MARKETING MANAGEMENT
Course Description
The course is an introduction to the language and issues of marketing with an emphasis on
learning to develop responsive marketing strategies that meet customer needs. Marketing what
drives any business and economy. This introductory course exposes the participants to the
fundamental concepts, practices and decision making related for marketing. It aims at
providing an exhaustive coverage of all relevant aspects of marketing such as buyer behaviour,
marketing environment, segmentation, targeting, and positioning, product life cycle and pricing
strategies for gaining insights and forming a solid foundation for the specialized courses in the
area. This course also develops understanding of marketing in the new economy. This course
helps developing competitive strategies in fast-paced networked economy.
The course aims at helping the Students in:
1. Appreciating the role of marketing function in organization
2. Understanding and appreciating the concepts of marketing in theory and practice
3. Analysing set of marketing problems through cases and
4. Finding opportunities to relate these concepts to real-life situations through group
projects and assignments
Course Outcomes:
On completion of this course, the students will be able to
CO1. Students will exhibit strong conceptual knowledge in the relevant functional area of
marketing management.
CO2. Students will exhibit effective understanding of relevant functional areas of marketing
management and its application in organization and society
CO3. Students will exhibit analytical skills in identifying and resolving problems pertaining
to marketing management.
UNIT – I
Topics
1. Introduction to Marketing (1.5 Hours)
(a) Value and Scope of marketing what is marketing? What is marketed?
(b) Core concepts: Needs, Wants, Demand
(c) Company Orientation towards the Market Place
(d) Jerome McCarthy’s 4 Ps (Marketing Mix), 7Ps ,4Cs Of Marketing, 4 A’s
(e) Marketing Myopia
2. Marketing Environment (1.5 Hours)
(a) Components of Modern Marketing Information System
(b) Analysing the Macro Environmental Factors
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(c) PESTEL and SWOT: an introduction
(d) Market Demand, Market Potential, Sales Potential and Market share
3. Analysing Consumer Markets (1.5 Hours)
(a) Major Factors influencing consumer behaviour: Social, Cultural, Personal
and Psychological factors
(b) The Five Stage Buying Decision Process Model
Case Study Discussion –I
ASSIGNMENT-I: (It covers from Topic no 1 to 3 of the syllabus) (Unit-I)
UNIT- II
4. Identifying Market Segments, Targeting and Positioning (3 Hours)
(a) Need for Segmentation, Bases for segmenting consumer markets
(b) Market Targeting: Evaluating and selecting market segments
(c) Effective Segmentation criteria
(d) Definition of Positioning, POP and POD, Straddle positioning
5. Building Strong Brands (1.5 Hours)
(a) Role and Importance of Branding
(b) Defining Brand Equity, Brand Value Chain
(c) Brand elements
(d) Branding Strategies: House of brands Vs Branded house
6 Addressing Competition and Driving Growth (3 Hours)
(a) Growth, Levels of competition (Generic-Form-Industry-Brand)
(b) Igor Ansoff’s Growth Vector Matrix
(c) Competitive Strategies for Leaders, Challengers & Followers
Case Study Discussion –II
ASSIGNMENT-II: (It covers from Topic no 4 to 6 of the syllabus) (Unit-II)
UNIT - III
7. Marketing Mix variables: Setting Product Strategy (3 Hours)
(a) Product characteristics and classification.
(b) Theodore Levitt’s Product hierarchy model
(c) Product mix and Product line analysis
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(d) Packaging decisions
(e) Product life cycle, Common PLC patterns
(f) New Product Development
CLASS TEST / SURPRISE TEST (20 Marks): (It covers from Topic no 1 to 7 of the
syllabus)
8. Marketing Mix variables: Developing Pricing Strategies and Programs (3 Hours)
(a) Understanding Price and Process of Setting the price
(b) Quantitative approach to Pricing methods: Cost Plus Pricing, Mark up pricing,
Mark down, Target ROI pricing, Perceived value pricing, Reference prices, Price
Sensitivity
(c) Adapting the Price
(d) EDLP, Promotional and differentiated pricing, Discounts and allowances
(e) Initiating & Responding to Price changes
Case Study Discussion –III
UNIT - IV
9. Marketing Mix variables: Designing and Managing Integrated Marketing
Channels (3 Hours)
(a) Definition and importance of marketing channels, push vs pull strategy,
(b) Channel levels and channel flows
(c) Channel Density: Exclusive-selective-intensive distribution
(d) Channel Integration and Systems: VMS and HMS
(g) Channel conflicts: reasons, types and resolution
(h) Introduction to Wholesaling and Retailing
QUIZ & PRESENTATION: (It covers from Topic no 1 to 9 of the syllabus)
10. Marketing Mix variables: Advertising, Sales Promotion, Events & Experiences
and PR (4.5 Hours)
(a) IMC & Marketing Communication Mix
(b) Selecting Marketing Communication Mix
(c) Advertising: Developing & Managing an Advertising Program
(d) Sales promotion (only Consumer and trade promotion tools)
(e) Events and Experiences
(f) Public Relations
(g) Online & Mobile Marketing
(h) Direct & Database Marketing
Case Study Discussion –IV
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UNIT - V
11. Customer Value, Satisfaction & Loyalty (1.5 Hours)
(a) Customer Perceived Value & Value Triad
(b) Measurement & Degrees of Customer Satisfaction- NPS
(c) Customer retention & Maximising Customer Lifetime Value
(d) Customer Relationship Management
12. Introduction to Services Marketing (1.5 Hours)
(a) Characteristics of Services ,4 Is
(b) Extended Marketing Mix variables
(c) Elements of Servqual GAPS Model
13. Developing Marketing Strategies & Plans (1.5 Hours)
(a) Value Delivery Chain
(b) Corporate & Strategic Division Planning
(c) Concept of SBU & Core competencies
(d) BCG Matrix, Porter’s Five Forces, Generic Strategies
Case Study Discussion –V
END TERM EXAM
Total (30 Hours)
Text Book
1. Marketing Management: Philip Kotler, Kevin Lane Keller, 15th Edition.
Reference Book
1. Marketing 5. 0
2. Marketing (Special Indian Edition) Michael Etzel, Bruce Walker, William Stanton,
Ajay Pandit
3. Marketing Management, Ramaswamy and Namakumari / Tata McGraw Hill
4. Marketing Management, Rajan Saxena / Tata McGraw Hill
5. Marketing Management, Arun Kumar and N Meenakshi / Vikas Publishing
6. Basic Marketing-A Global Managerial Approach William D. Perreault, Edmund Jerome
McCarthy
7. Marketing Management: An Indian Prospective Situn Krushna Sahu, Sunil Kumar
Pradhan
8. Intelligent Marketing, V Kumar, Sage Publication 2021
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