MARKETING MANAGEMENT

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

Course Outcomes

Course outcome

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to –

 

CO61: Familiarize the students with the fundamentals of marketing to enable them to take better marketing decisions.

 

CO62: Discuss and make the students understand the nuances and complexities involved then in various product and pricing decisions.

 

CO63:  Equip the students to take effective distribution decisions for product and services.

CO64: Develop the skills among the students to enable them to design the promotion mix strategies advertising campaigns.

 

CO65: Investigate the current trends in marketing to enable them to take proactive measures while taking marketing decisions.

 

CO66: To evaluate the issues in Marketing of services and aspects of marketing like green marketing.  

Classroom Lectures, Discussion, PPT, Sharing web links, Videos. 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: 
  • Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd.
  • Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons.
  • Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning Implementation and Control, Delhi: Macmillan India Ltd. 
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd

 

References: 
  • Bose B.S., Marketing Management, Himalaya Publishing House Pvt. Ltd.
  • Ellis,N., Fitchett, J., Higgins, M.  Marketing a critical Textbook, sage South Asia.
  • Lal,R.,  Quelch,J. A., Rangan,V. K. Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd.
  • Baines,P.,  Fill, C.,  Page, K. Marketing, Oxford university Press
  • Lacobucci , D.,  Kapoor,A.,  Marketing Management, Cengage Learning Pvt. Ltd.

Note: Latest edition of the readings may be used.

 

e-RESOURCES

·         https://www.youtube.com/watch?v=eAgV5uZJxJc

·         Solomon, Michael Consumer Behavior: Global Edition –

http://ebookcentral.proquest.com/lib/iisuniv- ebooks/home.action

Journals

  • Journal of Marketing
  • Journal of New Business Ventures

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Academic Year: 
2022-2023
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