Marketing Management

Paper Code:

24GBBA402A

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

This course will enable the students to learn about the emerging concepts in marketing and create understanding of competitive marketing strategy.

Course Outcomes:

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24GBBA 402A

Marketing Management (Theory)

CO181B: Create a strong conceptual knowledge of fundamentals of Marketing Management.

CO182B: Evaluate strategic marketing methodologies, to develop well-informed assessments and strategic insights.

CO183B: Examine the formulation of competitive marketing strategies, to discern their effectiveness and strategic implications in the marketplace.

CO184B: Assess emerging concepts in marketing for addressing evolving marketing landscapes

CO185B: Analyse emerging marketing concepts in contemporary marketing environments.

CO186B: Contribute effectively in course-specific interaction.

Approach in teaching:

Interactive sessions, Case Study discussions, Reading Assignments

Learning activities for the students:

Self-learning assignments, Classroom Presentations, Project tasks

Continuous Assessment Test, Semester End Examinations, Quiz, 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

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

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

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

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:

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. Dave Chaffey,Fiona Ellis-Chadwick,Digital Marketing: Strategy, Implementation and Practice, 5/E, Pearson
4. Bateson, Hoffmam, Services Marketing, Cengage Learning Ahuja Vandana, Digital Marketing, Oxford Higher Education

References:

Suggested Readings:

1. Govind Rajan, Marketing Management: Concepts, Cases, Challenges and Trends, 2^nd edition, PHI Learning Private Ltd.

2. John Mullins, Orville C. Walker, Harper W. Boyd, Marketing Management-A Strategic Decision-Making Approach, Tata McGraw Hill

3. Chandra Bose, Modern Marketing: Principles and Practice, PHI Learning Private Ltd.

E- Resources:

1. iisu@yopmail.com

2. iisu@yopmail.com

https://www.slideshare.net/versatileBschool/marketing-management-450525

Academic Year:

2024-2025