Marketing Management

Paper Code: 
EMP 223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To introduce students to the elements of marketing analysis: marketing environment analysis, customer analysis and competitor analysis.
  • To familiarize students to the generic business strategies and strategic marketing decisions for profitable delivery of superior value to the customers.
  • To enhance their problem-solving and decision-making abilities in strategic areas of marketing-mix.
  • To familiarize students with the concept of customer equity, managing marketing effort, and assessment of marketing performance.
     
12.00
Unit I: 

Marketing Management : An Introduction
Meaning and Definition, Selling vs. Marketing, Nature and Scope of Marketing, Core Marketing Concepts,  Marketing-Mix, Marketing Environment Analysis, Developing Marketing Strategies and Plans, Consumer Behaviour Influences and Buying Decision Process
 

12.00
Unit II: 

Marketing Research, Segmentation and Positioning Strategy
Marketing Research Process, Importance and Application, Levels and Bases of Market Segmentation, Selecting Market Segments and Targeting, Developing and Communicating  Positioning Strategy, Product Life-Cycle Marketing Strategies
 

12.00
Unit III: 

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, Policies and Strategies
 

12.00
Unit IV: 

Managing Integrated Marketing Communications and Distribution Channels
Introduction to Integrated Marketing Communications, Advertising and Sales-Promotion, Role of Marketing Channels, Channel-Design Decisions, Channel-Management Decisions
 

12.00
Unit V: 

Managing the Marketing Effort and Developing Competitive Marketing Strategy
Marketing Organisation, Control of Marketing Operations, Objectives, Benefits and Techniques, Identifying and Analyzing Competitors, Competitive Strategies for Market Leaders and Challengers.
 

 

* A minimum of one case study will be discussed per unit of the syllabi.

References: 

 

  1. Philip Kotler, Kevin Keller, Abraham Koshy, Mithileshwar Jha: Marketing Management (Twelfth Edition), A South Asian Perspective; Pearson Education (Singapore) Pvt. Ltd. 2007.
  2. Rajan Saxena, Marketing Management, Fourth Edition, Tata McGraw Hill, 2008.

Suggested Readings:

  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 Busines