MARKETING MANAGEMENT

Paper Code: 
CBSG 302
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

Learning Outcome

 (at course level)

Learning and teaching strategies

Assessment Strategies

CO 56.Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.

CO 57.Analysis of marketing environment and its application for creating appropriate marketing mix.

CO 58.Comprehend the strategies used by segmenting and targeting the consumers to position a brand.

CO 59.Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage. 

CO 60.Develop knowledge to create appropriate distribution channels for different kind of products available in the market

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links. 

Learning activities for the students:

Self learning assignments, Role plays, presentation, case study discussions. 

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group 

 

12.00
Unit I: 
Introduction to Marketing

Concept: Definition Nature, Scope and Importance of Marketing
• Marketing Approaches- Production concept, Product concept, Selling concept, Marketing concept, Societal Concept, Holistic marketing concept
• 4 Ps of Marketing Mix, Extension of Marketing mix
• Concept of 4 C’s
• Practical: Case study on Holistic Marketing concept

12.00
Unit II: 
Marketing Environment

Micro and Macro Environment
• Demographic Environment
• Economic Environment
• Political Environment
• Legal Environment
• Socio cultural
• Technological environment (All in Indian context);
• Portfolio approach – Boston Consultative Group (BCG) matrix
• Practical: Analysis of Marketing Environment for any specific industry

10.00
Unit III: 
Segmentation, Targeting and Positioning

• Levels of Market Segmentation
• Basis for Segmenting Consumer Markets
• Market Targeting
• Developing and Communicating Positioning Strategy
• Concept of Positioning Maps
• Practical: Case study on STP

14.00
Unit IV: 
Product and Pricing Decisions

• Concept of Product Life Cycle (PLC),
• PLC Marketing strategies
• Product Classification
• Product Line Decisions
• Product line Strategies
• Packaging & Labeling
• Concept of New Product,
• New Product Development Process.
Pricing Decisions
• Determinants of Price
• Pricing Objectives
• Factors affecting Pricing Decisions,
• Pricing Methods
• Pricing for New Products: Market Skimming and Market Penetration Pricing
• Practical: Case study on Pricing Decision

12.00
Unit V: 
Place & Promotion Mix

• Channel functions
• Channel Levels
• Intensity of Market coverage: Exclusive Distribution, Selective Distribution, Intensive Distribution.
Promotion Mix
• Concept of Integrated Marketing Communications
• Promotional Tools – Advertising, Sales Promotion, Direct Marketing, Public Relations & Publicity and Personal Selling
• Practical: Role play on Significance of Promotion Mix

Essential Readings: 

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

References: 

• Govindarajan, Marketing Management: Concepts, Cases, Challenges and Trends, 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.

Academic Year: 
2023-2024
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