GUJARAT TECHNOLOGICAL UNIVERSITY
With effective
Syllabus for Master of Business Administration, 2nd Semester from academic
Subject Name: Marketing Management (MM) year 2018-19
Subject Code: 4529203
1. Learning Outcomes:
Learning Outcome Component Learning Outcome
Business Environment and Domain Understanding of the role and functions of
Knowledge (BEDK) marketing in an organization.
Ability to apply the concepts and techniques to
Critical thinking, Business Analysis,
Problem Solving and Innovative various marketing contexts.
Solutions (CBPI) Ability to analyse marketing problems and
provide solutions based on a critical examination
of marketing information.
Global Exposure and Cross-Cultural Appreciation for the global nature of marketing
Understanding (GECCU) and appropriate measures to operate effectively
in international settings.
Social Responsiveness and Ethics Evaluate and act upon the ethical and
(SRE) environmental concerns linked to marketing
activities.
Effective Communication (EC) Advance reasoned and factually supported
arguments effectively in written work and oral
presentation.
Leadership and Teamwork (LT) Demonstrate the ability to justify marketing
strategies and advocate a strategically informed
position when considering marketing plan
implementation.
2. Course Duration: The course duration is of 40 sessions of 60 minutes each.
3. Course Contents:
Module Module Content No. of 70 Marks
No: Sessions (External
Evaluation)
Basics of Marketing Management
Definition, Scope, Core Concepts, Tasks
Basic 4 P’s of Marketing Mix & Updated P’s of
Marketing Mix
Company’s Orientation towards Marketplace
Marketing as a value delivery process & Value Chain
Content of a Marketing Plan (very briefly)
Capturing Marketing Insights
I 10 17
Analyzing the macro-environment
Creating Customer Value:
Customer Perceived value
Cultivating Customer Relationship
Understanding Consumers’ Markets
Factors affecting consumer buying Behaviour
Key Psychological Processes
Consumer Buying Decision Process
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GUJARAT TECHNOLOGICAL UNIVERSITY
With effective
Syllabus for Master of Business Administration, 2nd Semester from academic
Subject Name: Marketing Management (MM) year 2018-19
Subject Code: 4529203
Understanding Business Markets
Business v/s consumer markets
Buying Situations, Participants
Process
Segmentation, Targeting and Positioning (STP)
Segmentation:
Bases of Segmenting Consumer Markets and Business
Markets
Targeting:
Meaning, effective segmentation criteria, evaluating and
selecting the market segments
Positioning:
Developing and establishing Brand Positioning
Differentiation strategies
II Dealing with Competition 10 18
Competitive Strategies – Leaders, Challengers,
Followers, Nichers
Product Life Cycle (PLC) Strategies
Developing Product Strategy
Product characteristics and Classification
Product hierarchy
Product system and mix
Product Line and Length decisions
Packaging, Labeling and Warranties
New Product Development:
Process & Challenges
Brand Management:
Brand Equity
Brand Equity Models – CBBE
Devising Branding Strategies
o Branding decisions
o Co-branding and ingredient branding
III o Brand extensions 10 18
Developing Services
Definition, categories
Distinctive Characteristics
Service Differentiation
Pricing Decisions
Consumer Psychology and Pricing
Setting up the price
Price Adaptation and Strategies
Managing Distribution Channels
Marketing Channels
o Role, Importance
IV 10 17
o Design & Management Decisions
o Channel Integration and Systems
Retailing, Wholesaling and Logistics Management
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GUJARAT TECHNOLOGICAL UNIVERSITY
With effective
Syllabus for Master of Business Administration, 2nd Semester from academic
Subject Name: Marketing Management (MM) year 2018-19
Subject Code: 4529203
Managing Marketing Communications
Role of Marketing Communication
Developing Effective Communication
Managing IMC
Managing Mass Communications
Advertising:
5 M’s
Sales Promotions:
Major sales promotion tools
Events, Experiences:
Objectives and sponsorship decisions
PR:
Functions and PR decisions
Tools in marketing PR
Managing Personal Communications:
Direct Marketing:
Benefits, different direct marketing channels
Interactive Marketing:
Advantages and disadvantages
Interactive marketing communication options
Word-of-mouth:
Platforms – Social Media, Viral marketing, opinion
leaders
Personal Selling:
Major steps in effective selling
Practical
Studying the Market Segmentation bases used by
various companies to segment the markets for their
products.
Studying distribution strategies of various companies
Analyze a few new products / services launched (30 Marks
V ---
recently and their marketing mix CEC )
Studying the product life cycle of various
products/brands with strategies adopted at various
level
Compare and analyze marketing communications of
a few brands in the same product / service category
4. Pedagogy:
ICT enabled Classroom teaching
Case study
Practical / live assignment
Interactive class room discussions
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GUJARAT TECHNOLOGICAL UNIVERSITY
With effective
Syllabus for Master of Business Administration, 2nd Semester from academic
Subject Name: Marketing Management (MM) year 2018-19
Subject Code: 4529203
5. Evaluation:
Students shall be evaluated on the following components:
Internal Evaluation (Internal Assessment- 50 Marks)
A Continuous Evaluation Component 30 marks
Class Presence & Participation 10 marks
Quiz 10 marks
B Mid-Semester examination (Internal Assessment-30 Marks)
C End –Semester Examination (External Assessment-70 Marks)
6. Reference Books:
No. Author Name of the Book Publisher Year of
Publication /
Edition
th
Philip Kotler & Kevin Marketing Management Pearson 15 / Latest
1
Lane Keller Education
Principles of Marketing
Lamb, Hair, Sharma Cengage
2 – A South Asian Latest
& McDaniel Learning
Perspective
Stanton, Etzel & Fundamentals of
4 McGraw Hill Latest
Walker Marketing
Marketing Management
Kotler, Keller, Koshy Pearson
5 – A South Asian Latest
and Jha Education
Perspective
Arunkumar and Vikas
6 Marketing Management Latest
Meenakshi Publishing
Note: Wherever the standard books are not available for the topic appropriate print and online
resources, journals and books published by different authors may be prescribed.
7. List of Journals/Periodicals/Magazines/Newspapers, etc.
1. Journal of Marketing
2. Indian Journal of Marketing
3. Journal of Marketing Management
4. Journal of Retailing
5. Journal of Consumer Behaviour
6. Brand Equity
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