Marketing Management

Paper Code: 
MHR 222
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objective:

To introduce students to the elements of marketing management: marketing environment analysis, customer analysis and competitor analysis, generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.

Course Outcomes (CO): At the end of this course, a student should be able to:

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

MHR 222

Marketing Management

CO 59:Analyze fundamental marketing concepts, approaches, scope of market and consumer behavior.

CO60:Analyze market segmentation, target marketing, and market positioning

CO61:Analyze how different situations in the competitive environment will affect choices in marketing.

CO62:Analyze the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix

CO63: Examine the role and importance of digital marketing in today’s rapidly changing business environment.

CO 64: Develop competitive marketing strategy

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

12.00
Unit I: 
Unit 1

Marketing Management: An Introduction

Conceptual framework, Nature and Scope of Marketing, Approaches to Marketing. Marketing-Mix, Developing Marketing Strategies and Plans

Consumer Behavior

Consumer Behaviour concepts, Buying Decision Process and factors influencing consumer behaviour

12.00
Unit II: 
Unit 2

Segmentation and Positioning Strategy

Levels and Basis of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating Positioning Strategy, Marketing Strategies

Developing Competitive Marketing Strategy

 Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers, Offensive and Defensive Strategies

12.00
Unit III: 
Unit 3

Product Planning and Pricing Policies

Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Packaging and Labeling, New Product Development Process, Pricing Methods,Factors, Policies and Strategies, Product Life-Cycle

12.00
Unit IV: 
Unit 4

Marketing Communications and Distribution Channels

Introduction to Marketing Communications,Role of Marketing Channels, Channel-Design Decisions, Physical distribution types and functions

12.00
Unit V: 
Unit 5

Sustainable Marketing Concepts: Green Marketing, Social Marketing

Digital Marketing: Concept, process, digital marketing & Traditional marketing and digital marketing strategies, Social Media Marketing.

 

Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson ,2013.
  • Ahuja Vandana, Digital Marketing, Oxford Higher Education
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
  • Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008

 

Academic Year: 
2021-2022
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