MARKETING MANAGEMENT

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

Course Outcomes (Cos):

Course Outcomes

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to;

 

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

CO 60: Analyze market segmentation, target marketing, and market positioning

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

 

Learning activities for the students:

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

CO 61: Analyze how different situations in the competitive environment will affect choices in marketing.

Self-learning assignments, presentations

 

CO 62: Analyze the roles of advertising, sales promotion, public relations, personal selling, and direct marketing in the promotion mix

 

 

CO 63: Examine the role and importance of digital marketing in today’s rapidly changing business environment.

 

 

CO 64: Develop competitive marketing strategy

 

 

 

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 II

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.

*Case studies related to entire syllabus are to be taught 

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.
  • Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009

 

References: 

Suggested Readings:

  • Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
  • Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008

 

E Resources:

  • Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020

Journals:

  • Consumer Behaviour
  • Journal of Marketing
  • Marketing Management
  • Marketing Research

 

Academic Year: 
2022-2023
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