CP-202
: MARKETING MANAGEMENT
Note: - the examiner will set eight questions in all. [Link].1, comprising of seven short answer type questions, shall be
compulsory. There would be one question in the form of case study. In all, the student would be required to attempt
five questions. All question carry equal marks.
Course Contents
Nature, Scope and Concept of Marketing, Corporate Orientation towards the Market
Place; The Marketing Environment and Environment Scanning; Marketing Information
System and Marketing Research; Understanding Consumer and Industrial markets;
Market Segmentation, Targeting and Positioning; Product Decision and Product-Mix,
product life cycle, new product development, branding and packaging decisions; Pricing
Method and Strategies; Promotion Decision- Promotion Mix, Advertising, Sales promotion,
Publicity and Personal selling; Channel Management- Types and Functions, Selection, Co-
operation and Conflict management, vertical marketing implementation and systems,
Marketing logistics; Organising and implementing marketing in the organisation; Evaluation
and control of marketing efforts; Ethics in marketing; New issues in marketing-
Globalisation, Consumerism, Green marketing, Direct marketing, Network marketing, Event
marketing.
Suggested Readings:
1. Kotler, Philip and Armstrong, G: Principle of Marketing, New Delhi Prentice Hall of India, 2002.
2. Kotler, Philip: Marketing Management, 11th ed., New Delhi, PHI, 2002.
3. Perreault, William D and Mccarthy, Jr. E. Jerome, Basic Marketing, 14 th ed., TMH, 2002.
4. Rajan, Saxena : Marketing Management, 2 nd ed. , TMH, 2002.
5. Czinkota & Kotabe : Marketing Management, Vikas Pub. House, New Delhi.
6. Ramaswamy, V.S. and Namakumari, S: Marketing Management, Planning, Control, Macmillan, New Delhi,
1990.
7. Zikmund: Marketing, 7th ed., Thomson Learning, Mumbai.
1
NNSS' Samalkha Group of Institutions
Teaching Plan
Faculty of Management (MBA)
Name: Vidhi Gandhi Subject: Marketing Management Semester-2nd
SR. TOPIC NO. OF
NO. LECTURES
REQUIRED
1. Nature, Scope and Concept of Marketing 2
Definition
Nature
Scope
Functions
Significance/Benefits
Objectives
Difference between marketing & selling
2. Corporate Orientation towards the Market 1
Place
Evolution of Marketing Concepts
Production Concept
Product Concept
Selling Concept
Marketing Concept
Holistic Marketing Concepts
Internal Marketing
Integrated Marketing
Society Responsible Marketing
Relationship Marketing
3. The Marketing Environment and Environment 2
Scanning
Nature of Marketing Environment
Controllable and Uncontrollable Marketing
Environment
Marketing and Environment Interface
4. Marketing Information System and Marketing 2
Research
2
Meaning of Marketing Information System
Importance of Marketing Information System
Sources of Information for Marketing
Information System
Meaning of Marketing Research
Importance of Marketing Research
Limitations of Marketing Research
Marketing Research Process
Marketing Information System versus
Marketing Research
5. Understanding Consumer and Industrial markets 2
Meaning of Industrial Marketing
Nature of Industrial Markets
Types of Industrial Customers
Difference between Industrial and Consumer
Markets
Understanding Consumer and Industrial Markets
6. Market Segmentation 1
Concept of Market Segmentation
Steps in Segmenting a Market
Benefits of Market Segmentation
Requisites of Effective Segmentation
Philosophies of Market Segmentation
Basis of Market Segmentation
Procedure for Market Segmentation
Market Segmentation Strategies
Differentiated Marketing
Undifferentiated Marketing
Concentrated Marketing
7. Targeting 1
Meaning
8. Positioning 1
Meaning of Product Positioning
Determinants of Successful Product Positioning
Steps in Product Positioning
3
9. Product Decision and Product-Mix 2
Meaning of Product
Features of Product
Importance of Product
Classification of Product
Layers of Product
Meaning of Product Mix
Product Line
Product Width
Product Depth
Factors affecting Product Mix
Types of Product Strategies and Policies
10. Product Life Cycle 1
Meaning of PLC
Significance of PLC
Stages in PLC
11. New Product Development 3
Concept of New Product Development
Sources of New Product Development
New Product Planning and Development
Process
12. branding and packaging decisions 2
Concept of Branding
Branding Decision Process
Functions of Branding
Classification of Brands
Features of Good Brand
Concept of Packaging
Importance of Packaging
Requisites of a good package
13. Pricing Method and Strategies 2
Introduction to Pricing Policies
Types of Pricing Policies
Methods of Pricing
4
Pricing Strategies
14. Promotion Decision -Promotion Mix 3
Meaning of Promotion
Objectives of Promotion
Promotion Mix: Advertising, Sales Promotion,
Publicity, Personal Selling
Factors affecting Promotion Mix
Promotional Budget
Promotional Strategy
15. Channel Management- Types and Functions, 2
Selection
Concept of Channels of Distribution
Types of Distribution Channels
Channel Decisions
Factors in Choice of Distribution Channels
16. Co-operation and Conflict management 2
17. vertical marketing implementation and systems 1
18. Marketing logistics 1
19. Organising and implementing marketing in the 1
organisation
20. Evaluation and control of marketing efforts 1
21. Ethics in marketing 1
22. Globalisation 1
23. Consumerism 1
24. Green marketing 1
25. Direct marketing 1
26. Network marketing 1
27. Event marketing 1
5
NNSS' Samalkha Group of Institutions
Teaching Plan
Faculty of Management (MBA)
Marketing Management
Seminar Topics for MBA-IInd Sem
1. Sales and ethics: do they go hand-in-hand
2. Who are the best brand ambassadors: Employees or celebrities
3. Go Green Go Global
4. Celebrity marketing mantra: strategies and tactics
5. Role and influence of children in family purchases
6. Brand consciousness amongst customers towards Indian brands
vs. foreign brands in terms of men’s wear
7. Brand piracy in rural markets
8. Advertisement- blessing or curse
9. Event Management
10. Celebrity Endorsement in Advertisement
11. Reverse Marketing
12. De-Marketing
13. Customer Preference for Home Appliances-A study of LG &
Samsung
14. Pricing Strategies in Airline Industry with special reference
Jet Airways & Kingfisher Airlines
15. Brand Promotion – A War with special reference to Pepsi &
Coke
16. Brand Loyalty with special reference to footwear Industry
17. Walmart
18. Bharti Airtel
19. Videocon
20. Marketing for World Cup
6
NNSS' Samalkha Group of Institutions
Teaching Plan
Faculty of Management (MBA)
GD Topics for MBA-IInd Sem
1. Advertising - fairness, company responsibility, unbiased
information
2. Is Advertising an art to promote goods or a mean to
mislead innocent customer
3. Will punch lines rule the Advertisements
4. Advertising is all glitter and little truth.
5. Management Education-Is it necessary to succeed in
business
