Marketing Management

Class of Course Code Credit : : SL MM 501 :3 Academic Year Semester Sessions : First : I : 30

AIM:
To equip students with a basic level of understanding on the importance and role of marketing in the managerial decision making process of an enterprise. Further, for such of those students who would wish to specialize in marketing, each topic should create curiosity leading to selection of appropriate electives for deeper understanding.

Learning Outcomes:
1. 2. Develop a sound theoretical and practical understanding of the fundamental concepts of marketing. Be able to apply the concepts in real life situations and take suitable decisions/solve problems as a marketing professional AUTHOR / PUBLICATION Ramaswamy, V S / Namakumari, S. Macmillan India Limited, 2009 Kotler, Keller, Koshy and Jha, 13th e, Pearson, 2009 Lal, Quelch & Rangan, Tata McGraw Hill, 2010 Rajan Saxena, Tata McGraw Hill, 2010 Consumer Behavior - Consumer Buying Roles Types of Buying Decision Behavior - The Buyer Decision Process - The Buyer Decision Process for New Products Industrial Markets: Special Characteristics of Industrial Markets, Importance of Selling for an Industrial Marketer, Business Buying Behavior
Segmenting & Targeting: Levels of Segmentation Patterns of Segmentation - Procedures for Market

REFERENCE BOOKS Marketing Management: Global Perspective th Indian Context, 4 e Marketing Management Marketing Management: Text and Cases Marketing Management 4th e

Detailed Syllabus
Introduction: Marketing - Definition of Marketing Management - Marketing Concepts - Evolution of Marketing Marketing Mix, Marketing Challenges for the 21st Century. Building Customer Satisfaction: Through Quality, Service and Value - Defining Customer Value and Satisfaction - Delivering Customer Value and Satisfaction - Retaining Customers Marketing Environment Micro Environment: The Company - Suppliers Intermediaries - Customers - Competitors, Public. Macro Environment: Demographic, Economic, Natural, Government Intervention in Natural Resource Management - Political Environment Cultural Environment and Global Environment.

Segmentation - Requirements of Effective Segmentation - Market Targeting - Evaluation & Selecting Target Markets, Focusing and Niching Mass Customization. Positioning: Competitive Differentiation - Concept of Positioning - Positioning as Strategy Communicating Your Positioning Strategy. Positioning by Usage, by User, by Product Benefit, etc.

Consumer Markets and Buyer Behavior: A Buyer Behavior Perspective - Characteristics Affecting

Product Decisions: Product Classifications Individual Product Decision - Product-Mix Decisions -Product-line Decisions, Packaging and Labeling

Detailed Syllabus

Semester-I

Decisions Marketing of Services: Basic Concepts and Issues Nature and Characteristics of Service - Marketing Strategies for Service Firms - International Services Marketing - Person, Place and Idea Marketing. strategies throughout PLC. Distribution and Channel Decisions: Nature of Distribution Channels - Channel Design and Modification Decisions - Physical Distribution and Distribution Cost Analysis, Channels - The Middlemen - The Wholesaler Retailing Formats and Types of Retailing, Emerging Retail Scenario in India; Size, Growth Rate, Complexity of The Indian Retail Market

Developing New Products: New Product Development Processes - Challenges in Developing New Products - Consumer Adoption Process for New Products. Life Cycle Strategies: Product Life-cycle - Stages in PLC - Brand Life Cycle - Marketing Strategy

Cases
To be decided by faculty

Suggested Schedule of Sessions

Topic Introduction Building Customer Satisfaction (including case discussion) Micro Environment Macro Environment Consumer Markets and Buyer Behavior (including case discussion) Industrial Marketing Segmenting (including case discussion) Targeting Positioning (including case discussion) Product Decisions (including case discussion) Developing New Products (including case discussion) Life Cycle Strategies Marketing of Services (including case discussion) Distribution and Channel Decisions Retailing Total No. of Sessions 2 2 1 1 3 2 2 2 2 3 2 2 2 3 1 30

Detailed Syllabus

Semester-I