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Marketing Management [1]

Paper Code: 
25CBSG302
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to appraise and assess the marketing concepts, build appropriate marketing strategies to enhance their market reach.

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25CBSG302

Marketing Management

(Theory)

 

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

 

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation)

Learning activities for the students:

Role Play activities/ Group Discussions/ Class presentation 

 

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

 

 

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

12.00
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

12.00
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 (Marketing channels) & Promotion

· 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

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: 

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/ [2]

• Marketing Research, https://REFERENCE JOURNALS.sagepub.com/ [2]

 

REFERENCE JOURNALS:

• Marketing Management, https://REFERENCE JOURNALS.sagepub.com/ [2]

• Vikalpa (P+O), http:// sagepub.com

Academic Year: 
2025-2026 [3]

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Source URL: https://accountingtaxation.iisuniv.ac.in/courses/subjects/marketing-management-1

Links:
[1] https://accountingtaxation.iisuniv.ac.in/courses/subjects/marketing-management-1
[2] https://journals.sagepub.com/
[3] https://accountingtaxation.iisuniv.ac.in/academic-year/2025-2026