MARKETING MANAGEMENT

Paper Code: 
MBB 222
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (Cos):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

 
 

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

 

CO 59:Analyze fundamental marketing concepts, approaches, scope of market and consumer behavior.

CO 60:Analyze market segmentation, target marketing, and market positioning

CO 61:Analyze how different situations in the competitive environment will affect choices in marketing.

CO 62:Analyze the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix

CO 63: Examine the role and importance of digital marketing in today’s rapidly changing business environment.

CO 64: Develop competitive marketing strategy

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 
 

 

12.00

Marketing Management: An Introduction                                                                 

Conceptual framework, Nature and Scope of Marketing, Approaches to Marketing. Marketing-Mix, Developing Marketing Strategies and Plans

Consumer Behavior

Consumer Behaviour concepts, Buying Decision Process and factors influencing consumer behaviour

 

12.00

Segmentation and Positioning Strategy                                                                   

Levels and Basis of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing Strategies

Developing Competitive Marketing Strategy

Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies

 

12.00

Product Planning and Pricing Policies                                                                      

Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods,Factors, Policies and Strategies, Product Life-Cycle

 

12.00

Marketing Communications and Distribution Channels                                             

Introduction to Marketing Communications, Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions

 

12.00

Sustainable Marketing Concepts: Green Marketing, Social Marketing            

Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital marketing strategies, Social Media Marketing.

*Case studies related to entire syllabus are to be taught

 

Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, MithileshwarJha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson ,2013.
  • Ahuja Vandana, Digital Marketing, Oxford Higher Education
  • RajanSaxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
  • Rajiv Lal, John A. Quelch, V. KasturRangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009

 

References: 

 Suggested Readings:

  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008

 

E Resources:

Journals:

  • Consumer Behaviour
  • Journal of Marketing
  • Marketing Management
  • Marketing Research

 

 

Academic Year: 
2022-2023
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