Marketing Management

Paper Code: 
BSG 321
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

The course will enable students to -

  1. Equip the students with the knowledge of the marketing aspect of business.
  2. Help them learn the marketing mix concepts.

 

COURSE OUTCOMES (Cos):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

BSG  321

Marketing Management

(Theory ) 

The students will be able to –

 

CO49: To familiarize the students with the fundamentals of marketing to enable them to take better marketing decisions.

CO50: To discuss and make the students understand the nuances and complexities involved then in various product and pricing decisions.

CO51: To equip the students to take effective distribution decisions for product and services.

CO52: To develop the skills among the students to enable them to design the promotion mix strategies advertising campaigns.

CO53: To make the students aware about the current trends in marketing to enable them to take proactive measures while taking marketing decisions. 

Approach in teaching:

Classroom Lectures, Discussion, PPT, Sharing web links, Videos .

 

Learning activities for the students:

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

Class test,

Semester end examinations,

Quiz, Assignments, Presentation, Individual and group projects

 

18.00
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.

18.00
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

18.00
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.

18.00
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.

18.00
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: 

Essential Reading:

1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd., Delhi.

2. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons, New Delhi.

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

4. Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd.

5. Bose B.S., Marketing Management, Himalaya Publishing House Pvt. Ltd..

6. Nick Ellis, James Fitchett, Matthew Higgins: Marketing a critical Textbook, sage South Asia.

7. Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing :Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd

8. Paul Baines, Chris Fill, Kelly Page marketing, Oxford university Press

9. Dawn Lacobucci and Avinash Kapoor, Marketing Management, Cengage Learning Pvt. Ltd.

10. David A. Aaker; Strategic Market Management (5th Edition); John Wiley & Sons (Asia) Pte. Ltd.

11. Greg W. Marshall, Mark W. Johnson, Marketing Management, Tata McGraw Hill.

12. Positioning: The Battle for Your Mind: Al Ries & Jack Trout, Tata McGraw-Hill

13. Michael J Etzel, Bruce J Walker, William J Stanton, Ajay Pandit, Marketing, 14e, McGraw Hill Education, Special Indian Edition.

14. Dhruv Grewal, Michael Levy, Marketing, McGraw Hill Education, Special Indian Edition.

References: 
  1. Saxena. Rajan, Marketing Management, Tata McGraw-Hill Publishing Co. Ltd., New Delhi. 
  2. Sherlekar, S., Marketing Management, Himalaya Publishing House, Mumbai. 
  3. Gandhi, J. C., Marketing Management –An Introduction, Tata Mc-Graw Hill Publishing Co. Ltd., New Delhi.
  4. Stanton, William, J. Fundamentals of Marketing, New York, McGraw Hill,
  5. Kotler, Philip and Armstrong, Principles of Marketing, Prentice Hall of India, New Delhi.
  6. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill.

 

Note: Latest edition of the readings may be used.

 

 

 

 

 

Academic Year: 
2020-2021
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