Marketing Management

Paper Code: 
MBA- 223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To introduce students to the various marketing mix strategies.
  • To familiarize students with the concept of customer equity, managing marketing effort, and assessment of marketing performance.
  • To enable students to combine their earlier knowledge in the strategic areas of marketing with that in the tactical marketing strategies to improve their problem solving and decision-making abilities in the real life business situations.
Unit I: 
Product Planning and Branding

Marketing Mix Strategy, Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Branding and Brand Management, Packaging and Labelling, New Product Development Process.

Unit II: 
Pricing Policies and Strategies

Factors Affecting Pricing Decision, Pricing Methods, Policies and Strategies, Initiating and Responding to Price Changes.

Unit III: 
Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Communications, Advertising, Sales-Promotion, Personal Selling and Digital Marketing.

Unit IV: 
Designing and Managing Distribution Channels

Role of Marketing Channels, Channel-Design Decisions, Channel-Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation, Managing Wholesaling and Retailing, e-commerce marketing practices.

Unit V: 
Managing the Marketing Effort

Marketing Organisation, Control of Marketing Operations, Objectives, Benefits and Techniques, Customer Value and Customer Relationship Management. Marketing Software- TrackerRMS CRM Software.

Essential Readings: 
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Bose B.S., Marketing Management, Himalaya Publishing House Pvt. Ltd., 2014.
  • Nick Ellis, James Fitchett, Matthew Higgins: Marketing a critical Textbook, sage South Asia, 2012.
  • 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
  • Dawn Lacobucci and Avinash Kapoor, Marketing Management, Cengage Learning Pvt. Ltd. 2011
  • David A. Aaker; Strategic Market Management (5th Edition); John Wiley & Sons (Asia) Pte. Ltd. 2000.
  • Greg W. Marshall, Mark W. Johnson, Marketing Management, Tata McGraw Hill.
  • Positioning: The Battle for Your Mind: Al Ries & Jack Trout, Tata McGraw-Hill
  • Michael J Etzel, Bruce J Walker, William J Stanton, Ajay Pandit, Marketing, 14e, McGraw Hill Education, Special Indian Edition.
  • Dhruv Grewal, Michael Levy, Marketing, McGraw Hill Education, Special Indian Edition.
References: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2013.
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
Academic Year: 
2018-2019
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