Marketing Management

Paper Code: 
Contact Hours: 
Max. Marks: 

The Course aims at equipping the students with the knowledge of the marketing aspect of business and help them learn the marketing mix concepts.

Unit I: 
Unit I

  Marketing-Concept, nature, scope and importance

Marketing Mix -Concept, Importance and components Marketing environment- micro and macro environment and their impact on Marketing decisions; Market Segmentation – Concept and Importance; Basis and Factors determining the Choice of Basis; Market Targeting and positioning strategies.

Unit II: 
Unit II

Product : Concept, Definition, New Product Development, Product line policies and strategies, Product Life Cycle and Strategies, Branding, Packaging and other product features (only concepts). Price: Factors affecting price determination; Process, methods Pricing Policies and Strategies

Unit III: 
Unit III

Physical distribution: Nature, Functions, Types of distribution channel; factors affecting the choice of distribution channels, Retailing and wholesaling; meaning, nature, significance and factors affecting the choice of physical distribution

 Promotion: Advertising, personal selling, sales-promotion, publicity and public relations.

Unit IV: 
Unit IV

 Consumer Behaviour – Meaning, nature and importance,Factors influencing buyer behaviour , Buyer decision process .

Marketing Organistaion- Types and factors affecting the designing of a marketing organisation

 Marketing Control - Objectives,benefits, process and techniques.

Unit V: 
Unit V

Issues and developments in marketing :

Social, ethical and legal aspects of Marketing; Marketing of Services-Banking, Transport and Insurance; International Marketing; Green marketing; Cyber Marketing; Relationship Marketing and other developments in Marketing

 E‐Marketing : Meaning , Objectives, Importance and advantages ; e‐retailing practices, On‐line merchandising

Essential Readings: 

Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd., Delhi, 12th ed. 1. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi, 2005, 3rd ed.

2. Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd., 3rd ed.

3. Kothari, Rakesh; Mehta, Anil and Sharma, Ashok, Marketing Management¸ Ramesh Book Depot, Jaipur


1. Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi, 7th ed.

2. Sherlekar, S., Marketing Management, Himalaya Publishing House, Mumbai, 2006, 13th ed.

3. Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi, 1995.

4. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill, 1994

5. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi, 1997.

Academic Year: