Marketing Management

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

 

12.00
Unit I: 
Unit 1

Marketing Management : An Introduction

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

12.00
Unit II: 
Unit 2

Consumer behavior

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

Segmentation and Positioning Strategy

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

Marketing Research

Marketing Research Process, Importance and Application

 Developing Competitive Marketing Strategy

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

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Fourteenth Edition), A South Asian Perspective; Pearson ,2013.
  •  Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.

 

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References: 
  • 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: 
2015-2016
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