitive advantage, to inform the development of a comprehensive corporate strategy.

CO 54: Create a range of business strategies to promote Green Marketing, identifying key problems and challenges faced in its implementation.

CO 55: Assess the role of each component in the Social Media Mix, determining their relative importance and impact on overall marketing strategy effectiveness.

CO 56: Contribute effectively in course-specific interaction.

Approach in

teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments

Learning activities

for the students:

Self-learning assignments, Effective

questions, Giving tasks

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

12.00

Unit I:

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 and Managing the Marketing Effort:

Understanding strategy in a marketing context. The Marketing Plan: Strategies and Processes, Developing Marketing Strategies and Plans for Growth and Downsizing, Managing the Marketing effort, Marketing Organization

12.00

Unit III:

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:

Green Marketing; Social Marketing:

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

12.00

Unit V:

Emerging Concepts of Marketing:

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. Kotler, P. & Keller, K. L.: Marketing Management, Pearson.
2. Kotler, P., Armstrong, G., Agnihotri, P. Y., &Ul Haq, E.: Principles of Marketing: A South Asian Perspective, Pearson.
3. Ramaswamy, V.S. &Namakumari, S.: Marketing Management: Global Perspective-Indian Context, Macmillan Publishers India Limited.

References:

Suggested Readings:
1. Zikmund, W.G. & D’ Amico, M.: Marketing, Ohio: South-Western College Publishing
2. Saxena Rajan, Marketing Management, McGraw Hill Education

E-Resources
1. https://www.youtube.com/embed/Ihu8kAhGIo0
2. https://www.youtube.com/embed/UeWMoukOO0o

Journals:
1. http://oorja.org.in/PdfData/Oorja%20May-Aug%202005_Hemant%20Anand.pdf

Academic Year:

2024-2025