MARKETING MANAGEMENT

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

This course will enable the students to understand the role and importance of marketing management in achieving organizational goals.

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MBAS222

Marketing Management (Theory)

CO62: Understand the concepts and principals of marketing management and consumer behaviour to develop effective marketing strategies.

CO63: Apply STP and competitive strategy concepts to real world business scenarios and case studies. CO64: Apply product planning and pricing concepts to develop comprehensive marketing plans.

CO65: Evaluate different types of production function and examine the characteristics of various types for market to optimize production processes and resource allocation. CO66: Develop marketing communication and distribution channel strategies that optimize reach and efficiency.

CO67: Contribute effectively in course-specific interaction

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: 
Introduction to Marketing Management and Consumer Behaviour

Marketing Management: 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: 
Market Segmentation and Strategies

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

Concept of 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 and Digital Marketing

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: 

• 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: 
2024-2025
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