Marketing Management – II

Paper Code: 
MBA- 223
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To introduce students to the various marketing mix strategies.
  • To familiarize students with the concept of customer equity, managing marketing effort, and assessment of marketing performance.
  • To enable students to combine their earlier knowledge in the strategic areas of marketing with that in the tactical marketing strategies to improve their problem solving and decision-making abilities in the real life business situations.
10.00
Unit I: 
Product Planning and Branding

Marketing Mix Strategy, Product Characteristics and Classifications, Concept of Product-Mix, Product-Line Decisions, Branding and, Brand Management, Packaging and Labelling, New Product Development Process

6.00
Unit II: 
Pricing Policies and Strategies

Factors Affecting Pricing Decision, Pricing Methods, Policies and Strategies, Initiating and Responding to Price Changes

10.00
Unit III: 
Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Communications, Advertising, Sales-Promotion, Personal Selling and Internet Marketing

6.00
Unit IV: 
Designing and Managing Distribution Channels

Role of Marketing Channels, Channel-Design Decisions, Channel-Management Decisions, Channel Integration and Systems, Channel Conflict and Co-operation, Managing Wholesaling and Retailing

8.00
Unit V: 
Managing the Marketing Effort

Marketing Organisation, Control of Marketing Operations, Objectives, Benefits and Techniques, Customer Value and Customer Relationship Management.

Essential Readings: 
  • Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007.
  • Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.
References: 
  1. Michael J Evyl, Bruce J. Walker, William J. Stanton, Ajay Pandit, Marketing Tata Mc Graw Hill Education Pvt. Ltd 2010
  2. Rajiv Lal, John A. Quelch, V. Kastur Rangan, Marketing:Text and Cases, Tata Mc Graw Hill Education Pvt. Ltd. 2009
  3. Paul Baines, Chris Fill, Kelly Page< marketing, Oxford university Press 2008
  4. Dawn Lacobucci and Avinash Kapoor, Marketing Management, Cengage Learning Pvt. Ltd. 2011
  5. David A. Aaker; Strategic Market Management (5th Edition); John Wiley & Sons (Asia) Pte. Ltd. 2000.
  6. Greg W. Marshall, Mark W. Johnson, Marketing Management, Tata McGraw Hill.
  7. Positioning: The Battle for Your Mind: Al Ries & Jack Trout, Tata McGraw-Hill
  8. Al Ries: Focus –The Future of Your Company Depends on it , Harper Business
  9. Sergio Zyman: The End of Marketing As We Know It , Harper Business
  10. Michael Treacy & Fred Wiersema: The Discipline of Market Leaders, Harper Collins.
  11. Michael J Etzel, Bruce J Walker, William J Stanton, Ajay Pandit, Marketing, 14e, McGraw Hill Education, Special Indian Edition.
  12. Dhruv Grewal, Michael Levy, Marketing, McGraw Hill Education, Special Indian Edition.