Marketing management is an organizational function that seeks to meet organizational objectives via sound market driven strategy. The course, therefore, is designed to equip students with knowledge, skills, and attitude of designing responsive marketing strategies. In line with this, it contains topics such as marketplace concepts, major marketing philosophies, environmental factors that influence marketing decisions; analysis of competitors and developing sound marketing strategies; market segmentation, targeting, and positioning; product decisions and the basic concepts of branding, packaging, and labeling; factors affecting pricing decisions and identify the alternative price setting strategies; marketing channels and the key channel related decisions and the integrated marketing communication models and tools.

The Objective of this course is to enable students to:

• Explain the need for understanding the history of marketing.
• Describes the different approaches used to study marketing thought.
• Comprehend the chronological description of marketing thought development.
• Explain the ten schools of Marketing Thought.
• Define marketing, identify its core concepts, explain the major philosophies, and describe the historical developments of the subject matter.
• Explain the environmental factors that influence marketing decisions.
• Analyze competitors and develop sound marketing strategies.
• Explain the rationale for market segmentation, targeting, and positioning; and describe the nature, merits, and demerits of segmentation approaches.
• Describe product related decisions and explain the basic concepts of branding, packaging, and labeling.
• Discuss factors affecting pricing decisions and identify the alternative price setting strategies.
• Describe the benefits of marketing channels and explain the key channel related decisions.
• Explain the different communication models and identify the promotional tools used by marketers.

CHAPTER 1: NATURE AND SCOPE OF MARKETING

1. 1. Definitions of Marketing
   2. Core Marketing Concepts
   3. Marketing Management
   4. Market versus Internally Driven Businesses
   5. Marketing Management orientations
   6. Developing an Effective Marketing Mix
   7. Developing an Effective Marketing Mix
   8. The new marketing capabilities
   9. The need for understanding the history of marketing and marketing thought

CHAPTER 2: THE MARKETING ENVIRONMENT

1. 1. Overview
   2. Complexity, Uncertainty, and Dynamism of the Business Environ
   3. Classification of Business Environment
   4. The Micro-Environment
   5. The Company's Macro-environment
   6. Impact of the Environment on Marketing

CHAPTER 3: ANALYZING COMPETITORS AND DESIGNING MARKETING STRATEGIES

1. 1. Overview
   2. Customer Satisfaction in a competitive Environment
   3. Competitive Marketing Strategies
   4. Designing Marketing Strategies

Chapter 4: MARKET SEGMENTATION, TARGETING, AND POSITIONING

1. 1. Rational for segmentation
   2. The Process of Target Marketing
   3. Market Segmentation
   4. Market Targeting
   5. Differentiation and Positioning Strategy

 

 

 

CHAPTER 5: MANAGING PRODUCTS, PRODUCT LINES, AND BRANDS

1. 1. Definition of a product
   2. Five Levels of a Product
   3. Product Hierarchy
   4. Product Classifications
   5. Product Mix
   6. Product – Line Length
   7. Branding
   8. Packaging
   9. Labeling

CHAPTER 6:  PRICING/PRICE SETTING STRATEGIES

1. 1. Definition and Importance of Price
   2. Setting the Price
   3. Factors to Consider When Setting Prices
   4. Select an Approximate Price Level
   5. Make Special Adjustments to the List or Quoted Price
   6. Legal and Regulatory Aspects of Pricing

CHAPTER 7:  MARKETING CHANNELS

1. 1. Overview
   2. Marketing Channel Functions and Flows
   3. Channel Structure
   4. Variables Affecting Channel Structure
   5. Channel-Management Decisions

CHAPTER 8: PROMOTION /INTEGRATED MARKETING COMMUNICATION

1. 1. Promotion Mix/Integrated Marketing Communication
   2. Advertising
   3. Sales Promotion
   4. Personal Selling
   5. Direct marketing
   6. Public Relations
   7. Factors in setting the promotion mix

Chapter 9: Overview of International Marketing

1. 1. Definitions of international Marketing
   2. Opportunities and challenges of international marketing
   3. International dimensions of trade
   4. Market entry and expansion strategies

 

Chapter 10: Digital Marketing: An Overview

1. 1. Introduction to Digital Marketing
   2. Digital Vs. Real Marketing

Digital Marketing Channels

Lectures, group assignments, in-class presentation, and project will be used intensively. However, the module instructor may use other supplementary methods for effective delivery of the module as needed.

• Article Review                                                                               20
• Case Analysis (3 cases)                                                                 30
• Final Examination                                                                         50
• Total                                                                                              100

TEXT

 

• Kotler, Philip (2009). Marketing Management, 13th Edition (New Delhi: Prentice Hall)

 

REFERENCE

 

1. Baral, S.K (2009). Advanced Approach to Marketing Management (Delhi: A.I.T.B.S)
2. Dayler, Peter (2002). Marketing Management Strategy (Hall)
3. Kotler & Keller (2006). Marketing Management, 12th Edition (New Delhi: Prentice Hall)
4. Peter, Paul J. (2000). Marketing Management: Knowledge and Skills (Boston: McGraw Hill)
5. Ramaswany, VS (2004). Marketing Management: Planning, Implementation and Control (New Delhi: Macmillan)
6. Saxena, Rajan (2002). Marketing Management (New Delhi: Tata McGraw Hill)
7. Singh, Y.P. (2002). Effective Marketing Management (New Delhi: App. L)
8. Vincze, Anderson (2000). Cases in Strategic Marketing Management (Boston: H.M.C)