Principles of Marketing Management

Paper Code: 
MBA-123
Credits: 
4.0
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To introduce students to the elements of marketing analysis: marketing environment analysis, customer analysis and competitor analysis.
  • To familiarize students to the generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
  • To enhance their problem-solving and decision-making abilities in strategic areas of marketing.
10.00
Unit I: 
Marketing Management : An Introduction

Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing, Core Marketing Concepts, Marketing-Mix, Marketing Environment Analysis.

6.00
Unit II: 
Connecting With Customers

Developing Marketing Strategies & Plans, Consumer Behaviour Influences and Buying Decision Process, Customer Engagement and Co Creation

8.00
Unit III: 
Marketing Research and Segmentation

Marketing Research Process, Importance and Application, Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting.

8.00
Unit IV: 
Developing Value Proposition and Positioning Strategy

Developing and Communicating Positioning Strategy, Product Life-Cycle, Marketing Strategies.

8.00
Unit V: 
Developing Competitive Marketing Strategy

Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Porter’s Generic Competitive Strategies, Tapping into Global Markets, Marketing Information System. Marketing Software: Marketo Lead Management 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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