Marketing Management Syllabus

 COURSE OBJECTIVES

• To understand the Market, Marketing and Marketing Management

• To know how marketing strategies drive businesses.

• To focus marketing attention to deliver value to target customers.

• To differentiate between products and services & able to build brands

• To design & develop new products to deliver value & price, distribute & communicate through offers and build up customer value.

UNIT I

Introduction to Marketing Management–concepts–scope–Marketing Management Philosophies –Analyzing Marketing Environment –Ethical behavior– corporate social responsibility–Market Competition–case studies.

UNIT II

Consumer Behavior– concepts–Evolution of consumer oriented markets– factor influencing consumer behavior –individual factors–Market Segmentation– bases for segmenting consumer markets and business markets–Target Marketing– selection of strategies–one to one –one to many marketing – Positioning for Competitive Advantage– marketing information–innovation–cases.

UNIT III

Product and Services– Product Classification– Branding– Product Life Cycle– New Product Development – Product Extension Strategies–cases.

UNIT IV

Pricing–concepts–importance–objectives–determinants–types–strategy–actics–Place–channel distribution–intermediaries and their functions –channel structure –channel alliances–cases.

UNIT V

Promotion Decisions –objectives–promotional mix– Factors affecting– sales promotion–trade sales–personal selling –advertising and public relations–creative decisions in advertising–cases.

LEARNING RESOURCES

1. Philip Kotler , Kevin Lane Keller “ Marketing Management” 15th Edition, Person Publications Limited, 2017.

2. Noel Capon and Siddharth Shekar Singh,” managing Marketing–An Applied Approach”, Wiley India Pvt Limited 2017.

3. Kenneth E.Clow. Donald Baack, “cases in marketing management,” 5th edition, Person India Ltd, 2014.

4. Arunkumar and Meenakshi, “Marketing Management,” Vikas Publishing House, 2015.

5. Ramasamy and Namakumari, Marketing management–Global perspective –Indian context, 5th edition, Macmillan Publishers India Ltd, 2014.

6. Rajan Saxena, Marketing Management “, 5th Edition, Tata McGrew Hill Publishing Co Ltd., 2017.