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Marketing Management Syllabus

This course on Marketing Management provides students exposure to modern marketing concepts, tools, and techniques to develop skills required for marketing functions. The course contains 5 modules that cover fundamentals of marketing, analyzing consumer behavior, developing marketing strategies, managing the marketing mix of product, price, place and promotion, and emerging trends in marketing like internet marketing and green marketing. Student performance is evaluated through various assessments with 70% weightage given to an end-term examination. The course references several marketing management textbooks.

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Roshan Chaudhary
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241 views2 pages

Marketing Management Syllabus

This course on Marketing Management provides students exposure to modern marketing concepts, tools, and techniques to develop skills required for marketing functions. The course contains 5 modules that cover fundamentals of marketing, analyzing consumer behavior, developing marketing strategies, managing the marketing mix of product, price, place and promotion, and emerging trends in marketing like internet marketing and green marketing. Student performance is evaluated through various assessments with 70% weightage given to an end-term examination. The course references several marketing management textbooks.

Uploaded by

Roshan Chaudhary
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MARKETING MANAGEMENT

Course Code: 4104 Credit Units: 03

Course Objective:
The objective of this course is to provide the students exposure to modern marketing concepts,
tools, and techniques, and help them develop abilities and skills required for the performance of
marketing functions.

Course Contents:

Module I: Understanding Marketing in New Perspective


Fundamentals of Marketing, Customer Value and Satisfaction, Customer Delight,
Conceptualizing Tasks and Philosophies of Marketing Management, Value Chain, Scanning the
Marketing Environment, Marketing Mix Elements, Difference between marketing and Selling,
Relationship marketing, Social marketing, Strategic Planning in marketing, formulating the
marketing plan.

Module II: Analyzing Consumers & Selecting Markets

The factors influencing consumer behavior. The stages in the buying process, the buying decision
making process, factors effecting the buying decision., Market Segmentations, Levels of Market
Segmentations, Patterns, Procedures, Requirement for Effective Segmentation, Evaluating the
Market Segments, Selecting the Market Segments, Tool for Competitive Differentiation,
Developing a Positioning Strategy.

Module III: Managing Product & Pricing Strategies

Classification of products, New Product development, stages of product development, Adoption


process, Product mix decisions and line management, Length, width and depth of a line, line
analysis, and brand management, product life cycle, stages in lifecycle and factors affecting each
stage, Managing product life cycles. Setting the price, adapting the price, initiating and
responding the price changes.

Module IV: Designing: Managing the Integrated Communication

Channel functions and flows. Channel design decisions. Channel management decisions.
Channel dynamics; vertical horizontal and multi channel marketing systems. Market Logistics
decisions. Effective Communication, Integrated Marketing Communication, Marketing
Communication Process, Promotion mix, Advertising, Personal Selling, Sales Promotion and
Publicity and Public Relations, Direct Marketing.
Module V: Emerging Trends in Marketing

An Introduction to Internet Marketing, Multi Level Marketing, E-Marketing, Green Marketing,


Event Marketing, Types of Events, Sponsorship, Cause Related Marketing, Marketing for Non
Profit Organizations Marketing Strategies for Leaders, Challenges, Followers and Nichers

Examination Scheme:

Components CPA TP Q/S A ME EE

Weightage (%) 5 5 5 5 10 70

Text & References:


 Kotler, Keller, Koshy, Jha, (2008), Marketing Management– A South Asian Perspective,
Pearson India Pvt.
 Kurtz, (2008) Principles of Marketing, Cengage Learning, India,
 S. Neelamegham, (2009), Marketing In India,Vikas publishing house,
 Biplo Bose, (2008), Marketing Management, Himalaya Publishing House.
 Paul Baines, Chris Fill, Kelly Page, (2009), Marketing, Oxford University Press
 Winner (2009), Marketing Management, Pearson India Pvt.
 William L. Pride and O.C. Ferrell, (1993) Marketing Concepts and Strategies, Boston,
Houghton Mifflin.
 Czinkota and Kotabe, ( 2007) Marketing Management, Cengage Learning, India
 Evans, (2008), Marketing Management, Cengage Learning,India
 Rajan Saxena, (2010) , Marketing Management,Tata McGraw Hill

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