Marketing Management

Paper Code: 
MIV 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

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

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

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: 
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: 
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: 
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: 
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: 
Sustainable Marketing Concepts:

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

Essential Readings: 

*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
  • Printer-friendly version
  • PDF version