Coming soon
Marketing Management
This course will enable the students to appraise and assess the marketing concepts, build appropriate marketing strategies to enhance their market reach.
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Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24CBSG302 |
Marketing Management (Theory)
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CO67: Categorize and construct strategies for 4p’s and develop holistic marketing view towards business operations. CO68: Evaluate the components of marketing environment and assess them for creating suitable marketing strategies. CO69: Plan strategies for segmenting and targeting the consumers for successful positioning of brands in the market. CO70: Suggest sustainable product and pricing strategies for contemporary organizations through cautious consideration of various product concepts and different pricing techniques. CO71: Plan appropriate distribution strategies and promotional programs for different offerings of the firms. CO72: Contribute effectively in course-specific interaction
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Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) Learning activities for the students: Role Play activities/ Group Discussions/ Class presentation
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Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.
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• 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
• 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
• 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
• 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
• Channel functions
• Channel Levels
• Intensity of Market coverage: Exclusive Distribution, Selective Distribution, Intensive Distribution Promotion
• 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
• 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
SUGGESTED READINGS
• 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.
E- Resources:
• Indian Journal of Marketing, https://REFERENCE JOURNALS.sagepub.com/
• Marketing Research, https://REFERENCE JOURNALS.sagepub.com/
REFERENCE JOURNALS:
• Marketing Management, https://REFERENCE JOURNALS.sagepub.com/
• Vikalpa (P+O), http:// sagepub.com
