Marketing Management

Paper Code: 
24BSG321
Credits: 
6
Contact Hours: 
90.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to learn the concept of marketing, its 4 P’s and application of aspects of marketing in real situation considering the market environment. 

 

Course Outcomes (COs):

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course title

 

24BSG321

 

 

Marketing Management

(Theory)

CO61: Outline fundamentals of marketing, marketing mix and STP model for better marketing decisions.

CO62: Discuss nuances and complexities in product related decisions, branding, packaging and pricing.

CO63:  Illustrate effective distribution decisions, promotion & communication for products and services.

CO64: Develop skills related to consumer behavior, designing a marketing organization & effective marketing control.

CO65: Investigate the current issues & developments in marketing.

CO66: Contribute effectively in course-specific interaction.

 

Approach in teaching: Classroom Lectures, Discussion, PPT, Sharing web links, Videos.

 

Learning activities for students:

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

CA test,

Quiz, Assignments, Presentation, Semester End Exams.

 

18.00
Unit I: 
Introduction to Marketing, Marketing Mix & STP Model

                          

  • 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 and Price

·         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: 
Place & Promotion

                                                                           

·         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, Marketing Organization and Marketing Control

 

·         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 & Development in Marketing and E Marketing

       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 Readings :

  1. Kotler, Philip and Keller, Kevin Lane, Marketing Management, Pearson Education (Singapore) Pte. Ltd.
  2. Varshney, R. L. and Gupta, S. L., Marketing Management: Text and Cases-An Indian Perspective, Sultan Chand & Sons.
  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

 

References: 

Suggested Readings:

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

Note: Latest edition of the readings may be used.

 

e-Resources:

  1. https://www.youtube.com/watch?v=eAgV5uZJxJc
  2. Solomon, Michael Consumer Behavior: Global Edition –http://ebookcentral.proquest.com/lib/iisuniv- ebooks/home.action

 

Academic Year: 
2024-2025
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