Coming soon
Marketing Management
This course will enable the students to appraise and assess the marketing concepts, build appropriate marketing strategies to enhance their market reach.
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Course |
Learning Outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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24CBSG311 |
Marketing Management (Theory)
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CO73: Categorize and construct strategies for 4p’s and develop holistic marketing view towards business operations. CO74: Evaluate the components of marketing environment and assess them for creating suitable marketing strategies. CO75: Plan strategies for segmenting and targeting the consumers for successful positioning of brands in the market. CO76: Suggest sustainable product and pricing strategies for contemporary organizations through cautious consideration of various product concepts and different pricing techniques. CO77: Plan appropriate distribution strategies and promotional programs for different offerings of the firms. CO78: Contribute effectively in course-specific interaction
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Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation) Learning activities for the students: Role Play activities/ Group Discussions/ Class presentation
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Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.
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- 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
- 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
- Levels of Market Segmentation
- Basis for Segmenting Consumer Markets
- Market Targeting
- Developing and Communicating Positioning Strategy
- Concept of Positioning Maps
- 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
- 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
- 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
- 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/
- Marketing Research, https://REFERENCE JOURNALS.sagepub.com/
REFERENCE JOURNALS:
- Marketing Management, https://REFERENCE JOURNALS.sagepub.com/
- Vikalpa (P+O), http:// sagepub.com
