MARKETING MANAGEMENT

Paper Code: 
CBSG 311
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

 

Course Outcome

Learning and teaching strategies

Assessment Strategies

CO61:   Categorize 4 P’s and develop conceptual skill to segment the market of a business firm.

CO62: Analysis of marketing environment and its application for creating appropriate marketing mix.

CO63: Comprehend the strategies used for segmenting and targeting the consumers to position a brand.

CO64:   Correlate the concept of PLC with the different products available in the market and understand the strategies applied at each stage. 

CO65:   Develop knowledge to create appropriate distribution channels for different kind of products available in the market

Approach in teaching:

Interactive Lectures, Discussion, PPT, Sharing web links. 

 

Learning activities for the students:

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

Class test, Semester end examinations, Quiz, Assignments, Presentation, Individual and group 

 

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

 

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

 

10.00
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

 

14.00
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

 

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
     

 

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: 
  • 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:

 

Journals:

 

 

 

Academic Year: 
2023-2024
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