Marketing Management

Paper Code: 
25CBSG302
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to appraise and assess the marketing concepts, build appropriate marketing strategies to enhance their market reach.

 

Course Outcomes: 

Course

Learning Outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25CBSG302

Marketing Management

(Theory)

 

CO67: Categorize and construct strategies for 4p’s and develop holistic marketing view towards business operations.

CO68: Evaluate the components of marketing environment and assess them for creating suitable marketing strategies.

CO69: Plan strategies for segmenting and targeting the consumers for successful positioning of brands in the market.

CO70: Suggest sustainable product and pricing strategies for contemporary organizations through cautious consideration of various product concepts and different pricing techniques.   

CO71: Plan appropriate distribution strategies and promotional programs for different offerings of the firms.

CO72: Contribute effectively in course-specific interaction

 

Approach in teaching: Class room Lecture (Theory/ Using Power Point Presentation)

Learning activities for the students:

Role Play activities/ Group Discussions/ Class presentation 

 

Class participation, tutorial assignments and presentations, class tests, C A Test, Semester End Exams.

 

 

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

Practical: Case study on Holistic Marketing concept

 

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

Practical: Analysis of Marketing Environment for any specific industry

 

12.00
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

Practical: Case study on STP

 

12.00
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

Practical: Case study on Pricing Decision

 

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

Practical: Role play on Significance of Promotion Mix
 

 

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.

 

Academic Year: 
2025-2026
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