Module Descriptor
Program 2-YEAR PGPM Area Marketing
Course Advanced Marketing Management Code
MKTC2202
Credit 1 No. of sessions
24 (75 mins each)
Term II Start Date
Pre-requisite Co-requisite
Number of Students Lead Faculty
Other Faculty Guest Faculty
Module Objective:
After learning the basic Marketing Principles and Concepts, the students
should be able to relate them to the practices in the real world. The students should
be able to analyze the situation and come up with a solution with the Marketing and
Management Concepts. They should be able to integrate Marketing with other
disciplines of Management so that holistic solution is offered. At the end of the
module the students will understand and analyze the market environment,
customers and competitors, in order to facilitate marketing decision making. The
students will be able to apply the knowledge and skills gained from this subject
towards the development of effective marketing plans to spur business growth.
Learning Objective:
• identify customer needs and perform market segmentation to target
segments
• Make marketing decisions about product, price, place and promotion
• Evaluate customer satisfaction, value and relationship management
• Identify and evaluate key market trends and consumer behavior
• make appropriate decisions about possible entry to new markets
• Develop effective marketing and branding strategies
• Plan and implement integrated marketing communications strategies
Curriculum & Session Plan Refer Annexure 1
Text Book Marketing Management, 13/e, Philip Kotler et al,
Pearson
Additional Reading Refer Annexure 2
Resource Requirement ● Staff: RA, Faculty members, Guest Faculty
● Library: Books & Periodicals, Online Journals
Assessment Refer Annexure 3
ANNEXURE 1
Sessi Refere Topic Activity Facul
ons nce structur ty
No. e
1 Analysis, Strategy, Process, Lecture
Integration
2–4 Strategy Models Related to Lecture
Marketing Management
• Portfolio Models (BCG, GE)
• Michael Porter
• Igor Ansoff
• SWOT / TOWS
5–6 Gap Analysis in service marketing Case
Study &
Analyses
7 Segmenting, Targeting, Positioning Case
Strategies Study &
Analyses
8 – 10 Product Life cycle Strategies, New Lecture
Product Development, Product Price
relationship
11 – Brand Management Case
12 Brand Development, Brand Launch, Study &
Brand Promotion and Brand Analyses
Equity
13 Marketing of Services Case
Study &
Analyses
14 – Integrated Marketing Case
15 Communication. Study &
Direct Marketing, Social Interactive Analyses
Media
16 – Personal Sales Case
17 Effective Selling and Relationship Study
Building Analysis
18 – Management of Sales Team Case
19 Effective Sales Force Management, Study &
Issues and Solutions Analyses
20 CRM and Customer Loyalty Case
Study &
Analyses
21 - 24 Review of entire module Interacti
ve
sessions
ANNEXURE 2
Text Book
1. Marketing Management : A South Asian perspective (Pearson Education 13th
Edition), Kotler Philip, Keller Kevin Lane, Koshi Abraham and Jha Mithileshwar.
Additional Reading
1. Marketing Management, 4/e : Rajan Saxena; TMH
2. Principles of Marketing, 12/e : Philip Kotler and Gary Armstrong; Pearson
3. Marketing: An Introduction, 7/e : Gary Armstrong and Philip Kotler; Pearson
Education
4. Marketing, 14/e, : M J Etzel, B J Walker, W J Stanton, A Pandit; McGraw Hill
5. Marketing Management, 4/e : V S Ramaswamy and S Namakumari;
Macmillan
Annexure 3
Assessment
MARK
MODE OF FREQUE
FOCUS AREAS DISRIBUT
During Term ASSESSMENT NCY
ION
Assessment
Minimum
As per Faculty Topical
3
MARKS
(Total during 50
Term)
END OF TERM
Written Exam One Entire Module 50
EVALUATION
GRAND TOTAL 100
